Odoo eCommerce: Your Online Store, Built Inside Your ERP

What Odoo eCommerce Actually Is

Odoo eCommerce is the open-source e-commerce module that lives inside the broader Odoo Website app. When you install it, your Odoo instance gains a customer-facing online store: you can configure products, customize the design with a drag-and-drop builder, manage ordering and checkout, set delivery methods, handle orders end-to-end, and analyze store performance, all without leaving Odoo.

Crucially, Odoo eCommerce is not a bolted-on storefront. It extends the same Sales, Inventory, and Accounting apps you already run. A product you publish online is the same product record used in your warehouse, your quotes, and your invoices. That single-source design is what separates Odoo eCommerce from standalone shopping-cart platforms.

The underlying Website builder is a no-code, drag-and-drop tool with live WYSIWYG editing, an AI-assisted site configurator, responsive-by-default layouts, and multi-website / multi-language support. Free themes ship out of the box, and you can switch themes anytime without losing content.

Designing the Storefront: Themes and Building Blocks

Odoo eCommerce design starts with the Website editor. The Theme tab controls global styling: a primary color palette with light and dark variants, fonts (Google Fonts or custom uploads), page layout, and button styles (Fill, Outline, or Flat). These choices apply across every page of your store.

Page content is assembled from Building Blocks, the drag-and-drop snippets Odoo ships. Structure blocks (Intro, Columns, Content, Images, Catalog) act as containers; you drop Inner Content blocks (text, images, buttons, videos, embed code) inside them. Each block has its own Style tab for fine-grained tuning.

eCommerce-specific design targets three surfaces: the overall store, the catalog/shop page, and the individual product page. Blocks can be scoped to apply across all pages or only to specific products, which is useful for landing pages and seasonal campaigns.

Catalog, Products, and Variants

In Odoo, a product is a template. Variants are the combinations generated from attributes, for example Color x Size. Each variant carries its own inventory, barcode or SKU, and price. A Variants smart button on the product lists every generated combination so you can manage stock at the variant level.

eCommerce Categories and Variants are configured under the Website app. Attribute Display Types include Pills, Color (circles or patterns), Radio, Select, Image, and Multi-checkbox. Variant Creation can be set to Instantly, Dynamically, or Never, depending on whether you want Odoo to pre-generate every combination or create variants on demand.

The shop/catalog page itself supports filters: a price-range slider, tags, and attribute filters (auto-shown when variants exist; up to four expanded, more than four collapse). You can configure columns, items per page, manual re-ordering, and per-product ribbons and badges to highlight bestsellers, new arrivals, or sale items.

The product page supports carousel or grid image layouts, Regular or Full-width layout, and an Attributes/Specification section (None, Bottom, or In accordion). Purchase-style toggles, Buy Now, wishlist, compare, reviews from logged-in users, and stock/out-of-stock messages all live here, alongside top and bottom building blocks for cross-sells and trust signals.

Checkout, Payments, and B2B vs B2C

Adding a product to the cart creates or updates a Quotation, which is simply a draft sale order in Odoo. The cart is session-based for guests or tied to a customer account for logged-in shoppers. Checkout proceeds through sequential steps: Address/Delivery, Review, and Payment.

Payment providers are configured under Website > Configuration > Payment Providers. Odoo shares one provider model across eCommerce, the customer portal, and online invoices. Supported providers include Stripe, PayPal, Adyen, Mollie, Razorpay, Authorize.Net, and Worldline, plus regional options like Mercado Pago and Flutterwave. Bank transfer and Cash on Delivery round out the list for markets where cards are not universal.

B2B versus B2C is set per website. Under Website > Configuration > Settings, the eCommerce Display Product Prices toggle controls whether prices are tax excluded (B2B) or tax included (B2C). A dedicated B2B shop can hide prices entirely, showing a Contact us prompt instead, require sign-in, and expose B2B fields such as company and VAT number in the delivery step. After checkout, customers reach orders and invoices through the customer portal under Your Orders and Your Invoices.

Sales Tools: Loyalty, Abandoned Carts, and Marketplaces

Odoo's loyalty programs, coupons, and promotions are shared across eCommerce, Sales, and Point of Sale. Once Discounts, Loyalty & Gift Card is enabled, you create rules under Sales > Products > Discount & Loyalty and they apply everywhere you sell. Gift cards and eWallets can be purchased and redeemed as a payment method in both eCommerce and PoS, which keeps online and in-store incentives consistent.

Abandoned carts in Odoo are simply draft Quotations. Under Website > eCommerce > Orders, remove the Confirmed filter and apply the Abandoned filter to surface them. A Follow up abandoned carts feature can be enabled in eCommerce settings with a configurable delay, so Odoo can automatically email shoppers who left without paying.

For retailers combining online and physical retail, Click & Collect (Pick up in store) is enabled under Website > Configuration > Settings > eCommerce, with pickup warehouses configured as a delivery method using the Pick up in store provider. Wishlist is enabled by default on product pages and the catalog, and product reviews allow logged-in portal users to submit star ratings and comments. The Odoo Amazon Connector is the primary documented marketplace integration in Odoo 19.0: it synchronizes confirmed Amazon orders (both FBA and FBM) into Odoo, though product sync is Amazon-to-Odoo only and Odoo-to-Amazon product push is not supported by the built-in connector.

SEO and Store Performance

Odoo generates /sitemap.xml automatically. It is cached, updated every 12 hours, and auto-chunked into roughly 45,000-URL files for large catalogs so you stay within search-engine limits. The /robots.txt file is editable under Website > Configuration > Settings > SEO, and every page has an Indexed toggle that controls noindex status and sitemap inclusion.

Per-page SEO is edited via Website > Site > Optimize SEO. You get title tag, description, meta keywords, a SERP preview card, and an AI Fill with AI suggestion tool. A single H1 per page and in-text keywords drive relevance, and Odoo implements schema.org microdata (HTML5) so eCommerce products can show price, availability, and rating rich snippets in search results.

URL Redirect Mapping supports 301, 302, 308, and 404 redirects on a per-website basis (including external URLs) and is managed under Website > Configuration > Redirects in developer mode. Renaming a product or page auto-creates a 301 redirect when the Redirect Old URL option is enabled, protecting your SEO equity when you restructure the catalog.

For paid and social channels, the Google Merchant Center integration generates a dynamic /gmc.xml product feed, and the same feed URL can be reused for TikTok, Facebook, and Instagram catalogs. Google Search Console verification is configured under Website > Configuration > Settings > SEO via HTML file upload, HTML meta tag, DNS record, Google Analytics, or Google Tag Manager.

Odoo eCommerce vs Microsoft Dynamics 365 Commerce

Microsoft Dynamics 365 Commerce is the enterprise omnichannel counterpart. It uses a hub-and-spoke architecture: Commerce headquarters acts as the back-office hub, with Commerce Scale Units (spokes) hosting a headless commerce engine that serves in-store POS, online, and call-center channels from one system. Online storefronts are built with Commerce site builder, a React-based WYSIWYG tool, or via headless and composable frontends that consume the same Retail Server APIs.

D365 Commerce supports three main channel types configured in headquarters: Retail channels (in-store POS), Call center channels, and Online channels for e-commerce storefronts. It is designed for mid-sized-to-large enterprises, with deep Finance & Operations and supply-chain integration, distributed order management, and support for DTC, B2B, and B2B-wholesaler scenarios. Online channels are cloud-oriented, so organizations that require on-premises e-commerce should confirm scope before committing.

Pricing differs sharply. Per Microsoft's public pricing page, D365 Commerce is listed at $210 per user per month (paid yearly) for core Commerce capabilities, plus an e-Commerce add-on listed at $4,000 per user per month (paid yearly) that includes e-commerce management for Dynamics 365 Commerce; attach licensing discounts apply when a user already holds a qualifying Dynamics 365 base license, and the e-Commerce add-on uses tiered/banded commercial pricing that varies by segment. Odoo uses a per-user-per-month model where external users (website visitors placing eCommerce orders, portal customers, and suppliers) are free and unlimited, and the all-apps plan including eCommerce is positioned at a far lower per-user rate.

When each fits an SME: choose Odoo eCommerce if you want a fast-to-deploy, transparently priced store that shares one product and order model with the rest of your ERP; choose Dynamics 365 Commerce if you already run the Dynamics 365 stack and need enterprise-grade omnichannel scale across POS, call center, and online. For broader retail and commerce strategy that spans both platforms, see our commerce guide.

Implementing Odoo eCommerce with Flectic

Flectic is an AI-driven ERP and CRM implementation partner for SMEs on both Microsoft Dynamics 365 and Odoo. We are platform-neutral: we implement both, and we recommend the one that fits your business, not the one we happen to sell. For online-store projects, that means we help you weigh Odoo eCommerce against Dynamics 365 Commerce on the merits of catalog complexity, B2B/B2C mix, channel coverage, and licensing budget.

Our AI-Accelerated Delivery approach is designed to deliver up to 3x faster than a traditional implementation, without skipping the configuration that makes an eCommerce site trustworthy: correctly scoped variants, working payment providers, B2B tax display, abandoned-cart recovery, and SEO fundamentals like sitemaps, schema, and redirects. We serve Canada first, then the UK, then the USA.

Whether you are launching your first online store or replacing a storefront that has outgrown its platform, the first step is an ERP Readiness Call. We will map your product catalog, channels, and checkout requirements to the right module set on the right platform.