Why product data management belongs inside Business Central and how Tinx and Pimics make it happen

If you run e-commerce on Microsoft Dynamics 365 Business Central, you know the drill. Your ERP handles orders, inventory, and financials like a pro. Your webshop looks great. But somewhere in between, product data turns into a problem.

Descriptions live in a spreadsheet. Images sit in a shared folder. Translations get emailed back and forth. And every time you launch a new product or update an existing one, three people touch four systems and nobody is entirely sure which version is the right one.

It doesn’t have to be this way.

Introducing the Tinx × Pimics partnership

We’re excited to announce our partnership with Allium, the company behind Pimics, the only Product Information Management (PIM) solution built as a native extension for Microsoft Dynamics 365 Business Central.

Together, we’re helping companies solve one of the most persistent headaches in e-commerce: keeping product data accurate, complete, and consistent across every sales channel without leaving Business Central.

The problem with separate PIM systems

Most businesses that sell online eventually realize they need better product data management. Descriptions need to be richer. Attributes need to be consistent. Images and documents need to be centrally organized. And when you sell across multiple channels: your own webshop, Amazon, ChannelEngine, or a B2B portal, every channel has its own requirements.

The traditional answer? A standalone PIM system. But that introduces exactly the kind of complexity you were trying to eliminate: a separate tool to learn, a separate database to maintain, and a constant need to synchronize data between your PIM and your ERP. Every sync is a potential point of failure. Every update means checking two systems instead of one.

For companies running Business Central, this feels like a step backwards.

What makes Pimics different

Pimics takes a fundamentally different approach. Instead of sitting outside your ERP and syncing data back and forth, Pimics runs directly inside Business Central as a certified Microsoft extension. There’s no middleware, no external database, and no integration layer to maintain.

That means your product managers, marketing team, and operations staff all work in the same environment they already know. Product descriptions, attributes, variants, digital assets, translations, and classifications, everything lives in one place. When someone updates a product description, that change is immediately available everywhere: in Business Central, in your connected webshops, and across your marketplace channels.

For teams managing large catalogs with hundreds or thousands of SKUs, the impact is significant. Bulk updates that used to take days can be done in hours. New product launches reach the market faster because there’s no waiting for data to sync between systems. And the risk of inconsistent product information across channels drops dramatically.

Where Tinx fits in

At Tinx, we’ve spent over 17 years building integrations between Business Central and e-commerce platforms: Shopify, Magento, WooCommerce, Amazon, ChannelEngine, Shopware, BigCommerce, and more. With over 300 customers worldwide, we know that the quality of an integration is only as good as the data flowing through it.

That’s exactly why this partnership matters. When product data is managed natively inside Business Central with Pimics, our connectors can deliver richer, more complete information to every sales channel. No more stripped-down product descriptions on your webshop because the data got lost in translation between systems. No more inconsistent attributes across marketplaces because someone forgot to update the external PIM.

With the Tinx Integration Agent — our universal connector for Business Central — we can extend this even further. Businesses can connect virtually any external system to Business Central, and with Pimics ensuring the product data foundation is solid, those integrations deliver more value from day one.

Who benefits most

This combination of Pimics and Tinx is especially valuable for companies that:

• Sell on multiple e-commerce platforms or marketplaces and struggle to keep product information consistent
• Manage complex product catalogs with many variants, attributes, and translations
• Want to centralize product data management without adding another standalone tool to their tech stack
• Are already on Business Central and want to get more out of their existing investment
• Need to speed up their time-to-market for new products or catalog updates

Whether you’re a distributor managing tens of thousands of SKUs, a manufacturer launching products across multiple markets, or a retailer expanding into new sales channels, the principle is the same: your product data should be a growth engine, not a bottleneck.

A partnership built on shared values

Both Tinx and Allium share a conviction that the best solutions are the ones that work with your existing systems, not against them. We believe in native integration over middleware, in simplicity over complexity, and in giving businesses a single source of truth for their data.

We’re looking forward to helping more companies simplify their product data management and to making the connection between great product information and seamless e-commerce integration stronger than ever.