Customers
When a new Business record is created in Dynamics 365, a corresponding Company Contact record is automatically generated. Both records share the same name and are automatically connected through a Customer–Business Relation. This connection represents the association between a business entity and its corresponding customer organization in SellStack. Administrators can review or modify these connections in Dynamics 365 by navigating to the Business Relations section. Within this section, existing relations can be customized, or new ties can be added — allowing a company contact to be associated with multiple businesses if necessary. All relations where the Link To Table value equals “Customer” are synchronized and reflected within SellStack.
The latest data model in Dynamics introduces a hierarchical contact structure that defines relationships between contact companies, contact persons, and customers. This hierarchy determines which contacts (customers) have access to which customers (businesses) in SellStack. Each contact record in Dynamics belongs to one of two main types:
Company Contact – Represents an organization or business unit (e.g., Corporate, District, Dispensary).
Person Contact – Represents an individual linked to a company.
Additionally, company contacts can have parent–child relationships, where:
A parent company (e.g., Corporate) can have one or more subsidiary companies (e.g., District 1, District 2).
Each subsidiary can further have lower-level companies (e.g., Dispensaries) and person contacts assigned to them.
At the lowest level of this hierarchy, Customer records are linked to Company Contacts through entries in the Contact Business Relation table. Each relation specifies which customers belong to which company contact and are marked with Link To Table = Customer.
SellStack aggregates these relationships by traversing the full hierarchy from top-level companies down to their subsidiaries. This means that a contact person associated with a higher-level company automatically inherits visibility of all customer accounts linked to its subordinate companies.
Company Contact Card in Dynamics 365
Contact Business Relations table in 365
The next step is to create a Person Contact in Dynamics 365. A Customer entity in SellStack is equivalent to the Person Contact entity in Dynamics 365. A new Person Contact can be created from the Contact Company card in the Contact Persons section (see contact persons in dynamics 365 image). However, we recommend doing this step in the Person Contact card. See images Contact Person Card (general section) in Dynamics 365 and Contact Person Card (communication section) in Dynamics 365 on how to set a Person contact card in Dynamics 365. Set a unique No., set Contact Name, choose Person as a Contact Type, and associate a new Person with the Company created in the previous step. It is possible to set a Person’s first and last name by clicking on the three dots next to the Name field. It is mandatory to set the Person’s Email (see Contact Persons in Dynamics 365 image) - otherwise, the Person won’t be synced with SellStack. Setting address data for the Person is not mandatory since the Business address is used when placing orders.
Contact Person Card (general section) in Dynamics 365
Contact Person Card (communication section) in Dynamics 365
Contact Persons in Dynamics 365 (skip this)
After creating a Person Contact in Dynamics 365, the new Customer appears in SellStack shortly afterward. It can be found in the Admin Panel → Customers section. You can search or filter customers by name. Clicking the Edit button opens the Customer details page, where you can verify that all synchronized data has been transferred correctly. Fields synchronized with Dynamics 365 are read-only in SellStack. They can only be updated by modifying their values in Dynamics 365. Once a new customer is created in SellStack, the system can optionally send a verification email and a password setup email to the provided address. Customers can log in to the storefront only after verifying their email and setting a password.
SellStack now supports optional sending of activation emails upon customer creation. This behavior is controlled by a global setting called NEW_USER_EMAIL_NOTIFICATION. If this flag is set to true, the system automatically sends a verification email, and a password reset email immediately after the customer is created. If this flag is set to false, no emails are sent automatically. In this case, activation links can be sent later using a dedicated command. This approach allows more control in environments where immediate email sending is not desired, such as during onboarding phases, batch imports, or when testing customer synchronization.
When automatic email sending is disabled, SellStack provides a command-line tool that sends pending activation links to users. This command looks for users who have not verified their email and have not yet received a verification or password reset email. When scheduled, it ensures that all newly created customers eventually receive their activation emails even if the immediate send was disabled. To schedule command execution please contact our support team.
PLEASE NOTE: During development and in the sandbox, email sends do not complete. Mailtrap intercepts them. If you need to see an email, please contact SellStack support. Otherwise, enable and verify the user within the SellStack Admin panel (see Customer details page in SellStack Admin image). Some additional SellStack-native Customer fields can be set in the Admin panel. Customer groups can be used to give certain customers special discounts (more explanation in the Promotions chapter). Groups appearing in the dropdown menu can be set in the Customer Groups section in the Admin panel (see Customer groups grid in SellStack Admin image). The Allowed channels field can be used for restricting customer access to only specified channels (if the client is MSO and has multiple distinct locations). If this field is not set, the customer will be able to access all locations.
Customers grid in SellStack Admin
Customer details page in SellStack Admin
Customer groups grid in SellStack Admin
Customer personal information in the SellStack storefront
Customers can check their personal information in the SellStack storefront by going to their account (see Customer personal information in the SellStack storefront image). It is not possible to modify this information through SellStack in B2B mode. This data can be managed only through Dynamics 365. To change your personal information, please contact your organization. Customers have the ability only to change their passwords. This completes the customer's process setup, after which the customer is ready to place orders in the shop. We will cover the order-placing process later in the documentation.
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