E-Commerce•8 Min
How to Turn the Viral Penguin Trend into Shopify Sales?
Written byRishi Thacker
Posted onFeb 02, 2026
If you run a jewellery brand in the UAE, you already know this feeling. Your marketing is ready. Your Shopify store looks premium. You launch ads. Customers are clicking. Then the one thing that should be basic breaks the entire experience.
And if you are using Suntech ERP, there is a very high chance your team is still doing it the hard way. Manually updating inventory. Exporting sheets. Managing daily Excel files. Double-checking quantities on WhatsApp. Because the ERP is not directly connected to your online store.
Shopify shows Out of Stock when the piece is actually available in-store. Or worse, Shopify sells it, and later your team has to cancel because the Suntech ERP inventory did not match in time.
That is not a tech problem. That is a revenue problem.
In jewellery, every cancelled order hurts more than the margin. It hurts trust. And in the UAE, trust is everything because customers have options and they move fast.
We built a bridge between Shopify and Suntech ERP that solves the painful part: real inventory sync that online teams can actually rely on. Not a packaged product. A proven integration approach we have implemented for multiple brands.
A real example from the ground
La Marquise Jewellery started offering 4-hour delivery after we implemented this integration, and it is performing well because the team can confidently sell what is actually available, without manual firefighting.
We have done this work for brands like La Marquise Jewellery, Liali Jewellery, and LeJour, and the pattern is the same. Once inventory stops being a question mark, growth becomes predictable.
Why Is the UAE Jewellery Business Model Different?
UAE jewellery is not “online only,” and it is not “offline only. It is a hybrid by default.
Customers discover on Instagram and Google, compare on the website, ask questions on WhatsApp, and still expect store-grade service and speed. Many also expect delivery windows that feel like groceries, not like luxury, especially inside Dubai.
That creates a new standard:
Your online store cannot be “almost accurate.” It must be accurate in real time, or close enough that it never embarrasses your brand
How Do Suntech ERP and Shopify Split Responsibilities Today?
Suntech ERP [SUN FACET 2.0] runs the backbone
- Store billing and POS workflows
- SKU and barcode logic
- Inventory by location
- Transfers between the showroom and the warehouse
- Sometimes the gold rate and pricing logic
- Purchasing and stock inward
Shopify runs growth
- Campaigns and landing pages
- Merchandising collections for occasions
- Product discovery and conversion
- Online checkout
- Customer experience and retention
What Happens When Shopify & Suntech ERP Are Not Properly Connected?
The moment these two systems do not speak cleanly, the business pays the price in very visible ways:
- Best sellers appear unavailable online during peak demand
- Store teams say “stock hai” but the website cannot sell it
- Cancellations rise during big pushes like Eid, DSF, wedding season, and BFCM
- Marketing loses confidence and starts holding back spend
- Customer support turns into a manual stock checking desk
And here’s the key point for UAE jewellery brands: Suntech is widely used across the market. If you are on Suntech ERP, you are not alone, and this problem is not unique to your team. The brands that win online are simply the ones that solved this bridge early.
Why is Shopify & Suntech ERP Integration So Hard for Jewellery?
The main issue is simple.
Suntech ERP does not give a ready connector that directly connects to Shopify. So most jewellery brands end up doing stock updates manually, using Excel, CSV exports, or temporary code workarounds.
And jewellery stock is not simple like normal retail. That is why this becomes painful.
1) Stock is Not in One Place
A piece can move between showroom, warehouse, and workshop. Shopify needs to show only what is actually available to sell right now.
2) Not all Stock is Sellable
Some items are reserved for VIPs, store customers, repairs, or approvals. If Shopify sells reserved stock, you create cancellations.
3) Too Many Small Variations
Size, karat, weight range, stones. These small differences create many variants, and mapping them correctly between ERP and Shopify is tricky.
4) Sets Create Confusion
A set is often stored as separate pieces in Suntech ERP, but sold as one bundle online. If one part is missing, the full set should not be sold.
5) Mistakes are Expensive
One wrong stock sync can mean a cancelled high value order. In jewellery, that damages trust quickly.
6) Stock is Shared Across Many Channels
Store billing, Shopify, WhatsApp orders, and sometimes marketplaces all touch the same inventory. If everything is not synced, the online store becomes unreliable.
This is why we built a proven bridge between Shopify and Suntech ERP. We have implemented it for UAE jewellery brands like La Marquise Jewellery, Liali Jewellery, and LeJour, so we already know the common issues and how to handle them safely.
How Do We Make Shopify & Suntech ERP Work Like One System?
We do not position this as a plug in app you install and forget. Jewellery operations are too complex for that. What we implement is a connector layer that makes Shopify and Suntech ERP work like one system.
Think of it like this.
Your online store becomes one more store inside the ERP ecosystem. Just like your Dubai showroom is a store and your warehouse is a store, Shopify becomes another sales channel that follows the same inventory rules.
Step 1: Define what Shopify is allowed to sell
Not every piece in your ERP should be sellable online. So we first define online sellable stock based on real operations.
Example: If a piece is in the workshop or reserved for a VIP, Shopify should not sell it. If a piece is available in the showroom or warehouse and ready to dispatch, Shopify can sell it.
Step 2: Sync inventory both ways so stock stays truthful
We set up two way sync between Shopify and Suntech ERP so both systems stay updated.
What this means in real life: If an item sells on Shopify, the ERP reduces that stock. If an item sells in the showroom, Shopify stock updates as well.
This avoids the classic situation where online and offline teams are selling the same piece without knowing.
Step 3: Shipping and fulfillment become logic based, not manual
Once inventory is accurate, shipping options become simple and reliable.
Example:
- If stock is available in the Dubai showroom, show fast delivery options like 4 hour delivery.
- If stock is only in the warehouse, show next day delivery or normal delivery.
- If stock is not available, show made to order with a clear lead time so customers know from day 1.
This reduces cancellations and builds trust because the customer is not surprised after paying.
Step 4: Order flow goes back into ERP, so operations stay unchanged
Your ops team should not have to manage orders in two places. When Shopify orders flow into Suntech ERP, your existing billing, picking, packing, and dispatch process continues as it is.
Shopify becomes the front end for selling.
Suntech ERP remains the backbone for fulfillment.
Step 5: Monitoring and safety rules for peak periods
During Eid, DSF, wedding season, and BFCM, small sync mistakes become big issues. So we add safeguards like:
- Sync frequency rules
- Low stock thresholds
- Reserved stock logic if needed
- Alerts for mismatches or unusual spikes
That is why this works like magic for the business team. No bluff orders. No late deliveries. Pick up orders stay accurate. The store can confidently sell what is actually available.
For brands like La Marquise Jewellery, this reliability is what helped enable fast delivery promises and still keep operations smooth.
How Often Does Inventory Sync Happen?
In many implementations, we run inventory updates on real time & event based updates when key sales activity happens. The exact timing depends on store volume, locations, and ERP readiness.
What Exactly Do We Sync Between Shopify and Suntech ERP?
We keep this modular so brands can start small and expand.
Module 1: Inventory sync
- Available stock updates from Suntech ERP to Shopify
- Location based stock if needed (showroom vs warehouse)
- Reserved stock handling (optional)
- Low stock logic and safety buffers (optional)
- Online sellable rules (what Shopify can and cannot sell)
Module 2: Order sync
- Shopify orders pushed into Suntech ERP for processing
- Order status updates back to Shopify (optional)
- Pickup orders support where the business needs it
- Cancellation and refund flags sync (optional, based on workflow)
Module 3: Product mapping
Optional, based on how clean the catalog is.
- SKU and barcode mapping rules
- Product attributes and variant mapping
- Set and bundle handling logic where required
Module 4: Pricing sync
Optional, based on your pricing model.
- Price updates from ERP to Shopify
- Gold rate daily update logic if your business uses it
- Making charges and pricing rules alignment where relevant
Module 5: Customer sync
Optional.
- Basic customer details synced for ERP records
- Customer tagging or segmentation fields if useful for ops
Module 6: Made to order logic
This is important in jewellery.
- If inventory is not available, Shopify shows made to order
- Clear lead time display, so the customer knows expected delivery from day 1
What Changes for the Business Once This Integration Is in Place?
When Shopify and Suntech ERP are not aligned, ecommerce becomes stressful. Your team hesitates to scale ads, customers see the wrong availability, and operations spend time fixing issues instead of fulfilling orders.
But once the bridge is in place, Shopify becomes a reliable sales channel, not a daily inventory question. Your marketing team can push campaigns confidently, your operations team stays on the same ERP workflow, and your customers get clear delivery expectations from the first click.
If you are a UAE jewellery brand using Suntech ERP and you want Shopify to run smoothly with accurate stock and reliable order flow, we can help.
Book a 30-minute Suntech ERP + Shopify integration consultation with Huptech Web. We will understand your locations, stock rules, and delivery promises and suggest the right sync approach for your business.
Frequently Asked Questions About Suntech ERP + Shopify Integration
Q 1) Does Suntech ERP connect to Shopify by default
In most cases, no. That is why many teams rely on manual updates, CSV exports, or temporary scripts.
Q 2) Is the sync real time or scheduled
It depends on your operations. Many brands start with scheduled sync and event-based updates when key sales activity happens. We recommend the model based on your sales volume, locations, and delivery promises.
Q 3) Can you support multiple locations like showroom and warehouse
Yes. We can sync inventory by location and define what is online sellable. This is critical for fast delivery, pickup orders, and avoiding false out of stock situations.
Q 4) What happens if the inventory is not available
We can show orders on Shopify with an estimated lead time, so customers are clear from day 1. This reduces cancellations and improves trust.
Q 5) Can the system handle reserved stock and VIP holds
Yes, reserved stock logic can be added if your business uses holds, repairs, approvals, or store reservations. The goal is to avoid selling stock that is not truly available.
Q 6) Will this reduce cancellations and customer complaints
Yes, that is one of the biggest outcomes. When Shopify and ERP inventory match consistently, overselling drops and customers get accurate availability and delivery expectations.
Q 7) Will our team still need to manage stock in Excel or do manual updates
In most cases, no. Once the connector is running, the goal is to remove daily Excel based updates and make ERP the source of truth for stock.
Q 8) Can this help us offer fast delivery like 4 hour delivery in Dubai
Yes, if your inventory by location is structured properly and the online store can trust what is ready to dispatch. This is exactly why fast delivery becomes possible without bluff orders.
Q 9) How long does implementation take
It depends on catalog size and complexity. We usually implement in phases, starting with top sellers and key locations first, then expanding after stability is proven.
Q 10) Do we need to change our current ERP process or store billing workflow
Not necessarily. The goal is to keep Suntech ERP as the operational backbone and make Shopify work with it, without disrupting your existing store operations.
Q 11) Can you also sync pricing or gold rate updates
Yes, pricing sync and gold rate daily update logic can be added as optional modules, depending on how your business manages pricing.
Q 12) What do you need from us to start
Access to the Shopify admin, clarity on your location structure, and a short mapping of how you manage stock and reservations in Suntech ERP. We start with a discovery session and define the rules before any live sync begins.
