With the aim of entering a new phase of modernization while maintaining its classic and traditional essence, Tomar Artesanía, a family-owned company and a benchmark in the sector, faces the challenge of opening new sales channels to the public and, furthermore, digitalizing its management and control processes. Faced with the challenges created by the COVID-19 health crisis, particularly severe in the manufacturing and retail sectors, Tomar Artesanía tackles the challenge of reactivating the sale of its products. Will the gradual recovery of activity in its physical stores be enough? Additionally, the forced shutdown has resulted in a significant accumulation of inventory: how can the sale of this stock be boosted beyond traditional channels? But reactivation is not enough; the goal is to grow, and this growth will make administration increasingly complex: customer and supplier management, invoicing, inventory control... Why not take advantage of the situation and make the leap towards improving business processes? Preparing for the medium and long term is just as important, if not more so, than short-term recovery... The need to boost product sales has a clear strategic response: opening a new online sales channel through the development of an e-commerce store. From a technological standpoint, WordPress and WooCommerce are chosen. Why? The case requires robustness, simplicity in management, and high adaptability, and these tools, combined with the team’s extensive technical knowledge, allow for the development of any business scenario. But an online store, especially one with the aim of continuous growth, faces challenges beyond sales management itself. This, coupled with the opportunity to improve management and administrative processes, creates an ideal scenario for the implementation of an ERP, in this case, Odoo in its Community version. A solid process consultancy and custom development complete the solution, tailoring the platform to the specific needs of Tomar Artesanía. But the best part is yet to come. In an ecosystem like the one formed, there must be full and bidirectional integration and synchronization. Every order received in WooCommerce is automatically synchronized with Odoo. Conversely, it is Odoo that manages products and inventory, automatically synchronizing these aspects with WooCommerce as well. This way, each piece of the technological ecosystem assumes a single responsibility, avoiding data duplication, ensuring the robustness of the solution, and achieving full orchestration. When facing problems and challenges associated with online sales, it is essential to look further, much further. An e-commerce store is not the end of a business; it is simply a powerful tool to drive it forward. The anticipated growth of the business resulting from its use makes it necessary to adopt advanced solutions that ensure its viability in the medium and long term. Furthermore, this case once again demonstrates the importance of an ERP system as a central element in the digital management and administration of a business. It is commonly thought that these platforms are merely "list-makers" for invoices, customers, and suppliers. Nothing could be further from the truth. An ERP is a resource planner, and in this project, one of the central resources is the product.
