The ERP manages what you sell and invoice. The CRM manages who you sell to. The PIM manages how you present your products, everywhere they appear. These three tools are complementary: each is the reference for a different type of data.
See how vin.co integrates with your ERP →Page updated on 2 novembre 2026
| Criterion | ERP | CRM | PIM |
|---|---|---|---|
| Question it answers | What do we have, what have we sold? | Who are we selling to, where do we stand with them? | How do we describe and showcase the product? |
| Reference data | Items, inventory, prices, orders, invoices, accounting | Customers, prospects, contacts, interaction history | Descriptions, data sheets, media, translations, regulatory statements |
| Main users | Sales administration, logistics, accounting, management | Sales, export, marketing | Marketing, communications, export, quality |
| What it produces | Delivery notes, invoices, customs documents | Follow-ups, opportunity tracking, sales reporting | Product sheets, catalogs, website, e-label, feeds to distributors |
Let’s take a bottle: Domaine des Trois Chênes, AOP Côtes-du-Rhône, red 2023, 75 cl (fictional estate).
Item code, EAN code, stock by warehouse, list price and export price, tax status (duties suspended or paid).
The wine merchants who listed it, the importer followed up after a trade show, the sample sent to a buyer.
Translated tasting notes, grape varieties, winemaking, food and wine pairings, medals and press ratings, bottle photos, ingredients and nutritional declaration for the e-label, sorting instructions.
The item code comes from the ERP. Everything that sells the bottle lives in the PIM.
A product sheet designed for invoicing. An ERP item record is used to manage stock, prices, and invoices. It has few text fields, rarely supports multiple languages, and does not manage photos or documents.
Diverging versions. When the description of a cuvée circulates between marketing, export, and distributors as an Excel file or a PDF, each copy evolves on its own. The distributor shows the old vintage, the website the old rating.
Compliance to maintain everywhere. Regulatory information (EU e-label for wine, mandatory statements for other beverages) must be identical on the label, the QR code, the website, and distributor datasheets. A single source of truth prevents discrepancies.
The three tools exchange their data automatically, with no re-entry. The e-commerce site is often the final destination.
| Link | What flows through |
|---|---|
| ERP → PIM | The reference: item code, description, barcode. |
| PIM → CRM and e-commerce | The enriched product sheet: texts, photos, technical data sheets. |
| ERP → CRM and e-commerce | Stock and pricing. |
| CRM → ERP | Signed orders, for invoicing and shipping. |
| E-commerce → CRM and ERP | New customers and web orders. |
These exchanges go through APIs, directly from one tool to another or via middleware (iPaaS, for example Make or Zapier) that centralizes the flows.
vin.co connects to your ERP, your CRM, and your EDI via a documented REST API. vin.co replaces neither your ERP nor your CRM: it complements them.
Need help organizing these flows? We support you with project management assistance (AMO).
Start with an ERP. It’s the foundation of sales and accounting management.
A CRM centralizes customers, prospects, and interaction history.
That’s the role of a PIM. Discover the vin.co platform →
In 30 minutes, we show you vin.co applied to your catalog.