Shopper Profile Sync: Native Two-Way Sync Between SFCC and Salesforce

If you ever had to get B2C Commerce customers into Salesforce Core, you know it used to be a project of its own. Most of the time that project was b2c-crm-sync, an open-source enablement framework. It was designed to teach the B2C customer data strategy, it is maintained by the community, and its README is very clear about what that means:

Please remember that this project should not be treated as Salesforce Product. [...] Customers and partners implement this at-will with no expectation of roadmap, technical support, defect resolution, production-style SLAs.

So you owned all of it: a Node CLI, SFDX deployments, OCAPI and WebDAV permissions, JWT certificates, an Account Manager client, plus the Apex, Flows and Platform Events on the Core side. And it hasn't seen an update in about three years.

Now there is a native way. Shopper Profile Sync went GA in June 2026. You connect your B2C Commerce instance to a Salesforce org from Business Manager, set up a few rules in Core, flip a switch, and registered shoppers start showing up as Person Accounts. Edit one of those Person Accounts in Core, and the change lands back in Commerce about a minute later.

The Salesforce Connection you create along the way is also what Merchant Agent and Shopper Agent build on.

I recorded the whole setup on a sandbox, from connecting the two clouds to watching a profile travel both ways.

Shopper Profile Sync or Unified Profile Sync? #

Same feature, two names. The documentation, the release notes and the card in Business Manager all say Shopper Profile Sync. The feature switch says Enable Unified Profile Sync Feature, and the system job and the Business Manager API use "unified profile" too. I'll stick with Shopper Profile Sync here, but if you are searching for answers, try both.

How it works: two directions, two mechanisms #

"Two-way sync" sounds symmetric. It isn't, and that is the most useful thing to understand before you start.

flowchart LR
    S[Shopper registers
or edits profile] --> B2C[(B2C Commerce
customer)]
    B2C -->|"scheduled job
every 30 min, 10 min on ODS"| PA[(Salesforce
Person Account)]
    PA -->|"event, about 1 min"| B2C
    A[Service agent
edits record] --> PA

Commerce to Salesforce is a scheduled job. A system job picks up new and changed profiles and pushes them to Salesforce. It runs every 30 minutes in production and every 10 minutes on on-demand sandboxes, up to 100,000 records per run. That cadence arrived in 26.9. Before that it was hourly, so if you read older threads complaining about the wait, that's why.

You don't have to guess when the next run is. The Shopper Profile Sync card under Administration → Global Preferences → Salesforce Connection shows the last sync status and the next scheduled sync:

Salesforce to Commerce is event-driven. When someone edits a synced Person Account in Core, the change is pushed to Commerce right away. The docs say about a minute. In the video I renamed a shopper in Core, refreshed the storefront, and the new name was already there.

The fine print behind "two-way" #

• Person Accounts are only created from the Commerce side. If you create a Person Account by hand in Core, no B2C customer appears.
• Updates go both ways, but only for linked records. That means shoppers who went through the sync from Commerce first, or who got matched to an existing Person Account by your duplicate rules (more on that below).
• Only registered shoppers sync. Guest checkouts don't create Person Accounts through this feature.

There is one more nuance for new registrations. Since 26.8, a fresh registration can create the Person Account in near real time instead of waiting for the next job run, on headless storefronts (PWA Kit, Storefront Next). My sandbox runs SFRA, and the new account waited for the job, which is what you see in the video.

Before you start #

• A B2C Commerce sandbox on a recent release. The feature moved fast between 26.6 and 26.9, so the newer the better.
• A Salesforce org to pair with. For testing, use a Salesforce sandbox or a demo org, not production. The connection is one to one and Person Accounts can't be switched off, so experiments belong somewhere you can throw away. For the real setup, the org needs Enterprise or Unlimited edition with Data 360 provisioned.
• The Salesforce Connection page in Business Manager. If Administration → Global Preferences → Salesforce Connection isn't there, check Feature Switches for Unified Commerce Configuration. If the page is there but the Shopper Profile Sync card isn't, enable Enable Unified Profile Sync Feature.
• Pick your pairing. One B2C Commerce instance connects to exactly one Salesforce org, and you can't split it per site. If you run several country sites on one realm, they all land in the same org.

The setup checklist #

This follows the official Configure Shopper Profile Sync guide, in the order that actually works, with the bits that confused me spelled out. Tick the boxes as you go (they don't survive a page refresh, so keep the tab open).

• Connect your B2C Commerce instance to Salesforce. In Business Manager go to Administration → Global Preferences → Salesforce Connection and hit Connect.
  • The login opens on test.salesforce.com. That's right for a Salesforce sandbox. For a production or developer org, change test to login in the address bar before you log in, otherwise it won't work.
• Enable Person Accounts in Salesforce Setup. Many demo orgs already have them on.
  • Heads up: once Person Accounts are enabled, they can't be turned off. No big deal in a demo org, a real decision in a production one.
• Set up Person Account duplicate rules for Shopper Profile Sync. Matching rules first, then duplicate rules.
  • Create the 3 matching rules on the Person Account object, using the names and criteria from the docs. For example, the registered shopper rule matches on Commerce Customer Reference and Commerce Organization Reference, both Exact, Match Blank off, filter logic 1 AND 2. Save and activate each one.
  • Create the 3 duplicate rules, one per matching rule: Bypass sharing rules, action on create and on edit set to Allow, Alert unchecked, Report checked. Attach the matching rule, add the condition from the docs (for the registered shopper rule that's Commerce Customer Reference not equal to blank), then save and activate.
  • Double-check Report. The docs say "no alert, report", which is easy to misread as "no report". If Report is off, the rule won't activate.
• Back in Business Manager, hit Get Started on the Shopper Profile Sync card and review the attribute mappings. The defaults are fine unless you have extra data to sync.
  • If you do: the standard fields come mapped, and you can add up to 20 custom ones. Only simple types are supported (Text, Boolean, Integer, Long, Double), and a Salesforce field has to be visible to the integration user to show up in the list.
• Turn on Auto-Sync. Do this last, not earlier. Without active rules and complete mappings you get "Unable to start synchronization. Please map all required fields and configure duplicate rules", and the status sits at Initialization Pending.
• Test Commerce → Salesforce: register a new customer on the storefront, wait for the next scheduled sync on the card, then check Accounts → All Person Accounts in Salesforce.
• Test Salesforce → Commerce: edit that Person Account in Salesforce (I added "SF Core" to the first and last name), then refresh the storefront account page or the customer in Merchant Tools → Customers. Give it about a minute.

Why three duplicate rules? #

Setting up six rules by hand feels like a lot for "sync my customers", so it helps to know what they are for. The recommended set covers three situations: a registered shopper, a guest shopper, and a registered shopper claiming an earlier guest record.

That last one is the interesting case. A shopper checks out as a guest, and Order Management creates a Person Account for that order. A month later the same person registers on your storefront. Without the claim rule you end up with two Person Accounts for one human. With it, the sync finds the guest record, links it to the new shopper and updates it instead.

flowchart TD
    R[Registered shopper
arrives from Commerce] --> M{Duplicate rules
find a match?}
    M -->|"Already linked"| U[Update that
Person Account]
    M -->|"Guest record from
an earlier order"| C[Claim it and link
to the shopper]
    M -->|"No match"| N[Create a new
Person Account]

If your org already has Person Accounts from somewhere else, these rules are also what stops the first sync from flooding it with duplicates. Worth testing on a sandbox with realistic data before production.

What about b2c-crm-sync? #

If you are starting fresh, go native. If you already run b2c-crm-sync, it is worth looking at what you actually use, because the two don't cover exactly the same ground:

There is one more reason to move: OCAPI. b2c-crm-sync talks to B2C Commerce through the OCAPI Shop API and Data API, and OCAPI was marked deprecated in April 2026. It still gets support and security fixes, but no new features, and SCAPI is where everything new lands. The README promises a port to the new APIs "in a future release", and with the project quiet for three years, I wouldn't wait for it.

If you only use b2c-crm-sync to get profiles into Core, Shopper Profile Sync replaces it with a lot less to maintain. If you rely on Order on Behalf or the Accounts and Contacts model, plan the move like a small project. There is no switch that migrates you.

When it doesn't sync #

A few places to look, roughly in the order I'd check them:

• The card itself. Last sync status and next scheduled sync answer most "where is my customer?" questions. Usually the answer is "the job hasn't run yet".
• Initialization Pending. Almost always missing or inactive duplicate rules, or required mappings that aren't complete.
• No Shopper Profile Sync card. It's the feature switch.
• The system job. It's called sfcc-sync-unified-shopper-profiles and shows up as a system job in Business Manager, so depending on your permissions you may not see it at all.

Wrapping up #

Connect the two clouds, enable Person Accounts, set up the three matching rules and the three duplicate rules (with Report on), turn on Auto-Sync last, and you have a supported two-way profile sync without a single line of custom code. Just remember the asymmetry: Commerce creates and syncs on a schedule, Salesforce only updates and does it almost instantly.

Next up is Merchant Agent, which uses the very same Salesforce Connection. Happy syncing. 🔄