How to Create External Catalog Sites in NetSuite for B2B eCommerce

Key Takeaways

• External Catalog Sites let you keep your existing website while adding NetSuite commerce capabilities without platform migration
• WSDK implementation can be significantly faster than the several months many businesses need for a full SuiteCommerce migration
• Businesses save significant staff hours by eliminating manual order entry from external sites
• Direct integration reduces order entry errors substantially through automated order processing
• WSDK is included as part of NetSuite’s Web Store licensing (no separate WSDK fee)
• Following the best practice of maintaining domain consistency is critical for preventing checkout session failures caused by browser cookie policies

The B2B eCommerce Integration Problem

You face an impossible choice: abandon years of SEO work and brand equity by migrating to a completely new platform. Or continue wasting resources on manual processes while competitors automate. Manufacturing and distribution businesses risk overselling when inventory systems don't sync in real-time, creating customer frustration and revenue loss.

The typical scenario plays out daily: customers browse your carefully designed website, place orders through forms or email, then your team manually transcribes everything into NetSuite. Each transcription introduces errors. Each inventory check happens after the customer commits. Each pricing verification consumes valuable time.

Why Traditional Solutions Fall Short

Rebuilding your entire website on SuiteCommerce Advanced promises unified operations but comes with crushing costs. You'll spend several months on implementation, sacrifice your existing design, and risk SEO rankings dropping during the transition. For businesses where the website is a proven revenue driver, this level of disruption can be highly risky.

Building custom API connections between your website and NetSuite sounds logical until you calculate the true cost. Development agencies charge $50,000-$150,000 for proper integration, then you'll pay ongoing maintenance whenever NetSuite or your website platform updates. The complexity often exceeds what mid-market businesses can support.

Understanding External Catalog Sites (WSDK)

The Web Site Developer's Kit enables a hybrid approach where your existing website displays products through JavaScript snippets while NetSuite handles the shopping cart, checkout, and order processing. Customers browse your familiar catalog pages, then seamlessly transition to NetSuite-hosted cart and checkout when ready to purchase.

This architecture delivers the best of both worlds:

• Keep your existing investment - Website design, hosting, and SEO remain untouched
• Add NetSuite commerce power - Real-time inventory, customer pricing, automated order creation
• Maintain brand consistency - Custom domain strategy ensures customers never see generic NetSuite branding
• Enable quick deployment - Rapid implementation versus months for platform migration

When External Catalog Sites Make Perfect Sense

B2B Wholesale Distributors

Wholesale distribution businesses benefit enormously from WSDK when they need customer-specific pricing, volume discounts, and personalized product catalogs while maintaining established trade relationships through existing websites. The integration enables real-time inventory visibility across warehouse locations without disrupting familiar ordering experiences.

Manufacturers with Dealer Networks

Manufacturing companies selling through regional dealers or distributors use external catalog sites to maintain separate branded experiences for each channel. Different dealer tiers see appropriate pricing and product availability while the manufacturer manages unified inventory and order processing through NetSuite.

Businesses Mid-ERP Implementation

Companies transitioning from QuickBooks or other legacy systems to NetSuite ERP often need a bridge solution. WSDK lets you connect your existing website immediately while planning a more comprehensive SuiteCommerce migration for later. Orders flow into NetSuite from day one while you take time to get ERP operations stable.

Prerequisites: What You Need Before Starting

NetSuite Configuration Requirements

• Web Store feature enabled - Look for the Web Presence tab in your feature settings
• Item records created with online pricing configured
• Customer records established for B2B accounts requiring login access
• Payment processing profiles configured in your accounting settings

External Website Requirements

• HTML access to modify page templates and add JavaScript
• Custom domain name for best browser compatibility (recommended)
• HTTPS/SSL certificate for secure checkout transitions
• Basic web development knowledge or access to someone with HTML skills

Business Requirements

• Clear understanding of which products to sell online
• Defined customer segmentation for B2B pricing tiers
• Documented workflow for order processing from website to fulfillment

Step-by-Step WSDK Implementation

Step 1: Enable External Catalog Site Feature

Look for the Enable Features option in your Company settings, then navigate to the Web Presence tab. Check these boxes:

• Web Site
• Web Store
• External Catalog Site (WSDK)
• Online Ordering

Click Save. The External Catalog Site tools now appear in your Commerce menu.

Step 2: Prepare Item Records

Navigate to your Items list. For each product:

• Check "Display in Web Site" on the Web Store subtab
• Add pricing on the Pricing subtab (items without prices won't display)
• Enter store descriptions and upload product images
• Assign to commerce categories if using category-based navigation

Pro tip: Use CSV import for bulk updates when configuring dozens of items simultaneously. This is significantly faster than manual one-by-one configuration.

Step 3: Configure Website Setup Record

Navigate to Commerce > Websites > Website List. Click Edit next to your site:

• On Setup subtab: Check the "WSDK" checkbox
• Click External subtab
• Enter return URLs for your external site pages:
• Continue shopping destination
• Logout destination
• Cancel checkout destination
• Order confirmation destination

Critical: Use your primary custom domain consistently throughout all configurations. This prevents session loss issues common in WSDK implementations.

Step 4: Generate NetSuite Scripts

Navigate to Preview Website under Commerce > Websites. Under "External Catalog Site Tools":

For Site Navigation:

Click "Links from your site back into NetSuite"

Copy HTML snippets for:

• Shopping cart link
• Checkout button
• Customer login/registration
• Customer welcome/cart count display

For Product Display:

• Click "HTML and URLs for querying items"
• For each product, click "Item Script Page"
• Copy product-specific scripts showing:
• Product name and description
• Current price
• Stock availability
• Add to Cart button

Domain replacement requirement: Use find/replace to change all instances of "shopping.netsuite.com" to your custom domain (e.g., "shop.yourcompany.com"). This is mandatory for Chrome compatibility due to SameSite cookie policies.

Step 5: Integrate Scripts into Your Website

Paste copied scripts into your website HTML:

• Site header/navigation: Cart link, login links, customer welcome script
• Product pages: Item-specific scripts showing details and Add to Cart
• Category pages: Multiple product scripts with consistent styling

Modify the "Add Item To Cart HTML" to set appropriate "continue shopping" destinations pointing back to your catalog pages.

Step 6: Test Complete Customer Journey

Browse your external site as a customer would:

• Verify products display with correct pricing and inventory status
• Add items to cart and check cart count updates
• Proceed through checkout on NetSuite-hosted pages
• Complete test purchase and verify order creation in NetSuite
• Test across Chrome, Safari, Firefox, and mobile browsers

Real-World B2B Implementation Examples

Wholesale Distributor Catalog Integration

A regional industrial parts distributor maintained their WordPress website with thousands of product SKUs and strong Google rankings for technical search terms. They needed customer-specific pricing for 200+ wholesale accounts without rebuilding their entire site.

Implementation approach:

• Enabled WSDK and configured Personalized Catalog Views for customer segments
• Integrated scripts on 50 key product pages initially
• Expanded to full catalog over 8 weeks using CSV item imports
• Used wholesale.company.com subdomain for cart/checkout consistency

Results:

• Maintained #1 rankings for core product searches
• Reduced order entry errors significantly
• Processed first online order within weeks of project start
• Customer-specific pricing displays automatically after login

Configuring Customer-Specific B2B Features

Setting Up Personalized Catalog Views

Navigate to Commerce > Websites > Setup > Personalized Catalog Views to create customer segment groups:

• Create customer groups (e.g., "Tier 1 Distributors", "Regional Dealers")
• Assign specific items visible to each group
• Configure price levels that apply automatically when group members log in
• Test PCV configuration using Preview Website tool

Troubleshooting: If products aren't displaying after PCV setup, verify "Show Uncategorized Items" setting and confirm items are assigned to at least one category visible to the customer group.

Customer Access and Login Configuration

Configure roles and permissions in your Roles management area:

• Create custom customer roles with appropriate eCommerce permissions
• Set access level to customer records and related data
• Configure login authentication requirements
• Enable customer center access for order history and account management

Review the complete NetSuite roles guide for detailed B2B permission configurations.

Implementing Tiered Pricing Models

Set up price levels in your Price Levels list:

• Create tiers (e.g., "Volume Discount 10%", "Contract Pricing", "Preferred Customer")
• Assign customers to appropriate price levels on their customer record
• Configure quantity-based pricing breaks if needed
• Use CSV import for pricing across hundreds of items

Solving the Chrome Cookie Problem

The most common WSDK failure point involves browser session loss during checkout. Chrome's SameSite cookie security policies block cookies when customers transition between different domains, causing cart contents to disappear or login status to reset.

The Domain Consistency Solution

NetSuite documentation explicitly states the requirement: use your primary custom domain consistently across all scripts. Implement this subdomain strategy:

• External catalog: www.yourcompany.com
• Shopping cart: cart.yourcompany.com
• Checkout: checkout.yourcompany.com

All subdomains share the same root domain (yourcompany.com), allowing cookies to persist across the entire customer journey. Configure these mappings in the Domains subtab of your Website Setup record.

Script Domain Replacement

After generating scripts from NetSuite, use find/replace to change every instance of:

• FROM: shopping.netsuite.com
• TO: cart.yourcompany.com (your custom subdomain)

This single step helps prevent most checkout failures caused by cross-domain cookie blocking.

Performance Optimization Best Practices

Minimize Script Usage

NetSuite recommends using "as few scripts as possible" on each page. Hard-code static content (product names, descriptions) in your HTML and only query dynamic data through scripts:

• Current price
• Stock availability
• Add to Cart functionality
• Customer-specific pricing

This approach dramatically improves page load times while maintaining real-time accuracy for critical data.

Catalog Size Limitations

Follow NetSuite's performance guidelines:

• Aim for around 25 items per page for optimal performance
• Up to 50 items acceptable with performance monitoring
• Around 1,000 items per category is where NetSuite commonly begins issuing warnings
• Implement pagination for large catalogs

Testing Across Browsers

Test thoroughly in Chrome, Safari, Firefox, and Edge. Mobile browsers require special attention since mobile optimization isn't automatic with WSDK—you'll need responsive design implementation on your external site.

Integrating WSDK with NetSuite ERP Workflows

Automated Order Processing

Orders placed through external catalog sites create sales orders in NetSuite automatically. Configure NetSuite workflows to:

• Auto-approve orders from verified customers
• Route orders to appropriate fulfillment locations
• Trigger email notifications to warehouse teams
• Update inventory levels in real-time

Inventory Synchronization

Real-time inventory queries through WSDK scripts ensure customers see current stock status. Configure your item settings to:

• Set "Out of Stock Behavior" preferences
• Configure Multi-Location Inventory if using multiple warehouses
• Enable back-order processing if appropriate
• Set reorder points to trigger purchase orders automatically

Customer Account Integration

NetSuite CRM customer records sync with external catalog login accounts. When customers authenticate, they access:

• Order history and tracking information
• Account-specific pricing and credit terms
• Saved payment methods and shipping addresses
• Custom product catalogs through Personalized Catalog Views

Migration Path: From WSDK to Full SuiteCommerce

External Catalog Sites work well as a bridge solution, but many businesses eventually migrate to full SuiteCommerce for enhanced mobile experiences and advanced features. The migration path is straightforward:

• Data already in NetSuite: Product catalog, customer records, order history transfer directly
• No backend changes: Inventory, fulfillment, accounting workflows continue unchanged
• Frontend rebuild required: HTML templates don't transfer; rebuild using SuiteCommerce themes
• Timeline: Implementation typically takes several weeks for a full SuiteCommerce deployment after your WSDK experience

Working with a NetSuite implementation partner accelerates this transition since your product data and business logic are already configured.

Common WSDK Troubleshooting Scenarios

Products Not Appearing in Scripts

If item scripts generate but products don't display:

• Verify "Display in Web Site" checkbox is marked on item record
• Confirm item has pricing configured on Pricing subtab
• Check item is assigned to at least one commerce category OR "Show Uncategorized Items" is enabled
• Review PCV configuration if using customer segmentation

Add to Cart Button Not Working

When Add to Cart functionality fails:

• Ensure "continue" URL parameter points to valid page on your external site
• Verify NetSuite account ID is correct in all scripts
• Check JavaScript console for errors (browser developer tools)
• Confirm customer has appropriate permissions if using restricted catalogs

Session Loss During Checkout

If customers lose cart contents or login status:

• Audit all scripts for domain consistency—never mix shopping.netsuite.com with custom domains
• Verify subdomain strategy uses same root domain throughout
• Test specifically in Chrome with cookies enabled
• Review Public URL exception settings if using IP restrictions

Incorrect Pricing Display

When prices don't match customer-specific agreements:

• Verify customer is assigned to correct price level on customer record
• Check Personalized Catalog View configuration if using PCVs
• Confirm customer is logged in (guest browsing shows base prices)
• Review quantity-based pricing break configuration

Why Partner with Anchor Group

While WSDK setup appears straightforward on the surface, successful B2B implementations require deep expertise in NetSuite commerce architecture, customer segmentation strategies, and integration workflows that connect seamlessly with ERP operations.

Anchor Group brings specialized capabilities that accelerate your external catalog deployment:

• Proven SuiteCommerce expertise as a 2022 SuiteCommerce Spotlight Award Winner with 35+ pre-built apps
• Industry-specific knowledge in wholesale distribution, manufacturing, and retail
• Complete ERP integration including inventory automation, custom workflows, and advanced pricing configurations

Whether you need a quick external catalog integration or a comprehensive NetSuite implementation strategy, Anchor Group delivers on-time, on-budget projects backed by deep technical expertise.

Frequently Asked Questions

How long does it take to implement an external catalog site in NetSuite?

Basic WSDK implementations for businesses with fewer than 50 products and straightforward customer segmentation can be completed relatively quickly. More complex deployments with multiple customer tiers, extensive product catalogs, and advanced pricing configurations require more time. The phased approach allows you to launch with core products quickly, then expand coverage over time. Testing is critical—budget sufficient time for thorough cross-browser verification to prevent session loss and checkout failures.

Can I use external catalog sites with customer-specific pricing and personalized product catalogs?

Yes, WSDK fully supports B2B features including Personalized Catalog Views, customer-specific price levels, and volume discounting. Configure customer groups in your Website Setup, assign customers to appropriate segments, and set price levels on their customer records. When customers log in, they automatically see only their authorized products at their negotiated pricing. This makes WSDK ideal for wholesale distributors and manufacturers with dealer networks requiring segmented catalog experiences.

What happens to my SEO rankings when implementing external catalog sites?

Your existing SEO should remain largely intact since your website HTML, URLs, and content stay unchanged. You're simply adding JavaScript snippets to existing pages—search engines crawl your static content as before. The NetSuite-hosted cart and checkout pages generally have minimal impact on your established rankings. This is the primary advantage over full platform migration, where you'd potentially sacrifice years of SEO equity during the transition. Maintain your current site structure, URL patterns, and metadata while gaining eCommerce functionality.

How do external catalog sites handle mobile customers?

WSDK doesn't provide automatic mobile optimization—you're responsible for responsive design on your external site pages where scripts are embedded. The NetSuite-hosted cart and checkout pages include basic mobile functionality, but you'll want to implement responsive CSS on your product pages to ensure seamless mobile browsing. If mobile traffic represents a significant portion of your B2B sales, budget for responsive design work when implementing WSDK.

Can I migrate from external catalog sites to full SuiteCommerce later?

Absolutely. WSDK serves as an excellent bridge solution while you plan a more comprehensive SuiteCommerce migration. Since your product catalog, customer records, pricing structures, and order history already exist in NetSuite, the migration primarily involves rebuilding your frontend using SuiteCommerce themes. Your backend ERP operations, inventory management, and fulfillment workflows continue unchanged. Many businesses use WSDK as a bridge for an extended period to stabilize NetSuite operations before investing in full SuiteCommerce features like advanced mobile experiences and custom checkout flows.