Odoo 20 for the E-commerce Industry: Features, Capabilities, & Opportunities
- October 16, 2026
- Posted by: Abinay Subramaniam P
- Categories: Blog, Ecommerce, Odoo ERP
According to market research company EMARKETER, global retail e-commerce sales are forecast to grow by approximately 7% annually to reach $9 trillion by 2030, while B2B e-commerce is slated to offer an even larger opportunity and projected to reach $30 trillion or more by the same year.
As the e-commerce industry expands, so does its need for technology. Be it to automate processes and ensure customers are able to search, compare, buy, and return products smoothly, or for sellers to keep their inventory updated, be found, and market their products where their customers are.
For small and mid-sized e-commerce companies looking for cost-effective yet cutting-edge technology that is easy to adopt and scale with their needs, Odoo ERP is a great option.
In the recent annual upgrade of Odoo, the company launched Odoo 20, and this version has several new features in its e-commerce module. In this blog post, we will review each of these new features so that you, as a retail or e-commerce company, can make a knowledgeable decision about upgrading or migrating to Odoo 20.
AI-Assisted Product Editing
Odoo 20 brings AI to product management. From the Shop page, users can ask the AI assistant to generate product images or update product names, prices, and descriptions. This makes catalog management faster for businesses managing large numbers of SKUs. Instead of moving between different screens and tools, teams make common product updates directly from the storefront.
Smarter Attribute Filters
eCommerce filters now exclude attribute values that are not applicable to the products on the page being viewed. This feature in Odoo 20 gives shoppers a clean, useful filtering option and makes it easier to narrow down a product search.
Automated Cross-Sell Suggestions
Yet another feature to improve search. With Odoo 20, users can now generate accessory, optional, and alternative product recommendations for eCommerce products. This reduces the manual effort of creating product relationships and helps e-commerce businesses show customers other relevant products. These recommendations can improve product discovery and create opportunities for cross-selling and upselling.
Automated Customer Review Requests
The introduction of this feature makes it easy for businesses to collect customer reviews through automated review request emails. Retail or e-commerce businesses can configure Odoo to send a review request automatically after an order is confirmed or define how long Odoo should wait before sending it. This feature offers a consistent process for gathering customer feedback without requiring teams to manually follow up on individual orders.
Default Journal for eCommerce Orders
With Odoo 20, your team can now select a default accounting journal for eCommerce orders. This feature helps ensure online transactions are recorded consistently in the appropriate journal and reduces the need for manual accounting configuration as orders flow from the online store into Odoo Accounting. This feature connects eCommerce operations tightly with back-office operations.
Improved Dynamic Product Building Block
The Dynamic Product Building Block layout has improved in Odoo 20, making it easier to present products dynamically on eCommerce pages. E-commerce businesses can use these blocks to showcase products in a structured and visually appealing way, thus enabling customers to discover products faster.
Email Gift Cards Directly to the Recipient
Does your business sell gift cards? This feature of Odoo 20 makes it easier for a customer to buy a digital gift card. Upon purchase, customers can email the card to the intended recipient without the extra step that was present in Odoo 19.
External Identifiers for Product Attributes
Businesses selling on multiple platforms need product attributes to follow naming or identification requirements. Odoo 20 lets users assign external identifiers to attributes so they can match requirements of external platforms, data feeds, and microdata.
This feature can make it easier for users to maintain consistent product information when exchanging catalog data with marketplaces, shopping platforms, and other external systems.
More Control Over Extra Checkout Steps
Odoo 20 lets businesses configure the checkout steps and add an extra step if the customer’s cart contains products from selected categories.
For example, a retailer could display an additional information step only when a customer purchases a product that requires personalization. Customers buying other products can continue through the standard checkout without this step.
Gelato: Variant-Specific Images
For businesses using the Gelato integration for print-on-demand products, Odoo 20 provides greater control over product variants. It is now possible to assign specific print images to individual variants.
This feature is useful when different colors, sizes, designs, or other variants require different print files, helping businesses better manage print-on-demand catalogs.
Improved Google Analytics 4 eCommerce Tracking
Odoo 20 improves the coverage and data quality of GA4 eCommerce event tracking, aligning it with Google Analytics 4 specifications.
Better event tracking gives eCommerce teams reliable information about how customers interact with their online store. This feature enables businesses to understand shopping behavior, measure conversions, identify where customers leave the buying journey, and make informed decisions about website and marketing performance.
Smarter Contact Management for Guest Orders
Guest checkout is convenient for customers, but it can also create a large number of contacts within the ERP. In Odoo 20, contacts created from guest eCommerce orders are archived by default.
If the customer later creates an account, the contact is unarchived. This helps businesses keep their contact database clean while retaining information associated with guest purchases.
Country Filtering for Pickup Locations
For businesses offering click-and-collect or pickup options, this feature makes finding the right pickup point easier for customers. Odoo 20 allows users to filter available pickup locations by country within the location selection dialog.
This feature is useful for international and multi-country eCommerce operations, where customers may otherwise have to navigate a long list of locations to find the relevant pickup point.
Loyalty Progress Bar
Odoo 20 enhances visibility of loyalty programs in the shopping journey. The progress bar appears in cart notifications and cart summary, showing customers how close they are to unlocking a reward and confirming when a reward has been achieved.
This feature encourages customers to add products or increase their order value to qualify for a reward, while making loyalty benefits easier to understand.
With this feature, e-commerce businesses can set a minimum order quantity for individual products. Customers must meet this quantity before they can purchase the product online.
This feature is useful for wholesalers, distributors, B2B sellers, and businesses selling products in packs or bulk quantities, where selling individual units is not profitable.
Mondial Relay Available Through Sendcloud
This Odoo 20 feature brings pickup-point delivery options into a consolidated shipping workflow and can simplify delivery management for businesses using multiple carriers and pickup networks.
The separate Mondial Relay pickup point module for eCommerce has been removed in Odoo 20. Businesses can continue offering Mondial Relay pickup points through the Sendcloud integration, alongside other supported pickup options.
Attribute Values Retained from Product Search
Odoo 20 improves the experience when customers search using product attributes. For example, if a shopper searches for a “black t-shirt,” opening a relevant product can take them to the product page with the black attribute already selected.
This feature lets businesses remove an unnecessary step from product selection and create a smoother journey from search to purchase for products with multiple colors, sizes, materials, or other variants.
New eCommerce Order Dashboard
A new dashboard in the order list view gives teams a quick overview of eCommerce orders and their current status.
Instead of reviewing orders individually, users can get a clearer picture of online order activity from one place. This can make it easier for sales and eCommerce teams to monitor orders, identify those requiring attention, and manage day-to-day order processing more efficiently.
Customizable “Pay Now” Button
Odoo 20 provides greater control over the “Pay Now” button used during checkout. Businesses can edit and translate the text in the button to better suit their customers, brand language, and local markets.
This small but useful improvement for international eCommerce businesses allows checkout terminology to adapt for different languages and audiences.
Preferred Delivery Date
This feature is useful for scheduled deliveries, B2B orders, bulky products, gifts, groceries, and purchases where the timing of delivery matters to the customer.
Customers have the option to select a preferred delivery date when placing an order.
Prevent Sales by Product Category
This feature in Odoo 20 allows businesses to prevent online sales for an entire product category while continuing to display product prices.
This feature gives businesses to determine how products are presented online. For example, certain categories can remain visible for product discovery and price reference while requiring customers to contact the business, visit a store, or use another sales process to complete the purchase.
Pricelist Selector Across the Website
The pricelist selector is now available in all pages of an eCommerce website. This feature makes it easier for customers to switch between applicable pricelists wherever they are on the site.
For businesses serving different customer groups, regions, currencies, or B2B and B2C buyers with different pricing structures, this feature is useful.
Product Reference Price
Odoo 20 now displays the product reference price across eCommerce pages by default. This gives customers pricing context while browsing and makes it easy to understand how the current selling price compares with the product’s reference price.
For retailers running promotions or discounted pricing, clear price visibility helps customers recognize the value of an offer quickly.
Richer Product Features in Dynamic Building Blocks
Dynamic Product building blocks can now display more product information, including ribbons, comparison prices, attributes, and secondary images.
This feature allows businesses to create product showcases on landing pages and other sections of the website. Customers can view information without opening individual product pages, thus improving product discovery and comparison.
Product Variant Thumbnails
Odoo 20 introduces the option to use product variant images as thumbnails instead of displaying attribute values only.
For example, instead of customers simply seeing color names such as “Black,” “Blue,” or “Red,” they can see visual thumbnails representing those variants. This creates a more intuitive shopping experience for products where appearance plays an important role in the buying decision.
Products Grid Building Block
You want to improve the look and feel on your website. A new grid version of the products building block gives website teams another way to showcase products across eCommerce pages.
The grid format can be used to build visually structured product collections, promotional sections, category pages, and landing pages without relying solely on the standard Shop layout.
Range Filters for Numerical Attributes
Every e-commerce website wants to improve its search, and this feature in Odoo 20 lets users set a range display via a slider.
For example, shoppers could narrow products by dimensions, capacity, weight, power, or other numerical specifications. This feature can make product discovery easier for stores with large or technically detailed catalogs.
Restrict Packaging by Website
Odoo 20 allows units and packaging options to be restricted to specific websites.
A business could thus offer individual units on a consumer-facing website while displaying cartons, cases, or bulk packaging on a B2B site. This feature is useful for companies operating multiple eCommerce websites or serving different markets.
Customer Return Management
The customer return management feature on Odoo 20 allows customers to initiate product returns directly from the customer portal, making the post-purchase experience convenient. This feature also gives businesses a structured way to manage return requests.
“On Sale” and “In Stock” Ribbon Filters
Odoo 20 introduces two new ribbon filters: “On Sale” and “In Stock.”
These filters help shoppers identify discounted products. For stores with large catalogs, this feature provides a way to improve product discovery for customers.
Simplified Inventory Management
Businesses can now use Odoo eCommerce with simplified inventory management without installing the full Inventory app.
A single on-hand quantity is displayed for each product, and businesses do not need to manage inventory transfers. This can make Odoo eCommerce accessible to smaller businesses that need basic stock visibility without a complete warehouse management process.
Standalone eCommerce Categories
Specific eCommerce categories can now be prevented from appearing on the main Shop page while still being used elsewhere on the website.
This feature in Odoo 20 enables businesses to create curated product collections and dedicated website sections without adding every category to the standard Shop navigation. It gives marketing and eCommerce teams greater flexibility when creating seasonal collections, campaign pages, or targeted product selections.
Stock-Based Product Publishing
Odoo 20 can automatically unpublish or republish products depending on stock availability.
This feature reduces manual catalog maintenance and helps prevent customers from trying to purchase products that are unavailable.
Tax-Inclusive or Tax-Exclusive Pricing
Businesses can now decide whether they want to display prices with tax or without taxes at the price list level and configure accordingly.
This feature can be used for B2C and B2B customers. Consumer price lists can display tax-inclusive prices, while business customers can see tax-exclusive pricing, all within the same eCommerce environment.
Centralized Variant Image Management
Product variant images can now be managed centrally from the eCommerce tab of the product form.
This feature gives eCommerce teams a convenient place to manage the images associated with different variants, helping maintain a consistent visual experience across products with multiple colors, styles, designs, or other options.
WhatsApp Follow-Up for Abandoned Carts
Odoo 20 adds WhatsApp as a channel for abandoned cart follow-ups.
Instead of relying only on email, businesses can reach shoppers through a channel they check frequently. WhatsApp follow-ups can remind customers about products left in their cart and provide another opportunity to bring them back to complete their purchase.
Withdrawal Requests
A new action for website contact forms allows businesses to manage withdrawal requests through a structured workflow.
This offers businesses another way to capture and process customer requests directly through their website rather than handling them through disconnected manual communication.
What These Features Mean for eCommerce Businesses
The new features introduced in Odoo 20 features strengthen several parts of the eCommerce journey, including product discovery, merchandising, pricing, inventory, checkout, returns, loyalty, delivery, order management, and customer re-engagement.
The bigger advantage is that these capabilities sit within the wider Odoo ERP, allowing the online store to connect closely with sales, inventory, accounting, CRM, marketing, and other business operations.
There are also several features in the accounting, CRM, and inventory modules that help e-commerce businesses.
AI Enhancements in Odoo 20 eCommerce
Not surprisingly, the e-Commerce module in Odoo 20 has been infused with several AI capabilities.
| AI Enhancement | What It Does | Business Benefit |
| 1. AI-Assisted Product Editing | Update product names, prices, and descriptions directly from the Shop page using AI prompts. | Reduces manual catalog maintenance. |
| 2. AI Product Image Generation | Generate product images using the AI assistant. | Speeds up product content creation and reduces dependence on external design tools. |
| 3. AI-Generated Product Descriptions | Generate product descriptions using AI within the product editor. | Helps businesses create product content faster, particularly for large catalogs. |
| 4. Automated Cross-Sell Suggestions | Automatically generate suggestions for accessories, optional products, and alternative products. | Creates more opportunities for cross-selling and upselling. |
| 5. AI-Assisted Website Content Creation | Use AI agents to generate website images, banners, and other visual content. | Helps marketing teams create promotional content faster. |
| 6. AI-Powered Website Editing | Use natural-language instructions to make supported website content and design changes. | Simplifies website maintenance and reduces repetitive editing work. |
| 7. AI Agents for Workflow Automation | Configure AI agents to participate in automated workflows and perform supported actions. | Creates opportunities to automate repetitive eCommerce administration tasks. |
How OdooPIM Empowers Odoo eCommerce
OdooPIM, the AI-powered Product Information Management solution developed by Navabrind IT Solutions, complements Odoo eCommerce by simplifying how businesses collect, enrich, organize, and publish product information.
Faster Product Onboarding
Adding hundreds or thousands of products manually is time-consuming. OdooPIM simplifies product onboarding by importing product information from suppliers, spreadsheets, and other sources. Businesses can consolidate product information and prepare products for publication much faster.
AI-Powered Product Content Enrichment
OdooPIM uses AI to generate and improve product names, descriptions, attributes, and SEO content. This is useful for eCommerce businesses managing large catalogs with incomplete or inconsistent supplier information.
Centralized Product Information Management
Product information often exists in spreadsheets, supplier databases, websites, and marketplaces. OdooPIM collates this information in a centralized product catalog within the Odoo environment.
Better Product Attributes and Variants
OdooPIM helps businesses organize product attributes, specifications, categories, and variants.
For instance, a fashion retailer managing thousands of products across multiple sizes, colors, and styles can use OdooPIM to structure this information before publishing it to the online store.
Digital Asset Management
OdooPIM provides Digital Asset Management (DAM) capabilities by enabling organizations to manage their product images, videos, technical documents, and other assets.
Publish Across Multiple Sales Channels
Many businesses sell through their Odoo website, marketplaces such as Amazon, and platforms such as Shopify.
OdooPIM helps businesses prepare and distribute consistent product information across these channels through supported integrations.
Support Multilingual eCommerce
For businesses selling internationally, product information needs to be available in different languages.
OdooPIM supports multilingual product content management, helping businesses prepare localized product information for different markets.
Why Odoo eCommerce + OdooPIM
Odoo already offers native product management functionality, including attributes, variants, product images, translations, and AI-assisted descriptions.
For e-commerce businesses requiring demanding catalog management features, OdooPIM is designed to meet their needs. Below is a table that explains how OdooPIM can do more for you.
|
Capability |
Odoo eCommerce |
With OdooPIM |
|
Product creation |
Native product management |
Streamlined bulk onboarding |
|
Product descriptions |
Manual and AI-assisted editing |
AI enrichment across large catalogs |
|
Product attributes |
Native attributes and variants |
Centralized attribute management and enrichment |
|
Product images |
Native image management |
Centralized digital asset management |
|
Product data quality |
Standard product configuration |
Additional validation and approval workflows |
|
Multichannel publishing |
Odoo website and supported integrations |
Centralized product content distribution |
|
Supplier information |
Standard imports and vendor records |
Supplier data consolidation and onboarding |
|
Multilingual catalogs |
Native translation capabilities |
Centralized multilingual content management |
Why OdooPIM Becomes Valuable as Your eCommerce Business Grows
Consider an online retailer managing 5000 SKUs across its Odoo website, Amazon, Shopify, and physical stores.
Every product requires multiple images, descriptions, specifications, attributes, variants, and localized content.
Without a centralized product information management system, keeping this information accurate across channels can become an operational challenge.
With OdooPIM, the business can:
- Import product information from multiple suppliers.
- Use AI to enrich incomplete product content.
- Organize product attributes, variants, and images.
- Validate product information before publication.
- Publish approved product content across supported channels.
- Maintain consistent product information as catalogs grow.
Need to Adopt Odoo 20? Reach out to Navabrind IT Solutions
With over a decade of experience in Odoo implementation, Navabrind IT Solutions helps businesses move beyond simply installing an ERP to building an Odoo environment around the way they actually operate.
Our expertise is in four key industries, namely retail, eCommerce, manufacturing, and distribution, giving us a strong understanding of the workflows that connect online selling with product data, inventory, warehousing, procurement, fulfillment, accounting, CRM, and other business functions.
We have worked with eCommerce businesses across the US, the Netherlands, Belgium, India, and other markets, helping clients implement and customize Odoo for their requirements. Our experience also extends beyond core ERP implementation to eCommerce integrations, product and catalog management, automation, data migration, custom development, and third-party integrations.
This expertise is important when an eCommerce business needs Odoo to work with marketplaces, payment systems, logistics providers, existing applications, or large and complex product catalogs.
For businesses considering an upgrade to Odoo 20, we assess your existing Odoo environment, including custom modules, integrations, data, eCommerce workflows, and business-critical processes, before recommending an upgrade path.
With Odoo 20 introducing improvements across AI-assisted product management, product discovery, B2B and B2C pricing, checkout, inventory, order management, analytics, returns, delivery, and customer engagement, the upgrade is also an opportunity to review how effectively you are using Odoo today and where new functionality could replace customize.
Frequently Asked Questions
1.Does Odoo 20 eCommerce include AI features?
Odoo 20 introduces AI-assisted product editing. This allows users to generate product images and update product names, prices, and descriptions from the Shop page. Product descriptions can also be generated with Odoo’s AI assistant. This feature helps eCommerce teams create and manage product content faster.
2. Can Odoo 20 eCommerce support B2B and B2C selling?
Odoo 20 supports both B2B and B2C eCommerce. Businesses can configure customer-specific price lists, volume-based pricing, tax-inclusive or tax-exclusive pricing, customer accounts, and different payment options.
For example, B2B customers can be offered invoice-based payment while consumer customers can follow a standard online checkout process.
3. Do I need the full Inventory app to run Odoo 20 eCommerce?
Odoo 20 can support simpler product quantity management without requiring businesses to use advanced warehouse functionality. However, the Inventory app is required when you need to process physical deliveries, and it is recommended for businesses that need warehouses, locations, replenishment, picking and packing, lots or serial numbers, and advanced stock management.
4. How does Odoo 20 help recover abandoned carts and collect customer reviews?
Odoo 20 can send reminder emails for abandoned carts after a predefined time. These mailers can encourage customers to return and complete their purchases. Features in Odoo 20 can also automatically send product rating and review requests after an order is confirmed. Businesses are also able to decide how many days after the order the request should be sent.
5. How does OdooPIM complement Odoo 20 eCommerce?
OdooPIM complements Odoo 20 eCommerce by providing advanced product information and catalog management for businesses managing large and complex product catalogs. It helps centralize supplier and product data, use AI to enrich descriptions and attributes, manage images and other digital assets, introduce approval and data-quality workflows, and prepare consistent product information for multiple sales channels.
Odoo eCommerce helps users handle the online selling experience while OdooPIM helps manage the product information behind it.
Schedule a conversation with us now!
written by
Abinay Subramaniam P
ERP Project Manager
Abinay Subramaniam P is a Project Manager at Navabrind IT Solutions with a proven track record across several verticals, including Manufacturing, Publishing, and IT. He excels in high‑pressure, fast‑paced software development environments, consistently delivering solutions that exceed customer expectations. Abinay brings strong expertise in negotiation, client engagement, and team management, ensuring smooth project execution and stakeholder alignment. He is trained in PMP and holds the Certified Scrum Master (CSM) credential, combining structured project management practices with agile methodologies.
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Abinay Subramaniam P is a Project Manager at Navabrind IT Solutions with a proven track record across several verticals, including Manufacturing, Publishing, and IT. He excels in high‑pressure, fast‑paced software development environments, consistently delivering solutions that exceed customer expectations. Abinay brings strong expertise in negotiation, client engagement, and team management, ensuring smooth project execution and stakeholder alignment. He is trained in PMP and holds the Certified Scrum Master (CSM) credential, combining structured project management practices with agile methodologies.
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