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Sitecore and Azure AD B2C Integration

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In this blog post, we will explore the benefits of Sitecore and Azure AD B2C integration and how its advanced authentication and authorization capabilities can help businesses provide a more secure and personalized digital experience for their customers. Sitecore first introduced Identity Server as a feature in Sitecore 9, which was released in October 2017. Identity Server was introduced as a replacement for identity management system which relied on the ASP.NET Membership Provider. This built-in support for Identity Server made it easier to integrate Azure AD B2C as an identity provider within the Sitecore ecosystem.

Understanding Azure B2C

Azure AD B2C is a cloud-based identity and access management (IAM) solution that enables businesses to manage user identities and access to their digital assets. It provides a range of features, such as user authentication and authorization to help businesses protect their digital assets from unauthorized access. With Azure AD B2C, businesses can also collect and manage user data, allowing them to create personalized digital experiences. Significant level of customization options enables seamless experience, branding and user journeys which can align with any specific requirements.

Setting Up Sitecore and Azure AD B2C Integration

Setting up Sitecore and Azure AD B2C integration involves several steps.
  1. Creating an Azure AD B2C tenant and configuring the identity provider settings.
  2. Configuring Sitecore to use Azure AD B2C as the primary identity provider.
    • This involves configuring Sitecore’s federated authentication module to forward login requests to Azure AD B2C.
    • Configuring Sitecore’s roles and permissions based on Azure AD B2C user attributes.
  3. Configuring Sitecore to use Azure AD B2C for collecting user data.
    • This involves mapping user attributes from Azure AD B2C to the corresponding xConnect contact facets and extending xConnect contact model if needed.

Here are the most significant benefits when considering Sitecore and Azure AD B2C integration.

Advanced Authentication Capabilities:

Azure AD B2C provides a wide range of authentication methods,
including social identities like Facebook and Google, multi-factor authentication, and passwordless authentication.
This gives businesses the flexibility to choose the authentication method that best suits their needs,
and also provides additional security options beyond what is available with Sitecore’s Identity Server.

Improved Security:

Security is a critical concern for any business operating online, and Sitecore and Azure AD B2C integration provides an enhanced level of security for
user authentication and authorization. With Azure AD B2C, businesses can take advantage of multi-factor authentication.
Azure AD B2C supports several MFA methods, such as SMS, email, or phone call.
Sitecore can leverage these MFA methods to provide an additional layer of security for user authentication.
Conditional access policies allow businesses to control access to their digital assets based on user attributes, such as device type, IP address, or location.
These added layers of security helps prevent unauthorized access, phishing attacks, and other cyber threats that can compromise sensitive data.

Personalized User Experiences:

Sitecore and Azure AD B2C integration also enable businesses to create more personalized user experiences.
This is achieved by using Azure AD B2C to collect user data, such as user preferences or behavior, and use it to create more relevant and engaging experiences for the customers.
User data is stored in a centralized location and can easily accessed and managed using Microsoft Graph API or Azure AD B2C portal.
Businesses can leverage user data to create targeted marketing campaigns and personalized content based on user preferences.
By tailoring content and offers to individual users, businesses can drive higher engagement and conversion rates.

Seamless Integration:

Sitecore and Azure AD B2C integration is designed to be seamless, making it easy for businesses to set up and manage.
With Azure AD B2C, businesses can manage user identities, profiles, and permissions, all within a single cloud-based platform.
This makes it easier for businesses to manage user data, streamline workflows, and reduce administrative overhead.
In addition to these benefits, Sitecore and Azure AD B2C integration also provides businesses with greater scalability, flexibility, and cost savings.
By leveraging cloud-based services, businesses can scale their digital experiences to meet the demands of their customers, while only paying for the resources they use.

Centralized Identity Management:

Azure AD B2C provides a centralized location for managing user identities,
which simplifies the process of managing user access across multiple applications and environments.
This reduces the risk of errors and makes it easier to maintain a secure identity environment.

Scalability and Availability:

Azure AD B2C is a cloud-based service that is designed to be highly scalable and available.
This means that businesses can easily scale up or down based on demand, and also benefit from the high availability and redundancy provided by Microsoft’s cloud infrastructure.

Compliance and Regulation:

Azure AD B2C provides compliance with industry regulations such as GDPR and HIPAA,
as well as support for authentication standards like OpenID Connect and OAuth 2.0.
This makes it easier for businesses to comply with regulatory requirements and ensure the security of user data.

Integration with Other Azure Services:

Azure AD B2C integrates seamlessly with other Azure services, such as Azure Active Directory and Azure Key Vault,
which provides additional security and management options for businesses.
Additionally, Azure AD B2C can be easily integrated with other cloud-based services, such as Microsoft Dynamics 365 and Salesforce.

There are some downsides as well which we need to point out.


Azure AD B2C is a more complex system than Sitecore’s Identity Server, and it may take longer to set up and configure.
As Azure AD B2C is a separate service, developers and administrators will need to learn a new set of tools and technologies to use it effectively.
This may require additional resources and expertise, and could result in a steeper learning curve for those who are not familiar with Azure AD B2C.


While Sitecore’s Identity Server is included in the Sitecore license, Azure AD B2C is a separate service that requires a subscription.
Depending on the size and complexity of your organization, the cost of using Azure AD B2C may be higher than using Sitecore’s Identity Server.

Dependency on External Service:

Because Azure AD B2C is a cloud-based service, it introduces a dependency on an external service provider.
This may result in increased latency, and could potentially cause issues with service availability or performance.

Integration Challenges:

Depending on the complexity of your existing infrastructure, integrating Azure AD B2C with your Sitecore implementation may require additional development and configuration work.
This could result in longer development timelines or higher development costs.

In conclusion

Sitecore and Azure AD B2C integration provides businesses with a powerful set of tools to improve their digital experiences.
By combining Sitecore’s robust content management capabilities with Azure AD B2C’s advanced identity and access management features,
Sitecore can provide businesses with MFA, conditional access policies, and user data collection for personalization.
This integration can provide a more secure, personalized, and seamless user experience.
With this integration, businesses can better engage with their customers, drive higher conversion rates, and ultimately grow their business.
Setting up Sitecore and Azure B2C integration involves several technical steps, but the benefits of this integration definitely make it worth the effort.

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Slobodan Topic

Hello! I'm Slobodan, a seasoned developer with six years in .NET. Transitioning into Sitecore, I've become passionate about crafting seamless digital experiences. In my posts, I demystify complex topics like Sitecore user identity, federated authentication and integration with external identity providers.

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