Configuring the Identity Provisioning Service (IPS)
Context
To display products in SAP Start, configuring the Common Data Model (CDM) is a prerequisite, as it enables apps and products to be displayed. Additionally, IPS synchronization is mandatory for this setup.
On your SAP Start/ WorkZone Site Manager page, go to the Identity Authentication tab and enable Identity Authentication by switching from XSUAA. Check the I've completed the required trust configuration and confirm that I would like to continue with the switch box.

