By Sandy Moore

Congratulations—if you are reading this article, you are looking to implement an e-commerce solution for your business. You may be considering using the e-commerce platform Shopify, integrated with the marketing automation platform HubSpot, to help sell your products and services. This may be a very smart choice for your business. Let’s discover the reasons why. 

Why choose Shopify?

For those of you who are unfamiliar with Shopify, it is an e-commerce platform that includes the design, setup, and management of your online store across multiple channels. Shopify empowers more than 800,000 businesses in countries all over the globe, for brands including Unilever, Kylie Cosmetics, and more. 

There are a variety of benefits to using the Shopify platform. It is easy to set up, it is built for optimization, and the store maintenance is relatively simple to use. In addition, you can customize your online store with over 4,100 apps that integrate directly with Shopify. There are three different pricing options available based on your needs and desired features. 

If that’s not enough, here are some additional benefits of building your e-commerce website on the Shopify platform:

  • General Data Protection Regulation (GDPR) compliance: Built-in features that enable compliance with GDPR regulations and customer transparency over data storage and usage
  • Ability to sell everywhere: Online store, buy button, and global retail options
  • Assistance with marketing activities: Blog, SEO tools, Google Smart Shopping, Facebook Ads, discounts, and more
  • Tools to manage your business operations: Orders and fulfillment, Shopify shipping, local app integrations, payment methods, and more
  • Flexible payment plans: Basic Shopify, Shopify, Advanced Shopify, and Shopify Plus

If you’ve decided to use Shopify, you’ll want to set up your account and online store before you start integrating with your HubSpot platform. You’ll need to choose your Shopify theme, layout, and account settings, and then you’ll add your products to a specific domain. Once the account and store is set up, you can begin to integrate with HubSpot.

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Why choose Shopify and HubSpot integration?

Why integrate Shopify with HubSpot? Let’s check out the many benefits, including the following:

  • The ability to sync and store data in HubSpot and see all orders in your HubSpot deal pipeline 
  • The option to create HubSpot lists based on e-commerce behavior; segmented lists are pre-built based on e-commerce data and customer online shopping behavior
  • The use of personalization tokens based on shopping behavior to promote products for marketing and sales communications 
  • The availability of pre-built workflows for reminding customers of abandoned carts, promoting re-engagement, and welcoming new customers
  • Access to reporting on the e-commerce dashboard to measure results based on online sales orders, lifetime value of a customer, abandoned cart information, and online sales revenue; the dashboard has pre-built reports and charts so you can get started easily

How do I integrate and sync my accounts?

Let’s get started with connecting Shopify to HubSpot. Here are the steps to set up the integration: 

  1. Within your HubSpot portal, navigate to the HubSpot App Marketplace (the store icon in the upper right-hand corner of your portal) and click on the App Marketplace. 
  2. From there, type “Shopify” within the search bar to locate the Shopify app. 
  3. Click the button to “Connect App” from your HubSpot portal while you are also logged in and connected to your Shopify account. 
  4. Next, confirm that you have connected the Shopify app by viewing your HubSpot integrations. To do this, you’ll want to click on the Settings link in the top right corner of your HubSpot portal (the gear icon). Next, scroll through the navigation on the far left side to Integrations, and you should see e-commerce as a new navigation item. 

Once your integration is set up, you’ll want to make the decision on how you would like to sync your data between HubSpot and Shopify. There are two options available:

  • One-way sync (default setting): Products, customers, and orders will sync from Shopify to HubSpot. 
  • Two-way sync: Products and orders will still sync from Shopify to HubSpot, but certain customer updates made in Shopify and HubSpot will be reflected in both systems. 

Within the HubSpot integration, the following properties sync between Shopify and HubSpot products:

  • Title
  • Body_HTML
  • Created at
  • Handle
  • Images
  • Product type
  • Published at
  • Published scope
  • Tags
  • Vendor
  • Price

The following properties sync between Shopify and HubSpot contacts:

  • Accepts marketing
  • Created at
  • First name
  • Last name
  • Email
  • Phone
  • Note
  • Orders count
  • Tags
  • Tax exempt (checkbox)
  • Verified email (checkbox)
  • Street address
  • City
  • Country
  • State/Province
  • Zip code

For Shopify orders or HubSpot deals, the following properties sync:

  • Abandoned checkout URL
  • Buyer accepts marketing
  • Customer ID
  • Cancel reason
  • Cart token
  • Cancelled at
  • Created at
  • Currency
  • Financial status
  • Fulfillment status
  • Landing site
  • Name
  • Note
  • Order number
  • Processing method
  • Referring site
  • Source name
  • Subtotal price
  • Taxes included
  • Token
  • Total discounts
  • Total line items price
  • Total price
  • Total tax
  • Total weight

What happens after integration and sync?

Once the data is synced between Shopify and HubSpot, you can start to track and analyze the data being collected. The stored data is segmented into three categories: Products, Customers and Orders. 

Tip: New customers will be stored as Contacts within HubSpot, and it will not set the lifecycle stage to “customer” automatically. You’ll need to set up a workflow to update lifecycle stages. 

Orders from the store will be displayed as “deals” within HubSpot. To view your orders, click on Sales and then Deals within the top navigation of HubSpot and locate your Sales Pipeline. From there, you’ll be able to see new orders. 

Tip: Ask for a contact’s email address prior to checkout, so you can follow up on abandoned carts and orders. 

The Shopify/HubSpot integration also has three out-of-the-box automation workflows that can be customized for your business. These include:

  • After a customer’s first purchase you can send welcome emails, onboarding information, and other useful information to help a new customer get started.
  • When a customer abandons their cart, you can send email reminders to bring them back, or you can provide information to help them with the decision-making process.
  • If a customer hasn’t bought anything in three months, you can re-engage them to make a future purchase. 

It is important to continue to track and analyze your data with HubSpot for accuracy and to find reporting trends to maximize your selling potential. The future of e-commerce is only going to continue to grow as your business grows. By 2022, e-commerce revenue in the U.S. alone is expected to reach $638 billion! Therefore, you’ll want to be prepared and ensure your Shopify/HubSpot integration is set up and working correctly.


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Sandy Moore

About the author

Sandy Moore is a Senior Director, Marketing Strategy at SmartBug Media. She has more than 20 years of experience in marketing with extensive knowledge in outbound and inbound marketing, advertising sales, promotions, public relations, and sales enablement. Read more articles by Sandy Moore.

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