Your sales in Shopify, your customers in HubSpot: one record, up to date on both sides. Orders, carts and products feed your follow-ups, with no exports.
The problem
When Shopify and HubSpot don't talk, the store sells and marketing communicates, each with its own version of the customer. The symptoms are always the same.
Orders stay in the Shopify admin. Your HubSpot campaigns treat a loyal customer and a newsletter subscriber the same way, because nobody knows who bought what.
A visitor fills their cart, then leaves. Nobody follows up, or the follow-up comes from a separate tool that knows nothing of their history and their exchanges with your customer service.
Customer lifetime value, purchase frequency, average order value: the figures exist, scattered across exports and spreadsheets. You can't tell your best customers from one-time buyers.
Definition
Shopify is the e-commerce platform of many brands, from independent stores to retailers on Shopify Plus: catalog, orders, payments, shipping. HubSpot carries marketing, customer relationships and, depending on the case, B2B sales and customer service.
The integration moves data continuously: every Shopify customer has a contact record in HubSpot, every order is linked to it, every abandoned cart can trigger a follow-up. HubSpot offers a Shopify app built on Data Sync; we configure it, and extend it when your rules go beyond what it covers. Each team keeps its tool, everyone sees the same customer.
What flows
Here are the most common mappings between HubSpot and Shopify objects. The exact scope depends on your Shopify plan, your HubSpot edition and the connection method chosen.
| In HubSpot | In Shopify | Direction | When |
|---|---|---|---|
| Contacts | Customers | Both ways | When the account is created or an order is placed, then on every change |
| Contacts' marketing status | Email and SMS marketing consent | Both ways | On every subscribe or unsubscribe |
| Products | Products and variants (SKU, price) | Shopify → HubSpot | When a product, a variant or a price changes |
| Orders (or deals, depending on your setup) | Orders | Shopify → HubSpot | When the order is placed, then on every status change: paid, shipped, refunded |
| Carts | Abandoned carts and checkouts | Shopify → HubSpot | After the abandonment delay you set |
| Calculated contact properties | Purchase history (number of orders, total spend, last purchase) | Shopify → HubSpot | Recalculated on every order |
| Companies | B2B customer companies, depending on your Shopify plan | Both ways | When the business account is created |
Which system is the reference? Shopify for orders, payments, products, prices and stock; HubSpot for prospects, segments, campaigns and consent collected outside the store. This master data rule is set in writing at scoping, field by field.
Describe your store and your flows: we will tell you what the HubSpot app covers, and what needs more.
How to connect
Before continuous sync, there is often a historical data load: customers and past orders, loaded once into HubSpot by export and import, middleware or API. After that, there are three ways to keep data flowing day to day.
The official app, on the HubSpot marketplace, is built on Data Sync to sync customers, products, orders and, depending on its version, abandoned carts. It is the right starting point for a store with standard operations. Its limit: a mapping set by the app, less comfortable with your metafields, several stores or B2B rules.
Make, Workato or a specialized middleware orchestrate the flows the app doesn't cover: refunds, logistics data, stores by country. The right choice when your rules are clear and your data model is stable. Its limit: every scenario has to be configured, maintained and monitored.
A direct connection to the Shopify and HubSpot APIs, built for your rules: custom objects, customer value calculation, several stores combined. Essential when the app and the platform can no longer keep up. Its limit: it has to be designed around the call limits of both APIs and your order peaks, and it needs monitoring.
We recommend an option after auditing your flows, not before.
Use cases
The cart comes into HubSpot with its products. A follow-up goes out after the chosen delay, and stops as soon as the order is placed.
The contact becomes a customer in HubSpot and enters a welcome journey: usage tips, a review request, a complementary product.
The date of the last purchase triggers a reactivation campaign, timed to their usual purchase frequency rather than a fixed calendar.
Their total spend moves them into your most loyal segment: dedicated offers, early access, special attention from customer service.
Our method
Three phases, each covering processes, technology and people. A dedicated project manager stays with you from the first workshop to go-live, with a project committee and a steering committee.
Understand · Think
Three workshops, business, functional and technical, to map each flow: customers, consents, products, orders, carts. We set which system is the reference for each piece of data, compare several approaches and recommend one. Nothing gets built before your written sign-off.
Build · Build
Field-by-field mapping between Shopify and HubSpot, then configuration of the app or the platform, or development. A pilot runs on a real sample of customers and orders before cutover; a delta then catches up the orders placed in the meantime.
Steer · Run
Go-live, training for your marketing and customer service teams, sync error monitoring and fixes. The integration then evolves with your store: new fields, new markets, new workflows.
At delivery
Acceptance testing runs in three steps: we test and share the counts, you check a sample of records in a shared file, we fix the gaps and rerun the checks. The acceptance report is signed after that, not before.
Pitfalls to avoid
An e-commerce integration rarely fails on the technology. It fails on rules nobody set. Here are the six points we settle before go-live.
Case study
Apoticaria asked Copernic to connect its e-commerce site to HubSpot. Here is what the brand measured afterwards.
What clients say
“The Copernic team showed great teaching skills and patience. I have complete trust in their expertise and their innovative approach.”
“The team was very available and responsive, and helped the marketing and sales teams alike.”
Scroll →
Reviews translated from French
HubSpot Elite Partner
For 10+ years, we have connected HubSpot to companies' tools: e-commerce, ERP, invoicing, telephony. 800+ clients have trusted us with their CRM, and HubSpot has awarded us its highest partner tier.
Elite Partner and 4 accreditations
CRM implementation · Onboarding · Data migration · Architecture design
Yes. HubSpot offers a Shopify app, available on its marketplace, built on Data Sync to sync customers, products, orders and, depending on its version, abandoned carts. It covers a store with standard operations well. With several stores, metafields to carry over, a B2B business or specific calculations, we extend it with an integration platform or the API. We check what you need from the first conversation.
The most common flows: customers and marketing consents, products and variants, orders and their statuses, abandoned carts, calculated properties such as number of orders or total spend. The direction of each flow and the reference tool are set at scoping. Mind the volume: every synced customer becomes a HubSpot contact, and their marketing contact status is decided upfront. Custom objects require a HubSpot Enterprise license.
Both, depending on the flow. An order or a new customer usually comes through within minutes; calculated properties and the historical data load are rather handled in batches. The pace depends on the method chosen, the call limits of the Shopify and HubSpot APIs, and your order peaks. We choose it flow by flow, based on how your teams use it.
A few weeks for a standard scope, confirmed after scoping. A wider scope takes longer: several stores or countries, a B2B business, a customer value calculation, a large historical data load. The schedule is set in the scoping document; it also depends on how available your leads are to approve each step.
An error must never go unnoticed. Every flow is logged: a rejected order (missing email, unknown product, duplicate) is flagged without blocking the others. An alert goes to the designated person, the error is fixed at the source, then the record is replayed. In the Run phase, we track these logs and fix recurring anomalies at the root.
Yes, and it is often the best idea. Many projects start with the HubSpot app for Shopify, properly configured: customers and orders in HubSpot, a first abandoned cart follow-up. Customer value segmentation, repurchase journeys and B2B flows are added next, on the same foundation. Scoping plans this path so nothing has to be redone at step two.
Other integrations
An expert calls you back within one business day.