How to Integrate HubSpot with Shopify – Step by Step Guide
How to Integrate HubSpot with Shopify – Step by Step Guide
Does HubSpot integrate with Shopify?
Absolutely.
We’ll explore how to integrate HubSpot with Shopify using both the native HubSpot Shopify app and custom API-based approaches.
We’ll cover high-level strategic benefits as well as technical step-by-step instructions.
By the end, you’ll understand the HubSpot Shopify integration, how to set them up, and how to leverage features like abandoned cart workflows to recover lost sales.
We’ll even look at a HubSpot Shopify case study to see the real-world impact of a successful integration.
Integration Options: Native HubSpot Shopify App vs Custom Integrations
There are two primary paths to connect:
Native Integration using the Shopify App
The official HubSpot-built app provides a seamless, code-free way to sync data.
This is ideal for most users and covers common use cases out-of-the-box.
Custom or API-Based Integrations
For advanced needs, you can build a custom integration using HubSpot and Shopify APIs or use third-party integration platforms.
This route offers more flexibility for developers comfortable with coding or specialized tools.
Let’s explore both options in detail.
Native Integration with the HubSpot App
The HubSpot Shopify app is official integration available via the HubSpot App Marketplace
It’s the fastest way to get up and running.
By installing this app, Shopify syncs customers, products, and orders (as deals) into HubSpot.
How to Integrate HubSpot with Shopify?
Follow these steps:
Install the Shopify App
In your HubSpot account, click the Marketplace icon (the little storefront) and select App Marketplace.
Search for “Shopify” and select the Shopify integration listing. Then click Install app
Connect to Shopify
After clicking install, HubSpot will prompt you for your Shopify store URL.
Enter your Shopify domain (e.g., my-store.myshopify.com) and click Connect to Shopify
A Shopify login screen will pop up – enter your Shopify credentials and log in.
Authorize and Confirm
Once logged in, Shopify will ask you to authorize the HubSpot app to access your store data.
Approve the integration.
You’ll then be redirected back to HubSpot, where a confirmation dialog will indicate that your store is connected and HubSpot tracking code has been added to your Shopify pages.
Add Additional Stores (Optional)
If you have multiple Shopify stores to integrate, you can repeat the connection process for each.
In HubSpot integration settings, use the store dropdown and choose “Connect another store” to add additional Shopify shops.
Initial Data Sync
HubSpot will begin an initial sync of your Shopify data.
This may take some time depending on how many customers, orders, and products you have.
You can check sync progress in HubSpot Ecommerce Settings page for the connected store
Once complete, you should see your Shopify contacts in the HubSpot Contacts list, products in the Product Library, and orders as deals in the Ecommerce pipeline (with proper stages assigned).
Custom Sync Settings
By default, Shopify -> HubSpot sync is enabled for contacts, deals, products.
If you want to enable limited two-way sync for contact information (so changes in HubSpot update Shopify), go to Settings > Integrations > Connected Apps > Shopify, then the Contacts tab.
In “Contact sync rules,” check Sync limited HubSpot updates to Shopify
HubSpot will then allow two-way syncing for key fields like first name, last name, email, phone, address, etc.
You can also review and adjust field mappings in this area – for example, mapping any custom fields between Shopify and HubSpot if needed.
Custom Integrations Using APIs or Third-Party Tools
While the native app suffices for most scenarios, there are cases where a custom integration is beneficial or required.
Perhaps you need to sync additional data not handled by the default app (e.g. Shopify metafields or custom objects), or you want to trigger bespoke processes in external systems when Shopify events occur.
Developers have a few options here:
Integration Platforms (iPaaS)
Services like Zapier, Workato, Make (Integromat), or dedicated Shopify-HubSpot connectors (e.g., Unific, Skyvia, etc.) can sync data without you writing code.
For example, Zapier could listen for new Shopify orders and then create a contact and deal in HubSpot via pre-built connectors.
These tools offer a visual way to map fields and automate workflows.
The downside can be additional costs or complexity, and another moving piece in your stack.
HubSpot and Shopify APIs (DIY Coding)
For maximum control, you can use the APIs provided by both platforms to build a tailored integration.
This approach requires software development skills.
At a high level, you would do the following:
Set up API Access
Create a Private App in HubSpot to get an access token (HubSpot API keys are deprecated in favor of private apps).
In Shopify, create a Custom App or use a Shopify Partner App with API credentials to access store data
Decide Data Flows
Write scripts or use a middleware server that listens for events.
You might use Shopify Webhooks (e.g., on new order creation, customer creation, cart abandonment events) to trigger data pushes to HubSpot.
Alternatively, poll the Shopify API periodically for new data.
Use HubSpot APIs to Create/Update Records
When an event comes in, call the HubSpot API endpoints to create or update the corresponding object in HubSpot.
For instance, on a new Shopify order, use HubSpot Deals API to create a deal in the eCommerce pipeline.
Likewise, create or update a Contact for the customer, and associate the deal to that contact.
HubSpot eCommerce Bridge API is essentially the framework that underpins the native integration – it allows treating Shopify data as eCommerce objects in HubSpot (customers, deals, line items, etc
An example mapping is that Shopify orders are treated as deals in HubSpot, so your code would convert the Shopify order JSON into a HubSpot deal format with properties like amount, order number, etc.
Handle Updates
Make sure to also handle updates or deletes.
For example, if an order is cancelled or refunded in Shopify, you should update the deal stage or status in HubSpot to reflect that (the native integration marks a cancelled Shopify order by setting the HubSpot deal to “Cancelled” stage and stamping a cancelled.
Similarly, product catalog changes in Shopify could be synced to HubSpot Product Library via the Products API.
HubSpot Shopify Abandoned Cart Recovery
One of the most impactful use cases is recovering abandoned carts.
Cart abandonment is when a potential customer adds products to their Shopify cart but leaves without completing the purchase.
Industry studies show that abandoned cart emails can recover a significant portion of these lost sales, making it a crucial strategy for marketers.
How HubSpot and Shopify work together on abandoned carts
Deal Stage Triggers
As mentioned earlier, when a cart is abandoned in Shopify, the integration syncs an associated deal in HubSpot and marks it with the stage Checkout Abandoned in the Ecommerce pipeline
This happens if the shopper reached the checkout stage and provided an email (so Shopify considers it an “abandoned checkout”).
The deal will contain properties like an “Abandoned checkout URL” (a link back to the shopper’s cart), the cart total, and the line items (products) that were in the cart.
Embedded Abandoned Cart Workflows
If you have at least HubSpot Marketing Hub Professional, you can use the pre-built Abandoned Cart workflow that HubSpot provides.
This is a deal-based workflow that enrolls deals in the Checkout Abandoned stage and waits 24 hours (by default) after the cart was abandoned, then triggers an email reminder
The workflow can be set up quickly via Integrations > Shopify > Set up an ecommerce workflow, selecting “Abandon cart” and turning it on
You can also create a custom workflow from scratch or clone the default one if you want to tweak timing or add more steps.
Crafting the Recovery Email
HubSpot makes it easy to design effective abandoned cart emails. In the email editor, there’s a special Abandoned Cart module available if your Shopify store is connected
You can drag this module into an email template, and it will populate with the items left in the recipient’s cart, including product images, names, quantities, and a link to resume checkout
You have full control to style the look and feel, adjust the text (e.g., “Come back to complete your purchase”), and even offer an incentive like a discount code to sweeten the deal.
Personalization and Segmentation
Since HubSpot knows who the contact is (the email from Shopify) and what they left behind, you can personalize the abandoned cart email beyond just listing products.
Use the contact first name, recommend related products, or mention their last viewed category.
HubSpot also allows segmenting contacts by abandonment behavior – for example, you might have a list of contacts who have abandoned carts more than once, and treat repeat abandoners differently (perhaps a stronger incentive on the second email).
Analyzing Recovered Revenue
HubSpot reporting will attribute any recovered sales to your abandoned cart campaign.
You can see influenced revenue from abandoned cart emails and the abandonment recovery rate in the ecommerce dashboard.
This closes the loop, so marketers can demonstrate how many carts were recovered and how much $$$ was brought back by these workflows.
For instance, out-of-the-box reports can show abandoned cart recovery rates so you can monitor improvement over time.
HubSpot Shopify Case Studies & Success Stories
Lets look at a brief HubSpot Shopify case study.
One notable example is Brauer, an Australian natural medicine company, which transform their digital strategy.
The Challenge
Brauer had a Shopify e-commerce store and separate marketing tools (WordPress, MailChimp, etc.) that didn’t talk to each other
Customer and order data were siloed, making it hard to segment audiences or measure marketing impact.
They managed data with spreadsheets and had no easy way to tie online sales to their campaigns
The Solution
With the help of Mpire Solutions, Brauer deployed HubSpot CRM and marketing platform to sync data.
This integration bridged all customer information across platforms, feeding Shopify store data into HubSpot in real-time
Once unified, they used HubSpot tools to create targeted content, automate workflows, and run campaigns nurturing both new and existing customers.
For example, HubSpot workflows were utilized to engage customers through the buying journey, augmenting Shopify with personalized email sequences
The Results
The impact for Brauer was dramatic.
Within the first year, they saw a 325% growth of their contact database, as their improved content and capture mechanisms drew in many more leads
Website traffic from social media shot up by 573%, and email click-through rates increased by 175%
Brauer could attribute revenue to specific campaigns and fine-tune their strategy.
The unified system also saved them time and removed the dependency on manual processes or external providers for website changes
This case demonstrates how combining Shopify commerce strengths with marketing automation and CRM can accelerate growth and provide clarity on marketing ROI.
Brauer is just one example.
Many other businesses have similar success stories – from recovering more abandoned carts to increasing repeat sales.
Another case study highlighted how G Fuel, a fast-growing e-commerce brand, used HubSpot to focus on repeat customers, resulting in a 63% year-over-year increase in returning customer sales over 9 months (nearly $3 million in additional revenue)
The common theme in these stories is that integration enables better customer communication (through data-driven workflows) and better decision-making (through integrated analytics).
How to Integrate Shopify with HubSpot – Conclusion
Developers or ops teams benefit from the ease of data sync and the reduction of manual data transfers or one-off scripts.
Imagine recovering carts you would have otherwise lost, sending perfectly timed follow-ups that turn one-time buyers into repeat customers, and having clear insight into how your marketing drives sales in your Shopify store.
All of that is achievable with a well-executed plan.
Now that you know how to integrate Shopify with HubSpot, it’s time to put that knowledge into action.
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