Why integrate HubSpot?
HubSpot is a widely used CRM and marketing platform. BMITZ integrates HubSpot with your eCommerce to automate marketing, manage leads, sync customers, and create personalized experiences.
Key features
- CRM with a free edition
- Marketing Hub automation
- Sales Hub pipeline
- Service Hub tickets
- CMS Hub for content
- Operations Hub for data
What data is synchronised between the eCommerce and HubSpot
In HubSpot, information is organised into related objects: contacts, companies, deals, products and tickets, among others. The store integration decides what is stored in each one: typically each customer is a contact, in B2B sales their company is a company record, and each order is associated with both, with its product lines, amount and status.
As well as customer and order data, the store can send behavioural signals that marketing can use: abandoned carts, first purchase, categories bought or time since the last order. These are used to build lists and follow-up sequences without exporting files from the store every week.
From HubSpot back to the store, the usual data is the contact owner, the lifecycle stage or segment, and subscription preferences. As in any integration, ownership is agreed for each property so the two systems do not overwrite each other.
How we connect HubSpot to the store
HubSpot exposes REST APIs for CRM objects, their properties and the associations between records, and lets you subscribe to webhooks to learn about changes without polling constantly. The connection is authenticated with a private app in the account itself or with an OAuth app, depending on who will maintain the integration.
For some platforms there are ready-made integrations in HubSpot's app marketplace, and in certain cases they are enough. When the catalogue, customer-specific pricing or B2B sales do not fit what the standard connector offers, we build our own or extend it with specific development.
HubSpot limits the rate of API calls according to the subscription. We design the synchronisation to send only changes, group operations where the API allows it and automatically retry any that fail, so a campaign that drives heavy traffic to the store does not leave records unsynchronised.
B2B sales, properties and marketing contacts in HubSpot
In a B2B eCommerce, the customer company is represented as a company record and each buyer as an associated contact. That way all the account's orders appear on a single record even when different people place them, and the sales owner is assigned to the company rather than to each buyer separately.
Data specific to your business, such as the ERP customer code, the assigned price list or the sales channel, is created as custom properties. They need designing with care: every property ends up in forms, lists and reports, and an account full of duplicate fields becomes hard for the team to use.
The cost of Marketing Hub depends on the number of contacts set as marketing contacts. Not every store customer needs to be one: you can decide that only those who have consented to marketing communications, or who fit the segments you work with, are marketing contacts, and the integration applies that rule when it creates each contact.
Consent and how we work on a HubSpot integration
HubSpot manages consent through subscription types. The consent a customer gives in the store is mapped to the corresponding type with its source and date, and an unsubscribe from any HubSpot email flows back to the store so both systems say the same thing. Data erasure requests are also propagated to both sides.
We start by reviewing the HubSpot account with your marketing and sales teams: existing properties, active workflows, deal pipelines and the reports you want to get. From there we write the data mapping and sign it off with you before coding.
We test in a test account, or in a sandbox if your subscription includes one, and run the initial load of historical customers and orders in a controlled way so old records do not trigger workflows. Whether your store runs on Adobe Commerce (Magento), PrestaShop, Shopify or VTEX, or is your own B2B portal, the approach stays the same: the connector changes, not the data model in HubSpot.
Integration services
Everything you need to connect HubSpot with your eCommerce
Ideal for your industry
Integration with HubSpot is especially useful for companies in these industries looking to optimize their operations.
Frequently asked questions
Will HubSpot's standard connector work for my store, or do I need a custom one?
It depends on the platform and on your business rules. With a catalogue and customers that have no special requirements, a connector from HubSpot's marketplace may be enough. If there are B2B sales, customer-specific prices, several stores or data coming from the ERP, a dedicated connector that controls what is sent and when usually pays off.
Can HubSpot send the store's abandoned cart emails?
Yes, if the store sends it the cart information and the customer has given consent. HubSpot receives the data, associates it with the contact and a workflow sends the reminder. It is worth deciding whether HubSpot or the eCommerce platform itself sends those emails, so they are not duplicated.
Can store orders be seen on each customer's HubSpot record?
Yes. Orders are recorded against the contact and, in B2B sales, also against the company, with their amount, date and status. Sales and customer service can check purchase history without logging into the store's back office.
How much does it cost to integrate HubSpot with the eCommerce?
It depends on the number of flows, on whether an existing connector is enough or a dedicated one is needed, and on how much needs tidying up in the HubSpot account first. We pin it down after the initial analysis. For a general reference on the costs of the online channel, see our eCommerce cost guide.
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