INTEGRATIONSHUBSPOT + SHOPIFYConnect HubSpot to Shopify
With HubSpot and Shopify connected, you can see what every contact has bought, and run marketing on real orders instead of loose exports. HubSpot has its own integration for this. It does a lot, but not everything.
ISO 9001 & 27001
- Customers and contacts goes back and forth with Shopify
- Companies goes back and forth with Shopify
- Products goes back and forth with Shopify
- Orders comes from Shopify
- Abandoned carts comes from Shopify
Built for clients including Tata Steel, M&G Investments, Digistore24, Toppers in Concert, Bar-le-Duc and Loogman
Shopify gives you customers and orders, but it shows only a limited picture of who's behind those orders. HubSpot holds the emails, forms and conversations. Without an integration, the two live side by side: marketing sends everyone the same email, and an account manager doesn't know a business customer placed a large order last week.
With the integration, customers, products and orders come into HubSpot. Then you can segment on what someone bought, follow up abandoned carts and nudge regular customers who've stopped ordering. Shopify stays the till; HubSpot becomes the place where you know your customers.
For each item: which direction it goes, when, and why. This is the starting point; in the first conversation we fit it to your situation.
- 01Customers and contactsHubSpot ↔ Shopifywhen a customer is created or changed
Shopify customers become HubSpot contacts and vice versa. The integration matches them by email address. During setup, choose to sync only contacts with an email address; that prevents duplicates.
- 02CompaniesHubSpot ↔ Shopifywhen a company is created or changed
Companies only sync if you have Shopify Plus. The integration matches them by company name, ignoring capitals, special characters and punctuation. So two branches with the same name can end up as one company.
- 03ProductsHubSpot ↔ Shopifywhen a product is created or changed
Products sync both ways and are matched by product name. You switch on variants, such as size and colour, separately afterwards. They only go from Shopify to HubSpot.
- 04OrdersShopify → HubSpotwhen an order is created or changed
An order becomes an order in HubSpot, associated with the contact, the products and the cart. You can't edit the order in HubSpot: Shopify leads.
- 05Abandoned cartsShopify → HubSpotwhen a customer doesn't complete checkout
Abandoned checkouts come into HubSpot as carts. That lets you send a reminder with the right products in it, instead of a generic email.
- 06Website visitsShopify → HubSpoton every visit to the online store
During installation, the integration adds HubSpot's tracking code to your Shopify store. HubSpot then also shows which pages a contact viewed. Make sure your cookie banner reflects that.
Not always. If an existing integration for HubSpot and Shopify does exactly what you need, we'll tell you.
HubSpot builds the Shopify integration itself; you install it through the HubSpot App Marketplace. After the first sync, changes come across within ten minutes. You can connect several Shopify stores to one HubSpot account, and HubSpot adds ready-made ecommerce reports.
What the integration doesn't do: Shopify metafields don't come across, and orders are read-only in HubSpot and arrive as orders, not as deals in your sales pipeline. Custom field mappings require at least Data Hub Starter. Orders and carts aren't deduplicated: if you've imported them yourself before, they can come in twice.
- You use metafields in Shopify, for example for customer numbers or product attributes, and want to see them in HubSpot.
- Business customers order in the online store, and an order above a certain amount should create a deal or task for the account manager.
- Returns, refunds or subscriptions need to be visible separately on the contact.
- You have several stores with their own customer numbers and want to keep them apart in HubSpot.
- The accounting system needs to be included too, so the invoice and payment status sit on the customer in HubSpot.
AI reads, sorts and prepares a suggestion. Where it matters, a person decides.
Questions about orders
A customer emails: where's my order? AI recognises the order number, looks up the status and prepares a draft reply in HubSpot. An employee checks it and sends it. For a complaint or a refund request, a person always decides.
Preparation for the account manager
Before a meeting with a business customer, AI summarises the past year's orders: what, how often and what changed. It's saved as a note on the company, so the account manager knows what they want to talk about.
Customers who drop off
AI can spot that a regular customer hasn't ordered for longer than usual, and set up a task with a draft email. The salesperson decides whether and how to get in touch.
Shopify leads on orders
Orders go one way and can't be edited in HubSpot. So always change an order in Shopify. Customers and products go both ways: agree who changes what, or they'll overwrite each other.
Duplicates at the start
If you've previously imported customers or orders from Shopify into HubSpot yourself, clean them up before you switch the integration on. Orders and carts aren't deduplicated, so old imports simply get added again.
The product name is the key
Products are matched by name, ignoring capitals and punctuation. If a product has a different name in HubSpot than in Shopify, a second product is created. Two products with almost the same name can, on the other hand, be merged.
Deletions don't sync
If you delete a contact in HubSpot, the customer still exists in Shopify, and vice versa. So for a GDPR erasure request, you have to act in both systems.
What goes where
Which data moves, in which direction, and which system wins when two values differ. That is written down before anything gets built. For this integration, that means: Customers and contacts, Companies, Products, Orders, Abandoned carts, Website visits.
Fields and rules
For every field, how it translates between the systems: statuses, VAT codes, general ledger accounts, item numbers. And what happens with a duplicate or a missing value. For this integration, that means: Shopify leads on orders, Duplicates at the start, The product name is the key, Deletions don't sync.
Testing with real cases
In a sandbox or test administration, with the exceptions you actually run into: credit notes, partial deliveries, changed customer details.
Live, with logging and monitoring
Every sync is logged, and when something fails, someone gets an alert. If a vendor changes its API, we update the integration.
No account manager. You talk to someone who builds integrations themselves, and who will tell you when a standard integration is enough.
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Does HubSpot have its own integration with Shopify?
Yes. HubSpot has its own Shopify integration, which you install through the HubSpot App Marketplace. It syncs contacts, products and, with Shopify Plus, companies in both directions. Orders and abandoned carts go from Shopify to HubSpot.
How quickly do Shopify orders appear in HubSpot?
After the first sync, changes come across within ten minutes. For marketing and reporting, that's plenty. If an order needs to trigger something straight away, such as a task for an account manager, you react faster with Shopify webhooks and a custom integration.
Do Shopify metafields sync to HubSpot?
No, HubSpot's Shopify integration doesn't support metafields. If you do want them in HubSpot, you need a custom integration that fetches them through the Shopify API and writes them to custom HubSpot properties.
Do Shopify orders become deals in HubSpot?
No, they arrive as orders, associated with the contact, products and cart. If your sales team uses a deal pipeline for business customers, you have to decide yourself when an order should create a deal or task. That can be done with your own rule or integration.
Related services
- Connect Exact Online to HubSpotConnect Exact Online to HubSpot: which data to exchange, what HubSpot's own app does, and what to watch out for with deals, invoices and payment status.
- Connect Twinfield to HubSpotConnect Twinfield to HubSpot: which data moves between CRM and accounting, which system leads, and where VAT, codes and API limits go wrong in practice.
- Connect AFAS to HubSpotConnect AFAS to HubSpot: a won deal becomes a customer account and order in AFAS, and sales sees in HubSpot which invoices are still outstanding.
- Connect Simplicate to HubSpotConnect Simplicate to HubSpot: what the built-in integration does, how a won deal becomes a project, and which system should lead for your customer data.
- Connect ChatGPT to HubSpotConnect ChatGPT to HubSpot with HubSpot's own app: check deal status, prepare for calls and create tasks. What the integration can and can't do.
- Connect Claude to HubSpotConnect Claude to HubSpot with HubSpot's own connector: pipeline, customer history, tickets and marketing content. What it can do, and what to set up first.
Sources
The technical facts on this page come from the vendors' official documentation, checked on 19 September 2026. Vendors change their APIs and limits; when we build an integration, we always check the current state.