The HubSpot and Shopify integration is designed to bridge the gap between your ecommerce activities and marketing efforts. This article walks through setting up the Shopify integration, syncing data between Shopify and HubSpot, automating ecommerce campaigns, and reporting on your ecommerce activities.
Please note: if you have the HubSpot-Salesforce integration enabled, you'll currently not be able to use the Shopify integration.
Set up the Shopify integration
- In your HubSpot account, click your account name in the top right corner, then click Integrations.
- Click the All Integrations tab at the top.
- Search for the Shopify integration, then hover over it and click View integration.
- In the dialog box that appears, enter your Store's Shopify URL, then click Connect to Shopify.
- In the pop-up window that appears, enter your Shopify credentials and click Log in.
- Next, you'll return to HubSpot with a dialog box indicating your Shopify store has been connected to HubSpot. You can either check the progress of the import, or modify your sync settings, by clicking Go to ecommerce settings.
Data syncing between Shopify and HubSpot
After the import is completed, you'll be able to see your Shopify Products, Customers, and Orders in HubSpot.
- Products: Shopify products sync with HubSpot products. The following properties sync between Shopify and HubSpot products:
- Created At
- Product Type
- Published At
- Published Scope
- Contacts: Shopify customers sync with HubSpot contacts, and are deduplicated by email address. If a contact does not exist with the same email address in HubSpot, a new contact will be created as long as the Shopify customer was created with an email address. If a HubSpot contact already exists with the same email address, Shopify will update the contact. The following properties sync between Shopify customers and HubSpot contacts:
- Accepts Marketing
- Created At
- First Name
- Last Name
- Orders Count
- Tax Exempt (checkbox)
- Verified Email (checkbox)
- Street Address
- Zip Code
Please note: a Shopify customer must be created with an email address in order for a corresponding HubSpot contact to be created or updated. If a HubSpot contact exists with the same email address as a Shopify customer, Shopify will overwrite the contact properties above in HubSpot as long as a value exists for the property in Shopify (i.e. the property is not blank).
- Orders: Shopify orders sync with HubSpot deals in the Ecommerce pipeline, which is automatically created when the Shopify integration is set up. Each order is associated with a product/products and customer when synced from Shopify; the corresponding deal in HubSpot will be associated with a product/products and contact. The following properties sync between Shopify orders and HubSpot deals:
- Abandoned Checkout URL
- Buyer Accepts Marketing
- Customer ID
- Cancel Reason
- Cart Token
- Cancelled At
- Created At
- Financial Status
- Fulfillment Status
- Landing Site
- Order Number
- Processing Method
- Referring Site
- Source Name
- Subtotal Price
- Taxes Included
- Total Discounts
- Total Line Items Price
- Total Price
- Total Tax
- Total Weight
Please note: a Shopify order with an associated customer that was not created with an email address will sync over to HubSpot as a deal without an associated contact.
You can use the new deal property Product Property to segment your HubSpot contacts by the name of their product, along with the deal stage in the Ecommerce pipeline that corresponds with their order status. For example, you can create lists to segment contacts who are in the midst of purchasing or have purchased a specific product, to target them in workflows to nurture them or upsell to them.
- In your HubSpot Marketing Hub Basic, Professional, or Enterprise account, navigate to Contacts > Lists.
- Click New list in the upper right of the lists dashboard.
- In the filters section on the left, click Deal property. Click the dropdown and search for and select Product Property. Click the dropdown that appears beneath and search for and select Name, then select is equal to or contains and enter the product name in the field. Click Done to add the filter to the list.
- You can further segment contacts by the order status associated with the product. Click and below the first filter, then click the dropdown and search for and select Deal stage. Select is any of, then click the field and select a deal stage. Click Done to add the filter to the list.
- Click Name list at the top left of the list, then enter a name and choose if the list is Smart or Static. Click Save to create the list.
With the Shopify data that's synced over to HubSpot, you can run automated ecommerce campaigns to supplement your customers' ecommerce activities. The Automation section includes three default workflows: Welcome new customers, Follow up on abandoned carts, and Re-engage with old customers. Each workflow contains three delays and three email send actions.
To modify and activate a specific workflow:
- Click Expand 4 actions to display all the actions in the workflow.
- Click the time (e.g. 0 minutes) between actions to set or change the duration of the delays between each email. In the modal that slides in on the right, enter a time (days, hours, minutes) for the delay, then click Save at the bottom.
- Click the name of the email in an action to select or change the email being sent. In the modal that slides in on the right, select the email, then click Save at the bottom.
Please note: each workflow action will have an email draft associated with the specific campaign that is created when the integration is set up. These default emails need to be published before the workflow can be activated. Alternatively, you can select emails that have been saved for automation.
- Click the toggle switch to turn the workflow on, then click Turn workflow on in the dialog box that appears to confirm.
Report on your ecommerce activities
After the integration is set up, an Ecommerce Dashboard will be added to your dashboards. In your HubSpot account, click Dashboard in the main navigation menu. Click Marketing Dashboard at the upper left, then select Ecommerce Dashboard.
The Ecommerce Dashboard includes 7 default reports:
- Order snapshot
- New sales processed summary
- Average order value by source
- Lifetime order value by source
- Net new customers vs. last month
- Sales processed this month vs. goal
- Abandoned cart recovery
To customize the attributes of a default Ecommerce Dashboard report:
- Hover over an existing report and click Actions > Edit.
- Customize your report by editing the Filters, Measures, Visualization, and Data as needed.
- After you've made your changes, click Update on dashboard. This report in your dashboard will be updated to reflect your changes.
Please note: default dashboard reports are updated over time by HubSpot. After a default report has been customized on your dashboard, it won't be updated to show the changes to the default report. You can add the latest version of any default report to your dashboard by clicking Add report and browsing the Ecommerce reports in the sidebar menu.
Frequently asked questions
Will contacts synced over from Shopify be tracked in HubSpot?
Contacts that are created in HubSpot as part of the initial import from Shopify when the integration is first set up will have an Original Source Drill-Down 1 value of API and an Original Source Drill-Down 2 value of integrations-sync. These contacts will not be cookied, and have to convert on a HubSpot form or click through a HubSpot marketing email sent from your portal to a page that has your HubSpot tracking code before they can be tracked in HubSpot.
Contacts that are synced over and created in HubSpot after the Shopify integration is set up will have Original Source Drill-Down 1 and Original Source Drill-Down 2 values based on their original source type as determined by Shopify. These contacts will be cookied and will be tracked in HubSpot as soon as they sync over from Shopify.
Do I need to add the HubSpot tracking code to my Shopify store pages?
No. Once you integrate HubSpot and Shopify, the connector will automatically add your HubSpot tracking code to all of your Shopify store pages.
What happens if I delete my Shopify product/customer/order?
Deals and products in HubSpot will be deleted if the corresponding object records are deleted in Shopify. Contacts will not be deleted if the corresponding customer record is deleted in Shopify.
How does HubSpot determine when an order has been abandoned at checkout?
An order will have a deal stage of Checkout Abandoned in HubSpot if the Shopify order is created and not completed within 24 hours. After 24 hours pass, the order will move from Checkout Pending to Checkout Abandoned.
Can I modify the starting conditions or actions in my ecommerce workflow?
At this time, the starting conditions or actions in the three default ecommerce workflows cannot be modified. The Welcome new customers workflow is triggered by a contact's first purchase, the Follow up on abandoned carts workflow is triggered when a contact abandons a cart, and the Re-engage with old customers workflow is triggered when a contact hasn't purchased in x days. Each workflow contains a fixed three delays and three email send actions.
What information is contained in the default ecommerce workflow emails?
The default ecommerce workflow emails utilize ecommerce email templates. These ecommerce email templates include custom, deal-specific modules, and can be modified in Design Manager like any other content template. At this time, deal personalization is limited to email templates that are created or selected for the Abandoned Cart Recovery ecommerce workflow.
Can I integrate multiple Shopify stores?
At this time, the Shopify integration does not allow a single HubSpot portal to connect to multiple Shopify stores. A single HubSpot portal can only connect to one Shopify store.
Can I use HubSpot to send Shopify invoice emails?
At this time, it's not possible to use HubSpot to send Shopify invoice emails or other transactional emails for completed Shopify purchases. The Shopify integration is designed to conduct marketing activities for ecommerce in HubSpot and keep transactional activities in Shopify.
Can I use a third-party Shopify integration with the native integration?
Yes. However, if the third-party integrator creates deal records for orders, having both integrations can create duplicate deal records. The deal records created by the HubSpot-Shopify integration can be identified by the deal property EComm Synced.