Last updated: May 22, 2026
If your Shopify products have multiple variants, you can sync each variant to HubSpot as an individual product record that is linked to their base product. This replaces the need to manually create separate products in HubSpot for each product variant. This also ensures details such as size or color SKUs appear consistently in carts, orders, reports, and marketing emails.
For example, if a customer adds a medium blue t-shirt to their cart, HubSpot will reference that product variant in abandoned cart emails and reports, rather than just the base t-shirt product.
Before you begin working with this feature, please note the following:
You must have a connected Shopify store in your HubSpot account.
Product sync must be set up before product variant sync can be turned on.
Product variants sync one way, from Shopify to HubSpot.
Changes to variants must be made in Shopify. Updates made in HubSpot won’t sync back to Shopify.
If product sync is turned off, product variant sync will also turn off.
After connecting your Shopify store to HubSpot and turning on product sync, configure the product variant sync.
In your HubSpot account, click the
Please note: product variants sync one way, from Shopify to HubSpot.
On the Configure page, select if you want to match Shopify product variants to HubSpot products by SKU, or if you don’t want to match product variants between the two apps. Matching by SKU is recommended to avoid duplicates. Not matching is recommended if you’re syncing all products to HubSpot for the first time.
In the Mapped fields section, review the default property mappings and how product variant information syncs between HubSpot and Shopify. Then click Next.
On the Limit page, configure how product variants should sync from Shopify to HubSpot. Then click Next.
On the Review page, review the rules you’ve configured. Then click Save and sync.
Once the product variant sync is turned on, product variants will automatically sync from Shopify as separate product records, with the value Variant in the Product Type property.
After the initial sync, product variants sync from Shopify to HubSpot when:
A new product with product variants is created in Shopify.
A new product variant is added to a product in Shopify.
Details of a product variant are updated in Shopify.
Once product variants sync to HubSpot, use variant data across the following tools:
Orders and carts: correct variant-level line items are reflected.
Reports: analyze performance by specific product variant.
Product recommendation modules: recommend the exact variant a customer viewed or purchased.
Abandoned cart emails: display the exact product variants a customer added to their cart.
For example, if an abandoned cart syncs from Shopify, the cart in HubSpot will display the exact product variants instead of only the base product. An abandoned cart email sent through a HubSpot automation will include the same variant details shown in the customer’s Shopify cart.