Integration between an e-commerce platform (Shopify, WooCommerce, Magento, Prestashop...) and a CRM like HubSpot goes far beyond the technical. It's a strategy in its own right, designed to streamline your data flows, intelligently automate your marketing campaigns and unify your operations around customer data.
At if/else agency, we see this connection as a pivot between two worlds: that of the transaction and that of the relationship. When properly executed, this integration doesn't just save you time: it enables you to sell better, build loyalty and create a continuous, consistent and differentiating customer experience.
Why connect HubSpot to an e-commerce platform?
A sales and marketing optimization engine
Connecting HubSpot to your online store allows you to centralize all your sales data: contacts, abandoned baskets, purchase history, product preferences... This centralization makes your marketing actions more precise, more responsive and, above all, more profitable.
Automated workflows are now a fully-fledged conversion lever in any e-commerce strategy. Whether it's to follow-up an inactive customer, activate a post-cart abandonment sequence or nurture a prospect with ultra-personalized content, every interaction can be triggered by a real signal, detected in near-real time.
Tools like Klaviyo are well known in the e-commerce ecosystem for their segmentation and scripting power. But HubSpot is not to be outdone: in addition to its marketing automation functionalities, it centralizes all CRM, marketing and support data, making it possible to design truly cross-channel workflows, driven by the entire customer journey - not just email.
It's this unified vision that makes HubSpot a solid, strategic alternative, especially if you're looking to synchronize your marketing actions with your sales and customer service teams, with a view to long-term growth.
A common base to align all your teams
By unifying your customer data within HubSpot, you give all your teams (marketing, sales, customer service) an identical, up-to-date and exploitable view. No more juggling between tools, or relying on obsolete export files.
This shared foundation enables you to better coordinate campaigns, ensure consistency in messages, and react more quickly to needs or dissatisfactions. Integration creates a link not only between your teams, but also between your data, your channels and your actions.
Immediate productivity leverage
The automation offered by HubSpot makes it possible to lighten manual tasks without sacrificing personalization. You can set up alerts on purchasing behavior, notifications for sales staff in the event of strong signals (high basket, new order, complaint...), or automatic messages according to the stages in the customer lifecycle.
The result: your teams spend less time re-entering information or cross-referencing data, and more time creating value. This is the promise of intelligent integration, as championed by if/else: to make your teams more agile, more efficient, and your data more useful.
Which e-commerce platforms integrate with HubSpot?
Shopify: the smoothest native integration
If there's one e-commerce integration that HubSpot has taken care of down to the last detail, it's with Shopify. Officially supported, it can be deployed in just a few clicks from the HubSpot Application Marketplace, with no need for development or advanced technical configuration. Once connected, the Shopify store automatically feeds HubSpot with key data: products, contacts, orders, abandoned shopping baskets. This information enriches your CRM and triggers powerful automations.
How to connect Shopify to HubSpot in 5 easy steps :
- From HubSpot, go to the Application Marketplace.
- Search for Shopify integration and click on Install application.
- Enter the URL of your Shopify store and log in to your account.
- Authorize the connection and let HubSpot synchronize the data.
- Once synchronization is active, you can customize mapping rules, activate bidirectional contact synchronization, and start your e-commerce workflows.
Note: the integration automatically creates a dedicated e-commerce pipeline, allowing you to segment your data by store if you connect several.
You can activate customized marketing workflows: post-purchase follow-ups, segmentation according to average basket, automatic lead scoring based on purchasing behavior... Everything is fully native.
Synchronization can be unidirectional or bidirectional (especially for contacts), and data is displayed in customized objects that you can track, filter or cross-reference with your dashboards.
Data that can be synchronized with Shopify includes:
- Contacts (first name, last name, email, phone, address, marketing opt-in)
- Orders (amount, status, products ordered, date)
- Products (name, price, stock, category)
- Abandoned cart(cart content, value, date)
- Source store (useful in the case of multi-stores)
Each synchronized object can be used as a trigger or criterion in your lists, reports, dashboards and workflows.
It's important to remember here that HubSpot is not an e-commerce CMS like Shopify. The two platforms don't overlap, they complement each other. Shopify is designed to manage catalog, inventory and payments; HubSpot, to capitalize on this data and create more personalized, intelligent, engaging customer experiences.
WooCommerce, Magento, Prestashop... integrations are possible and effective
For other major platforms such as WooCommerce, Magento or Prestashop, integration is perfectly feasible, but relies on partner modules or third-party iPaaS solutions such as Zapier, Make (ex-Integromat) or Operations Hub (developed by HubSpot itself). These connectors ensure data transmission between systems, according to the scenarios you define.
A simple example: when a customer places an order, we want to create a contact form in HubSpot with the order details.
→ With Zapier :
- Create a new Zap.
- Choose your e-commerce platform as trigger (e.g. “New Order in WooCommerce”).
- In the action step, select “Create Contact in HubSpot”.
- Map the fields (name, email, order amount...).
- Activate the Zap. Each new order automatically creates a contact in HubSpot.
→ With Make (Integromat) :
- Create a new Scenario.
- Add a “Watch Orders” module for your platform (e.g. Prestashop).
- Add a HubSpot > Create or Update a Contact module.
- Connect the desired fields (customer information, amount, products...).
- Schedule frequency or trigger on event. More conditional logic available if required.
→ With Operations Hub :
- Connect your platform via an API connector or SQL database (depending on your setup).
- Create a data sync with the “Custom Code Actions” module (in HubSpot Workflows).
- Program a flow: “if an order is received”, then “create a contact with enriched properties”.
- Advantage: everything is done directly in HubSpot, with no need for third-party tools.
Each solution has its own level of complexity and flexibility, depending on your needs, your technical resources... and your ambition.
This type of integration allows for greater customization than Shopify's native approach. For example, you can decide which objects to synchronize, at what rate, in what direction, and with what transformations. On the other hand, this requires a more technical configuration, often accompanied by specific development to adapt the data to HubSpot's model.
But once properly configured, integration becomes a truly strategic channel: you can track purchasing behavior in real time, automate reminder sequences, or enrich your CRM with data from browsing, orders or customer history. The objective is always the same: better understanding for better engagement.
CMS with e-commerce functionality: WordPress, Drupal, and others
Finally, if you have a website based on a CMS with an integrated e-commerce module, such as WordPress with WooCommerce, Drupal Commerce, or even StartPlatform, integration often relies on hybrid mechanisms. This involves connecting HubSpot tracking code, activating connected forms, and using specific plugins or gateways.
For example, on a WordPress site with WooCommerce :
- Add the HubSpot tracking code to the site header (via a plugin like Insert Headers and Footers or directly in the theme). This allows you to track visitors and their actions.
- Install the official HubSpot plugin for WordPress. It connects your site to HubSpot, automatically synchronizes contacts, and integrates native forms.
- Use HubSpot forms (or connect WooCommerce forms to HubSpot via a tool like WP Fusion or Zapier). The data collected is sent directly to your CRM.
- To take things a step further, you can connect WooCommerce events (new order, abandoned cart) to HubSpot via Make or Operations Hub, to launch customized workflows.
It's a modular, scalable approach: you can start simply with tracking and lead gathering, then enrich the integration as your needs grow.
This approach is particularly well-suited to showcase sites with light e-commerce functionality: booking services, ordering dematerialized products, event-based sales. You benefit from reliable behavioral tracking, automated lead capture, and progressive data centralization in HubSpot.
At if/else agency, we regularly support our customers in this type of environment, ensuring that data collection is clean, usable and in line with your objectives. Even with a modest or customized CMS, integration with HubSpot remains a viable option - provided it's well orchestrated.
How do you connect your e-commerce platform to HubSpot?
Connecting an e-commerce site to HubSpot is more than simply connecting two systems. It means laying the foundations for a robust data ecosystem, capable of supporting customized marketing, sales and relationship strategies.
But beyond the technical, this synchronization has a fundamental objective: to strengthen customer relations. By unifying data from purchases, browsing behaviors or interactions with your content, you're able to create personalized, useful and consistent experiences - ones that inspire trust, nurture engagement and accelerate conversion.
At if/else, we firmly believe that performance comes from a better understanding of the human behind the buying journey. HubSpot + e-commerce integration isn't just a tool: it's a catalyst for lasting relationships with your customers. This integration must be well thought-out: it must meet your business objectives, respect your data structure, and anticipate your evolving needs.
At if/else, we'll guide you every step of the way to make this integration a real operational transformation.
Identify your needs and the objects to be synchronized
Before diving into the technical side of things, it's important to define exactly what you want from the integration. What kind of data do you want to synchronize between your e-commerce platform and HubSpot?
Is it just contacts and orders, or do you also want to integrate behavioral information such as abandoned baskets, products viewed, or page views?This mapping of the objects to be synchronized will help you clarify the desired level of interconnection.
Some companies will be content with one-way synchronization, from e-commerce to HubSpot, to enrich their CRM. Others will aim for bi-directional synchronization, notably of contacts or customer account information, to guarantee unified, up-to-date data on both sides.
Another essential element to define is the frequency of synchronization. Do you need real-time updates - to relaunch an abandoned shopping cart as soon as it occurs - or is periodic synchronization enough? These choices will have a direct impact on the preferred integration method.
Choosing the right integration method
There's no one right way to integrate HubSpot with an e-commerce platform, but several possible approaches, which we select according to your context.
Native integration is ideal for Shopify users. In just a few clicks via the HubSpot Marketplace, the connection is up and running. Key data such as contacts, orders and products are automatically fed back into the CRM. It's a fast, reliable solution, but limited in terms of personalization or mapping complexity.
For even greater personalization, you can connect Make (formerly Integromat) to this native integration. This allows you to enrich scenarios with advanced logic, specific filters or cross-actions between several tools. This allows you, for example, to send an alert to the sales team when a basket of over €300 is abandoned, or to trigger a different scenario depending on the product category purchased.
iPaaS-type integration tools such as Zapier, Make (ex-Integromat) or Operations Hub can orchestrate more advanced scenarios. These solutions are ideal if you're working with WooCommerce, Prestashop, Magento or a custom solution. They give you greater flexibility in selecting synchronized objects, managing triggers, and applying business logic along the way.
Finally, for very specific needs - multi-boutiques, customized architectures, complex synchronizations or strict regulatory constraints - the best option remains the development of a custom integration via API. This approach offers total control: you control the data flows, you structure the mapping as you wish, you adapt the logic to the particularities of your model. This is the approach we adopt at if/else for projects where interoperability is a key issue.
Implementing robust integration
Once the approach has been validated, the implementation phase can begin. The first step is to add the HubSpot tracking code to your site. This JavaScript code, to be placed in the header, enables HubSpot to collect browsing data, track page views, detect events, and feed your CRM with user behavior.
How to retrieve HubSpot tracking code:
Log in to your HubSpot account.
- Go to Settings (icon at top right).
- In the left-hand menu, click on Tracking > Tracking code.
- Copy the code provided.
- Paste it just before the </head> tag in your site's source code, or add it via Google Tag Manager if you're using it.
Once the code is in place, HubSpot begins tracking visits and automatically enriching contact records with behavioral data.
Next comes the connection to the APIs or marketplace, depending on the method chosen. In the case of a native integration like Shopify, you simply log in via your administrator account, and HubSpot takes care of the installation. For iPaaS or custom solutions, a more technical configuration is required to secure access, define endpoints and guarantee authentication.
The next crucial step is field mapping. This involves associating the properties of your e-commerce platform with those of HubSpot. For example, mapping the “firstname” field in your CMS to the “firstname” property in HubSpot, or aligning order statuses between the two systems. This work requires rigor and anticipation, as poor mapping can result in duplicate data, data loss or misallocation.
And in practice, what happens when data is modified?
This depends on the synchronization direction you choose. In the majority of e-commerce integrations, synchronization is unidirectional, from the platform to HubSpot. However, some connectors, such as Shopify or Make, allow bi-directional updating of certain data (notably contacts). So, if an e-mail address or phone number is updated in HubSpot, it can also be automatically reflected in the e-commerce platform - provided this option has been activated in the synchronization settings.
For high-performance, responsive integration, webhook management is essential. By adopting an “event-driven” approach, each event (new order, contact update, product addition) triggers an automatic action. This enables near-real-time synchronization, without request overload, and with an excellent level of resilience.
Finally, as with any critical component of your digital stack, this integration must be tested and monitored. End-to-end tests, covering the entire user journey, validate the reliability of the flow. Intelligent monitoring (logs, alerts, dashboards) enables rapid detection of anomalies. And in the event of a one-off failure, a well-thought-out recovery plan ensures continuity of service.
Implementing robust integration
Connecting your e-commerce platform to HubSpot is just the beginning. The full value of integration is revealed when you start orchestrating concrete actions, based on the synchronized data. At if/else, we implement powerful scenarios based on purchasing behavior, user preferences and stages in the customer lifecycle. Here are the most strategic use cases for leveraging this synergy.
Generate and nurture leads automatically
As soon as a visitor comes into contact with your store - whether browsing a product, adding an item to the basket or abandoning an order - HubSpot can capture the information and trigger targeted marketing actions. You can display a contextual pop-up, offer a form with a discount, or automatically add this contact to a lead nurturing sequence.
Abandoned shopping baskets become opportunities in their own right. Thanks to integration, you can automatically follow up visitors with personalized content: product reminder, customer review, discount code. Similarly, inactive customers can be re-engaged by e-mail according to their last purchase date, segment or lifecycle.
Dynamic segmentation is a major asset here: a contact who has ordered three times in the last six months does not need the same message as a new visitor or VIP customer. This is the power of CRM at the service of behavioral marketing.
Creating an ultra-personalized customer experience
With e-commerce integration, you can move away from a fixed, generic experience, and tailor navigation, messages and offers to each profile.
On your site, you can display product recommendations based on past purchases, or customized banners based on HubSpot segments. A loyal customer may see a reserved “gold” offer, while a new visitor receives a welcome message with a discount voucher.
In your e-mail campaigns, integration allows you to go even further in personalization: dynamic e-mail objects, adapted visuals, messages drafted according to the purchase phase or average basket.
And if you use a chatbot on your site, you can give it access to the customer's history: name, last order, delivery status... A smoother, more relevant, more human experience.
Manage your sales and marketing strategy
One of the great advantages of HubSpot x e-commerce integration is the 360° visibility of your sales performance. All orders, basket stages and abandoned baskets are centralized in a dedicated pipeline, structured like a conversion tunnel.
So you can track your sales by traffic source, segment, product or channel. HubSpot dashboards let you visualize results in real time and track the performance of your marketing campaigns.
Best of all, you benefit from intelligent reporting, capable of attributing a sale to a specific channel, e-mail or campaign. You know what's working, what's converting, and what needs to be optimized.
Provide responsive, omnichannel customer service
A customer who asks a question via the chatbot or by email does not want to re-explain everything each time. Thanks to e-commerce integration, your customer service accesses the complete customer history, directly in HubSpot: orders placed, abandoned carts, emails received, post-purchase satisfaction…
You can also configure automatic surveys to measure immediate satisfaction after a delivery or interaction. And because HubSpot natively manages multiple channels — email, social, forms, chat — your teams can respond from one place, with all the information at their fingertips.
HubSpot + e-commerce: what obstacles, what risks?
Because we like to be transparent at if/else, let's also talk about common questions and preconceived ideas.
Does HubSpot support ecommerce?
Yes, fully. HubSpot has a eCommerce Bridge, native integrations (notably with Shopify), connectors for WooCommerce, Magento, Prestashop, and all the APIs necessary for a tailor-made connection. It does not do online sales strictly speaking (it is not a CMS), but it orchestrates everything that revolves around it: data, customer relations, marketing, loyalty.
Is HubSpot similar to Shopify?
No, and it’s important to understand that. Shopify is an e-commerce CMS, which allows you to create and manage an online store. HubSpot is a CRM and marketing automation platform. Their complementarity is precisely their strength: Shopify manages transactions, HubSpot manages activation, engagement, relationships. Together, they form a formidable stack.
Can I integrate HubSpot with Shopify?
Absolutely. It's even the smoothest integration, because she is native, secure and scalable. In a few clicks, you connect your store to HubSpot, you retrieve your contacts, your products, your orders, and you can activate all the nurturing, follow-up or segmentation workflows. This is the best way to get started with HubSpot in an e-commerce context.
How do I sign in to HubSpot?
Registration is free. Once your account is created, you access the Application Marketplace, you select your e-commerce solution (Shopify, WooCommerce, etc.), you connect your identifiers, you map the data (contacts, orders, products, etc.), and that’s it. Synchronization is in place, you can start using the data.
Why work with if/else agency?
Dual expertise: HubSpot + e-commerce
At if/else agency, we do not discover HubSpot or e-commerce platforms. We have already supported brands on Shopify, Magento, WooCommerce, Prestashop or even fully custom solutions, ensuring tailor-made integrations with HubSpot. This dual skill allows us to act both on the performance technique and on business objectives.
A strategic approach, not just technical
We don’t just “connect two tools”. We structure data flows, CRM objects, automated workflows, and we align them with your marketing and sales strategy. Each integration is designed to allow you to better manage your actions, your customer relations and your results. No frills, but impact.
Reliable, scalable and intelligent integrations
Our promise is a clean, resilient and scalable architecture. Asynchronous synchronization, error management, monitoring, automatic “retry” mechanisms: we build connections that last over time. You stay focused on growth, we take care of reliability.
Conclusion: an integration that transforms your business
Connecting HubSpot to your e-commerce platform is not a gimmick. It's a operational accelerator, and performance booster and a strategic pillar for your marketing and customer relations.
Data is centralized, campaigns become smarter, the customer experience is personalized, and your teams finally work with a common vision.
So, ready to connect your store to your CRM strategy ? Our agency expert on Hubspot supports you from A to Z, from reflection to implementation. Let's talk about it.
