Import and examine Shopify data in Hubspot

Import and examine Shopify data in Hubspot
29.04.2022
Shopify is one of the leading e-commerce platforms on the market. In 2021, Shopify powered more than one million online stores in 175 countries. According to research, 87% of Shopify merchants use third-party apps or integrations, one of them being Hubspot, to automate their sales, marketing, or customer service operations. For some, this might seem to lead to double work, but in reality, it’s not the case. Hubspot and Shopify are compatible and fully integrable.

The Hubspot and Shopify integration will merge your marketing endeavors and e-commerce activities. To integrate Shopify and Hubspot, you must install the Shopify App from the Hubspot Marketplace. After the installation you can insert the store URL, connect to it and synchronize the data between the two applications. Once your data is in Hubspot you can create abandoned cart emails, use workflows for the orders, or create a comprehensive dashboard with all the essential data. What else can you do with the integration? Let’s dive into some examples.

Products
Shopify products will be created in the Hubspot product library and all the important properties will sync between the 2 applications. If a product is deleted in Shopify, the corresponding one from Hubspot will be deleted as well , so you will always have the most up-to-date information in Hubspot.
Keep in mind that when a product is deleted from a cart the corresponding line item will not be deleted from the deal record in Hubspot, since line items are local variations of a product library item. Also, the deletion of Shopify products only from HubSpot is not possible.

Orders
Shopify orders can be automatically synced to Hubspot. While each order in Shopify is associated with a product and a customer, in Hubspot the process is a bit different. Each order will turn into a Deal, which is a stand-alone object in Hubspot, and will have as associations the ordered products and, where available, the contact that made the order.
Keep in mind that, depending on how the pipeline and the processes are defined, you may need to set up additional workflows to set up properties or add contacts to a customer list.

Contacts
Shopify customers will synchronize with HubSpot contacts by email. A new contact will be created in HubSpot when a Shopify customer will be created with an email address that’s not part of the Hubspot CRM yet. If it exists, the existing contact will only be updated with the new information. This automated process relies on Hubspot’s embedded de-duplication tool.
Keep in mind that the deletion of contacts from one app will not delete them in the other application unless the sync is set up this way.

Creating an e-commerce dashboard
After the synchronization of the apps, you can find a multitude of pre-made reports in the E-commerce template to help you kick start your reporting process and understand where your business stands.
Keep in mind that besides the existing reports templates, you have a versatile custom report builder available in Hubspot, where you can combine any order-related properties and information to generate visually appealing reports.

Workflows for campaigns
You can create workflows to follow up with your Shopify customers. Here are some examples of e-commerce workflow you can build in Hubspot:
  • New customer - will send an email when a new customer does his first purchase on your online shop. This will ensure a great customer experience from the first purchase.
  • Abandonment cart notification - if an existing customer has abandoned the cart, the workflow will send a reminder after a time delay, so that the contact can place the order with the selected products. This type of workflows help companies reduce the cart abandonment rate and can be extremely beneficial in increasing the customer loyalty.
  • Re-engagement workflows - will trigger a series of notifications and actions when a contact did not make a purchase for a specific number of days. Companies are using this type of workflow to inform the existing customers about the newly added products or the available offers in the shop.

Final thoughts
Online shopping behaviors are changing at a fast pace. But with the right tools in hand, companies can be on top of it and make decisions that are beneficial for both the business and the customers. For the organizations using Shopify and Hubspot, the process is even easier. There are many benefits of integrating HubSpot with Shopify, such as increased revenue by recovering abandoned shopping carts, advanced customer reporting, access to Hubspot's powerful instruments, and a great customer experience that in the end leads to customer loyalty. No matter what your goal is you can reach out and we will help your business get better and better.

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