Running an online store in Australia right now can feel a bit like juggling flaming torches on a unicycle.

You have Shopify running your beautiful storefront and taking payments like a champ. Then you have HubSpot, quietly sitting there with all your customer, marketing and sales data. And most of the time, they are like two strangers at a networking event who definitely should talk, but never quite do.

The result? Customer data on one side, marketing and CRM on the other, and you in the middle, copy-pasting between tools and hoping nothing breaks.

This is where the HubSpot and Shopify integration stops being a “nice to have” and becomes your secret weapon. When you connect the two, you finally get what most Aussie e‑commerce businesses are desperate for:

  • A single, clean view of each customer
  • Proper personalisation based on purchase behaviour
  • Marketing, sales and service all working off the same source of truth

Let us walk through how, why and what to do with it.

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The Modern E‑commerce Reality: It Is Not Just About the Cart Anymore

Once upon a time, e‑commerce success was: Traffic + conversions = we are done here.

Now, not so much. Customers expect you to:

  • Remember what they bought before
  • Recommend things that actually make sense
  • Fix problems quickly and nicely

In other words, the sale is not the end. It is the middle.

To turn one‑off buyers into repeat customers and brand advocates, you need a joined‑up view of their journey. That means Shopify and HubSpot talking properly, not sending the odd postcard.

Why HubSpot and Shopify Are So Good Together

Think of it like this:

  • Shopify is your e‑commerce engine
  • HubSpot is your customer brain

When you integrate them, you create:

  • A connected ecosystem where orders, products and customers all flow into HubSpot
  • A 360‑degree customer profile where you can see:
    • Orders
    • Revenue
    • Email engagement
    • Website behaviour
    • Support history

You stop guessing and start using real data for your campaigns, automation

What This Integration Actually Connects

This is where we get practical. The integration is not just “contacts syncing”. It is much richer.

1. Customer Data Synchronisation

When someone buys from your Shopify store:

  • A contact is created or updated in HubSpot
  • Key fields sync across, such as:
    • Name
    • Email
    • Number of orders
    • Total revenue
    • Average order value

Over time, this builds a living customer profile that updates with every purchase.

2. Full Order and Purchase History

Every Shopify order appears in HubSpot:

  • Linked directly to the contact
  • With order details such as:
    • Products
    • Quantity
    • Price
    • Date

This is gold for:

  • Segmentation
  • Personalised email campaigns
  • Win‑back flows for lapsed buyers
  • Identifying your true VIPs

3. Product Catalogue in Your CRM

Your Shopify product catalogue syncs into HubSpot, which means:

  • You can build workflows triggered by specific products
  • You can feature key products in emails with accurate data
  • You can segment by product categories or ranges

Very handy when you are running large catalogues or multiple collections popular with different audiences.

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4. Orders as Deals in HubSpot

The integration can create deals in HubSpot for each Shopify order.

You can:

  • Map Shopify order stages (pending, fulfilled, cancelled) to your HubSpot pipeline stages
  • See revenue visually through a sales pipeline
  • Run accurate revenue reports and forecasting from inside HubSpot

Great for RevOps, finance and leadership teams who want one version

How to Get Started

You do not need to be a developer in a dark room to pull this off.

Step 1: Use the Native HubSpot and Shopify Integration

Head to the HubSpot App Marketplace, search for “Shopify” and use the official native integration.

Why the native one?

  • It is built and supported by HubSpot
  • It is updated with new features
  • It covers the core data flows most Aussie stores need

Step 2: Connect Your Store

The process is wizard‑style:

  1. Install the Shopify app in HubSpot
  2. Log in to Shopify and approve permissions
  3. Choose:
    • Which deal pipeline orders will flow into
    • How data should map across basic fields

Most stores can get this connected in under an hour.

Step 3: Let the Initial Sync Run

HubSpot then pulls in:

  • Historical customers
  • Orders
  • Products

How long this takes depends on:

  • How long you have been trading
  • How many orders you have processed

Newer stores might sync in minutes, older high volume stores may take hours. While this runs, you can start sketching your first automation workflows and segments.

When Would You Consider a Custom Integration?

For most Aussie Shopify stores, the native app is absolutely fine.

You would only look at custom setups if:

  • You have very unusual data needs
  • You rely heavily on custom metafields and advanced logic
  • You want to push data into external systems in a very specific way

What To Actually Do With Integrated Data

Now for the fun bit. Once HubSpot and Shopify are talking, you can move from “we send a newsletter sometimes” to “we run an actual e‑commerce CRM”.

Here are some high impact, educationally useful plays.

1. Hyper Personalised Email and Automation

Use purchase data to build proper automation, such as:

  • Welcome series for first‑time buyers
  • Abandoned cart workflows
    • Remind them of what they left behind
    • Optionally add a small incentive if this fits your brand
  • Post purchase sequences
    • Ask for a review
    • Offer complementary products
    • Share how to get support or help
  • VIP and high value segments
    • Smart lists for customers with high lifetime value or order frequency
    • Early access, special offers or loyalty perks

For HubSpot users, this is where you can get very specific:

  • Separate messaging for different regions or states
  • Seasonal campaigns linked to local holidays and events
  • Targeted offers for certain climates or lifestyle

2. Supercharging Revenue Operations

With all your Shopify orders showing as deals in HubSpot, you can:

  • Track revenue by pipeline stage
  • Spot bottlenecks in fulfilment or payment
  • Build more accurate revenue forecasts

And because marketing, sales and service teams see the same numbers, you avoid the classic “Which report is right?” argument.

3. Elevating Customer Service

When someone emails or chats support and you are using HubSpot Service Hub:

  • The agent can see their full purchase history
  • They can check what they ordered, when it shipped, what they paid
  • They have all email and website activity at hand

This makes it much easier to:

  • Resolve issues quickly
  • Offer the right replacement or suggestion
  • Turn a potential complaint into a loyal, happy customer

And remember, even a 5% increase in retention can drive a 25 to 95% increase in profit. Service really does pay.

Optimising Your Integrated Setup

Once the integration is in place, you are not done forever. A bit like going to the gym, it works best if you keep at it.

1. Watch Your Data Quality

Make time to:

  • Check property mappings are still correct
  • Clean out obvious junk or duplicates
  • Align naming conventions between Shopify and HubSpot

Good data in equals good reporting and clean segments out.

2. Use Custom Objects and Metafields When Needed

As you grow, you might want to track:

  • Warranties
  • Subscriptions
  • Loyalty points or tiers

You can often achieve this with:

  • Shopify metafields
  • HubSpot custom objects or properties

That lets you build:

  • More advanced segments
  • Better customer reporting
  • Highly targeted automation

3. Build an E‑commerce Dashboard in HubSpot

Use HubSpot’s reporting tools to create a simple but powerful e‑commerce dashboard with metrics like:

  • Average order value
  • Customer lifetime value
  • Abandoned cart rate
  • Revenue from specific workflows or campaigns

For Aussie teams, this can include breakdowns by:

  • State or region
  • Product category
  • Acquisition channel (paid, organic, referral)

You now have one place to see how your store is actually performing.

4. Respect Data Governance and Privacy

With more data comes more responsibility.

Make sure you:

  • Use HubSpot’s subscription and consent tools properly
  • Honour email preferences and opt‑outs
  • Stay aligned with privacy regulations like GDPR and local laws

In short: be clever with your data, but also be kind and compliant. Customers notice.

Growing Up: The Integration Maturity Path

√ Timing: Ask at the Right Moment in the Customer Journey

Timing can make or break your survey performance.

Use HubSpot workflows to trigger surveys at key touchpoints:

  • Post-purchase (24 to 48 hours): CSAT or product feedback
  • Ticket resolution: Immediate CSAT or CES
  • Onboarding completion: CSAT on the onboarding experience
  • Quarterly check-ins: NPS to track long-term loyalty and trends

This way, feedback is recent, relevant, and easy for customers to answer accurately.

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Measuring ROI: Proving This Is Worth It

The exciting bit for leadership is proving the integration is not just “more software”, but a growth driver.

With Shopify data in HubSpot, you can track:

  • Customer acquisition cost
  • Customer lifetime value
  • Revenue attributed to specific emails, ads or workflows
  • Conversion rates from different segments

HubSpot’s attribution reports let you connect:

Shopify order → Contact in HubSpot → Campaign or asset that influenced the sale

Considering Shopify stores process around 1 trillion US dollars in global sales, even small improvements in your little corner of that total can be very meaningful.

Wrapping Up

Integrating HubSpot and Shopify is not just a technical tidy up. It is how you move from: “We run an online shop” to “We run an e‑commerce growth system with a proper CRM at the centre.”

For businesses, this means:

  • One clear view of every customer
  • Smarter, more relevant marketing
  • Better service with full context
  • Reporting you can actually trust

You do not need to be huge to start. Even small Shopify stores can see fast wins by connecting the two and setting up a handful of well designed workflows.

If you want help designing a HubSpot and Shopify setup tailored to your market, product range and growth goals: Contact us. Happy optimising!