I’m currently working on an eCommerce website using ShopBuilder and want to integrate it properly with HubSpot so I can manage customer data, track user behavior, and run marketing automation based on customer actions.
The website has customized product, cart, and checkout pages, so I’m curious how HubSpot handles tracking in this type of setup.
A few things I’d love to understand from those who have experience:
What’s the best way to connect an eCommerce site with HubSpot CRM?
Can HubSpot track actions like product views, cart activity, and purchases effectively?
Does having customized store pages affect HubSpot tracking or event data?
What are the best practices for syncing customer data and purchase history with HubSpot contacts?
I’d really appreciate any insights, recommended tools, or workflows that have worked well for you.
Thank you for sharing these resources and for tagging the community experts. I really appreciate you taking the time to point us in the right direction. The links and insights will definitely help us explore the best approach for integrating our e-commerce setup with HubSpot.
Looking forward to hearing any additional thoughts from the experts as well.
I’m not particularly familiar with shop builder; however, if it’s what I think it is, it’s essentially e-commerce plugin built off of Elementor / Wordpress. In which case, you may be able to lean on the Elementor integration with HubSpot.
If it treats an e-commerce purchase like any other form submission, they would then bring that data into HubSpot.
That said, you won’t have things like Abandoned Cart, Follow-Up, etc.
Something that I’ve successfully done is essentially hack a better integration with another tool that only brought in limited data by using AI to interpret the product name and then categorize it. View the image of the product that was purchased and populate the property called colors, etc. That may help improve visibility into what’s purchased and ultimately get better data for future segmentation or reporting inside HubSpot.
This is another hack, but I imagine that shop builder sends a confirmation email or may send other email notifications. In which case you can parse those emails with Zapier and then populate properties inside of HubSpot with that parsed information.
Outside of a full-blown custom integration, those are going to be your best bets.
Frankly, if you’re not terribly far down the road with the e-commerce site, I would suggest using another ecommerce store solution that better integrates with HubSpot, such as Shopify, BigCommerce, or even WooCommerce. You can evaluate these solutions here to ensure that they meet your needs.
Thank you for the detailed explanation and for sharing those ideas about ShopBuilder. I really appreciate you taking the time to walk through the possible options and workarounds. The suggestions around using the Elementor–HubSpot integration, AI-based product interpretation, and parsing confirmation emails with Zapier are particularly helpful and give us some interesting directions to explore.
We’ll review these approaches and also evaluate the alternative e-commerce solutions you mentioned to see what fits best with our requirements.
Thanks again for your valuable insights, I truly appreciate your help.
Hi @jeams : Suggestion from @bendonahower to move to Shopify if you’re not far down the road is worth taking seriously. The ShopBuilder workarounds will get you basic contact creation but you’ll be fighting the integration at every step.
With Shopify and HubSpot connected natively, you get a few things that matter for what you’re describing. Purchase history syncs to the contact record automatically — order count, total revenue, last order date all become properties you can segment and trigger automations on. Abandoned cart is handled natively. Product views require the HubSpot tracking code on your storefront pages, which Shopify supports cleanly. Custom events like specific button clicks or page interactions can be pushed to HubSpot via the custom events API if you need something beyond the standard eCommerce properties.
On your question about customised pages — as long as the HubSpot tracking snippet is in the theme header, it fires on all pages including custom templates. Product view and cart events specifically depend on Shopify’s storefront events library rather than HubSpot’s tracking code, so custom checkout pages can sometimes break those if the Shopify events aren’t firing. Worth testing in a staging environment before going live.
Happy to go deeper on any of these if it helps.