HubSpot Native Shopify Integration 101: How data syncs from Shopify to HubSpot

HubSpot Employee



Hello all,


Welcome to the second in a series of videos focusing on the native integration Hubspot provides with Shopify. In the last post I spoke about "How to setup the shopify integration". In this post I'm going to concentrate on how data syncs between the systems once the integration is in place. Check out the video below for more information:


Check out this Video!


I've also included some useful FAQ that should help you to better understand how the data syncs and what to expect from the integration. 


1) Is the integration bi-directional?

No, the integration is unidirectional/one way. In otherwords data is only ever going to sync from Shopify to HubSpot and not the other way around. This is intentional. If you think about it, the data stored within Shopify is transactional data that should never be updated from any other source. You are certainlly free to modify the data in HubSpot once it syncs but it won't be reflected in Shopify.


2) What data syncs from Shopify to HubSpot?

The table below represents the data that syncs from Shopify to HubSpot:


Shopify  HubSpot HubSpot Properties
Products Products Title, Body_HTML, Created at, Handle, Images, Product type, Published at, Published scope, Tags, Vendor, Price
Customers Contacts Accepts marketing, Created at, First name, Last name, Email, Phone, Note, Orders count, Tags, Tax exempt (checkbox), Verified email (checkbox), Street address, City, Country, State/Province, Zip code
Orders Deals Abandoned checkout URL, Buyer accepts marketing, Customer ID, Cancel reason, Cart token, Cancelled at, Created at, Currency, Financial status, Fulfillment status, Landing site, Name, Note, Order number, Processing method, Referring site, Source name, Subtotal price, Taxes included, Token, Total discounts, Total line items price, Total price, Total tax, Total weight


3) Does the integration support custom properties/metafields?

No, the integration only supports the properties listed in the table above. Custom properties in Shopify are known as metafields. You can use Shopify metafields to add custom fields to objects such as products, customers, and orders. Metafields are useful for storing specialized information, such as part numbers, customer titles, or blog post summaries. Creating and working with metafields requires you to use a third part Shopify app or their API. More information on that can be found here.


4) Can I control what data syncs into HubSpot from Shopify?

No, the integration will sync over data as it is created in Shopify. For example an Order will be created as a Deal. A customer will be created as a Contact. 


5) Why do the deals in my abandoned cart stage have no associated contacts?

This can happen if a visitor goes to the checkout page and does not enter any details. Additionally if they enter the details but do not click to "Continue to Shipping" no association will occur.  This is how Shopify works - An order and a customer are only created on the back end when the "Continue to Shipping" button is pressed.


5) How do deals move between the stages in the eCommerce pipeline?

The deal stage in HubSpot is influenced by the status of the order in Shopify. There are 6 pre-defined stages. Namely "Checkout Abandoned", "Checkout Pending", "Checkout Complete", "Processed", "Shipped" and "Cancelled".


  • When someone reaches the checkout page of Shopify a deal is created in hte "Checkout Pending" stage.
  • If a deal has been in the "Checkout Pending" stage for 24 hours it will move into the "Checkout Abandoned" stage. 
  • If an order is completed and payment is captured a deal will move to the "Processed" stage.
  • When an order is fulfilled a deal will move to the "Shipped" stage.
  • If an order is cancelled a deal will move to the "Cancelled" stage.

I hope that this video has helped you to better understand what data syncs from Shopify to HubSpot and what needs to happen in order to trigger that sync. More information on how to use the integration can be found here.


If you've any questions please do not hestiate to comment below. I'm more than happy to help however I can! 


sprocket-web-color.pngHappy HubSpotting!

1 Reply 1
HubSpot Employee

Hey everyone, I've released the 3rd video discussing how you can segment contacts, deals and products from within HubSpot using this data. More information here.