BigCommerce HubSpot Integration Guide

Overview

If you’re running an e-commerce business on BigCommerce and managing customer relationships in HubSpot, the native integration between these platforms eliminates manual data entry and creates a single source of truth for your customer information. This connection lets your sales and marketing teams work with real-time store data without switching between systems.

The integration is particularly valuable for businesses that need to track the full customer journey—from first website visit through purchase and beyond. By syncing BigCommerce data into HubSpot, you gain visibility into buying patterns, order history, and customer value, which directly informs your sales strategy and marketing campaigns.

How the Integration Works

• Customer Data Sync: When a customer places an order or creates an account in BigCommerce, their contact information automatically flows into HubSpot as a new contact or updates an existing one. This includes name, email, phone, and address details.
• Order and Transaction Data: Each order placed in BigCommerce is captured in HubSpot as a deal or activity record, complete with order total, items purchased, and order status. This gives your sales team visibility into customer purchase history without leaving HubSpot.
• Product Catalog Sync: Your BigCommerce product catalog can be synced to HubSpot, allowing you to tag contacts based on products they’ve viewed or purchased. This enables targeted marketing campaigns based on customer interests.
• Real-Time Updates: The integration runs continuously, so new orders, customer updates, and status changes appear in HubSpot within minutes, keeping your CRM data current without manual intervention.
• Two-Way Communication: While the primary flow is BigCommerce to HubSpot, you can use HubSpot workflows and automation to trigger actions in BigCommerce, such as updating customer tags or applying discounts based on CRM segments.

Key Features & Capabilities

• Automatic Customer Record Creation: Every new BigCommerce customer automatically becomes a contact in HubSpot with their purchase history attached, eliminating duplicate data entry and ensuring your CRM stays current.
• Order Tracking in HubSpot: Sales teams can view complete order history, order amounts, and fulfillment status directly within a customer’s HubSpot record, providing context for every customer interaction.
• Segment Customers by Purchase Behavior: Create HubSpot lists and segments based on BigCommerce purchase data—such as high-value customers, repeat buyers, or those who purchased specific products—to power targeted email campaigns and sales outreach.
• Unified Timeline View: Customer timelines in HubSpot display both CRM activities (emails, calls, notes) and e-commerce events (orders, product views, cart abandonment), giving you a complete picture of each customer’s engagement.
• Automate Post-Purchase Workflows: Use HubSpot workflows to automatically enroll customers in email sequences, create follow-up tasks, or update deal stages based on their BigCommerce purchase activity.
• Revenue Reporting and Attribution: Track revenue by source, campaign, or customer segment using data from both platforms, making it easier to justify marketing spend and identify your most profitable customer channels.

Setup Difficulty

Easy (5–10 minutes, no code required)

The BigCommerce-HubSpot integration is straightforward to set up. You’ll need admin access to both accounts. The process involves authorizing the connection in BigCommerce’s app marketplace or HubSpot’s app store, selecting which data fields to sync, and confirming your preferences. No API keys, webhooks, or developer involvement is necessary. Once enabled, the sync begins automatically and runs in the background.

Common Use Cases

• E-commerce Sales Teams: Sales reps use HubSpot to view customer purchase history and order details, allowing them to personalize outreach and identify upsell opportunities based on what customers have already bought.
• Marketing Automation: Marketing teams segment customers by purchase behavior and product interest, then trigger automated email campaigns, loyalty offers, or re-engagement sequences based on BigCommerce data.
• Customer Service: Support teams access complete customer records in HubSpot, including order history and transaction details, enabling faster issue resolution and more informed customer interactions.
• Business Intelligence: Finance and operations teams use HubSpot’s reporting tools to analyze revenue trends, customer lifetime value, and channel performance using synced BigCommerce data.

Alternatives and Workarounds

While the native integration is the simplest option, here are other approaches if you need different functionality:

• Zapier: If you need more granular control over which data syncs or want to connect BigCommerce to other tools alongside HubSpot, Zapier offers pre-built zaps that can trigger custom workflows based on BigCommerce events.
• Make (formerly Integromat): Similar to Zapier, Make provides visual workflow automation that can map BigCommerce data to HubSpot fields in custom ways, useful if your field structure differs from the native integration’s defaults.
• Custom API Integration: For enterprise deployments with complex requirements, developers can build a custom integration using BigCommerce’s REST API and HubSpot’s CRM API to sync data on a custom schedule or with custom business logic.

Frequently Asked Questions

Does the integration sync historical order data from BigCommerce to HubSpot?

The native integration typically syncs new orders and customer data going forward. Historical data from before the integration was enabled may require a one-time manual import or a custom data migration. Check with HubSpot support for options to backfill historical orders if needed.

What happens if a customer’s information is updated in both BigCommerce and HubSpot?

The integration is primarily one-way (BigCommerce to HubSpot), so changes made in BigCommerce will overwrite HubSpot data. If you need two-way sync or conflict resolution, you may need to establish clear data governance rules or use a third-party tool like Zapier or Make.

Can I use the integration to automate refunds or cancel orders in BigCommerce from HubSpot?

The native integration focuses on syncing data rather than triggering transactional actions. For advanced automation like issuing refunds or updating order status from HubSpot, you would typically need a custom API integration or a third-party automation platform.

How often does the data sync between BigCommerce and HubSpot?

The native integration syncs data in near real-time, typically within minutes of an order being placed or customer information being updated in BigCommerce. This ensures your HubSpot CRM stays current without noticeable delays.