What This Integration Does
This integration connects BigCommerce stores to HubSpot CRM so order data, customer records, abandoned carts, and lifecycle stages flow between the two. Every BigCommerce customer becomes a HubSpot Contact, every order becomes a HubSpot Deal or revenue record, and HubSpot lifecycle stages update automatically as customers move from prospect to first-time buyer to repeat buyer.
For BigCommerce merchants running outbound sales or account management — common in B2B and considered-purchase categories — this turns BigCommerce from a transactional checkout into a feeder for a proper sales pipeline.
The Workflow
When a BigCommerce customer registers or places their first order, the integration creates a HubSpot Contact with the order context — items, total, traffic source if available — and sets the lifecycle stage to “Customer.” For B2B BigCommerce stores using customer groups, the customer group flows through as a Contact property and triggers HubSpot list memberships accordingly.
An abandoned cart in BigCommerce becomes a HubSpot timeline entry on the Contact’s record and, if the cart value crosses a configurable threshold, an open Deal in a “High-Value Carts” pipeline so the inside sales team can reach out personally. A specific chain: a BigCommerce industrial supply store. A registered customer adds £3,800 of equipment to cart and abandons. The integration creates a Deal at “High-Value Cart” stage, assigns it to the account manager based on the customer’s territory, and fires a task to call within four working hours. When the customer comes back and completes the order, the Deal moves to “Closed Won” and the abandoned-cart task closes automatically.
Order updates flow through too. A shipped order moves the matching Deal to “Fulfilled.” A refund posts a negative-value Deal and updates the Contact’s lifetime value. Marketing email engagement from HubSpot writes back as a BigCommerce customer attribute so the support team sees engagement signals in BigCommerce admin.
Before and After
Before, the marketing and sales teams work from BigCommerce reports for revenue data and HubSpot for everything else. The two sets of numbers never quite agree. High-value abandoned carts are noticed days later, if at all. Account managers do not see their customers’ BigCommerce activity until they ask.
After, HubSpot reflects BigCommerce activity in near real time. The sales pipeline includes both negotiated B2B deals and high-value carts from the store. Marketing reports run from a single source of truth.
Who Needs This
BigCommerce merchants with a sales function — typically B2B suppliers, industrial wholesalers, considered-purchase consumer brands, and Enterprise BigCommerce customers running multi-storefront operations. The integration becomes worth building once the team can no longer rely on memory or spreadsheets to bridge BigCommerce activity and HubSpot pipeline.
How We Build This
We build this against the BigCommerce APIs (Customers, Orders, Carts, Webhooks) and the HubSpot CRM API. BigCommerce’s multi-storefront capability means we map storefronts to HubSpot pipelines or properties so reporting works correctly when more than one storefront feeds the same CRM. See HubSpot API Integration for the HubSpot capabilities involved.
Get BigCommerce and HubSpot Connected
If your BigCommerce data is sitting in admin and your HubSpot pipeline is missing real customer context, we can connect the two with a custom integration that mirrors how your sales process actually works.