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Case Study: Elevating the Shopify E-commerce Experience with HubSpot

In the past, Merchadise relied on a combination of disconnected software systems and manual methods to keep track of leads and customer interactions. However, they soon recognized the need for a more streamlined approach and contacted Unlimited to help build a deeper integration between HubSpot and Shopify.

About Merchadise

Merchadise’s team of e-commerce and apparel experts have 40+ years of combined experience in the branded merchandise and fashion industry. Founded in 2021, Merchadise helps brands with product customization, online shop development, and fulfillment and delivery.

With its Print On Demand platform, brands can create and sell premium products unmatched in quality and design. Its custom merch ecosystem provides customer success, production, and order management services for brands that need merch and e-commerce support.

The company’s name is a mashup of the two things it brings together: “merch” and “paradise”.

• Industry: Branded Merchandise and Fashion
• Company Size: 11-50 employees
• Location: Portland, Oregon
• Software: Service, Operations

Disconnected Software and Manual Tasks Make Delivering and Selling Apparel, Tough

Selling apparel to the military and police is a multi-million dollar market–and like other growth-focused businesses, Merchadise knew they could deliver a better experience for their customers and teams.  But pursuing such a growth opportunity in an enormous marketplace took a lot of work. 

“The objective was to make everything more streamlined and reportable, a more efficient process, a more transparent process for the team.”   Will Lench, Director of Technical Services at Unlimited

As the go-to apparel and e-commerce provider for police and sheriff departments, fire departments, and the U.S. military, the Merchadise team needed a clearer view of the project ecosystem and the ability to track deals, monitor pipelines, and ensure a customer-centric operation.

Outdated cross-team processes, loads of software to track a single sale, and a lack of transparent reporting was slowing Merchadise's continued success. Yet, they were determined to elevate their performance and recognized HubSpot's potential to create a central source of truth and unlock further growth.

Improving the Customer Journey and Cross-team Visibility

Merchadise needed a transparent and efficient process to enhance the delivery and sales of military apparel. They aimed to eliminate manual and cumbersome steps while minimizing the number of software applications involved. But in terms of how to do it, they knew they needed assistance.

Simplifying How Teams Work Together

Unlimited helped Merchadise optimize its customer journey and improve cross-team visibility. By implementing a customized Service Hub install, Unlimited enabled multiple Merchadise teams working on the same project simultaneously. Establishing a deal pipeline for sales and a ticket pipeline for designers, our custom-built ticketing system automatically updates the corresponding pipeline as the designers engage in their projects. Sales reps can track progress and monitor sales flows in real time, while designers focus on designing the products.

File Storage, Retrieval, and Sharing Made Easy

With artwork and design files required for every project, the Merchadise teams lost a lot of time hunting for the appropriate files. To address the issue, the Unlimited team built a new intake and project management process inside HubSpot Service Hub . When a customer uploads their artwork, it is saved in a designated cloud folder and connected to the corresponding HubSpot record and backed-up in their Google Drive.  Similarly, when the system generates a ticket for a designer, the required files are retrieved from the Deal Cloud folder, allowing the designer to begin their work promptly. No more endless searching for images or mockups!

HubSpot Automation To The Rescue

Next, as designers complete the artwork, an automated email can be sent to the customer via an automated workflow, prompting them to review the draft design project. Once approved, the system copies the necessary files back to the right place and the team can get to work finishing the apparel designs and building the custom Shopify store. But the automation and streamlining doesn't stop there. Using the automatic association feature in HubSpot Operations Hub , the Merchadise team can generate powerful sales reports categorized by the military branch and even specific units or regiments. With a new tracking mechanism in place, Merchandise knows when to activate marketing workflows within HubSpot, enabling them to proactively respond to sales trends.

Merchadise Efficiently Processes and Delivers Apparel Orders with HubSpot

By building their growth stack on HubSpot , Merchadise enhanced operations and seamlessly integrated existing e-commerce tools with custom solutions built directly into their CRM. As a result, Merchadise can now process apparel orders efficiently, track progress in real-time, and generate comprehensive sales reports.

Today, Merchandise is meeting the evolving needs of the apparel market. The streamlined workflows, efficient order processing, real-time tracking, and comprehensive sales reporting provide a solid foundation for scaling operations and expanding their customer base. Ready to unlock these transformative results with a customized CRM solution for your business? Take the next step by connecting with a specialist from the Unlimited team here .

Kevin Mullins

Kevin Mullins is our internal authority for digital marketing and demand gen. His story-driven approach to digital marketing is strategic and methodical, helping ambitious companies create demand, unlock authenticity, and lay a foundation for fast growth.

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Connect HubSpot and Shopify (Data Sync)

Last updated: August 2, 2024

Available with any of the following subscriptions , except where noted:

The HubSpot and Shopify integration bridges the gap between your e-commerce activities and marketing efforts . Below, learn how to connect Shopify, analyze data, and set up an e-commerce dashboard. 

Before you begin

• You must be a super admin or have App Marketplace permissions in your HubSpot account.
• You need at least Operations Hub Starter to create any custom field mappings.
• Add the HubSpot tracking code to your Shopify site.

Connect the app

• In your HubSpot account, click the Marketplace icon marketplace in the top navigation bar, then select App Marketplace .
• Search for Shopify , and select it in the results.
• In the upper-right, click  Install app . 
• Enter your S tore's Shopify URL and click  Install app . 
• If you are already logged into your Shopify account, the app will automatically connect. If not, in the pop-up box, enter your Shopify login credentials . 

Once your first store is connected, you can connect additional Shopify stores from the Shopify app page:

• In the top-right, click  Actions >  Connect another store .
• In the right panel, click  Shopify . 
• Click  Connect .
• Enter the store's  Shopify URL , then click  Connect to Shopify . 

Configure your sync settings

To turn on data sync:

• In your HubSpot account, navigate to Reporting & Data > Integrations .
• Click  Shopify . 
• Click Set up your sync .
• On the Choose an object to sync page, click the object you want to sync between HubSpot and Shopify. You can sync the following objects:

Once the sync is turned on, data will automatically sync between the two systems. After the initial sync is complete, records will sync within 10 minutes of a change. 

You can also customize your sync settings . Learn more about what fields map between HubSpot and Shopify . 

To turn off data sync:

• Click Shopify . 
• Click Actions on the object sync you want to turn off > Turn off sync .

This will prevent records from syncing between HubSpot and Shopify. Once the sync is turned off, you can click Edit sync settings to turn it on again. Or, click  Delete sync to delete the sync.

Review duplicate and deletion rules

Each object syncing between HubSpot and Shopify has its own set of deduplication and deletion rules. Review the rules below:

Contacts 

• Data sync matches contact records by comparing the contacts’ email addresses. To reduce duplicate records from being created in either app, on the Limit screen, select the Only sync contacts with an email address checkbox. 
• When contacts that were created from Shopify are deleted in HubSpot, the corresponding customer records will not be deleted in Shopify.
• When customer records are deleted in Shopify, the corresponding contact records will not be deleted in HubSpot.
• Data sync matches company records based on either the company name or domain name. Syncing only companies with either a name or domain prevents duplicate records from being created.
• When company records are deleted in HubSpot, the corresponding record  will not be deleted in Shopify. 
• Data sync matches products based on the product name.
• If products are deleted in Shopify, the corresponding product in HubSpot will be deleted. When a product is removed from a Shopify cart, the corresponding line item is removed from the order record in HubSpot.
• Shopify product variants cannot sync to HubSpot. 
• Each order is associated with a product and customer when synced from Shopify, and the corresponding order record in HubSpot will be associated with a cart and contact record. 
• A Shopify order with an associated customer that was not created with an email address will sync over to HubSpot as an order without an associated contact.
• Order sync does not automatically identify or merge duplicate records.When you turn on order sync, any records that meet your filter criteria will sync immediately. If you’ve already imported records into either app, they may sync again and create a new, duplicate record.
• Cart sync does not automatically identify or merge duplicate records.
• When you turn on cart sync, any records that meet your filter criteria will sync immediately. If you’ve already imported records into either app, they may sync again and create a new, duplicate record. 

 View the cart and orders objects

Orders and abandoned checkouts synced from Shopify to HubSpot can be viewed in the respective orders and carts objects in HubSpot. To view the objects:

• In your HubSpot account, navigate to CRM > Contacts .
• In the upper left, click  Contacts . 
• In the dropdown menu, select Carts for abandoned carts, or Orders for Shopify orders. This will being you to the object index page. 
• Click the  Feature discovery tab. 
• Click View your orders or  View your carts .

Please note:  you must be a super admin to update and delete orders and carts. 

To create custom cart and order object properties:

• In your HubSpot account, click the  settings icon in the main navigation bar.
• Click  Properties .
• Click the  Select an object  dropdown menu and select  Cart properties  or  Order properties .
• Then, create your properties. 

When the Shopify integration is installed, you can also use the cart and orders objects to trigger workflows. You can also use the properties to segment contacts and companies, and create custom reports. 

View and edit the orders pipeline

Orders synced from Shopify to HubSpot will appear in the  Orders  pipeline. The pipeline has the following default stages: Open, Processed, Shipped, and Cancelled. To edit the order stages:

• In the upper left, click Contacts . 
• In the dropdown menu, click  Orders . 
• In the upper left, click the  Order Pipeline dropdown menu >  Edit pipelines . 

To add a new stage:

Under the existing stages, click + Add stage .

Enter an order stage name , then click the  dropdown menu  in the Status column and select a status. 

• To edit an existing stage name, click the name and enter a new label. 
• To delete a stage, hover over a stage and click  Delete . 
• To view the internal name for a stage, hover over the stage and click the  code icon . The internal name  cannot be edited. 
• Once you're done editing, click Save in the bottom left . 

Once you've added a new stage in HubSpot, you must map it to a Shopify stage for orders to accurately sync:

• Click  Order sync . 
• Click the  Limit tab.
• If you do not see the updated stages, click  Refresh pipelines .
• To unmap a stage, click  Skip .
• Click the  Review tab , then click  Save and sync  to update the pipeline mapping. 

Please note: orders cannot be moved from one stage to another in HubSpot. Orders are synced one-way from Shopify to HubSpot and cannot be edited in HubSpot. Shopify is the source of truth for tracking order statuses. 

Create an e-commerce dashboard

E-commerce reports will be added to your HubSpot account after connecting your Shopify store. You can create a dashboard of these reports to track customer orders and engagement. 

To create an e-commerce dashboard:

• Click  Shopify .
• Click the  Feature Discovery  tab.

• Select Ecommerce .
• In the right panel, review which reports are included in the dashboard and select those you want to remove.
• Click  Next . 
• Enter a  dashboard name and set the user access to this dashboard.
• Click  Create dashboard . 

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27 Case Study Examples Every Marketer Should See

Published: July 22, 2024

Putting together a compelling case study is one of the most powerful strategies for showcasing your product and attracting future customers. But it's not easy to create case studies that your audience can’t wait to read.

In this post, I’ll go over the definition of a case study and the best examples to inspire you.

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What is a case study?

Marketing case study examples, digital marketing case study examples.

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A case study is a detailed story of something your company did. It includes a beginning — often discussing a challenge, an explanation of what happened next, and a resolution that explains how the company solved or improved on something.

A case study proves how your product has helped other companies by demonstrating real-life results. Not only that, but marketing case studies with solutions typically contain quotes from the customer.

This means that they’re not just ads where you praise your own product. Rather, other companies are praising your company — and there’s no stronger marketing material than a verbal recommendation or testimonial.

A great case study also has research and stats to back up points made about a project's results.

There are several ways to use case studies in your marketing strategy.

From featuring them on your website to including them in a sales presentation, a case study is a strong, persuasive tool that shows customers why they should work with you — straight from another customer.

Writing one from scratch is hard, though, which is why we’ve created a collection of case study templates for you to get started.

There’s no better way to generate more leads than by writing case studies . However, without case study examples from which to draw inspiration, it can be difficult to write impactful studies that convince visitors to submit a form.

To help you create an attractive and high-converting case study, we've put together a list of some of our favorites. This list includes famous case studies in marketing, technology, and business.

These studies can show you how to frame your company's offers in a way that is useful to your audience. So, look, and let these examples inspire your next brilliant case study design.

These marketing case studies with solutions show the value proposition of each product. They also show how each company benefited in both the short and long term using quantitative data.

In other words, you don’t get just nice statements, like “this company helped us a lot.” You see actual change within the firm through numbers and figures.

You can put your learnings into action with HubSpot's Free Case Study Templates . Available as custom designs and text-based documents, you can upload these templates to your CMS or send them to prospects as you see fit.

Key Learnings from the Cloudflight Case Study Example

• Don’t be afraid to get technical in your explanation of what you did for your client.
• Include a snapshot of the sales representative prospects should contact, especially if you have different sales reps for different industries, as Cloudflight does.

12. " Valvoline Increases Coupon Send Rate by 76% with Textel’s MMS Picture Texting ," by Textel

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A Starter Guide for Your Shopify and HubSpot Integration

March 21, 2023

By Sandy Moore

If you’ve found this article, you’re probably considering Shopify as your new e-commerce solution, or you’ve acquired Shopify and are looking to get started on the right foot and integrate it with HubSpot. Either way, you’ve come to the right place!

Both tools are extremely powerful doing what they were designed to do. HubSpot is an amazing marketing, sales, service, and operations platform which provides all the tools you need to manage your customer journey. Shopify is one of the most powerful and complete e-commerce solutions in the market.

Can you imagine all the things they can do together? Well, let’s discover the possibilities.

Why choose Shopify?

For those who are unfamiliar with Shopify, it is an e-commerce platform that includes the design, setup, and management of your online store across multiple channels. Shopify empowers over 4.4 million websites globally as of 2023 for brands including Unilever, Kylie Cosmetics, and more.

Using the Shopify platform provides a variety of benefits. It is easy to set up, it is built for optimization, and the store maintenance is relatively simple to use. In addition, you can customize your online store with over 7,000 apps that integrate directly with Shopify. There are six different pricing options available based on your needs and desired features.

If that’s not enough, here are some additional benefits of building your e-commerce website on the Shopify platform :

• General Data Protection Regulation (GDPR) compliance: Built-in features that enable compliance with GDPR regulations and customer transparency over data storage and usage
• Ability to sell everywhere: Online store, buy button, and global retail options
• Assistance with marketing activities: Blog, SEO tools, Google Smart Shopping, Facebook Ads, discounts, and more
• Tools to manage your business operations: Orders and fulfillment, Shopify shipping, local app integrations, payment methods, and more
• Available for a wide range of businesses: Whether your business sells outdoor gear or online courses, Shopify can support your selling process through its various tools
• Flexible payment plans: Basic Shopify, Shopify, Advanced Shopify, Starter Shopify, Shopify Plus, and custom business solutions that allow you to choose only the modules you need (available upon direct request to Shopify)

If you’ve decided to use Shopify, you’ll want to set up your account and online store before you start integrating with your HubSpot platform. Choose your Shopify theme, layout, and account settings, and then add your products to a specific domain. Once the account and store are set up, you can begin to integrate with HubSpot.

Why choose Shopify and HubSpot integration?

Why integrate Shopify with HubSpot? Let’s check out the many benefits , including the following:

• The ability to sync and store data in HubSpot and see all orders in your HubSpot deal pipeline
• The option to create HubSpot lists based on e-commerce behavior; segmented lists are pre-built based on e-commerce data and customer online shopping behavior
• The use of personalization tokens based on shopping behavior to promote products for marketing and sales communications
• The availability of pre-built workflows for reminding customers of abandoned carts, promoting reengagement, and welcoming new customers
• Access to reporting on the e-commerce dashboard to measure results based on online sales orders, lifetime value of a customer, abandoned cart information, and online sales revenue; the dashboard has pre-built reports and charts so you can get started easily

How do I integrate and sync my accounts?

Let’s get started with connecting Shopify to HubSpot. Here are the steps to set up the integration:

• Within your HubSpot portal, navigate to the HubSpot App Marketplace (the store icon in the upper right-hand corner of your portal) and click on the App Marketplace.
• From there, type “Shopify” in the search bar to locate the Shopify app.
• Click the button to “Connect App” from your HubSpot portal while you are also logged in and connected to your Shopify account.
• Next, confirm that you have connected the Shopify app by viewing your HubSpot integrations. To do this, click on the Settings link in the top right corner of your HubSpot portal (the gear icon). Next, scroll through the navigation on the far left side to Integrations, and you should see e-commerce as a new navigation item.

Once your integration is set up, decide how you would like to sync your data between HubSpot and Shopify. There are two options available:

• One-way sync (default setting): Products, customers, and orders will sync from Shopify to HubSpot.
• Two-way sync: Products and orders will still sync from Shopify to HubSpot, but certain customer updates made in Shopify and HubSpot will be reflected in both systems.

Within the HubSpot integration , the following properties sync between Shopify and HubSpot products :

• Product type
• Published at
• Published scope

The following properties sync between Shopify and HubSpot contacts :

• Accepts marketing
• Orders count
• Tax exempt (checkbox)
• Verified email (checkbox)
• Street address
• State/Province

For Shopify orders or HubSpot deals, the following properties sync:

• Abandoned checkout URL
• Buyer accepts marketing
• Customer ID
• Cancel reason
• Canceled at
• Financial status
• Fulfillment status
• Landing site
• Order number
• Processing method
• Referring site
• Source name
• Subtotal price
• Taxes included
• Total discounts
• Total line items price
• Total price
• Total weight

What happens after Shopify and HubSpot integration and sync?

Once the data is synced between Shopify and HubSpot, you can start to track and analyze the data being collected. The stored data is segmented into three categories: Products, Customers, and Orders.

Orders from the store will be displayed as “deals” within HubSpot. To view your orders, click on Sales and then Deals within the top navigation of HubSpot and locate your Sales Pipeline. From there, you’ll be able to see new orders. Note that If an order is deleted in Shopify, the corresponding deal will be deleted in HubSpot.

Pro Tip: Ask for a contact’s email address before checkout so you can follow up on abandoned carts and orders.

The Shopify-HubSpot integration also has three out-of-the-box automation workflows that can be customized for your business. These include:

• After a customer’s first purchase, you can send welcome emails, onboarding information, and other helpful information to help a new customer get started.
• When a customer abandons their cart, you can send email reminders to bring them back, or you can provide information to help them with the decision-making process.
• If a customer hasn’t bought anything in three months, you can reengage them to make a future purchase.

It is important to continue to track and analyze your data with HubSpot for accuracy and to find reporting trends to maximize your selling potential.

The future of e-commerce will only continue to grow as your business grows. Revenue in the e-commerce market is projected to reach $1.1 trillion in 2023 in the U.S. alone! Therefore, you’ll want to ensure your business has everything it needs to face all challenges coming its way, including the correct technology to maximize your time and resources in the right direction.

Learn how HubSpot integrations add the necessary functionality to existing software to help your business grow.

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About the author

Sandy Moore Sandy Moore is a Senior Director, Marketing Strategy at SmartBug Media. She has more than 20 years of experience in marketing with extensive knowledge in outbound and inbound marketing, advertising sales, promotions, public relations, and sales enablement. Read more articles by Sandy Moore .

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