BigCommerce + HubSpot
Connect BigCommerce and HubSpot to Turn Shoppers into Loyal Customers
Sync your ecommerce data with your CRM to personalize marketing, automate follow-ups, and drive repeat revenue.
Why integrate BigCommerce and HubSpot?
BigCommerce powers your online storefront while HubSpot manages your customer relationships, marketing campaigns, and sales pipeline — but without a live connection between them, your teams are flying blind. Purchase history, cart activity, and customer data stay locked in BigCommerce, while your marketing and sales teams in HubSpot lack the context they need to reach buyers at the right moment. Integrating BigCommerce with HubSpot on tray.ai closes that gap with real-time data flows that turn transactional events into personalized customer experiences.
Automate & integrate BigCommerce & HubSpot
Use case
Automatic Contact Creation from New BigCommerce Customers
When a shopper creates an account or places their first order in BigCommerce, tray.ai instantly creates or updates a contact record in HubSpot. Fields like email, phone, shipping address, and acquisition source are mapped and synced so no new customer slips through the cracks. Your marketing team can enroll them in onboarding sequences immediately, no manual import needed.
Use case
Post-Purchase Email Nurture Triggered by Order Events
Each time a BigCommerce order reaches a specific status — such as 'shipped' or 'delivered' — tray.ai triggers a targeted HubSpot workflow to enroll the customer in a post-purchase sequence. These sequences can include order confirmation follow-ups, product usage tips, cross-sell recommendations, and review request emails. Because they carry actual product and order data from BigCommerce, the campaigns land as relevant rather than generic.
Use case
Abandoned Cart Recovery Campaigns in HubSpot
When BigCommerce detects an abandoned cart, tray.ai passes the cart details — product names, quantities, and cart value — into HubSpot to trigger a recovery workflow. Contacts are enrolled in a multi-touch email sequence designed to bring them back to checkout, with messaging that references the exact items they left behind. Recovery timing and messaging can be fully customized within HubSpot's workflow builder.
Use case
Customer Lifetime Value Segmentation and List Building
tray.ai continuously syncs BigCommerce order history into HubSpot contact and company properties, so your team can segment customers by total lifetime value, average order value, purchase frequency, and product category preferences. These segments update automatically as new orders come in, keeping your HubSpot lists and smart content rules current. Marketing teams can target high-value customers with VIP offers and re-engage lapsing customers before they churn.
Use case
Sales Pipeline Enrichment with Order and Revenue Data
For B2B or wholesale BigCommerce merchants, tray.ai can map large orders and repeat customers to HubSpot deals or company records, automatically updating deal amounts, close dates, and pipeline stages based on order activity. Sales reps get a full picture of a prospect's purchasing behavior without leaving HubSpot, which makes for more informed outreach and upsell conversations. Deal records stay current as BigCommerce order statuses change.
Use case
Product and Catalog Data Sync for Marketing Personalization
tray.ai can push BigCommerce product catalog data — names, images, prices, and categories — into HubSpot custom objects or properties, so marketing teams can build dynamic content blocks and personalized product recommendation emails without manual updates. When product prices or availability change in BigCommerce, the corresponding HubSpot data updates automatically. Promotional emails and landing pages stay accurate without anyone babysitting the sync.
Use case
Refund and Cancellation Handling with CRM Updates
When a BigCommerce order is refunded or cancelled, tray.ai updates the associated HubSpot contact record to reflect the change, adjusting revenue properties and triggering appropriate re-engagement or service workflows. Customer success teams get an automatic HubSpot notification when high-value customers cancel or request refunds, so outreach happens before the relationship sours. It also stops marketing teams from sending tone-deaf promotional messages to customers with open service issues.
Get started with BigCommerce & HubSpot integration today
BigCommerce & HubSpot Challenges
What challenges are there when working with BigCommerce & HubSpot and how will using Tray.ai help?
Challenge
Keeping Contact Records Deduplicated Across Both Platforms
Customers may exist in HubSpot under multiple records or with slightly different email formats, and a naive sync from BigCommerce can create duplicate contacts that pollute your CRM and skew reporting.
How Tray.ai Can Help:
tray.ai's workflow logic lets you build a lookup step before every write operation — checking HubSpot for an existing contact by email before creating a new one. Merge logic and conditional branching ensure updates enrich existing records rather than spawning duplicates, keeping your CRM clean at scale.
Challenge
Handling High-Volume Order Events Without Data Loss
During peak sales periods like Black Friday, BigCommerce can fire hundreds or thousands of order webhooks in a short window, which overwhelms integrations that aren't built to handle burst traffic gracefully.
How Tray.ai Can Help:
tray.ai processes high-volume webhook events reliably with built-in queuing and retry logic. Each event is handled durably so that spikes in order volume during promotions or seasonal peaks don't cause missed records or failed syncs.
Challenge
Mapping Custom BigCommerce Fields to HubSpot Custom Properties
Many merchants use custom product options, metafields, or order attributes in BigCommerce that have no direct equivalent in standard HubSpot contact or deal properties, making field mapping complex and brittle when done manually.
How Tray.ai Can Help:
tray.ai's visual data mapper and JSONPath transformation tools let you extract any custom BigCommerce field — including metafields and line item attributes — and map them precisely to custom HubSpot properties. Mappings are easy to update when either platform's schema changes, without pulling in a developer.
Challenge
Avoiding Marketing Sends to Customers with Active Service Issues
When a customer has an open refund, dispute, or cancellation in BigCommerce, continuing to send them promotional emails from HubSpot damages trust and increases churn. Without integration, marketing teams have no visibility into these events.
How Tray.ai Can Help:
tray.ai monitors BigCommerce refund and cancellation events in real time and immediately updates a HubSpot contact property or list membership to suppress that contact from active promotional workflows. Your marketing engine always respects the customer's current service status.
Challenge
Keeping HubSpot Segments Accurate as Purchase Behavior Evolves
Static HubSpot lists built from one-time CSV exports go stale quickly as customers make more purchases, shift spending patterns, or go dormant, leading to misaligned segmentation and poorly targeted campaigns.
How Tray.ai Can Help:
By triggering HubSpot contact property updates on every BigCommerce order event, tray.ai ensures that metrics like lifetime value, last purchase date, and purchase frequency are always current. HubSpot active lists built on these properties update dynamically, so your segments reflect real customer behavior in real time.
Start using our pre-built BigCommerce & HubSpot templates today
Start from scratch or use one of our pre-built BigCommerce & HubSpot templates to quickly solve your most common use cases.
BigCommerce & HubSpot Templates
Find pre-built BigCommerce & HubSpot solutions for common use cases
Template
New BigCommerce Customer to HubSpot Contact Sync
Automatically creates or updates a HubSpot contact record every time a new customer registers or places their first order in BigCommerce, mapping all relevant contact fields and setting lifecycle stage to 'Customer'.
Steps:
- Trigger: New customer created or first order placed in BigCommerce
- Lookup existing HubSpot contact by email to prevent duplicates
- Create new contact or update existing record with synced fields and set lifecycle stage to Customer
Connectors Used: BigCommerce, HubSpot
Template
BigCommerce Order Status to HubSpot Workflow Enrollment
Listens for BigCommerce order status changes and enrolls the associated HubSpot contact into the appropriate workflow — such as a shipped notification sequence, a delivery follow-up, or a review request campaign.
Steps:
- Trigger: Order status updated in BigCommerce (e.g., Shipped, Delivered, Cancelled)
- Identify matching HubSpot contact by customer email from the order
- Enroll contact in the appropriate HubSpot workflow based on the order status value
Connectors Used: BigCommerce, HubSpot
Template
Abandoned Cart Data Push to HubSpot for Recovery Campaigns
Captures BigCommerce abandoned cart events and pushes cart details into HubSpot contact properties, then enrolls the contact in a pre-built cart recovery email workflow with product-specific messaging.
Steps:
- Trigger: Cart abandoned event detected in BigCommerce via webhook or scheduled poll
- Map cart contents, value, and product details to HubSpot contact custom properties
- Enroll contact in HubSpot abandoned cart recovery workflow if not already active
Connectors Used: BigCommerce, HubSpot
Template
BigCommerce Order Revenue Sync to HubSpot Contact Properties
Aggregates BigCommerce order data per customer and continuously updates HubSpot contact properties for total order count, total lifetime value, last order date, and most purchased product category to power advanced segmentation.
Steps:
- Trigger: New order completed or order status updated to a paid state in BigCommerce
- Aggregate order metrics for the customer (LTV, order count, last purchase date)
- Update corresponding HubSpot contact properties with the latest calculated values
Connectors Used: BigCommerce, HubSpot
Template
BigCommerce Refund Event to HubSpot Contact Update and Alert
Detects refund or cancellation events in BigCommerce, adjusts HubSpot revenue properties for the affected contact, and sends an internal notification to the assigned HubSpot owner for timely follow-up.
Steps:
- Trigger: Refund or order cancellation event fired in BigCommerce
- Update HubSpot contact properties to reflect adjusted revenue and flag refund activity
- Create a HubSpot task or send an internal email notification to the contact owner
Connectors Used: BigCommerce, HubSpot
Template
HubSpot Form Submission to BigCommerce Customer Group Assignment
When a HubSpot contact submits a specific form — such as a wholesale inquiry or loyalty sign-up — tray.ai looks up the corresponding BigCommerce customer and assigns them to the appropriate customer group for pricing or access benefits.
Steps:
- Trigger: HubSpot form submission received for a designated form (e.g., Wholesale Application)
- Look up the submitting contact's email in BigCommerce to find the customer record
- Update the BigCommerce customer group assignment based on HubSpot form data or contact properties
Connectors Used: HubSpot, BigCommerce