# BigCommerce + HubSpot integration > Sync your ecommerce data with your CRM to personalize marketing, automate follow-ups, and drive repeat revenue. **Canonical page:** https://tray.ai/connectors/bigcommerce-hubspot-integrations/ **BigCommerce connector:** https://tray.ai/connectors/bigcommerce-integrations/ **BigCommerce documentation:** https://tray.ai/documentation/connectors/service/bigcommerce **HubSpot connector:** https://tray.ai/connectors/hubspot-integrations/ **HubSpot documentation:** https://tray.ai/documentation/connectors/service/hubspot ## Overview 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. Every order placed in BigCommerce tells you something about your customer — what they want, how often they buy, how much they spend. HubSpot is where that information drives action: targeted email campaigns, lifecycle stage updates, sales outreach, retention workflows. Connect the two and revenue teams can automatically create or update HubSpot contacts when a new BigCommerce customer registers, trigger post-purchase nurture sequences the moment an order ships, enrich deal records with real order value, and segment audiences based on live purchase behavior. The result is a tighter feedback loop between commerce and marketing that cuts manual data entry, kills blind spots, and lets teams move faster with accurate, unified customer data. ## Use cases ### 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. - Eliminate manual CSV exports and contact imports between platforms - Get every new customer into HubSpot within seconds of their first purchase - Maintain clean, deduplicated contact records with accurate ecommerce data ### 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. - Increase repeat purchase rates with timely, relevant post-sale engagement - Automate review and referral requests tied to confirmed deliveries - Personalize email content with real product names, order values, and SKUs ### 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. - Recover lost revenue with automated, personalized cart abandonment emails - Pass live cart data into HubSpot to make recovery messages highly relevant - Track recovery campaign performance directly within HubSpot analytics ### 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. - Build real-time HubSpot segments powered by live BigCommerce purchase data - Identify and reward high-LTV customers with targeted loyalty campaigns - Proactively re-engage at-risk customers based on purchase recency signals ### 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. - Give sales reps full purchase context directly inside HubSpot deal records - Automatically advance deal stages when key order milestones are reached - Surface upsell and cross-sell opportunities using real transaction history ### 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. - Power personalized HubSpot emails with live BigCommerce product data - Eliminate outdated pricing or product names in outbound marketing materials - Enable dynamic content blocks in HubSpot that reflect current catalog data ### 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. - Keep HubSpot revenue data accurate by reflecting refunds and cancellations in real time - Alert customer success teams automatically when high-value orders are cancelled - Suppress promotional campaigns for contacts with active refund or service issues ## Templates ### 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'. Connectors used: BigCommerce, HubSpot ### 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. Connectors used: BigCommerce, HubSpot ### 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. Connectors used: BigCommerce, HubSpot ### 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. Connectors used: BigCommerce, HubSpot ### 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. Connectors used: BigCommerce, HubSpot ### 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. Connectors used: HubSpot, BigCommerce ## Challenges Tray.ai solves ### 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 helps:** 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. ### 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 helps:** 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. ### 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 helps:** 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. ### 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 helps:** 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. ### 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 helps:** 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. ## Learn more - Intelligent Integration: https://tray.ai/platform/intelligent-ipaas/ - Merlin Agent Builder: https://tray.ai/platform/merlin-agent-builder/ - Agent Gateway for MCP: https://tray.ai/platform/agent-gateway/ - Book a demo: https://tray.ai/contact/