I've been working on integrating shopping carts and marketing platforms for what feels like a very long time. Maybe it was all the late, late nights when we were building the first version of our legacy app Revenue Conduit ... but the reality is, it's only been 6 years! However, what was an application born out of scarcity and necessity has now become an integral part to how many merchants operate.

In that time others have entered the space with their own versions of shopping cart integrations. One of these providers is our friend and partner HubSpot. Their native integration with Shopify is a very positive development for Unific and the HubSpot ecosystem. In fact, our growth has actually accelerated since the announcement of their Ecommerce Bridge APIs and the native integration. The saying "a rising tide lifts all ships" seems to be applicable here.

One reason for this is because we were able rebuild our Unific integrations on top of the new HubSpot Ecommerce Bridge API to incorporate the native features while providing a more reliable, faster, and deeper offering. Because of this, Unific's Shopify, Magento 2 and WooCommerce to HubSpot integrations are more robust than ever.

I am frequently asked about the key differences between the native integration and Unific. The most obvious is the access to more data (137 fields with Unific versus 40 fields with the native integration, the tables below show feature and field-by-field data comparisons). That data helps us unearth hidden opportunity for merchants, which enables us to layer in added functionality and amplify the value of the integration. (The secret sauce if you will.)

I'll admit, for some retailers looking for a more basic integration to get started, the native HubSpot Shopify integration may be a good fit. For ecommerce marketers needing access to the most amount of data, to drive highly segmented workflows, and leverage advanced features like dynamic coupon code generation, the ability to send segmented transactional emails through the the HubSpot Transactional Email API, connect multiple stores to a single HubSpot account, conduct RFM segmentation and more, I think you'll find Unific is the better fit. (Can you tell I am biased?)

Now saying all of that, be aware that we are 100% committed to the HubSpot ecosystem and we’re actively working with them to make great ecommerce tools to help all HubSpot customers that need them. Everyday we support many HubSpot customers with ecommerce specific expertise and services. It's a great platform, a great partnership and I think we all agree that the tide is rising!


Unific vs HubSpot Native Integration
HubSpot Ecommerce Bridge API YES YES We are working closely with HubSpot and have helped them refine and improve the API with our feedback
Number of Fields Synced 137 40
Unific syncs more data to HubSpot than the native integration
Dynamic Coupon Code Generation YES NO With Unific, you can automatically generate single-use coupon codes with expiration dates, and various discount types like free shipping. You also have the ability to create product specific coupon codes.
Cart Abandonment Marketing YES LIMITED Branching logic in abandoned cart workflows is not available in the native integration. The native integration provides a very simple abandoned cart recovery workflow.
Product Personalization YES NO Product related personalization in emails (product URL, product image URL, product name, and product price) is only available with Unific. These merge fields allow you to personalize emails.
Advanced Workflow Segmentation YES NO Any “Last Order” based segmentation and targeting is only available in Unific. The native integration is not able to distinguish between products and categories bought in the last order versus products and categories bought in any previous order.
Segmented Order Confirmations YES NO With the rebuild of Unific, you will have the ability to send out segmented order confirmations! For example order confirmation for first-time buyers, or for customers that bought a particular item, and more.
Connect Multiple Stores YES YES Both integrations offer multi-store support for Shopify but only with Unific can you also sync stores on Magento or WooCommerce to the same HubSpot Portal
Deal Record Integration YES YES Both integrations sync orders to deal records.
Compatible with HubSpot > Salesforce Integration YES NO The native Shopify integration cannot be used if the HubSpot Salesforce integration is connected.
Contact Record Field Comparison
Unific HubSpot Shopify Integration Native HubSpot Shopify Integration
RFM Fields ALL Fields
Account Creation Date Created At
Average Days Between Orders First Name
Average Order Value Last Name
First Order Date Email
First Order Value Phone
Last Order Date Note
Last Order Value Orders
Total Number of Orders Count
Total Value of Orders Tags
Accepts Marketing Tax Exempt (checkbox)
Customer Group Verified Email (checkbox)
Shopify Customer Tags Street Address
Shopping Cart Customer ID City
Billing Address Line 1 Country
Billing Address Line 2 State/Province
Billing City Zip Code 
Billing Country  
Billing Postal Code  
Billing State  
Shipping Address Line 1  
Shipping Address Line 2  
Shipping City  
Shipping Country  
Shipping Postal Code  
Shipping State  
Coupon Codes Used  
Last Coupon Code Used  
Categories Bought  
Last Categories Bought  
Last Product Bought  
Last Product Types Bought  
Last Products Bought  
Last Products Bought HTML  
Last SKUs Bought  
Last Total Number of Products Bought Last Vendors Bought  
Product Types Bought  
Products Bought  
Shopify Product Tags  
SKUs Bought  
Vendors Bought  
Last Products Bought Product 1 Image URL  
Last Products Bought Product 1 URL  
Last Products Bought Product 1 Name  
Last Products Bought Product 1 Price  
Last Products Bought Product 2 Image URL  
Last Products Bought Product 2 URL  
Last Products Bought Product 2 Name  
Last Products Bought Product 2 Price  
Last Products Bought Product 3 Image URL  
Last Products Bought Product 3 URL  
Last Products Bought Product 3 Name  
Last Products Bought Product 3 Price  
Abandoned Cart Categories  
Abandoned Cart Counter  
Abandoned Cart Date  
Abandoned Cart Products  
Abandoned Cart Products HTML  
Abandoned Cart URL  
Abandoned Product 1 Image URL  
Abandoned Product 1 Name  
Abandoned Product 1 Price  
Abandoned Product 1 URL  
Abandoned Product 2 Image URL  
Abandoned Product 2 Name  
Abandoned Product 2 Price  
Abandoned Product 2 URL  
Abandoned Product 3 Image URL  
Abandoned Product 3 Name  
Abandoned Product 3 Price  
Abandoned Product 3 URL  
Current Abandoned Cart  
Total Number of Cart Products  
Total Value of Abandoned Cart  
Last Order Fulfillment Status  
Last Order Number  
Last Order Shipment Carrier  
Last Order Shipment Date  
Last Order Shopify Order Source  
Last Order Status  
Last Order Tracking Number  
Last Order Tracking URL  
Total Number of Current Orders  
All Stores  
Last Store  
Customer Notes  
Cancelled At  
Cart Token  
Checked ID  
Checkout Token  
Landing Site  
Landing Site Reference  
Location ID  
Order Cancel Reason  
Order Note  
Order Reference  
Order Source  
Order Source Identifier  
Order Tags  
Order Token  
Payment AVS Result Code  
Processing Method  
Referring Site  
Shipping Method  
Source Name  
Source URL  
User Browser IP  
Deal Record Field Comparison
Unific HubSpot Shopify Integration Native HubSpot Shopify Integration
Billing Address Line 1 Abandoned Checkout URL
Billing Address Line 2 Customer ID
Billing City Cancel Reason
Billing Country Cart Token
Billing Postal Code Cancelled At
Billing State Created At
Shipping Address Line 1 Currency
Shipping Address Line 2 Financial Status
Shipping City Fulfillment Status
Shipping Country Landing Site
Shipping Postal Code Name
Shipping State Note
Last Categories Bought Order Number
Last Products Bought Processing Method
Last Products Bought HTML Referring Site
Last SKUs Bought Source Name
Last Total Number of Products Bought Subtotal
Last Vendors Bought Price
Last Order Fulfillment Status Taxes Included
Last Order Number Token
Last Order Shipment Carrier Total Discounts
Last Order Shipment Date Total Line Items Price
Last Order Shopify Order Source Total Price
Last Order Status Total Tax
Last Order Tracking Number Total Weight
Last Order Tracking URL  
Total Number of Current Orders  
Coupon Code Used  
Gross Order Value  
Net Order Value  
Shipping Tax  
Store ID (for multi-store)