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!

 

FEATURE NAME UNIFIC INTEGRATION HUBSPOT NATIVE INTEGRATION DETAILS
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
(AT TIME OF WRITING)
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
Account Creation Date
Average Days Between Orders
Average Order Value
First Order Date
First Order Value
Last Order Date
Last Order Value
Total Number of Orders
Total Value of Orders
Accepts Marketing
Customer Group
Shopify Customer Tags
Shopping Cart Customer ID
Billing Address Line 1
Billing Address Line 2
Billing City
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
Coupon Codes Used
Last Coupon Code Used

PRODUCTS & CATEGORIES
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
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
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

ORDER
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

MULTIPLE STORE
All Stores
Last Store

OTHER FIELDS
Customer Notes
Cancelled At
Cart Token
Checked ID
Checkout Token
Currency
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
ALL FIELDS
Created At
First Name
Last Name
Email
Phone
Note
Orders
Count
Tags
Tax Exempt (checkbox)
Verified Email (checkbox)
Street Address
City
Country
State/Province
Zip Code 

 

DEAL RECORD FIELD COMPARISON
UNIFIC HUBSPOT SHOPIFY INTEGRATION NATIVE HUBSPOT SHOPIFY INTEGRATION
Billing Address Line 1
Billing Address Line 2
Billing City
Billing Country
Billing Postal Code
Billing State
Shipping Address Line 1
Shipping Address Line 2
Shipping City
Shipping Country
Shipping Postal Code
Shipping State

Last Categories Bought
Last Products Bought
Last Products Bought HTML
Last SKUs Bought
Last Total Number of Products Bought
Last Vendors Bought
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

Coupon Code Used
Discounts
Gross Order Value
Net Order Value
Shipping Tax
Store ID (for multi-store)
Source
Abandoned Checkout URL
Customer ID
Cancel Reason
Cart Token
Cancelled At
Created At
Currency
Financial Status
Fulfillment Status
Landing Site
Name
Note
Order Number
Processing Method
Referring Site
Source Name
Subtotal
Price
Taxes Included
Token
Total Discounts
Total Line Items Price
Total Price
Total Tax
Total Weight