Setting Up Custom Deal Stages in HubSpot to Fit Your Unique B2B e-commerce Process

When it comes to managing a B2B eCommerce business, precision is everything. From order management to customer engagement, having accurate data at your fingertips can make or break your ability to scale effectively through personalization. That’s where HubSpot’s custom deal stages come into play. For businesses using Shopify as their storefront, aligning these deal stages with Shopify store statuses is not just a best practice—it’s essential for maintaining clarity and accuracy across your sales process.

In this blog, we’ll walk you through why custom deal stages matter, how to set them up in HubSpot, and how tools like Quotific and Deep Data Sync by Unific can help you make the most of your system.

Why Custom Deal Stages Matter for B2B e-commerce

Unlike B2C sales, B2B e-commerce often involves longer and more complex sales cycles. Your customers might request quotes, negotiate terms, and place orders in stages—none of which are fully captured by HubSpot’s default deal stages.

Custom deal stages allow you to:

• Mirror Your Sales Process: Track progress in a way that feels intuitive and familiar to your team.
• Enhance Reporting: Generate accurate insights based on the realities of your sales cycle.
• Improve Customer Experience: Ensure timely follow-ups and streamlined operations at the right times.

For Shopify users, this customization can be taken a step further by syncing deal stages directly with Shopify store statuses like Pending, Fulfilled, or Completed. This alignment ensures both systems are always speaking the same language, making it easier for your team to adopt them.

Mapping Shopify Store Statuses to HubSpot Deal Stages

Shopify’s order statuses provide a natural framework for building out your HubSpot deal stages. Here’s how you can map common Shopify statuses to a custom deal pipeline:

• Pending Payment: Corresponds to deals at the “Invoice Sent” stage.
• Paid/Processing: Matches “Order Confirmed” in your pipeline.
• Fulfilled: Reflects the “Order Shipped” or “Order Fulfilled” stage.
• Completed: Becomes “Order Closed - Won” in HubSpot.

By mimicking this flow, you ensure that your Shopify and HubSpot data stays in sync, making reporting and follow-ups seamless.

How to Set Up Custom Deal Stages in HubSpot

Here’s a step-by-step guide to creating custom deal stages that fit your unique process:

Step 1: Audit Your Current Workflow

Review your Shopify statuses and sales process. Identify the key stages that every order goes through from inquiry to fulfillment.

Step 2: Create New Deal Stages in HubSpot

• Go to HubSpot’s Deal Stage Settings.
• Add custom stages that mirror your Shopify workflow.
• Assign a percentage to each stage (probability of closing).
• Use consistent, clear naming conventions (e.g., Quote Approved, Order Shipped) so they can be easily recognized and used by your team now and in the future.

Step 3: Connect Shopify to HubSpot

Using tools like Quotific and Deep Data Sync by Unific, you can bring Shopify order data directly into HubSpot.

• Quotific helps streamline your quote creation process, making it easier to capture early-stage customer interest. This tool will bring over Draft Order Statuses from Shopify (open, sent and completed) and you can chose which HubSpot stages these correspond to in Unific's Dashboard. 
• Deep Data Sync by Unific ensures that your Shopify orders, statuses, and other critical data are accurately reflected in HubSpot. Pre-mapped stages bring deals over to your e-commerce pipeline if you have one, making it easy for deals to move depending on customer activity. This also allows you to personalize them, Unific's advanced plan allows custom deal stage mapping to occur. 

These integrations eliminate manual data entry, reduce errors, and allow your custom deal stages to operate on real-time information.

Step 4: Test and Iterate

Once your deal stages are live, test them with real data. Monitor the flow of information from Shopify to HubSpot to ensure everything syncs correctly. Adjust the stages as needed to reflect any changes in your process.

Leveraging Custom Deal Stages with Accurate Data

Custom deal stages are only as effective as the data driving them. With Deep Data Sync by Unific, you can automatically import Shopify order statuses and customer details into HubSpot, ensuring that your pipeline updates in real-time.

By combining this with Quotific, you can also add a layer of efficiency to your quoting process bring Draft Order statuses into HubSpot, enabling your team to respond quickly to customer inquiries and close deals faster.

Optimizing for Long-Term Success

To get the most out of your custom deal stages, follow these tips:

• Regularly Review Stages: As your business evolves, your pipeline should too.
• Train Your Team: Ensure your sales team understands how to use and interpret the deal stages.
• Leverage Reporting Tools: Use HubSpot’s analytics features to identify bottlenecks and improve conversions.

Conclusion

Setting up custom deal stages in HubSpot isn’t just about making your CRM look neat—it’s about aligning your tools with your business needs to drive better results. By mirroring your Shopify statuses, you ensure consistent data, smoother operations, and improved decision-making.

Tools like Quotific and Unific's Deep Data Sync by Unific make it easier than ever to integrate Shopify data into HubSpot, allowing you to create a system that works as hard as you do.

Ready to optimize your HubSpot pipeline? Let us know how we can help you set up a seamless system that aligns with your B2B eCommerce goals!