Context
Two players in the Romanian eCommerce market, with a high volume of orders and a large B2C and B2B customer base, needed a solution that could provide:
- full visibility into orders and purchasing behavior;
- clear and scalable customer segmentation;
- personalized communication based on real eCommerce data;
- unified reporting for marketing and management teams.
Existing data in the eCommerce platform was fragmented and difficult to use strategically for retention and growth.
Objectives
- Full integration of the Shopify platform with HubSpot CRM
- Centralization of orders and purchase history
- Clear differentiation between B2C and B2B customers
- Customer classification based on activity and value
- Creation of relevant dashboards for business decision-making
- Activation of personalized, segment-based communication
Solution implemented by Beans United
1. HubSpot – Shopify integration
We implemented a full Shopify–HubSpot integration, combining the native connector with custom integrations built via Make.
This approach allowed us to extend the standard data sync by adding customer, order and product properties not available out of the box, enabling full synchronization of:
- customers;
- all orders and order values;
- purchased products;
- purchase frequency;
- last purchase date;
- historical order data;
- customer lifetime value (CLV).
As a result, each customer now has a complete purchase history directly in HubSpot CRM, accessible to both marketing and sales teams.
2. Advanced customer segmentation
Using Shopify data, we built dynamic segments that update automatically:
- B2C vs B2B, based on customer type and company data;
- Active customers, with recurring purchases;
- Inactive customers, with no orders in a defined time frame;
- Lost customers, with long-term inactivity;
- One-time buyers, with only one completed purchase.
This structure enables a differentiated approach across the entire customer lifecycle.
3. Business dashboards and reporting
We created custom HubSpot dashboards providing clear visibility into:
- top-selling products, by volume and revenue;
- B2C vs B2B sales performance;
- customer distribution across segments;
- evolution of active vs inactive customers;
- average order value and customer lifetime value indicators.
Management now has access to centralized, real-time data.
4. Segment-based communication and automation
Based on the segmentation, we activated:
- differentiated communication for B2C and B2B customers;
- reactivation campaigns for inactive customers;
- dedicated flows for one-time buyers, focused on driving repeat purchases;
- personalized campaigns based on previously purchased products.
All activations are managed within HubSpot, using data synchronized from Shopify.
Results
- Complete centralization of eCommerce data in HubSpot
- Clear, easy-to-use segmentation for internal teams
- More relevant and personalized customer communication
- Business decisions driven by real data
- A solid foundation for retention, cross-sell, and up-sell strategies
The HubSpot–Shopify integration transformed eCommerce data into an operational growth system, giving a leading Romanian eCommerce company full control over customer relationships and the ability to scale marketing and sales in a predictable and efficient way.
