Omnichannel Ecommerce Marketing with Shopify and HubSpot

18 January 2021

This year over 1m Shopify merchants will enjoy direct access to TikTok’s huge audience of 850m monthly users. Never before have ecommerce platforms had such a wide reach over so many marketing channels and diverse audiences. Obviously great news for retail businesses large and small.

However many businesses running both B2C and B2B simultaneously are finding their data siloed, and the dream of a unified customer experience is still out of reach. The primary reason for this is that ecommerce platforms are optimised for the online shopping experience. Most have powerful marketing tools to help with paid advertising, organic listing and social commerce.

But when it comes to lead generation and nurturing relating to a business's services, the concept of a sales pipeline doesn’t really fit. At this point most businesses turn to a sales/CRM solution. If your clients sit on both sides of the fence, omnichannel marketing can be a challenge. 

Thankfully there are ways to integrate ecommerce and sales pipeline software to bring all your customers together under one dataset. In this post, we're going to look at how Shopify and HubSpot can be synced to track online shopping and other on/off-line user behaviour, to create a true picture of your audience over countless channels.

Let’s start with the latest addition to the Shopify marketing suite. According to TechCrunch:

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