Would you like to have consistent and accurate customer data in HubSpot and Shopware at all times without any IT projects? That’s exactly what MARINI is for.
With MARINI, the integration of HubSpot and Shopware is ready to use in just a few days and grows flexibly with your requirements.
And the best part: we handle the integration for you. Our experts set up your HubSpot Shopware interface on your behalf or together with your team.
Important note: The video shows the integration of HubSpot with SAP C4C. Of course, connecting to HubSpot with Shopware and many other systems is also possible.
HubSpot is the customer platform that unites marketing, sales, and service in seven specialized hubs. Shopware is the German e-commerce platform that wins over B2B and B2C retailers with its flexible architecture and powerful rule builder. Both systems lead in their respective fields, yet without a connection, data silos emerge.
The HubSpot Shopware integration bridges this gap. Shop customers, orders, and product interests flow automatically into your CRM. Marketing campaigns are built on actual purchase behavior. Cart abandoners are re-engaged before they switch to a competitor. The result: a 360-degree customer view that benefits sales, marketing, and service equally.
The connector between HubSpot and Shopware covers the entire customer lifecycle. Here are the most important scenarios:
Create shop customers in the CRM automatically. As soon as someone places an order in your Shopware store, the contact is created or updated in HubSpot with all relevant data. No manual maintenance, no forgotten records. Marketing and sales work with current information immediately.
Leverage order history for personalized marketing. Every order from Shopware is documented as a deal in HubSpot, including products, order value, and timestamp. This allows you to segment customers by purchase behavior, identify VIPs, and create targeted cross-selling campaigns.
Win back cart abandoners. Abandoned carts automatically trigger nurturing workflows in HubSpot. A personalized email sequence reminds customers of their interest. This works because product data is synchronized in real time.
Sync newsletter opt-ins in compliance with GDPR. Consent status is synchronized bidirectionally. When someone subscribes or unsubscribes in the shop, HubSpot updates automatically. And vice versa. This helps you avoid legal risks and dissatisfied recipients.
Track and analyze product interests. Which categories did the customer view? What sat in the cart but was never purchased? This data flows into HubSpot properties, enabling segmentation at an entirely new level.
Equip service teams with complete customer history. Orders, returns, and contact history from Shopware are available to the service team in HubSpot. Inquiries are resolved faster because no one needs to look things up in the shop backend first.
Many more scenarios are possible beyond these. The integration grows with your requirements.
The use cases on this page are not theoretical, but implementing them requires experience. You can set up integration and data management yourself through MARINI’s no-code interface, or have our team configure it for you. For implementation in your systems, we work collaboratively with you and your service providers. If you don’t yet have a suitable service provider, we’re happy to recommend an appropriate partner from our network.
Andreas Gozian, Chief Sales Officer at MARINI
Country Lead Germany & Director Corporate DACH at HubSpot Inc.
MARINI serves as a crucial partner, perfectly extending HubSpot’s capabilities for companies with complex system landscapes. Through seamless integration of SAP, legacy systems, and diverse data sources, we collectively create a true single source of truth. Particularly valuable: Our mid-market customers can retain their established IT structures while still leveraging HubSpot’s full power – with clean data, automated processes, and a 360-degree customer view that delivers measurable business results.
Principal Enterprise Account Executive DACH at HubSpot Inc.
With MARINI, our customers can get started quickly and easily, implementing their first integrations in the shortest possible time. At the same time, the platform offers the flexibility to gradually map even very complex use cases step by step. This enables us to seamlessly integrate HubSpot even in the most demanding system landscapes and deliver real added value for our customers.
Principal Partner Manager & Team Lead at HubSpot Inc.
For us at HubSpot, integrations with ERP systems like SAP S/4HANA are a daily topic. With MARINI, we have found a reliable partner for this. The connection between HubSpot and SAP S/4HANA is just one of the projects where we have brought customers to success through excellent collaboration.
For: C-Level, Executive Leadership, Business Development
Unlock revenue potential through data transparency. When marketing knows who buys and sales knows who clicks, better campaigns and faster closes follow. The HubSpot Shopware connection makes this transparency possible without teams searching across different systems.
Systematically increase customer lifetime value. Reactivating existing customers is more cost-effective than acquiring new ones. With synchronized purchase data, you identify inactive customers, spot churn risks early, and take targeted countermeasures.
Ensure scalability without process disruptions. Whether you operate one shop or ten: MARINI connects all instances to the same target systems. The setup scales with your growth without requiring manual process adjustments.
For: Marketing, Sales, Customer Success, Operations
Marketing: Segmentation based on real purchase data. No more guesswork. You know which products a contact has purchased, which they viewed, which remained in the cart. Campaigns become relevant because they are based on facts.
Sales: Prioritization by engagement. In B2B contexts, you see which accounts are active in the shop, which products they are viewing, how high their order value is. Lead scoring becomes more precise through actual buying signals.
Customer Success: Proactive support instead of firefighting. When an important customer suddenly orders less, you notice it in time. Order history in the CRM makes trends visible before they become cancellations.
Operations: Less manual data maintenance, more time for strategy. The link between shop and CRM runs automatically. No Excel exports, no copy-paste errors, no outdated lists. Teams can focus on value-adding tasks.
For: IT, Development, System Architects, Admins
All Shopware endpoints without restrictions. MARINI accesses the complete Shopware 6 API: Admin API, Store API, Sync API. Custom endpoints for individual extensions are also supported. You are not limited to predefined fields.
Bidirectional real-time synchronization. Changes in Shopware or HubSpot are transferred immediately. You determine the direction per field and object. Conflicts are resolved according to defined rules, not by chance.
No installation in the connected systems. MARINI runs as a SaaS platform. You install no plugins in Shopware, no private apps in HubSpot. This minimizes maintenance effort and avoids compatibility issues during updates.
Monitoring, logs, and alerting out of the box. Every synchronization is logged. You are notified of errors, not when a customer complains. The no-code interface makes even complex mappings transparent and traceable.
Business-critical data deserves maximum reliability. At MARINI, security isn’t an add-on—it’s our lived standard. Our security architecture at a glance:
This keeps your central data infrastructure stable, protected, and scalable at all times. Together, we’ll find the right integration and tailor it precisely to your requirements.
Typically, customers, orders, products, carts, and newsletter opt-ins are synchronized. In HubSpot, these appear as contacts, companies, deals, and products. All standard and custom fields can be mapped. The scope depends on your use cases.
MARINI supports both versions. Shopware 5 reached end of life in July 2024 but is still supported for integration. For Shopware 6, all API endpoints are available, including custom endpoints. The architectures differ fundamentally, so the setup is version-specific.
Yes. Many companies operate separate shops for B2B and B2C or for different countries. MARINI orchestrates data flows from any number of Shopware instances into a central HubSpot. Tenants and assignments remain traceable throughout.
Standard plugins often cover only basic functions. Master data can be synchronized, but orders and products hit limitations. Customers report restrictions with custom fields and lack of transparency when errors occur. MARINI offers full control over all fields, bidirectional sync, and professional monitoring.
MARINI is compliant with GDPR and the Swiss revDSG. Hosting is exclusively in German data centers with ISO 27001 certification. No data is stored intermediately; transmission is encrypted. You retain full control over your data.
That depends on the scope. Standard setups with customers, orders, and products go live in a few days. More complex scenarios involving custom objects, multi-instance architectures, or special mapping rules require more time. MARINI offers both full-service and co-creation with your team.
The integration of our marketing automation (Evalanche) and Salesforce via MARINI takes our data quality to a new level and provides the basis for successful account-based marketing.
With MARINI, we use a reliable interface between our existing ERP system and HubSpot. The data exchange works seamlessly and delivers tangible added value in our day-to-day operations. We are particularly impressed by the platform’s clear structure as well as the direct and straightforward communication with the support team.
With MARNI, we were able to successfully optimize our digital sales processes. We were particularly impressed by the flexibility and scalability of the platform, which helped us to implement our projects quickly and efficiently.
We support you in integrating HubSpot and Shopware. Personalized. Tailored to your goals.
