Would you like to have consistent and accurate customer data in Oracle Eloqua and Shopware at all times without any IT projects? That’s exactly what MARINI is for.
With MARINI, the integration of Oracle Eloqua 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 Oracle Eloqua 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 Oracle Eloqua with Shopware and many other systems is also possible.
Oracle Eloqua is the marketing automation platform for complex B2B campaigns, lead scoring, and multi-channel orchestration. Shopware is the flexible e-commerce platform from Germany with strong DACH focus and comprehensive B2B capabilities. Both systems are leaders in their respective areas, but they don’t communicate with each other out of the box.
The Oracle Eloqua Shopware Integration bridges this gap. You synchronize customers, orders, shopping carts, and product interests in real-time. Marketing automation meets e-commerce data. The result: Personalized campaigns based on actual purchasing behavior, automated cart abandonment workflows, and a 360-degree view of your customers. MARINI connects both systems bidirectionally, without requiring you to be an Eloqua specialist or Shopware developer.
The integration connects marketing automation with e-commerce. Here’s how companies actually use this connection:
Automatically reactivate cart abandoners. Abandoned shopping carts from Shopware immediately trigger nurturing workflows in Eloqua. You send personalized emails featuring the actual products left in the cart. No manual lists, no delays. Customers receive the right message at the right time.
Leverage customers and order history for campaigns. Every shop customer is automatically available in Eloqua, including order history, product interests, and purchase frequency. You segment based on actual buying behavior, not assumptions. Cross-selling and upselling are based on data you already have.
Track and analyze product interests. Which products has the customer viewed, added to cart, or purchased? This information flows into Eloqua. You create segments by product categories, price ranges, or purchase cycles. Marketing becomes measurably more relevant.
Synchronize newsletter opt-ins bidirectionally. Consent status remains consistent between Shopware and Eloqua. An opt-out in the shop is immediately reflected in Eloqua and vice versa. You stay GDPR-compliant without manually reconciling lists.
Enrich lead scoring with purchase behavior. Eloqua calculates lead scores based on marketing activities. Shopware provides purchase history. Combine both: A lead who views products multiple times and has placed two orders receives a different score than someone who visited the shop once.
Address customers based on lifecycle status. New customers, existing customers, reactivation candidates: Shopware knows the status, Eloqua has the right campaign. You automate onboarding, retention, and win-back based on actual transaction data.
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.
European Lead Center of Excellence Manufacturing at Dun & Bradstreet
With MARINI, we have found a flexible and reliable partner for data integration with our customers. In today’s environment, we’re dealing with countless systems. At the same time, resources, especially in IT, are becoming increasingly scarce. Through MARINI, we conveniently deliver our data to any of our customers’ systems, whether CRM, ERP, or MDM – quickly and securely.
For: C-Level, Management, Business Development
Marketing ROI finally becomes measurable. When Eloqua knows which campaigns lead to purchases, you see the direct connection between marketing investment and revenue. Closed-loop reporting shows which campaigns perform. You invest budget where it works.
Conversion rates increase through personalization. Customers respond to messages that match their behavior. Someone who has visited product pages three times receives different emails than a first-time buyer. Studies show: Personalized campaigns increase conversion by 10 to 30 percent. That’s measurable revenue leverage.
Scale without headcount explosion. More customers don’t automatically mean a larger marketing team. Automated workflows handle routine communication. Your team focuses on strategy, not manual data maintenance. Efficiency increases, costs remain stable.
For: Marketing, Sales, Customer Success, Operations
No more manual data exports. You know the drill: Pull CSV from Shopware, upload to Eloqua, hope field mappings work. With the integration, this runs automatically. New customers are immediately in Eloqua, orders are synchronized in real-time. You save hours per week.
Cart abandoners become buyers. 70 percent of shopping carts are abandoned. The integration automatically starts nurturing workflows with the actual products from the cart. You win back customers who would otherwise be lost. No manual segmentation needed.
Segmentation based on actual behavior, not assumptions. Eloqua can now segment by product categories, purchase frequency, cart value, or time of last order. You create campaigns for “customers who viewed products from category X in the last 30 days but didn’t purchase”. That’s precise.
Cross-selling and upselling based on purchase history. Those who bought product A receive campaigns for product B. Eloqua knows the order history from Shopware. You don’t need to maintain lists. The workflow runs as soon as the condition is met.
For: IT, Development, System Architects, Admins
Both APIs fully supported. MARINI uses the Eloqua REST API and Bulk API as well as the Shopware Admin API, Store API, and Sync API. Custom Objects in Eloqua and Custom Endpoints in Shopware are no problem. Even for complex data models.
Real-time or batch, you decide. Webhooks in Shopware 6 enable event-based synchronization in real-time. For large data volumes, the Bulk API runs. You configure this through the MARINI interface, without code. Polling, push, or hybrid strategies are possible.
Mapping and field rules without development. Shopware only knows “Customer”, Eloqua distinguishes Contacts and Accounts. MARINI solves this in mapping: You define how Shopware customer data is mapped to Eloqua objects. Validation, duplicate checking, and conflict resolution are integrated.
No installation in the systems required. MARINI is cloud-based and connects via APIs. No plugin, no extension, no upgrade risk. Eloqua and Shopware remain unchanged. Updates in the systems don’t break the integration.
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.
In Shopware, typically Products, Categories, Customers, Orders, Carts, and Prices are synchronized. In Eloqua, Contacts, Accounts, Custom Objects, Lead Scores, Consent Status, and Activities flow in. MARINI also fully supports Custom Objects in Eloqua and Custom Endpoints in Shopware. You decide which objects and fields are synchronized.
Yes. MARINI supports both Shopware 5 and Shopware 6. Note: Shopware 5 has been End of Life since July 2024, migration to version 6 is recommended. Shopware 6 offers modern REST APIs with webhooks and real-time synchronization. All endpoints are available for Shopware 6.
Abandoned shopping carts from Shopware are transferred to Eloqua in real-time. You create a workflow in Eloqua that reacts to this event. The customer automatically receives an email with the products from their cart. MARINI transfers all relevant data, including product names, images, and prices. No manual export needed.
Yes. Many customers operate multiple Shopware instances, for example one for B2C and one for B2B. MARINI can connect these in parallel to Eloqua. You define separate mappings, rules, and workflows per instance. Data is cleanly separated or consolidated, depending on requirements. Such multi-instance scenarios are standard with MARINI.
In Shopware there is only “Customer”, no distinction between Companies and Contacts by default. Eloqua distinguishes Contacts and Accounts. MARINI solves this in mapping: You define how Shopware customer data is mapped to Eloqua objects. Validation, duplicate checking, and conflict resolution are integrated. You configure this through the no-code interface.
MARINI is an independent iPaaS solution, not an Eloqua agency or Shopware partner. The adapters for both systems are ready to use out of the box. MARINI has extensive experience with Eloqua integrations, even in very complex scenarios. Large customers successfully use Eloqua and Shopware with MARINI. You remain independent of vendor ecosystems.
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.
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.
Data is only the gold of the digital age when it is integrated and consistently translated into decisions. That is exactly what MARINI stands for: we connect data sources, make data actionable, and enable purpose-driven, model-based analytics—fully aligned with the principles of Robotic Selling.
We support you in integrating Oracle Eloqua and Shopware. Personalized. Tailored to your goals.
