How to Sync Shopify Customers to HubSpot with Make

make.com > Scenarios > Create a new scenario

Create a new Make scenario

Log into Make at make.com and click the blue 'Create a new scenario' button in the top right of your Scenarios dashboard. You'll land on the visual canvas with a single empty module in the center. This is where you'll chain together Shopify and HubSpot modules. Give the scenario a name immediately — click the default 'New scenario' text at the top left and type something like 'Shopify → HubSpot Customer Sync' so it's findable later.

1. 1Log in at make.com
2. 2Click 'Create a new scenario' in the top right
3. 3Click the pencil icon next to 'New scenario' at the top left
4. 4Type a descriptive name like 'Shopify → HubSpot Customer Sync'
5. 5Click the large '+' circle in the canvas center to add the first module

Canvas > + Module > Shopify > Watch Orders

Add the Shopify 'Watch Orders' trigger

Click the empty module circle to open the app picker. Search for 'Shopify' and select it. From the trigger list, choose 'Watch Orders' — this fires in real time via webhook whenever a new order is placed, which also creates or identifies a customer record. This is the right trigger because it captures both new customer registrations that come with a first purchase and repeat buyers whose details may have changed.

1. 1Click the empty '+' module on the canvas
2. 2Type 'Shopify' in the search bar
3. 3Select 'Shopify' from the results
4. 4Click 'Watch Orders' from the trigger list
5. 5Click 'Add' to create a new Shopify connection

Shopify Admin > Settings > Apps and sales channels > Develop apps > API credentials

Connect your Shopify store

In the connection modal, enter your Shopify store's subdomain (just the part before .myshopify.com), your API key, and your Admin API access token. You generate these in Shopify under Settings > Apps and sales channels > Develop apps. Make needs the 'read_orders' and 'read_customers' scopes at minimum. Name this connection something like 'Shopify - [Store Name]' so it's clear if you manage multiple stores.

1. 1In Shopify Admin, go to Settings > Apps and sales channels
2. 2Click 'Develop apps' then 'Create an app'
3. 3Under 'Configuration', enable 'read_orders' and 'read_customers' API scopes
4. 4Click 'Install app' and copy the Admin API access token
5. 5Paste the store subdomain and access token into Make's connection modal

Watch Orders module > Settings panel

Configure the Watch Orders trigger settings

After connecting, Make asks which orders to watch. Set 'Order Status' to 'Any' so the trigger fires regardless of fulfillment state — you want the customer record the moment the order is placed, not after it ships. Set the 'Limit' field to 1 for real-time processing. Make will ask 'From which order do you want to start?' — choose 'From now on' unless you want to process a backlog, in which case pick a specific order ID.

1. 1Set 'Order Status' to 'Any'
2. 2Set 'Limit' to 1
3. 3For the starting point selector, choose 'From now on'
4. 4Click 'OK' to save the module configuration

Canvas > + after Watch Orders > Flow Control > Router

Add a Router to split new vs. existing customers

Click the '+' to the right of the Watch Orders module and add a 'Router' (found under Flow Control). The Router lets you send new customers down one path and returning customers down another — new customers need a HubSpot 'Create Contact' call, while existing ones need 'Update Contact'. Without this split, you'll create duplicate contacts every time a returning customer orders. You'll configure the filter conditions in the next step.

1. 1Click the '+' arrow to the right of the Watch Orders module
2. 2Click 'Flow Control' in the module picker
3. 3Select 'Router'
4. 4Confirm — two empty route branches appear on the canvas

Router Branch 1 > + Module > HubSpot CRM > Search for Contacts

Search HubSpot for an existing contact by email

On the first Router branch, add a HubSpot module: 'Search for Contacts'. Map the filter to search by the 'Email' property, using the value from Shopify's order output: {{1.customer.email}}. This query returns any existing HubSpot contact with that email. The result of this search determines which branch executes — if a contact is found, update it; if not, create it. Connect your HubSpot account using OAuth when prompted.

1. 1Click the '+' on the first Router branch
2. 2Search for 'HubSpot CRM' and select it
3. 3Choose 'Search for Contacts'
4. 4Connect HubSpot via OAuth — click 'Sign in with HubSpot' and authorize Make
5. 5Set Filter Property to 'Email', Operator to 'Equal to', Value to {{1.customer.email}}

Router > Click route connector wrench icon > Set filter condition

Add filters to each Router branch

Click the wrench icon on the Router connector between branch 1 and the next module to add a filter. For the 'Update' branch: set the condition to {{6.id}} (the HubSpot contact ID from the search) 'Exists'. For the 'Create' branch: set the condition to {{6.id}} 'Does not exist'. This ensures each order goes to exactly one path. Label each route clearly by clicking the route name — 'Existing Contact' and 'New Contact' keep the canvas readable.

1. 1Click the wrench icon on the connector leaving the Router toward the update path
2. 2Set Condition A to {{6.id}}, Operator to 'Exists'
3. 3Click OK to save the filter
4. 4Click the wrench icon on the second branch connector
5. 5Set Condition A to {{6.id}}, Operator to 'Does not exist', click OK

New Contact Branch > + Module > HubSpot CRM > Create a Contact

Map fields and create new HubSpot contacts

On the 'New Contact' branch (where {{6.id}} does not exist), add a HubSpot CRM 'Create a Contact' module. Map the Shopify order fields to HubSpot contact properties. At minimum, map email, first name, last name, and phone. For purchase data, map total order value to a custom HubSpot property (you'll need to create this in HubSpot under Properties first). See the Field Mapping section below for the full recommended list.

1. 1Click '+' on the 'New Contact' branch
2. 2Select 'HubSpot CRM' > 'Create a Contact'
3. 3In the Email field, map {{1.customer.email}}
4. 4Map First Name to {{1.customer.first_name}}, Last Name to {{1.customer.last_name}}
5. 5Map Phone to {{1.customer.phone}}, and Total Order Value to {{1.total_price}}

Existing Contact Branch > + Module > HubSpot CRM > Update a Contact

Map fields and update existing HubSpot contacts

On the 'Existing Contact' branch, add a HubSpot CRM 'Update a Contact' module. Set the Contact ID field to {{6.id}} — the ID returned by your earlier search. Map the same fields as the create step, plus any fields that change over time like phone number or marketing opt-in status. HubSpot's update call is a patch, so unmapped fields are left untouched — you don't need to re-send every property.

1. 1Click '+' on the 'Existing Contact' branch
2. 2Select 'HubSpot CRM' > 'Update a Contact'
3. 3Set 'Contact ID' to {{6.id}}
4. 4Map Email, Phone, and Last Order Value fields
5. 5Map {{1.total_price}} to your custom 'Last Order Value' HubSpot property

Canvas > Run once button (bottom toolbar) > Execution log

Test the full scenario end to end

Click 'Run once' in the bottom toolbar. Then place a test order in your Shopify store using a test customer email. Make's execution log will show each module lighting up green (success) or red (error). Click any module bubble in the log to inspect the exact data that passed through it. Check HubSpot manually to confirm the contact was created or updated with the correct field values. Run the test twice — once with a new email and once with an existing HubSpot contact email — to verify both Router branches work.

1. 1Click 'Run once' in the bottom toolbar
2. 2Place a test order in Shopify with a brand-new email address
3. 3Watch the Make canvas — modules flash as they execute
4. 4Click each module bubble to inspect input/output data
5. 5Repeat with an email already in HubSpot to test the update branch

Canvas > Toggle switch (bottom left) > ON | Scenario Settings > Advanced

Activate the scenario and set scheduling

Once both test branches pass, click the toggle switch in the bottom left of the canvas from OFF to ON. Make will ask you to confirm activation. Because this scenario uses a webhook trigger (Watch Orders), it runs instantly on each Shopify order — you don't set a polling interval. However, you should set a scenario timeout under Settings > Advanced to 300 seconds so a slow HubSpot API response doesn't leave executions hanging. Also enable 'Auto-commit' in scenario settings so partial failures don't roll back successful modules.

1. 1Click the OFF/ON toggle in the bottom left of the canvas
2. 2Confirm activation in the dialog
3. 3Click the gear icon (Scenario Settings) in the bottom toolbar
4. 4Set 'Max number of cycles' to 1
5. 5Set 'Sequential processing' to ON to prevent race conditions on rapid repeat orders

Paste this formula into Make's 'Phone' field mapping to handle Shopify's inconsistent phone data and normalize the accepts_marketing flag to HubSpot's expected boolean format. Use it directly in the field value box of the HubSpot Create or Update Contact module — no separate module needed.

{{-- Phone fallback: use customer phone if present, otherwise use billing address phone --}}
{{if(
  and(1.customer.phone; length(trim(1.customer.phone)) > 0);

{{-- Phone fallback: use customer phone if present, otherwise use billing address phone --}}
{{if(
  and(1.customer.phone; length(trim(1.customer.phone)) > 0);
  trim(1.customer.phone);
  trim(1.billing_address.phone)
)}}

{{-- Email normalization for dedup search --}}
{{lower(trim(1.customer.email))}}

{{-- Convert Shopify total_price string to HubSpot number property --}}
{{toNumber(1.total_price)}}

{{-- Map accepts_marketing to HubSpot opt-out (inverted logic) --}}
{{-- HubSpot hs_email_optout = true means OPTED OUT --}}
{{if(1.customer.accepts_marketing; false; true)}}

{{-- Format Shopify ISO timestamp to HubSpot date format (YYYY-MM-DD) --}}
{{formatDate(1.created_at; "YYYY-MM-DD"; "America/New_York")}}

{{-- Build a readable customer tag string from Shopify array --}}
{{join(1.customer.tags; ", ")}}