How to Sync Shopify Customers to HubSpot with Power Automate

make.powerautomate.com > My flows > + New flow > Automated cloud flow

Open Power Automate and create a new Automated cloud flow

Go to make.powerautomate.com and sign in with your Microsoft account. In the left sidebar, click 'My flows', then click '+ New flow' at the top of the page. Select 'Automated cloud flow' from the dropdown — this is the flow type that triggers from an external event, which is what the Shopify webhook will use. Give your flow a name like 'Shopify → HubSpot Customer Sync' and click 'Create' to open the flow editor.

1. 1Click 'My flows' in the left sidebar
2. 2Click '+ New flow' at the top
3. 3Select 'Automated cloud flow'
4. 4Enter flow name: 'Shopify → HubSpot Customer Sync'
5. 5Click 'Create'

Flow editor > Trigger picker > Search 'Shopify' > When an order is placed

Add the Shopify 'When an order is placed' trigger

In the trigger picker, type 'Shopify' in the search bar. Select the Shopify connector from the results. You'll see a list of available triggers — choose 'When an order is placed'. This trigger fires immediately when a Shopify order is completed, which captures both new customers and returning ones along with their latest purchase data. If you want to also capture customers who register without purchasing, you'll need a second flow using 'When a customer is created'.

1. 1Type 'Shopify' in the trigger search bar
2. 2Click the Shopify connector tile
3. 3Select 'When an order is placed' from the trigger list

Shopify trigger card > Sign in > Connection dialog

Authenticate the Shopify connection

Click 'Sign in' on the Shopify trigger card. A dialog will ask for your Shopify store URL and API key. Enter your store URL in the format 'yourstorename.myshopify.com' — no https://, no trailing slash. Paste your Admin API access token in the password field. Click 'Create' to save the connection. Power Automate stores this as a named Connection you can reuse across flows.

1. 1Click 'Sign in' on the Shopify trigger card
2. 2Enter your store URL: yourstorename.myshopify.com
3. 3Enter your Admin API access token in the API Key field
4. 4Click 'Create' to save the connection

Flow editor > + New step > Search 'Parse JSON' > Data Operations – Parse JSON

Add a 'Parse JSON' action to extract customer fields

Click '+ New step' below the Shopify trigger. Search for 'Parse JSON' and select the 'Data Operations – Parse JSON' action. In the Content field, click inside the box and select 'Body' from the dynamic content panel — this is the raw JSON payload Shopify sends. For the Schema, click 'Generate from sample' and paste in a sample Shopify order webhook payload. This step gives you clean, named dynamic content tokens like customer.email and customer.first_name that you'll map to HubSpot in later steps.

1. 1Click '+ New step'
2. 2Search 'Parse JSON' in the action search bar
3. 3Select 'Data Operations – Parse JSON'
4. 4Click in the Content field and select 'Body' from dynamic content
5. 5Click 'Generate from sample' and paste a Shopify order webhook payload
6. 6Click 'Done' to generate the schema

Flow editor > + New step > Search 'HubSpot' > Search for contact

Add a HubSpot 'Search for contact' action to check for duplicates

Click '+ New step'. Search for 'HubSpot' and select the HubSpot CRM connector. Choose the action 'Search for contact'. In the search query field, use the dynamic content token for 'email' from the Parse JSON output. This step is critical — HubSpot will create duplicate contacts if you skip it and call 'Create contact' blindly for customers who already exist from a previous order. The search returns the contact ID if found, or empty if not.

1. 1Click '+ New step'
2. 2Search 'HubSpot' in the action search bar
3. 3Select the HubSpot CRM connector
4. 4Choose 'Search for contact' action
5. 5In the search field, insert the 'email' dynamic content token from Parse JSON output

HubSpot action card > Sign in > HubSpot OAuth screen

Authenticate the HubSpot connection

If you haven't used the HubSpot connector before in Power Automate, click 'Sign in' on the HubSpot action card. You'll be redirected to a HubSpot OAuth screen. Log in with the HubSpot account that has access to your CRM portal, then click 'Allow'. Power Automate saves this as a named Connection. You only do this once — all subsequent HubSpot actions in this flow reuse the same connection.

1. 1Click 'Sign in' on the HubSpot action card
2. 2Log into HubSpot on the OAuth redirect page
3. 3Click 'Allow' to grant Power Automate access
4. 4Return to the flow editor — the connection name now shows your HubSpot portal

Flow editor > + New step > Control > Condition

Add a Condition to branch on whether the contact exists

Click '+ New step' and choose 'Control – Condition'. In the left side of the condition, insert the 'id' field from the HubSpot 'Search for contact' output using dynamic content. Set the operator to 'is not equal to' and leave the right side blank (empty string). This creates two branches: the 'Yes' branch handles existing contacts (update), and the 'No' branch handles new contacts (create). Label the branches in the flow canvas by clicking the three-dot menu on each — it makes troubleshooting much easier later.

1. 1Click '+ New step'
2. 2Select 'Control' category
3. 3Choose 'Condition'
4. 4In the left field, insert the 'id' dynamic content token from HubSpot Search output
5. 5Set operator to 'is not equal to'
6. 6Leave the right field empty

Condition card > No branch > + Add an action > HubSpot > Create a contact

Configure the 'No' branch: Create a new HubSpot contact

In the 'No' branch (contact doesn't exist), click '+ Add an action'. Search for HubSpot and select 'Create a contact'. Map the fields from your Parse JSON output: Email → customer.email, First name → customer.first_name, Last name → customer.last_name. Add custom properties for Total Order Value and Shopify Customer ID if your HubSpot portal has those properties set up. See the field mapping section below for the full list of recommended fields.

1. 1Click '+ Add an action' inside the 'No' branch
2. 2Search 'HubSpot' and select 'Create a contact'
3. 3Map 'Email' to the 'email' dynamic content token
4. 4Map 'First name' to 'first_name' token
5. 5Map 'Last name' to 'last_name' token
6. 6Add 'Phone' mapped to 'phone' token
7. 7Add any custom HubSpot properties for order data

Condition card > Yes branch > + Add an action > HubSpot > Update a contact

Configure the 'Yes' branch: Update the existing HubSpot contact

In the 'Yes' branch (contact already exists), click '+ Add an action'. Search for HubSpot and select 'Update a contact'. In the Contact ID field, insert the 'id' dynamic content token from the HubSpot Search step — this targets the exact existing record. Map the same fields as the Create step: email, first name, last name, phone, and any order-related custom properties. This overwrites the existing values with the latest data from Shopify, so a customer who updates their phone number on a new order gets the correct number in HubSpot automatically.

1. 1Click '+ Add an action' inside the 'Yes' branch
2. 2Search 'HubSpot' and select 'Update a contact'
3. 3In Contact ID, insert the 'id' token from the HubSpot Search output
4. 4Map all fields identically to the Create contact step
5. 5Save the step

Flow editor > Select HubSpot steps > Control > Scope + Configure run after

Add error handling with a 'Scope' and 'Configure run after'

Select all the HubSpot actions (steps 5 through 9) and wrap them in a 'Control – Scope' action by clicking 'Add a parallel branch' or by restructuring manually. Then add a second Scope for error handling: inside it, add a 'Send an email (V2)' action or a Teams notification that fires when the main scope fails. To connect them, click the three-dot menu on the error Scope, select 'Configure run after', and check 'has failed' and 'has timed out'. This ensures you get alerted when HubSpot rejects a contact instead of data silently dropping.

1. 1Click '+ New step' after all HubSpot actions
2. 2Select 'Control – Scope' and name it 'Error Handler'
3. 3Add a 'Send an email (V2)' or Teams message action inside the error Scope
4. 4Click the three-dot menu on the error Scope card
5. 5Select 'Configure run after'
6. 6Check 'has failed' and 'has timed out', uncheck 'is successful'

Flow editor > Save > Test > Manually > Flow run history

Test the flow with a real Shopify test order

Click 'Save' in the top right of the flow editor, then click 'Test' → 'Manually' → 'I'll perform the trigger action'. Place a test order in your Shopify store (Shopify has a Bogus Gateway for test payments in Settings > Payments). Return to Power Automate and wait up to 60 seconds for the run to appear in the 'Flow run history' on the flow's detail page. Click the run to expand it — every step shows green checkmarks if successful, or a red X with the exact error message if something failed.

1. 1Click 'Save' in the top right
2. 2Click 'Test', then select 'Manually'
3. 3Click 'I'll perform the trigger action'
4. 4Place a test order in Shopify using Bogus Gateway
5. 5Return to Power Automate and click on the flow run in history
6. 6Expand each step to verify green checkmarks and mapped field values

Paste this expression into a 'Data Operations – Compose' action placed immediately after the Parse JSON step. It builds a clean HubSpot contact properties object in one shot, including lowercase email normalization and a formatted full name — both things you'd otherwise need multiple Compose steps to handle. In Power Automate, go to the expression editor (click the 'fx' icon in any field) and paste each expression individually per field, or use a single Compose action with a JSON object expression to prep all fields before passing them to the Create/Update contact actions.

// Power Automate – Compose action expression
// Builds a normalized HubSpot contact properties object
// Paste as the expression in a Compose action after Parse JSON

// Power Automate – Compose action expression
// Builds a normalized HubSpot contact properties object
// Paste as the expression in a Compose action after Parse JSON

{
  "email": "@{toLower(body('Parse_JSON')?['customer']?['email'])}",
  "firstname": "@{trim(body('Parse_JSON')?['customer']?['first_name'])}",
  "lastname": "@{trim(body('Parse_JSON')?['customer']?['last_name'])}",
  "phone": "@{body('Parse_JSON')?['customer']?['phone']}",
  "city": "@{body('Parse_JSON')?['shipping_address']?['city']}",
  "country": "@{body('Parse_JSON')?['shipping_address']?['country_code']}",
  "shopify_customer_id": "@{string(body('Parse_JSON')?['customer']?['id'])}",
  "shopify_last_order_value": "@{float(body('Parse_JSON')?['total_price'])}",
  "shopify_order_count": "@{int(body('Parse_JSON')?['customer']?['orders_count'])}",
  "lifecyclestage": "customer"
}