Migrating Legacy B2C E-commerce to an Integrated HubSpot-BigCommerce CRM Architecture
A global medical device manufacturer lost patient visibility after checkout, and a siloed SAP Hybris storefront was the cause. We migrated them to a unified BigCommerce-HubSpot CRM architecture, so transactions now translate into HubSpot Deals that automate recurring hardware maintenance and clinical handoffs.
Executive Summary
Context
An enterprise medical device leader moved from a high-maintenance legacy e-commerce environment to a modern, CRM-integrated stack to improve post-purchase patient visibility.
What We Built
A bi-directional e-commerce integration mirrors transactional data as CRM Deal stages. A BigCommerce-HubSpot engine replaced legacy Hybris.
Tech Stack
- BigCommerce
- HubSpot CRM (Sales Hub)
- SAP Hybris (legacy/decommissioned)
- custom API middleware for order-to-deal mapping
Not a fit if your storefront still depends on an on-premise ERP for rendering and order logic, since the order to deal mapping here assumes a modern e-commerce platform capable of firing API triggers on checkout. It also depends on having historical purchase records worth normalizing into the CRM; without that purchase history, there is no baseline for calculating long-term patient value.
The Challenge
The organization had no visibility into what happened after checkout. SAP Hybris processed orders efficiently, but that data stayed separate from the clinical triage and marketing outreach teams. A patient who purchased a CPAP machine was often treated as a cold lead in marketing workflows, despite an active order history. Maintaining Hybris across five regional domains piled on technical debt and excessive overhead, and site updates took weeks instead of days because of the platform's rigid architecture.
Our Approach
The core of the build was Order-to-Deal translation logic. Instead of just syncing contact records, we mapped BigCommerce order statuses (e.g., Awaiting Fulfillment, Shipped) to specific Deal Stages in HubSpot, so the client's RevOps team could build automation triggered directly by purchase behavior. During the migration itself, we preserved customer purchase history from Hybris first and normalized the legacy data into the new HubSpot schema, so long-term patient value calculations stayed accurate through the transition.
This engagement is part of our systems integration work for healthcare & wellness organisations.
Impact
Decommissioned Legacy Debt
An agile BigCommerce architecture replaced the high-overhead SAP Hybris instances. Maintenance costs and deployment times for regional retail sites both dropped.
Full Lifecycle Visibility
Transactional data now lives centrally in the CRM. Sales and clinical teams can view real-time purchase history alongside patient assessment data for the first time.
Automated Re-order Pathways
CRM-driven "Replenishment Workflows" map specific product purchase dates to automated outreach tasks. The tasks target patients for mask and filter replacements.
Attribution Accuracy
Every web transaction is attributed to its original lead source within the HubSpot CRM. That closed the loop between performance marketing spend and actual revenue.
BigCommerce acts as the master for transactional truth. On a successful checkout, an API trigger creates a HubSpot Deal and populates custom properties for "Product Category," "Subscription Status," and "Total Order Value" to support cohort reporting.
Legacy Hybris order data was exported, cleaned, and mapped to the new HubSpot Deal schema for historical accuracy. Disparate SKU formats were reconciled into a single product library within the CRM, which keeps long-term LTV reporting sound.
We built automated handoff logic so that when a "CPAP Starter Kit" Deal reaches the "Closed Won" stage, a high-priority task is generated for a clinical coach to schedule the initial patient setup, keeping clinical continuity intact.
The integration handles multi-year subscription contracts for recurring revenue models. Deal records "renew" automatically within the CRM once payment processes successfully in the e-commerce layer, so sales pipelines stay accurate.
SAP Hybris used to keep order data away from the clinical triage and marketing teams. A patient with an active order history could be treated as a cold lead. Now the mapping translates BigCommerce order statuses, such as "Awaiting Fulfillment" and "Shipped", into specific HubSpot Deal Stages. RevOps can build automation triggered by purchase behavior. We moved purchase history across from Hybris first and normalized it into the new HubSpot schema.
FAQ
A "Status Sync" webhook handles it. If an order status changes in BigCommerce (e.g., to 'Partially Shipped' or 'Refunded'), a workflow automatically updates the corresponding Deal in HubSpot, adjusting the 'Deal Amount' and 'Stage' to reflect the current financial reality. Reports can't inflate revenue.
Yes. Custom properties in BigCommerce sync to the HubSpot Product library. The system can then block certain high-regulated devices from being "won" in the Deal stage unless a corresponding 'Prescription Verified' flag is checked on the contact record.
