How Commerce on HubSpot could be your next big revenue driver

If you’re a HubSpot Partner, you’re no stranger to the dynamic opportunities that come with the platform’s ever-evolving ecosystem. But when it comes to unlocking service revenue, one area remains a massive untapped potential: commerce services.

In our recent HubSpot Partner exclusive webinar, we were joined by three powerhouse speakers—HubSpot Commerce GTM Jack Coopersmith, CommercePro and Engaging Partners Founder Boyd Wason, and Meticulosity CEO Dave Ward—to uncover how agencies can leverage HubSpot’s native commerce tools to grow revenue, enhance client relationships, and streamline operations.

Below, we’re sharing the key insights from this eye-opening discussion so you can start turning these ideas into action.

The Untapped Opportunity in Commerce Services

Commerce services on HubSpot represent a massive growth opportunity for agencies, offering untapped potential in both client value and agency revenue. In a world where the global e-commerce market stands at $8.8 trillion in 2023 and is projected to reach $18.8 trillion by 2029, the stakes have never been higher. Despite this rapid growth, many businesses continue to face challenges like fragmented systems, siloed data, and costly integrations.

The current landscape reveals a significant gap: while businesses are transacting online, many haven’t integrated these processes into their broader operations. This creates an ideal opening for agencies to step in with HubSpot’s commerce solutions.

By addressing these pain points, agencies can:

• Expand Service Offerings: Commerce seamlessly layers onto existing HubSpot tools, enabling agencies to offer more value without a steep learning curve.

• Boost Client Retention: Unified solutions create stickier relationships. Jack Coopersmith highlighted the importance of consolidation: “The more that people are doing a bunch of other things outside of HubSpot, the harder it will be to grow other revenue streams and make HubSpot stickier.” 

For agencies already experienced in CRM, sales, or marketing, integrating commerce into their portfolio is a logical extension. By unifying commerce with HubSpot’s CRM, agencies can simplify operations for their clients while unlocking new avenues for growth.

Dave Ward illustrated this well: “For 11 years, we struggled with e-commerce living outside HubSpot. Bringing it into one platform fixes so many pain points for our clients and allows us to unlock new revenue streams.”

Pain Points Commerce on HubSpot Services Solve

Many businesses today rely on third-party platforms like Shopify or WooCommerce to handle their commerce needs. While functional, these systems often introduce complexities that hamper efficiency and limit growth potential. During the webinar, our experts discussed some of the most common pain points these platforms create—and how HubSpot’s commerce solutions can solve them.

1. Fragmented Systems

Managing commerce processes across multiple platforms creates operational inefficiencies, forcing teams to juggle disjointed tools and systems. Jack Coopersmith put it succinctly: “Why manage your commerce processes in a different place? It creates inefficiencies and forces teams to work across disjointed platforms.”

This fragmentation not only slows down workflows but also creates bottlenecks in sales, customer service, and reporting. HubSpot’s commerce tools eliminate these issues by consolidating all commerce-related processes into one seamless platform.

2. Unintegrated Data

Siloed data is another major challenge for businesses using separate platforms for CRM and commerce. Without unified data, businesses struggle to:

• Generate accurate, actionable reports.

• Leverage automation to personalize customer experiences.

• Optimize marketing and sales strategies.

Dave Ward highlighted how this lack of integration limits businesses: “HubSpot’s strength is closed-loop reporting. Commerce integrations bring e-commerce into that loop, enabling better attribution and actionable insights.”

By unifying commerce data with HubSpot’s CRM, businesses gain full visibility into the customer journey—from lead generation to final transaction.

3. Hidden Expenses and Opportunity Costs

Fragmented platforms often come with unforeseen costs. Backend admin expenses, manual reconciliations, and inefficiencies in data syncing can add up quickly—especially for growing businesses.

Boyd Wason shared a compelling example: “We moved a client from WooCommerce to CommercePro and immediately saw a 30% increase in online revenue. Why? Because we removed the friction from the sales process, making it easier for their customers to transact.”

These hidden costs go beyond financial strain; they also create frustration for teams and hinder overall scalability.

Who’s the Ideal Customer for Commerce Services?

Not all businesses are ready to embrace commerce solutions, but identifying the right clients can open doors to transformative results. During the webinar, our panel highlighted two primary client profiles for HubSpot commerce services, emphasizing the importance of tailoring solutions to each.

1. High-Value, Low-Volume Transactions

These businesses typically operate in B2B industries with smaller, highly targeted customer bases and big-ticket sales.

For these businesses, a unified commerce solution integrated directly into HubSpot offers several advantages:

• Streamlined processes: Simplifies large, complex sales cycles.

• Enhanced visibility: Keeps sales teams informed about customer purchasing behavior.

• Improved customer experiences: Combines personalized interactions with the efficiency of automation.

Boyd Wason explained, “For businesses with smaller customer bases and high-value transactions, integrating commerce into HubSpot’s CRM enhances relationships while making every sale more efficient. It’s about knowing your customers deeply and making it easy for them to transact.”

2. Low-Value, High-Volume Transactions

These businesses benefit from self-service options, which HubSpot’s commerce solutions make possible by offering native tools for:

• Automated billing and renewals.

• Unified customer data for marketing and retention.

• Reduced reliance on third-party systems.

Jack Coopersmith clarified, “When I hear ‘shopping cart,’ I think CommercePro. It's solving for businesses that need streamlined self-service transactions while eliminating the need for clunky third-party platforms."

How can agencies get started?

Commerce services on HubSpot offer a unique opportunity for agencies to expand their offerings and build deeper client relationships. But where do you begin? During the webinar, the panel outlined clear, actionable steps for agencies looking to integrate commerce into their service portfolio.

1. Leverage Partner Resources

HubSpot and CommercePro offer extensive resources to help agencies hit the ground running. From marketing collateral to blog content and discovery frameworks, there’s no shortage of tools to support your learning and client-facing efforts.

Using these materials, agencies can position themselves as experts without having to reinvent the wheel.

2. Ask the Right Questions During Discovery

Identifying commerce pain points often starts with asking simple, targeted questions during client discovery calls. These questions can help uncover inefficiencies or unmet needs related to commerce operations. Boyd shared a few examples:

• “How do your customers place orders today?”

• “Would they prefer to self-service their transactions?”

• “Do you feel your sales team is spending too much time processing orders rather than prospecting?”

These straightforward questions open the door to conversations about commerce and help clients see the value of integrating these solutions.

3. Assess Current Clients for Opportunities

Your best starting point might already be in your client roster. According to industry data, 65% of B2B businesses are engaged in e-commerce, but many aren’t doing it efficiently—or with HubSpot.

Dave Ward advised: “Our fastest wins come from clients already on HubSpot but using third-party platforms like Shopify or WooCommerce for their transactions. They know the value of HubSpot and are eager to unify their processes.”

Review your current clients to identify those already dabbling in e-commerce or those struggling with fragmented systems.

4. Build a Sustainable Service Model

One of the biggest advantages of commerce services is the opportunity to enhance your existing business model. By offering commerce solutions, agencies can:

• Increase retainer value: Bundle commerce into existing service packages to boost recurring revenue.

• Reduce outsourcing costs: Handle more work in-house by leveraging HubSpot’s native tools.

Dave Ward explained, “With commerce integrated into HubSpot, you don’t need to rely on external Shopify partners or developers. That’s better margins and a more streamlined service offering.”

Next Steps for Agencies

Getting started with commerce doesn’t mean starting from scratch. Instead, it’s about leaning into tools and strategies you already know while unlocking new value for your clients. As Boyd summed it up: “It’s not about complicating your business—it’s about simplifying commerce for your clients and growing your agency along the way.”

Ready to dive in? Start by assessing your clients, leveraging partner resources, and asking the right questions. The commerce opportunity is massive—are you ready to take the leap?