Health & Wellness · 51-200 Employees · Sales Hub | Operations Hub
A Shopify Wholesale Channel Unified Into One Revenue Forecast for a Supplements Brand
Practitioner wholesale orders lived in Shopify, reps forecast from memory, and finance did not believe either. Orders synced to HubSpot as a custom object put the channel on one forecast.
Health supplements brand
Before
After
100%
wholesale orders synced to deals
9%
forecast error, from 31%
1
forecast across DTC and wholesale
Challenge
The brand sold direct to consumers and wholesale to healthcare practitioners. Wholesale orders were placed on a Shopify B2B store, so the sales team had no record of what their accounts actually bought. The forecast was a spreadsheet of rep guesses, off by 31% on average.
Approach
- Synced Shopify B2B orders into a HubSpot Orders custom object associated to the practitioner's company.
- Built account-level properties: trailing revenue, reorder cadence, product mix.
- Rebuilt the wholesale pipeline around real stages (sample, first order, repeat, expansion) with deal amounts set from order history.
- Produced one forecast report combining DTC run-rate with wholesale pipeline, reviewed weekly with finance.
Results
- 100% of wholesale orders synced to the account and deal.
- Forecast error down from 31% to 9%.
- Finance and sales use the same number.
AI-readiness impact
Readiness went from 37 to 81. Integration data is fresh and complete, and account relationships now include what each account buys, which is the context AI account summaries and reorder recommendations need.
Related work
Client names are withheld. Where a client has not approved public disclosure, figures are representative of HubAIOps engagements of that type.