HubSpot multi-language websites explained
Apr 14, 2025
When it comes to eCommerce, most businesses immediately think of platforms like Shopify, WooCommerce, or Magento. But what if you're already using HubSpot for your website and marketing? Can you build an effective eCommerce operation without jumping ship?
The short answer is yes, and the results might surprise you.
HubSpot's flexibility allows businesses to create impressive eCommerce experiences through various approaches. Whether it's using Commerce Hub, developing custom solutions, or taking a hybrid approach with other platforms, there are multiple paths to eCommerce success on HubSpot.
As an expert HubSpot web developers who build solutions on the platform, including various eCommerce implementations, we've seen firsthand how versatile HubSpot can be for online selling. All five websites featured in this article were created by our team, showcasing the range of eCommerce possibilities on HubSpot.
Life science business bit.bio shows how a hybrid website can be built directly into HubSpot. Their website serves two distinct purposes: one part showcases their platform and solutions, while the eCommerce section sells a diverse range of products.
Diving deeper into the eCommerce section, you'll find a familiar shopping experience that meets modern buyer expectations.
The eCommerce section presents product listings in the familiar card format that shoppers expect, complete with intuitive filtering and sorting options. Each product card smartly displays only the essential information buyers need for initial decision-making.
When customers click through to individual product pages, they're greeted with a clean, professional layout featuring a main product image prominently displayed, with title, options and pricing logically positioned on the right.
Recognising that different customers have different needs, bit.bio offers flexible purchase paths, customers can add products directly to their basket, request a quote for larger orders, or speak with an expert if they need guidance. Below the main product section, all technical information is presented in clearly defined, well-organised sections that make complex scientific details accessible and easy to find.
The checkout experience itself doesn't try to reinvent the wheel, instead, it provides a familiar, straightforward UX that presents all necessary information in a clear, accessible way. This approach makes perfect sense for their scientific audience who value efficiency and clarity.
C.H.I Overhead Doors takes a different approach. While their website doesn't offer direct purchasing capabilities (they operate on a quote model), the experience functions like an eCommerce store.
The website exudes premium quality through its design and user experience, with distinct sections for residential and commercial buyers.
The website features intuitive navigation with clear sectioning between product types, making it easy for customers to find what they need. Throughout the site, helpful visuals guide product selection, eliminating confusion for buyers who might not be familiar with technical terminology.
Their comprehensive model catalogue comes equipped with robust filtering options that allow customers to narrow down choices based on their specific requirements. What's particularly thoughtful is how category visuals ensure you're looking at the correct door style before diving deeper, saving time and reducing friction in the buying process.
Product pages mirror standard eCommerce layouts with an image slider showcasing high-end photography on the left, while key product information and third-party reviews appear on the right. The premium feel extends throughout each product page, with functionality and design working in harmony to present information and options clearly.
The journey culminates in a custom multi-step quote form with visual prompts that guides buyers smoothly through the conversion process.
Alithea Genomics demonstrates a clever hybrid approach to eCommerce. Their core website is built on HubSpot, while their eCommerce pages and checkout experience live on a subdomain powered by Shopify.
When you get into the store, to prevent overwhelming customers with too many options, users must select filters before product listings appear, a smart strategy for specialised scientific products.
When clicking through to individual products, users are seamlessly directed to the Shopify store. This transition feels natural because the Shopify site has been designed to match the main website's look and feel perfectly, creating a cohesive brand experience.
Alithea also implements a B2B-specific strategy by requiring users to register or log in before viewing prices. This approach showcases the flexibility available when creating eCommerce experiences in HubSpot, you're not forced into a one-size-fits-all solution.
Shawcity uses another variation of the hybrid approach to eCommerce. Their main website showcasing their homepage, core pages, service offerings, and content sits on HubSpot, while a separate subdomain hosts their Shopify-powered eCommerce store.
This strategy gives Shawcity significant advantages:
What's particularly clever about Shawcity's implementation is how they've created crossover elements that unify both platforms. For example, the search module in the navigation remains present even on HubSpot CMS pages but searches the store pages.
The product pages themselves follow industry-standard eCommerce layouts that buyers will immediately recognise and feel comfortable navigating. Each page prominently displays clear pricing information with no hidden costs, detailed specifications, and availability status. The "Add to Cart" functionality is straightforward and visually prominent, reducing friction in the purchase decision.
The intuitive cart format provides clear visual confirmations of added products, including thumbnail images that reassure customers they've selected the correct items. The checkout process is streamlined to minimise abandoned carts, balancing the need for essential information with a quick, hassle-free buying experience.
Amazon Filters takes another approach to eCommerce on HubSpot. While they don't sell directly through their website, they provide an eCommerce-like experience that funnels into an intuitive enquiry process specific to each product.
The website utilises diverse visuals and filtering options to help users find the right product, with all product data powered by HubDB for straightforward management.
Product pages feature multiple images and videos to comprehensively showcase each item, alongside clear product overviews and prominent "Enquire now" buttons.
Clicking this button opens an overlay form on the same page, creating two significant advantages:
This approach blends the best of product showcasing with lead generation, ideal for complex B2B products where direct online purchasing isn't always suitable.
As illustrated by our examples, not all B2B companies require direct online purchasing capabilities. For many, like C.H.I and Amazon Filters, an eCommerce-like product browsing experience that culminates in a quote request creates a better buying journey for their audience. For others, direct purchasing functionality is essential.
Before beginning development, carefully consider which approach aligns with your customers' expectations and your business model.
Selecting the right eCommerce approach for HubSpot requires balancing technical capabilities, budget constraints, and business requirements. Each path offers different functionality, comes with varying implementation costs, and places different demands on your team's technical resources. Your choice will impact not just how customers interact with your store, but also how easily you can manage products, process orders, and analyse performance. Here are the main options to consider.
For straightforward selling needs, HubSpot's Commerce Hub provides basic eCommerce functionality that integrates directly with your CRM. This approach works well for businesses with limited product catalogues or those primarily focused on services with add-on products.
Using a combination of Stripe and the cart object, HubSpot developers can create comprehensive eCommerce capabilities directly within your HubSpot portal. This gives you the advantage of keeping everything on one platform while still delivering a robust shopping experience.
Connect platforms like Shopify directly to your HubSpot website for a more familiar eCommerce experience. This option gives you the best of both worlds, HubSpot's marketing power combined with dedicated eCommerce functionality.
Create a separate eCommerce environment that maintains visual consistency with your main site, as demonstrated by Alithea Genomics and Shawcity. This approach allows for the most eCommerce flexibility while still maintaining brand consistency across platforms.
Regardless of your chosen approach, you'll likely need development support to implement your eCommerce solution effectively. This is particularly true for fully integrated HubSpot implementations, which require custom development to maximise the platform's capabilities.
Even if you opt for a third-party integration or microsite approach, professional implementation ensures seamless user experiences and proper data flow between platforms.
Creating an effective eCommerce solution on HubSpot requires expertise, whether you're building directly on the platform or integrating with other systems. As HubSpot specialists with extensive experience creating eCommerce solutions that maximise the platform's capabilities, we can help you develop a strategy that aligns with your business goals and customer expectations.
Our team specialises in creating solutions on HubSpot that not only look professional but also convert browsers into buyers. Whether you need a fully custom implementation, a hybrid approach, or guidance on the best strategy for your business, we're here to help.
