Every ERP integration project starts with the same ten minutes. Someone opens the HubSpot App Marketplace, filters to ERP, sees dozens of results, and reports back that it is handled. There is an app.
Then finance asks the only question that matters, which is whether a closed-won deal will create a sales order, and the ten minutes of optimism ends. Because the category is real, the apps are real, and almost none of them do that.
This guide is about the gap between those two moments. What is actually inside HubSpot's ERP category and who built each piece of it, what HubSpot data sync moves and what it structurally cannot, where the major ERPs land individually, and how to tell the difference between an integration problem and a process problem. It sits alongside the broader guide to HubSpot integrations, focused on the connection with the highest stakes and the thinnest native coverage.
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Does HubSpot Integrate With Your ERP?
The category page says yes. The useful answer is that it depends which of three completely different things you are being offered, and the marketplace does not label which is which.
Filter the App Marketplace to ERP and you get around 69 results. Sorted by installs, the top of that list looks healthy. Sorted by who built it, a different picture appears.
Some apps are built by HubSpot. Odoo, Exact Online, Acumatica CRM, Zoho Inventory, Cin7 Omni, Unleashed, weclapp and Current RMS all carry a "By HubSpot" byline. These run on HubSpot data sync, the same engine behind dozens of non-ERP connectors. They are free to install, maintained by HubSpot, and they do one job.
One app is built by HubSpot and is genuinely deeper. The NetSuite integration is a first-party connector with eight object pairs, a sync card on records and a workflow that creates sales orders. It is the only ERP connector HubSpot has invested in at that level.
Everything else is a third-party subscription. SAP, Epicor, Infor, IFS, JD Edwards, Plex, Sage in all its variants, Deltek, MYOB, Abas and Business Central are covered by vendors rather than by HubSpot, with Commercient alone accounting for well over twenty listings in the category.
That install distribution is the most honest thing on the page. It is not evidence that the third-party connectors are bad. It is evidence that the ERPs with the most complex, most customized, most revenue-critical data are the ones with the least proven connector coverage, which is exactly backwards from what you would want.
What Is Actually Inside HubSpot's ERP App Category
Worth being concrete here, because "there's an app" is a claim that deserves to be checked before it becomes a plan.
| Group | Examples | Built by | What you get |
|---|---|---|---|
| First-party deep connector | NetSuite | HubSpot | Eight object pairs, sync card on records, deal-based sales order creation |
| HubSpot data sync apps | Odoo, Acumatica CRM, Exact Online, Cin7 Omni, Unleashed, weclapp | HubSpot | Record sync with mappings, filters and direction control |
| Third-party connectors | SAP B1, Sage 100 / 200 / 300 / X3, Epicor P21 and Kinetic, Infor, JD Edwards, IFS, Plex, Sage Intacct, Business Central | Commercient, SyncSmart, Cloudify, DMA and others | Vendor-defined scope, vendor subscription, vendor roadmap |
| Adjacent tools filed under ERP | Katana, Causal, OfficeRnD, QFlow.ai, Sanka | Various | Inventory, financial modelling and workflow tools rather than ERP connectors |
That last row deserves a mention, because it inflates the category. A meaningful slice of the 69 results are inventory platforms, financial modelling tools and vertical apps that are filed under ERP without being an ERP connector at all. The category is smaller than it looks before you have evaluated a single option.
What HubSpot Data Sync Does and Does Not Move
Most HubSpot-built ERP apps are data sync apps, so the ceiling of data sync is the ceiling of the native option for most people. It is a good product used well outside its range constantly.
What it does well is keep records consistent. You choose a direction (bidirectional, inbound only, or outbound only), map fields, apply filters, and set matching rules so records deduplicate. Filters, pipeline mapping and contact matching are available without a paid upgrade, while custom field mappings require a Data Hub subscription. After the initial sync completes, records sync within 10 minutes of a change, with HubSpot checking its side every five minutes and relying on webhooks from the connected app for the other direction.
For keeping a customer list accurate in both systems, that is the right tool and building anything else is waste.
The data sync limits that decide whether it fits
Contacts need a valid email address. By default data sync only syncs contacts that have one, which you can disable, but ERPs are full of billing contacts, AP departments and site contacts recorded without email. Those records do not arrive until you have made a decision about them.
Deals require a stage hierarchy. Only deals matching mapped pipeline stages will sync, and HubSpot states plainly that a non-standard sales process without stage hierarchies cannot use data sync for deals at all. Project-based and contract-renewal businesses hit this immediately.
Invoice associations are half-automatic. In most cases data sync can only automatically associate invoices to contacts. Associating them to the company record is manual, which is a problem when the company record is the one finance and the account owner actually look at.
The initial sync is a project, not a click. On a large database the first sync can take several days. That is fine if you planned for it and disruptive if you scheduled a go-live around it.
Ten minutes is the floor, not the target. Sync happens within 10 minutes of a change. Nothing is event-driven, so no ERP event can trigger anything in HubSpot at the moment it happens.
It moves records, never process. This is the structural one. Data sync has no concept of "when this deal reaches closed won, create this document in the ERP, unless the account is on credit hold." It copies fields between objects that already exist.
HubSpot ERP Integration by System
The right answer changes completely depending on which system is on the other end, so here is where each of the common ones actually stands.
HubSpot NetSuite Integration
The only ERP HubSpot treated as a first-class integration. It maps contacts to contacts and individuals, companies to companies, deals to opportunities, invoices to invoices, orders to sales orders, products to assembly, inventory, kit and non-inventory items, tickets to support cases, and activities to calls, events and tasks. It adds a NetSuite Subsidiary property across objects, surfaces a sync card on records so reps can see sync state, and supports a deal-based workflow that creates a NetSuite sales order.
Setup is a real NetSuite administration task rather than an OAuth click: enable REST Web Services, OAuth 2.0 and server-side RESTlets, install the HubSpot Sync Bundle, assign the HubSpot Sync role, and issue an Account ID, Access Token ID and Access Token Secret. Custom field mappings need a Data Hub subscription. The HubSpot NetSuite integration guide covers the whole thing, including where it stops on multi-subsidiary setups.
HubSpot SAP Integration
There is no HubSpot-built SAP connector, for Business One, ECC or S/4HANA. The marketplace options are third-party, principally Commercient's SAP B1 SYNC and DMA's ERP Bridge, and the Commercient SAP listing shows fewer than ten installs.
The realistic routes are a third-party connector, a middleware layer such as SAP Integration Suite, MuleSoft or Workato, or a direct build against the S/4HANA OData APIs and the HubSpot REST API. If you already run SAP Integration Suite for governance reasons, extend it. If you do not, be clear-eyed that adopting an enterprise middleware platform in order to move deals and invoices is a far larger programme than the integration that prompted it.
HubSpot Odoo Integration
The best-covered ERP after NetSuite. The Odoo app is built by HubSpot on data sync and carries roughly 1,000 installs, the most in the category. You get direction control, mappings, filters and matching, with Data Hub required for custom field mappings.
You also get the data sync ceiling. Creating an Odoo sales order from a HubSpot deal is outside it, as is any conditional logic. Beyond that ceiling you are working with Odoo's external API, where XML-RPC is the most broadly supported option across versions and JSON-RPC is the more modern choice on current releases.
HubSpot Acumatica Integration
HubSpot built an Acumatica app, and it is called Acumatica CRM, which tells you its scope. It syncs against the CRM module rather than the financial and distribution modules. Commercient also lists an Acumatica SYNC connector aimed at ERP data, with fewer than ten installs.
Acumatica is also the clearest example of the licensing wall described further down, because concurrent API requests and requests per minute are literally line items on your Acumatica license.
HubSpot Business Central Integration
No HubSpot-built connector. The most-installed option is Cloudify's Business Central app, which converts deals into Business Central invoices, with around 100 installs, and Commercient lists one at fewer than ten.
Worth separating this from Dynamics 365 generally, because the naming causes real confusion. HubSpot's native Dynamics 365 app covers the CRM side, Sales, and not the ERP side. Business Central and Finance and Operations are outside its scope, which the HubSpot Dynamics 365 integration guide covers in detail. Teams regularly discover this after assuming one Dynamics connector covers all of Dynamics.
HubSpot Sage and Sage Intacct Integration
Entirely third-party and highly fragmented by edition and country. Commercient lists Sage 100, Sage 100 France, Sage 200 UK, Sage 300, Sage 500, Sage X3, Sage 50 UK, Sage 50 CA and Sage Intacct as separate connectors, and ELYONE and Tiralíneas list regional Sage 100 and Sage 200 apps. Almost all show fewer than ten installs.
The fragmentation is the point. Sage is not one product, so "does it integrate with Sage" has no answer until you name the edition and the country.
HubSpot Epicor, Infor, IFS and JD Edwards Integration
The deep manufacturing and distribution ERPs are covered by Commercient listings, each showing fewer than ten installs: Epicor P21, Epicor 9 and Kinetic, Infor CloudSuite Industrial (SyteLine), IFS, Plex, JD Edwards, Abas and eci JobBOSS². These are systems that run plants and warehouses, they are almost always customized heavily, and they have the thinnest connector coverage of anything in the category.
The pattern across the whole category is inverted. The ERPs with the most customization, the most complex documents and the most revenue running through them have the least proven native coverage.
How to Connect HubSpot to Your ERP
Whichever route you end up on, the sequence that avoids the expensive mistakes is the same.
1. Identify the builder, not just the listing
Open the app page and read the byline. "By HubSpot" means data sync capabilities and HubSpot maintenance. A vendor name means a subscription, a vendor-defined scope and a vendor roadmap. This single check changes the evaluation more than any feature comparison.
2. Write down the process, not the fields
Before comparing anything, describe what should happen end to end: deal closes, order is created, order is fulfilled, invoice is raised, payment lands, account owner sees it. Most evaluations start with a field list, and field lists make every option look adequate because every option syncs fields.
3. Mark every conditional in that process
Credit holds, approval thresholds, subsidiary routing, tax treatment, partial shipments, currency. These are where connectors stop and they are invisible on a feature matrix. The data mapping guide covers how to get this down on paper properly.
4. Check the ERP side permissions and licensing early
Access is often the long pole. NetSuite needs a bundle installed and a role assigned, Acumatica meters API users and concurrency on the license, and Business Central integrations may need dedicated service principals. Find out who owns those decisions in week one, not week six.
5. Pilot on one object and one direction
Sync companies one way before attempting orders both ways. It surfaces the matching and duplicate problems while they are still cheap, and duplicate customers across a CRM and an ERP is the single most common failure of these projects.
Where Every Native HubSpot ERP Integration Stops
Line the options up and the same wall appears in each of them, which is a strong hint it is structural rather than a gap someone forgot to fill.
The shared ceiling
Records sync, processes do not. Every native option except the NetSuite sales order workflow copies records between systems. An order-to-cash flow is a sequence of documents with rules between them, and record sync has no vocabulary for a sequence.
Nothing is event-driven. Data sync is a 10 minute floor. No ERP event fires a HubSpot action at the moment it happens, so a payment landing or a shipment going out cannot trigger anything in the CRM in real time.
There is no field-level system of record. When the ERP and the CRM both hold a payment term, a credit limit or an account owner, nothing in a bidirectional record sync declares which one wins. Whichever wrote last is the answer you get.
Conditional logic has nowhere to live. "Do not create the order if the account is on credit hold" is a business rule. Connectors sync objects and have no layer to put a rule in, so the rule ends up as a manual check, which means it ends up skipped.
Customization breaks the assumption. Connectors are built against standard ERP schemas. ERPs are customized continuously, which is why they were bought. The more configured your ERP, the less of it a generic connector reaches.
Error handling is invisible until it matters. When a sync fails on an invoice, someone has to know. Most connectors log it somewhere nobody reads, and the discovery mechanism becomes a customer asking why they were billed twice.
None of this makes the native options bad. If your ERP is NetSuite or Odoo and you need customer and company records consistent, turn the connector on today and do not build anything. The point is narrower: the category solves record consistency well and process integration barely at all, and process integration is what finance is asking for.
HubSpot ERP Integration: Native vs iPaaS vs Custom
Three routes, and as usual they are layers rather than rivals. If the middle term is unfamiliar, the guide to iPaaS covers the category.
Free to install, maintained by HubSpot, and enough for keeping customers, companies and contacts aligned across both systems. If you run NetSuite, Odoo, Acumatica or Exact Online and the ask is accurate records, this is the answer and anything else is overspending.
A vendor connector or an iPaaS flow covers ERPs HubSpot never built for, and buys you a maintained mapping layer. You are accepting a subscription that scales with volume, a scope the vendor defines, and a roadmap you do not control. Check the install count and ask for a reference on your exact ERP version.
Built against the ERP's API and the HubSpot API directly, so a closed-won deal can create a real document with your validation rules in front of it, each field has an explicit owner, and errors surface to a human who can act. Fixed cost, no per-record meter, no waiting on a vendor roadmap.
When to Build a Custom HubSpot ERP Integration
Almost nobody should start with a build. If a HubSpot-built app exists for your ERP, install it first and see how far it gets you, because it is free and it is maintained. The skill is recognising the point where you are working around a connector rather than with one.
Signs you have outgrown the native and vendor options
A document has to be created, not copied. Sales orders, purchase orders, invoices, credit notes. The moment the requirement is "create this in the ERP" rather than "keep this field the same," record sync is the wrong shape and no configuration changes that.
A business rule sits in the middle. Credit holds, approval thresholds, subsidiary or entity routing, tax logic. A rule needs somewhere to run, and connectors do not have that layer.
Your ERP is customized past the standard schema. Custom entities, custom fields on documents, custom approval workflows. Connectors are written against standard objects, so the more of your ERP is bespoke, the less of it a generic connector can see.
Your ERP has no real connector. SAP, Epicor, Infor, IFS, JD Edwards and most Sage editions have single-digit-install listings and nothing from HubSpot. Building against a documented API you control frequently beats subscribing to a connector with no proven base on your version.
Both systems edit the same field. Payment terms, credit limits, account owner, billing address. Without an explicit system of record per field, a bidirectional sync silently overwrites, and the symptom appears weeks later as a number finance does not trust.
Someone is reconciling by hand. The clearest signal is behavioural. When an ops person exports from both systems weekly to compare, the integration is already not trusted, and everything downstream is being done twice.
If several of those are true, the move is usually not ripping anything out. Most teams that commission a build keep the data sync app exactly where it is for customer and company records, and add a custom layer for the process: the document creation, the conditional rules, the fields that need an owner, and the errors that need a human. That is the same pattern the HubSpot QuickBooks integration guide describes on the accounting side and the HubSpot Salesforce integration guide describes for CRM-to-CRM.
One thing to know before you scope a build
Throughput on an ERP integration is a licensing question, not an engineering one, and this catches out people who have only built against SaaS APIs.
HubSpot is the generous side. Any paid tier gives you 190 requests per 10 seconds, with 650,000 requests per day on Professional and 1,000,000 on Enterprise. The CRM Search API is tighter at 5 requests per second, which matters because searching for a matching record is exactly what an ERP integration wants to do constantly.
The ERP side is metered far harder, and the headroom is something you buy:
Read those together and the design consequence is obvious once stated and routinely missed before it is. A backfill or a nightly reconciliation cannot be parallelised past the ERP's concurrency ceiling no matter how the HubSpot side is written, so the architecture has to be queue-based, batched and resumable from the start rather than retrofitted when the first full sync trips the limit. On Acumatica there is a sharper edge still: sessions that are not closed cleanly stay open against a small concurrent-session allowance, so an integration that crashes without logging out can lock every other API consumer out of the ERP.
Ask anyone quoting for this work how they plan to stay inside the ERP's concurrency limit during the initial backfill. It is a fast and reliable way to tell who has done it before.
What a Custom HubSpot ERP Integration Costs
The comparison worth making is not build versus free, because for most ERPs in this category free was never on the table. It is build versus the running cost of the alternative: the connector subscription that scales with record volume, the middleware platform adopted to solve one problem, the Data Hub tier bought for custom mappings, and the ops hours spent reconciling two systems that were never told which one is right.
A custom integration is a one-time build plus ongoing maintenance, priced by scope. Pushing closed-won deals into an ERP one way is a much smaller build than bidirectional order-to-cash across subsidiaries with approval logic, partial shipments and a historical backfill. The cost teams underestimate is never the build. It is maintenance, because ERPs are customized continuously, HubSpot properties change every time ops runs a cleanup, and an unowned pipe between them drifts until both sides are confidently wrong about revenue in different directions.
A custom build inverts the cost curve of a metered connector. You pay more up front and then nothing per record, so the more orders run through the sync, the more the economics favour building it properly.
That inversion is why we productized it. StackTie builds the connection against your ERP's API and the HubSpot API directly for a fixed fee, then maintains it on a flat monthly retainer, so the pipe carrying your orders and invoices keeps working without a record meter running or an owner going missing.
Found the app, and it does not create the order?
When a closed-won deal has to become a real document in the ERP, when a credit hold or an approval threshold sits in the middle, when your ERP is customized past what any generic connector reaches, or when your ERP has no proven connector at all, that is a build. StackTie builds custom HubSpot ERP integrations for a fixed fee and maintains them on a flat monthly retainer, alongside whatever data sync app you already have. Live in 14 days or your money back. Book a free audit and we'll map exactly where your native option stops.
The Bottom Line
HubSpot has an ERP category with around 69 apps and three unrelated things inside it. A handful are built by HubSpot on data sync, including Odoo at roughly 1,000 installs and Acumatica CRM. One, NetSuite, is a real first-party connector with eight object pairs and a workflow that creates sales orders. The rest is a third-party tail dominated by Commercient, where SAP, Epicor, Infor, IFS, JD Edwards, Plex and Sage Intacct each show fewer than ten installs. Check the byline before you check the feature list.
Then check what you are actually being asked for. If it is record consistency, install the native app, accept that contacts need an email and deals need pipeline stages, and be done. If it is order-to-cash, no amount of connector evaluation will get you there, because record sync has no way to express a document being created under a condition. That gap is not a missing feature in any one product. It is the line between syncing data and running a process, and on the ERP side of the business that line is where the money is.
