Customer story · Organic wine · AustraliaOverstory is an Australian wine group founded in 2018, producing certified organic and sustainably farmed wines across Western Australia's Margaret River and Tasmania's Tamar and Coal River Valleys. With wholesale, D2C and distribution operations, it relied on SAP Business One, HubSpot and Shopify to manage different parts of the business. Since these systems were disconnected, records, products, pricing and inventory often required manual updates. APPSeCONNECT integrated SAP Business One Service Layer, HubSpot and Shopify GraphQL, bringing all three systems together with consistent, connected data.
Margaret River, WA · Tasmania3 systems · 1 data set
HubSpotCRM
SAP Business OneERP · Service Layer
ShopifyStorefront · GraphQLOrganic and sustainably farmed wines, plus a hand-picked European portfolio.
Manufacturing & Distribution — organic wine
Australia (Margaret River, WA & Tasmania)
Overstory is a wine group founded in 2018 to make great wine and take real care of the land it comes from. It grows certified organic and sustainably farmed wines across Western Australia's Margaret River and Tasmania's Tamar and Coal River Valleys, with the Coal River Valley vineyard moving toward organic certification.
Its brands include Wayfinder and Swell Season from Margaret River and Small Wonder from Tasmania. Through Small Story Merchants, its in-house sales and distribution arm, Overstory represents its own wines and a hand-picked range of European wineries from Italy, France, Austria, Germany and Hungary for customers across Australia.
Overstory sells through wholesale, direct-to-consumer and distribution at the same time, with SAP Business One running day-to-day operations, HubSpot managing sales and customer relationships, and Shopify handling online orders. Behind every order, customer records, product catalogs, pricing, inventory counts and sales transactions all had to match across the three systems.
None of it matched on its own, so staff reconciled it by hand, channel by channel. As the business grew, those gaps showed up in sales quotes, online stock figures and invoicing. Overstory needed one integration that kept all three systems on the same data and turned deals and orders into invoices without manual entry.
Running three sales channels on three disconnected systems created specific gaps for Overstory:
Before: ERP, CRM and storefront each held part of the truth.
Customer and contact records lived in both SAP Business One and HubSpot, were updated by different people at different times, and drifted apart.
Sales staff in HubSpot could not always see the customer details finance had in SAP Business One, so every mismatch meant checking which system was right.
Product details, price lists and stock counts sat in SAP Business One and had to be copied manually to HubSpot and Shopify, so quotes and online stock figures could be out of date.
A closed deal in HubSpot did not turn into an SAP Business One invoice on its own, so finance waited on manual entry.
Shopify orders did not create stock movements or invoices in SAP Business One, and manual entry errors later surfaced as stock or billing errors.
Wholesale and direct-to-consumer orders were tracked separately, so nobody had one clear picture of the business at a given moment.
Instead of re-keying records and orders channel by channel, APPSeCONNECT deployed automated workflows across Overstory's SAP Business One, HubSpot and Shopify stack:
Customer and contact records move automatically from SAP Business One into HubSpot.
Product details, price lists and stock levels flow from SAP Business One to HubSpot, so sales sees current pricing and what is actually on hand.
When a deal closes in HubSpot, it moves into SAP Business One and becomes an invoice without manual entry.
Products and location-specific stock levels sync from SAP Business One to Shopify.
Every Shopify order creates a matching order in SAP Business One, with an A/R invoice generated automatically.
Both POS and non-POS sales are covered, so wholesale, in-person and online sales feed the same records.
Each workflow runs as a closed loop. It detects the event in one system, resolves it against the other and executes the update — and it only surfaces an exception to a human when judgment is required.
Deals and orders to invoices
Three channels, one data set
Manual re-entry between systems
Here's what changed for Overstory's sales, finance and inventory teams.
One set of matching data
HubSpotSAP Business OneShopifyOverstory needed one platform that could connect SAP Business One, HubSpot and Shopify, keep customer, product, price and stock data matching across all three, and turn deals and online orders into invoices automatically — across wholesale, direct-to-consumer and distribution.
APPSeCONNECT connected SAP Business One's Service Layer, HubSpot and Shopify's GraphQL platform, and built the integration around how Overstory actually runs. The setup fits its structure today and is designed to extend as Overstory adds brands, locations and sales channels.
“Friendly and professional”
Very experienced, easy to deal with, large team of experts. Integration of our CRM platform (HubSpot) with accounting platform (SAP B1).
Margaret River & Tasmania
Get a scoped plan for your stack in a live demo.
APPSeCONNECT connects SAP Business One's Service Layer with HubSpot and with Shopify's GraphQL platform. Customer, contact, product, price and stock data flow from SAP Business One to HubSpot, closed HubSpot deals become SAP Business One invoices, products and location stock sync to Shopify, and Shopify orders create matching SAP Business One orders and A/R invoices.
Yes. At Overstory, when a deal closes in HubSpot it moves into SAP Business One and becomes an invoice without manual entry, so finance no longer waits on someone to re-enter deal details.
Yes. Overstory's products and stock sync from SAP Business One to Shopify at location level, so online shoppers see stock numbers that match what is available at each location.
Yes. Both POS and non-POS sales are covered, so Overstory's wholesale, in-person and online sales all feed into the same set of records in SAP Business One.
It depends on scope: the number of systems, the data entities and the sales channels involved. Overstory's integration covered three systems, customer, product, price, stock, deal, order and invoice flows, and both POS and non-POS sales, built around its wholesale, direct-to-consumer and distribution setup. Book a live demo to get a scoped plan for your stack.
Based on Overstory's experience: matching customer, product, price and stock information in every system, invoices created from deals and orders without manual entry, accurate stock across wholesale and online channels, and one up-to-date picture of the business for sales, finance and inventory teams.
APPSeCONNECT connects ERPs such as SAP Business One, SAP S/4HANA, SAP ECC, Microsoft Dynamics 365 Business Central and Sage 300 with eCommerce platforms and marketplaces such as Shopify, Magento (Adobe Commerce), WooCommerce and Amazon, and with CRMs such as Salesforce, Zoho and HubSpot.
Overstory runs wholesale, direct-to-consumer and distribution on one set of matching data across SAP Business One, HubSpot and Shopify with APPSeCONNECT. Yours can run the same way.
