CUSTOMER STORY
Overstory
Overstory: Connecting SAP Business One, HubSpot, and Shopify Across a Growing Wine Business
How Overstory Brought Customer Records, Inventory, and Order Data Together Using APPSeCONNECT’s SAP Business One, HubSpot, and Shopify Integration
The Story of Overstory
Overstory is an organic wine company founded in 2018 with a simple idea: make great wine and take real care of the land it comes from. The company owns certified organic vineyards in Tasmania’s Tamar Valley and Western Australia’s Margaret River, with a third vineyard in the Coal River Valley currently moving toward organic certification.
Its Australian wine brands include Wayfinder, Swell Season, and Small Wonder. Through its distribution arm, Small Story Merchants, Overstory brings a hand-picked range of European wineries from Italy, France, Austria, Germany, and Hungary to customers across Australia.
Overstory sells across wholesale, direct-to-consumer, and distribution all at once. Behind the scenes, that means SAP Business One handling day-to-day operations, HubSpot managing sales and customer relationships, and Shopify handling online orders.
Running Three Channels on Three Separate Systems
Selling wine through three channels sounds simple until you look at what has to happen behind each order: customer records, product catalogs, pricing, inventory counts, and sales transactions all need to match across SAP Business One, HubSpot, and Shopify. For Overstory, none of that matched on its own, someone had to make it match by hand.
The Challenges
As Overstory grew, three problems kept showing up:
1. Customer and Contact Details Split Between SAP Business One and HubSpot
Before APPSeCONNECT: Customer and contact records lived in SAP Business One and HubSpot at the same time, updated by different people at different times. Nothing kept them in step.
Impact:
- Sales staff working from HubSpot couldn’t always see the same customer details finance had in SAP Business One.
- Records drifted apart the longer they went unchecked.
- Every mismatch meant someone had to stop and check which system was right.
2. Products, Prices, and Stock Levels Falling Out of Step
Before APPSeCONNECT: Product details, price lists, and stock counts sat in SAP Business One but had to be copied over to HubSpot and Shopify by hand to stay current.
Impact:
- Sales teams sometimes quoted prices or availability that no longer matched SAP Business One.
- Online shoppers could see stock numbers that weren’t accurate at that moment.
- Every price change or new product meant repeating the same update in more than one place.
3. Deals, Orders, and Invoices Stuck Between Systems
Before APPSeCONNECT: A closed deal in HubSpot didn’t turn into an invoice in SAP Business One on its own. A Shopify order didn’t turn into stock movements or an invoice in SAP Business One either, someone had to move that information across by hand, channel by channel.
Impact:
- Finance waited on manual entry before an invoice could go out.
- Wholesale and direct-to-consumer orders were tracked separately, so nobody had one clear picture of the business at a given moment.
- Mistakes made during manual entry showed up later as stock or billing errors.
The Solution: APPSeCONNECT's Integration with SAP Business One, HubSpot & Shopify
APPSeCONNECT connected SAP Business One’s Service Layer, HubSpot, and Shopify’s GraphQL platform so that Overstory could run its wholesale, direct-to-consumer, and distribution business on one set of matching data instead of three separate ones.
1. Customer, Contact, Product, and Price Sync into HubSpot
After APPSeCONNECT: Customer and contact records now move from SAP Business One into HubSpot on their own. Product details, price lists, and stock levels follow the same path, kept current without anyone re-typing them.
Outcome:
- Sales teams in HubSpot see the same customer, product, and price information as finance sees in SAP Business One.
- Stock levels shown to the sales team reflect what’s actually on hand.
- No more copying details between systems by hand.
2. Deals Turning Into SAP Business One Invoices on Their Own
After APPSeCONNECT: When a deal closes in HubSpot, it now moves into SAP Business One and turns into an invoice without manual entry.
Outcome:
- Finance gets invoices ready to go without waiting on someone to re-enter deal details.
- Fewer typos and mismatches between what was sold and what was billed.
- Sales and finance work from the same closed-deal information.
3. Shopify Orders and Stock Matched to SAP Business One
After APPSeCONNECT: Products sync from SAP Business One to Shopify, stock updates reflect specific locations, and every Shopify order creates a matching order in SAP Business One, with an A/R invoice generated on its own. Both POS and non-POS sales are covered.
Outcome:
- Online shoppers see stock numbers that match what’s actually available at each location.
- Every online order shows up in SAP Business One and gets billed without anyone re-entering it.
- Wholesale, in-person, and online sales all feed into the same set of records.
The Implementation Journey
APPSeCONNECT worked with Overstory’s team to build this integration around how the business actually runs, across wholesale, direct-to-consumer, and a growing distribution arm carrying European wine brands alongside its own. The setup was built to fit Overstory’s structure now, and to keep working as more brands, more locations, and more sales channels get added.
The Results & Impact
Connecting SAP Business One, HubSpot, and Shopify through APPSeCONNECT changed how Overstory’s teams work day to day:
- Matching records everywhere: Customer, product, price, and stock information looks the same whether you’re in SAP Business One, HubSpot, or Shopify.
- Faster order-to-cash: Deals and orders turn into invoices without manual entry, so finance isn’t waiting on anyone.
- Accurate stock, fewer surprises: Inventory numbers reflect what’s actually on hand across wholesale and online channels.
- One picture of the business: Sales, finance, inventory, and marketing teams all work from the same up-to-date information, across every channel Overstory sells through.
Key Highlights
- Two-way connection between SAP Business One’s Service Layer, HubSpot, and Shopify (GraphQL).
- Customer, contact, product, price, and stock sync from SAP Business One to HubSpot.
- HubSpot deals turning into SAP Business One invoices without manual entry.
- Shopify orders, invoices, and location-specific stock levels matched to SAP Business One.
- Support for both POS and non-POS sales.
- Built to handle more brands, locations, and sales channels as Overstory grows.
Why It Matters
For a wine company selling through wholesale, direct-to-consumer, and distribution at once, keeping every system in step isn’t a small detail, it’s what lets the business run without someone constantly checking whether the numbers match. Connecting SAP Business One, HubSpot, and Shopify gave Overstory’s teams one set of information to work from, so they can spend more time on the wine, the land, and the people buying both, and less time fixing mismatched records.
About Overstory
Founded in 2018, Overstory is an organic wine company that owns certified vineyards in Tasmania’s Tamar Valley and Western Australia’s Margaret River, with a third vineyard in the Coal River Valley moving toward organic certification. Its brands include Wayfinder, Swell Season, and Small Wonder, and through Small Story Merchants, it brings a range of European wineries from Italy, France, Austria, Germany, and Hungary to Australian customers. Overstory grows its wine and runs its business with real care for the land it farms.
G2 Review:
Headquarters:
Australia
Industry:
Manufacturing & Distribution
ERP System:
SAP Business 1
eCommerce
Shopify
CRM
Hubspot
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