How to migrate from HubSpot to Klaviyo for ecommerce

Short answer. Decide whether HubSpot remains the CRM, export active and opted-out contacts separately, map properties and consent, connect the commerce source to Klaviyo, rebuild workflows as event-driven flows, and warm the new sending setup with recent engagement. Klaviyo's current guidance says there is no built-in HubSpot migration integration, so plan explicit CSV transfers or a governed ongoing data connection.

A HubSpot to Klaviyo migration is often misunderstood as a platform replacement. For an ecommerce company, the strongest architecture may be HubSpot CRM plus Klaviyo marketing, not the removal of HubSpot. Sales pipeline, companies, deals, and service processes can remain in HubSpot while Klaviyo owns store-triggered email and SMS lifecycle.

That decision comes before data export. Otherwise, teams move contacts but leave ownership, consent, and synchronization undefined.

Klaviyo's official HubSpot migration guide currently states that Klaviyo has no built-in HubSpot integration for this migration. Its recommended method separates active contacts, unsubscribes, and engagement cohorts for CSV import and warming. This article was reviewed on July 16, 2026.

Choose full migration or a hybrid architecture

Use a full marketing migration when HubSpot's marketing tools will no longer send lifecycle or campaign messages. Keep HubSpot only if another operational function still needs it.

A hybrid model is usually more appropriate when:

• sales teams actively manage contacts, companies, and deals in HubSpot;
• support or service processes depend on HubSpot;
• Klaviyo is being adopted for ecommerce events, catalog data, segmentation, and consumer lifecycle;
• B2B lead nurture remains distinct from DTC customer marketing;
• data engineering can maintain a reliable ownership and sync model.

Define the system of record for every entity and field:

Avoid a two-way sync where the most recent timestamp wins without context. A new value is not necessarily the correct value, especially for consent.

Inventory HubSpot assets and dependencies

Exporting contacts first is backwards. Start by cataloging:

• active and static lists;
• workflows and their enrollment criteria;
• branches, goals, delays, re-enrollment, and suppression;
• marketing contact status;
• email subscription types and opt-out states;
• contact, company, and deal properties used by marketing;
• forms, landing pages, chat, ads, and integrations;
• templates, modules, preference pages, and transactional messages;
• campaign reports and attribution definitions;
• sales or service activity that suppresses marketing.

For each workflow, ask whether it belongs in Klaviyo. A deal-stage handoff may remain in HubSpot. A Placed Order education sequence belongs closer to ecommerce events. A trial onboarding flow may depend on product events and could fit Klaviyo or another event-driven system, depending on the stack.

Build a property and event map

HubSpot workflows often rely on current property state. Klaviyo flows are frequently entered through an event and then refined with trigger filters, flow filters, and conditional splits. The logic must be translated, not copied.

Example:

Create a data dictionary with target name, type, description, source, allowed values, update frequency, owner, and retention. Consolidate duplicate or ambiguous fields before import.

Do not flatten every deal and company field onto a consumer profile. Move only what has a clear decision use. Uncontrolled replication increases cost, privacy exposure, and segmentation mistakes.

Separate active, opted-out, and engagement exports

Klaviyo's migration guide recommends creating distinct HubSpot lists for active contacts, all unsubscribes, and recent engagement windows such as 7, 14, 30, and 60 days. The exact cohorts should match your sending frequency and available evidence, but the principle is sound: eligibility and engagement serve different purposes.

Preserve at least:

• email address and stable external identifier;
• first and last name when usable;
• email subscription status and type;
• opt-out state and timestamp where available;
• acquisition source and original signup date;
• locale, market, and time zone if reliable;
• lifecycle attributes needed by Klaviyo;
• recent click, purchase, or other genuine engagement cohorts.

Import unsubscribes into Klaviyo suppression, not into a marketing list. Reconcile distinct identities and counts before and after import. A contact who appears in multiple HubSpot lists must resolve to one profile with one defensible eligibility state.

Select the correct Klaviyo data type during mapping. Strings, booleans, numbers, dates, and lists behave differently in segment conditions. Test values such as false, 0, empty, and null because they are not interchangeable.

Connect the commerce platform as the behavioral source

Static contact exports cannot power a complete ecommerce program. Connect the store or event source directly to Klaviyo before rebuilding flows. Validate:

• catalog items, variants, prices, URLs, and images;
• checkout and order identifiers;
• order value, currency, discounts, taxes, and shipping;
• fulfillment, cancellation, and refund state;
• subscription, loyalty, and review events when relevant;
• identity matching between guest orders and known profiles.

Use event payloads to drive behavior. Do not recreate a property such as last_order_value if the actual order event provides richer context and historical frequency.

Rebuild workflows as lifecycle flows

For every source workflow, write a target specification:

1. customer job and business objective;
2. entry event or list trigger;
3. trigger filters and global eligibility;
4. delays tied to customer timing;
5. branches based on data available at that moment;
6. exit behavior when the customer converts or becomes ineligible;
7. message ownership and channel consent;
8. success metric and holdout design.

Prioritize revenue and customer-risk journeys: welcome, checkout abandonment, post-purchase, replenishment, subscription lifecycle, winback, and sunset. Then migrate newsletters and lower-volume nurturing.

Do not turn a HubSpot workflow diagram into a large Klaviyo flow just because every branch can be recreated. Separate journeys by trigger and customer job. Smaller flows are easier to test, report, pause, and hand over.

Decide how HubSpot and Klaviyo will synchronize

If HubSpot remains, choose an explicit integration method. Options may include middleware, warehouse sync, API work, or an approved marketplace connector. Validate current capabilities before purchase and test the exact properties, objects, consent states, and latency you need.

Document direction:

Include retry behavior, monitoring, backfill, deletion handling, and conflict resolution. A connector installed without an owner becomes an invisible dependency.

Rebuild acquisition and preference paths

List every HubSpot form, embedded module, popup, landing page, chat capture, event registration, ad lead sync, and checkout checkbox. Decide whether each stays in HubSpot or moves to Klaviyo.

If a form remains in HubSpot, prove that the captured consent and properties reach Klaviyo with the correct timestamp and subscription state. If it moves, update the website, analytics, hidden source fields, confirmation behavior, and privacy copy.

Test preference changes in both directions. Separate unsubscribe from a single subscription type, global email opt-out, and SMS opt-out. Never infer SMS consent from email subscription.

Protect deliverability during cutover

Authenticate the branded sending domain, confirm tracking-domain configuration, and review SPF, DKIM, and DMARC alignment. Use recent, trustworthy engagement cohorts for warming. Klaviyo's guidance specifically suggests exporting recent HubSpot engagement lists to support initial sends.

Clicks, purchases, and application activity are generally stronger signals than opens alone. Expand sending volume according to performance, not a universal day-by-day table. Monitor bounce, complaint, unsubscribe, click, and conversion by domain and audience cohort where possible.

Maintain one sender per message. Pause the source workflow before activating its target flow. Sales sequences and service messages must also be included in frequency governance.

Test and reconcile the launch

Run four levels of QA:

Data QA

Compare source and target counts, suppression populations, property completeness, data types, and random profile histories.

Journey QA

Enter every critical flow branch with controlled profiles. Confirm delays, dynamic content, coupon behavior, cancellation logic, and message eligibility.

Integration QA

Place test orders, cancel, refund, change consent, submit each form, and update any HubSpot property that should synchronize.

Reporting QA

Document the attribution model, UTM standard, revenue source, baseline period, and launch annotation. HubSpot and Klaviyo reports will not automatically agree because their models differ.

Set a rollback threshold for unexpected duplicates, missing events, suppression mismatches, or material deliverability deterioration. Keep the source configuration accessible during the agreed validation window.

FAQ

Does Klaviyo have a native HubSpot migration integration?

Klaviyo's official migration documentation currently says no. It describes CSV exports and imports. For ongoing hybrid use, evaluate and test a current connector, middleware, warehouse process, or custom integration.

Should HubSpot CRM be removed?

Not necessarily. Many ecommerce teams keep HubSpot for sales, companies, deals, or service while moving consumer marketing automation to Klaviyo. Define system ownership and synchronization first.

How do I move HubSpot unsubscribes?

Export them separately and import them into Klaviyo suppression. Preserve channel and subscription-type context where your data supports it, then reconcile counts before sending.

Can I copy HubSpot workflows into Klaviyo?

Rebuild the intent and logic rather than copying screens. Map enrollment to an event or list trigger, translate branches, add exit rules, and test data availability at each decision.

How long should both platforms remain active?

Only for a controlled transition with explicit ownership. There is no universal duration. Keep access long enough to validate data, acquisition, flows, and reporting, but do not leave duplicate senders running.

Move the lifecycle without breaking the CRM

A successful migration makes ownership clearer: HubSpot can remain the sales CRM while Klaviyo becomes the ecommerce lifecycle engine. Deliver maps the architecture, performs the migration, and validates data and messaging end to end. Plan your HubSpot to Klaviyo migration.