How an Online Comic Shop Automated Their Entire Sales & Customer Follow-Up by Connecting Shopify to Pipedrive
A growing online comic store was manually chasing wholesale buyers, losing repeat customers to silence, and drowning in order admin. After connecting Shopify to Pipedrive via Make, everything changed.
The challenge: two systems that never talked to each other
ComicVault (name changed) sells comics, graphic novels, and collectibles both direct-to-consumer via their Shopify store and wholesale to independent bookshops and gift retailers. The B2C side ran fine — Shopify handled it. The B2B wholesale side was chaos.
Every time a wholesale buyer placed an order, someone had to manually copy the order details into a spreadsheet, create a deal in Pipedrive, and remember to follow up. Half the time it didn't happen. Wholesale buyers who spent €2,000+ per order were getting the same post-purchase silence as a €12 single-issue customer.
- Shopify orders manually copied into Pipedrive — 2hrs of admin per day
- Wholesale buyers not identified automatically — treated like regular customers
- No follow-up sequence after large B2B orders
- Repeat purchase reminders done by memory — mostly forgotten
- No visibility into which wholesale accounts were growing or going cold
- New subscriber leads from Shopify never entered Pipedrive
- Every Shopify order auto-syncs to Pipedrive instantly via Make
- Wholesale buyers auto-tagged and routed to dedicated B2B pipeline
- Automated follow-up sequence triggered 7 days after B2B order
- Repeat purchase reminder auto-created 45 days after last order
- Account health visible in real time — who's active, who's gone cold
- New subscribers auto-created as Pipedrive leads with source tagged
"We had wholesale accounts spending thousands per year with us — and we were following up worse than a street market stall. We didn't even know who our best customers were until Pipedrive showed us."
The integration: connecting Shopify to Pipedrive with Make
The core of this project was building a seamless data bridge between Shopify (where orders live) and Pipedrive (where customer relationships are managed). We used Make (formerly Integromat) as the automation engine connecting the two platforms.
Here's how data flows through the system:
We built 4 separate Make scenarios to handle every key workflow:
Shopify → Pipedrive order sync
Every new Shopify order automatically creates or updates a contact and deal in Pipedrive. Order value, items purchased, and customer type are all mapped as custom fields — zero manual entry.
Wholesale buyer identification & routing
Orders over a set threshold (or tagged as wholesale in Shopify) are automatically routed to a dedicated B2B pipeline in Pipedrive with a different stage structure, higher priority, and assigned to the wholesale account manager.
Post-purchase follow-up sequence
7 days after a B2B order closes, Make triggers a Pipedrive activity — a personal follow-up call task assigned to the account manager, with the order summary pre-filled in the notes. No more deals going cold after the sale.
Repeat purchase reminder automation
45 days after a wholesale buyer's last order, Make automatically creates a "re-engagement" deal in Pipedrive with a task to reach out. Buyers who haven't reordered in 90 days are flagged as "at risk" with a red label.
New subscriber lead capture
When a customer creates a Shopify account or subscribes to the newsletter, Make creates them as a Pipedrive lead — tagged by source (newsletter, checkout, wholesale inquiry) — ready for nurturing.
Account health dashboard
We built a Pipedrive dashboard showing total revenue per wholesale account, days since last order, and open follow-up tasks — giving the team a real-time view of their entire wholesale business.
The tools connected in this project:
The results: automation that paid for itself in the first month
Within 45 days of going live, the team had recovered two wholesale accounts they hadn't spoken to in months — simply because the system flagged them as at-risk and created a follow-up task automatically.
41% more repeat wholesale orders
Automated re-engagement sequences brought dormant wholesale buyers back — buyers who previously just quietly stopped ordering.
10+ hours saved per week
Manual Shopify-to-Pipedrive data entry was completely eliminated. The team now spends that time on actual selling.
2x faster B2B follow-up
Average time from order to first personal follow-up dropped from 12 days to under 5 — because the task was created automatically.
Full wholesale account visibility
For the first time, the team could see exactly which accounts were growing, stable, or at risk — in one dashboard.
"Two wholesale accounts we thought had just moved on came back within a week of us implementing the re-engagement automation. That alone covered the cost of the entire project."
Why Shopify + Pipedrive is a powerful combination for e-commerce businesses with B2B sales
Most e-commerce CRM advice focuses entirely on B2C — email sequences, abandoned cart flows, loyalty programmes. But for online stores with a wholesale or B2B component, a CRM like Pipedrive adds a dimension that Shopify alone can't provide.
- Shopify is great at processing orders — Pipedrive is great at managing relationships
- Wholesale buyers need personal follow-up, not just automated emails — Pipedrive makes that scalable
- Make connects the two platforms in real time with zero manual work
- Custom fields in Pipedrive can store any Shopify data: order history, product preferences, account value
- Pipeline stages can mirror the wholesale buying cycle — from first contact to repeat account
- Reporting shows which wholesale segments, regions, or product categories drive the most revenue
Do you have a Shopify store with B2B or wholesale customers?
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