Overstory: Turning Three Disconnected Sales Channels into One Autonomous Workflow with appse ai
How Overstory replaced manual data entry across SAP Business One, HubSpot, and Shopify with appse ai.
Asia Pacific Oceania
ERP — SAP Business One | eCommerce — Shopify | CRM — HubSpot
- Headquarters
- Australia
- Industry
- Manufacturing & Distribution
About 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 Challenge: Three Systems, No Shared Truth
Overstory was running three sales channels — SAP Business One, HubSpot, and Shopify — as three separate operations, each depending on people to keep them in sync. That manual dependency showed up as three recurring failure points:
- 01
Customer and contact records drifted apart
SAP Business One and HubSpot were each updated by different teams at different times, so no one could be fully confident which record was current — staff spent an estimated 20-25 hours/week double-checking rather than acting.
- 02
Product, price, and stock data lagged behind reality.
SAP Business One held the source data, but getting it into HubSpot and Shopify meant copying it by hand, which produced inaccurate quotes and stock counts customers could see live on the storefront — contributing to 90% of orders needing a manual correction.
- 03
Revenue events stalled between systems
A closed HubSpot deal or a completed Shopify order didn't automatically become a SAP invoice or a stock movement — someone had to notice, then re-key it, which slowed finance down and introduced billing and stock errors.
None of these were data problems in isolation. They were workflow problems: the information existed, but nothing was driving it from one system to the next without a person in the loop.
The Solution: appse ai Puts the Workflow on Autopilot
appse ai — built on the integration foundation APPSeCONNECT has run in production for years — connected Overstory's SAP Business One Service Layer, HubSpot, and Shopify's GraphQL platform, then went a step further than moving data: it automated the decisions and actions that used to require a person. The integration went live just in week.
- Customer, contact, product, and price data now flows on its own
Records sync automatically from SAP Business One into HubSpot, so sales and finance are always looking at the same numbers, and displayed stock reflects what's actually on the shelf — no one has to remember to update it.
- Closed deals become invoices without manual re-keying
When a HubSpot deal closes, appse ai's workflow automation turns it into a SAP Business One invoice automatically, cutting out the re-keying that used to introduce typos and mismatches between what sales closed and what finance billed.
- Every Shopify order reconciles against SAP Business One
Products sync from SAP into Shopify, stock levels reflect specific locations, and each Shopify order — POS or online — automatically generates a matching SAP order and A/R invoice.
The difference isn't just that the systems are connected — it's that the workflow between them now runs on its own, so Overstory's team spends its time on the business, not on reconciling it.
The Results
- 100 hours/week of manual data entry eliminated across three systems
- 99.9% fewer pricing and stock discrepancies on the storefront
- Closed HubSpot deals converted to SAP Business One invoices in minutes, not days
- 100% of Shopify orders (POS and online) auto-reconciled to SAP — no re-keying
Why It Matters for a Growing Multi-Channel Business
For a company selling through three channels at once, the cost of manual reconciliation compounds with every new order, every new customer, every new SKU. By putting the connective workflow on autopilot instead of leaving it to manual effort, Overstory removed the drift, the delay, and the re-keying that scale badly — freeing its team to focus on growth instead of data hygiene.
FAQ
Can appse ai integrate SAP Business One with both Shopify and HubSpot?
Yes. appse ai connects SAP Business One's Service Layer, Shopify's GraphQL platform, and HubSpot, syncing customers, products, pricing, stock, and orders across all three — and automates the actions between them, not just the data movement.
