APA Medical

Turning catalog into capability.

How APA Medical transformed its ordering process into a scalable, efficient system within HubSpot.

see how

The Challenge

APA Medical had a clear problem with no off-the-shelf solution: customers needed a way to assemble products online. Because products are tied to insurance coverage, variable pricing, documentation requirements, and customer service representative review, APA couldn’t use typical eCommerce tools.

Every product on the site led to a “Contact Us” form. Customers had no way to build a cart, reference past orders, or even explore options on their own.

Internally, teams struggled with:

Zero cart visibility
No way to track repeat orders
Entirely manual workflows
Inaccurate, outdated product data
No digital experience that reflected how customers actually shop

The lack of a functional ordering pathway created friction for every stakeholder — customers, CSRs, sales, and operations.

APA didn’t need a storefront. They needed a custom ordering system that lived inside HubSpot and worked like eCommerce without breaking insurance compliance or internal process requirements.

The Solution

The team engineered a full cart and product browsing framework inside HubSpot — no plugins, no third-party cart software, and no traditional commerce stack. The build centered on HubDB, Dynamic Pages, Custom Objects, and a custom JavaScript cart engine with persistent browser storage.

The Infrastructure That Powers It

Without the functionality of an eCommerce cart, the solution required custom architecture, HubSpot-native systems, and a full rethinking of how customers engage with products.

The result is a system that feels intuitive to users, transparent to internal teams, and powerful enough to scale — turning a once-static catalog into a working, revenue-driving capability.

Product Listing Engine

A scalable product listing experience was built using HubDB with:

Filterable and paginated outputs
A structured hierarchy of categories, subcategories, and variants
Query-string-based filtering that allows sharable filtered URLs
Automatic population of product images, names, and PDP links

This allowed APA to keep products in a flat HubDB table while still presenting a structured catalog.

Dynamic PDPs with Variant Logic

Each product detail page is powered by HubSpot Dynamic Pages, which prevents CMS bloat and enables flexible design.

Because APA’s products often have multiple variations, additional logic was added:

Hidden HTML fields store variant attributes (SKU, size, pricing dependencies)
JavaScript reads these attributes and updates visible product details
Variants can be added to cart without calling HubDB repeatedly

This enabled a modern PDP experience inside HubSpot without custom APIs.

Custom Cart Framework

A completely custom cart was developed using:

localStorage for persistent cart behavior across pages/tabs
A JSON-structured cart object for performance and reliability
Separate localStorage keys for SKU, image, and quantity data
A dedicated Cart Page with add/remove/update functionality

No matter where a user browses, the cart remains consistent — even if they leave and return later.

Cart-to-CRM Pipeline

When a user submits their cart, the system:

Injects cart details directly into a HubSpot form
Creates a Cart Custom Object associated with the contact
Gives CSRs a complete list of items requested
Supports review, insurance validation, and order processing
Tracks repeat orders through multiple cart objects tied to a single contact

For the first time, APA could see how many carts are being built, which products users are selecting, which contacts submit multiple orders, and which items CSRs need to act on daily.

What Changed for APA — and Their Customers

Because APA had no cart tracking at all before this system, the business impact was immediate.

Since launch:

100+ carts created since the site launched October 2025
Complete visibility into product demand for the first time.
Faster CSR processing because every submitted cart generates a structured object
Improved customer experience — self-service browsing without breaking insurance rules
Reduced staff time spent hunting for product selections

Most importantly, APA now has the infrastructure to support repeat orders digitally — something previously impossible.

Partnering with Vye Agency to rethink the APA Medical digital experience was a transformative decision. Their team didn't just build a website; they engineered a strategic asset. Their ability to innovate within the heavily regulated healthcare space, specifically regarding our new responsive, compliant e-commerce cart, is a testament to their expertise. Their vision has positioned us perfectly for the future.

Shufai Banteh

Marketing Lead

About APA Medical

APA Medical is a Minnesota-based durable medical equipment provider specializing in mobility products, bathroom safety, home accessibility solutions, and complex rehab equipment. Serving both consumers and clinical partners, APA operates at the intersection of healthcare, insurance, and patient support — delivering high-need products with service-driven expertise.