CRM & sales clouds
HubSpot App Marketplace vs SAP Store
HubSpot App Marketplace and SAP Store both compete in crm & sales clouds. Here is how they compare on the factors that decide where a developer should build — authentication, complexity, review, monetization, and merchant of record.
| Attribute | ||
|---|---|---|
| Vendor | HubSpot, Inc. | SAP SE |
| Ecosystem | CRM & sales clouds | CRM & sales clouds |
| Category | CRM | CRM |
| Primary auth | OAuth 2.0 | OAuth 2.0 |
| Also supports | API key | API key |
| Complexity | Moderate (L2) | Enterprise (L4) |
| Security review | Required | Required |
| Integration types | Connector, Embedded app, Workflow action | Connector, Embedded app, Workflow action |
| Monetization | Free, Paid app, Usage-based | Paid app, Listing fee, Revenue share |
| Onboarding fee | $0 | SAP partner program fees vary |
| Commission | 0% direct; paid apps use external billing | Negotiated per partner agreement |
| Merchant of Record | Developer is MoR for paid apps | SAP acts as MoR for select transactable listings |
| AI agents / bots | Supported | Supported |
| Example apps | Slack, Zendesk, Surveymonkey | Signavio Process Intelligence, Celonis for SAP, Qualtrics XM for SAP |
| API rate limits | Daily and burst limits vary by API endpoint and Hub tier. | Governed by SAP BTP tenant quotas and per-API throttling policies. |
| Links |
Which should you choose?
- Lower complexity: HubSpot App Marketplace (level 2/4).
- Security review: both require a formal review.
- AI agents: both explicitly support AI agents.