Emarsys + Shopify
Connect Emarsys and Shopify for Smarter Ecommerce Marketing
Sync customer data, purchase history, and behavioral signals between Shopify and Emarsys to run personalized campaigns at scale.
Why integrate Emarsys and Shopify?
Emarsys and Shopify do different jobs — one runs your store, the other runs your marketing. Connected, they create a feedback loop where every purchase, browse, and abandonment event in Shopify enriches your Emarsys contact profiles and triggers the right marketing response at the right moment. Businesses that integrate these two platforms stop dealing with the data silos that produce generic messaging, missed revenue, and disconnected customer experiences.
Automate & integrate Emarsys & Shopify
Use case
Real-Time Welcome Series Enrollment
When a new customer completes their first purchase in Shopify, tray.ai instantly creates or updates their contact record in Emarsys and enrolls them in a welcome automation program. Every new buyer gets a timely, personalized onboarding experience without any manual work from your marketing team.
Use case
Abandoned Cart Recovery Automation
When a Shopify customer adds items to their cart but doesn't complete checkout, tray.ai passes the abandonment event and cart contents to Emarsys, triggering a multi-step recovery sequence. Marketers can personalize recovery emails with the exact products left behind, which meaningfully improves conversion.
Use case
Post-Purchase Upsell and Cross-Sell Campaigns
Every completed Shopify order syncs to Emarsys with full line-item detail, so post-purchase automation programs can recommend complementary products based on what the customer actually bought. Transactional moments turn into ongoing revenue opportunities without manual segment builds.
Use case
Customer Lifecycle Segmentation and Win-Back
tray.ai continuously syncs Shopify order history into Emarsys, keeping recency, frequency, and monetary (RFM) data current so your lifecycle segments always reflect real buying behavior. When a previously active customer crosses a defined lapse threshold, they're automatically moved into a win-back program.
Use case
VIP and Loyalty Tier Management
As customers accumulate spend in Shopify, tray.ai updates their Emarsys contact fields to reflect their current loyalty tier or VIP status. Marketing programs can then automatically adjust messaging, offers, and cadence based on a customer's real value to the business.
Use case
Refund and Cancellation Suppression
When a Shopify order is refunded or cancelled, tray.ai updates the corresponding Emarsys contact to suppress irrelevant upsell messaging and route the customer into a service recovery or re-engagement flow. Your marketing doesn't keep pushing promotions to someone who just had a bad experience.
Use case
Product Review and Re-Engagement Requests
A set number of days after a Shopify order is fulfilled, tray.ai triggers an Emarsys automation that sends a personalized product review request referencing the specific items purchased. It closes the post-purchase loop, generates social proof, and keeps your brand present at the right moment.
Get started with Emarsys & Shopify integration today
Emarsys & Shopify Challenges
What challenges are there when working with Emarsys & Shopify and how will using Tray.ai help?
Challenge
Keeping Contact Data Fresh Without Manual Exports
Marketing teams often rely on scheduled CSV exports from Shopify and manual uploads into Emarsys, meaning customer data can be hours or days out of date. That lag causes campaigns to fire on stale segment membership, leading to irrelevant messaging and missed conversion windows.
How Tray.ai Can Help:
tray.ai uses Shopify webhooks to detect order, customer, and checkout events in real time and immediately pushes updated data to Emarsys. Contact profiles stay current without any manual export or upload process, so campaigns always act on the freshest available data.
Challenge
Mapping Shopify's Order Schema to Emarsys Custom Fields
Shopify structures order and customer data differently from Emarsys's contact and event model. Line items, product metadata, and financial summaries all need to be carefully transformed before they can be stored in Emarsys custom fields or used to trigger automation programs.
How Tray.ai Can Help:
tray.ai's visual data mapper lets teams define precise field-level transformations between Shopify's JSON order objects and Emarsys contact attributes — with support for calculated fields, conditional logic, and array flattening — without writing custom code or maintaining fragile ETL scripts.
Challenge
Triggering Emarsys Programs from Shopify Events Reliably
Emarsys automation programs are powerful but must be triggered by specific external events delivered through the Events API. Reliably connecting Shopify's webhook stream to the right Emarsys program triggers — especially at high order volumes — requires solid error handling and retry logic.
How Tray.ai Can Help:
tray.ai has built-in retry mechanisms, dead-letter queuing, and error alerting so every Shopify event reliably reaches Emarsys even when downstream APIs are slow or temporarily down. Operations teams get visibility into failed events and can replay them without data loss.
Challenge
Avoiding Duplicate Contacts Across Both Platforms
Customers may exist in Shopify under multiple email addresses or guest checkout records, and without deduplication logic, these create duplicate contact profiles in Emarsys that skew segment sizes, inflate email sends, and corrupt lifecycle data.
How Tray.ai Can Help:
tray.ai workflows can incorporate deduplication logic that checks for existing Emarsys contacts by email before creating new records, and can merge or flag conflicting Shopify customer records before they reach your marketing database.
Challenge
Scaling Sync Workflows During Peak Commerce Periods
High-volume shopping events like Black Friday and Cyber Monday generate order spikes that can overwhelm basic integration scripts, causing event backlogs, delayed campaign triggers, and incomplete contact updates at the exact moments when timely marketing matters most.
How Tray.ai Can Help:
tray.ai's cloud-native infrastructure scales automatically to handle high-throughput event volumes without manual intervention or infrastructure provisioning. Workflows keep processing Shopify events at full speed during peak periods, so Emarsys campaigns trigger on time even at maximum order volume.
Start using our pre-built Emarsys & Shopify templates today
Start from scratch or use one of our pre-built Emarsys & Shopify templates to quickly solve your most common use cases.
Emarsys & Shopify Templates
Find pre-built Emarsys & Shopify solutions for common use cases
Template
Shopify New Order to Emarsys Contact Sync
Automatically creates or updates an Emarsys contact record every time a new order is placed in Shopify, syncing customer details, purchase metadata, and product category tags to keep marketing profiles current.
Steps:
- Trigger fires when a new order is created in Shopify via webhook
- tray.ai maps order fields — customer email, name, total spend, product categories — to Emarsys contact attributes
- Emarsys contact is created if new or updated if existing, then enrolled in the appropriate post-purchase automation program
Connectors Used: Shopify, Emarsys
Template
Shopify Abandoned Checkout to Emarsys Cart Recovery Program
Listens for abandoned checkout events in Shopify and immediately pushes cart data to Emarsys to trigger a personalized multi-touch recovery email and SMS sequence.
Steps:
- Shopify abandoned checkout webhook fires after the defined abandonment window
- tray.ai extracts cart contents including product IDs, names, quantities, and prices
- Cart data is written to the Emarsys contact's custom fields and the cart recovery program is triggered via the Emarsys Events API
Connectors Used: Shopify, Emarsys
Template
Emarsys Segment Export to Shopify Customer Tags
Syncs Emarsys audience segments back into Shopify as customer tags, so merchants can tailor storefronts, discounts, and checkout experiences based on marketing segment membership.
Steps:
- tray.ai queries Emarsys on a scheduled interval to retrieve contacts belonging to target segments
- Each contact is matched to their Shopify customer record by email address
- Relevant segment tags are applied to the Shopify customer profile for use in store personalization and discount rules
Connectors Used: Emarsys, Shopify
Template
Shopify Refund Event to Emarsys Suppression and Service Recovery
Detects refund events in Shopify and updates Emarsys contact fields to suppress promotional messaging, then enrolls the customer in a service recovery or re-engagement automation program.
Steps:
- Shopify refund webhook triggers when an order refund is processed
- tray.ai updates a suppression flag on the Emarsys contact record and removes them from active promotional segments
- Contact is enrolled in the designated Emarsys service recovery program to address the negative experience
Connectors Used: Shopify, Emarsys
Template
Shopify Lifetime Spend to Emarsys VIP Tier Update
Recalculates a customer's lifetime spend in Shopify after each order and writes the updated value and corresponding loyalty tier to their Emarsys contact profile, keeping VIP segmentation accurate.
Steps:
- Trigger fires on each completed Shopify order for a returning customer
- tray.ai queries Shopify's order history API to calculate the customer's total lifetime spend
- Calculated spend and derived tier label are written to custom fields on the Emarsys contact record
Connectors Used: Shopify, Emarsys
Template
Scheduled Shopify Order History Bulk Sync to Emarsys
Runs a nightly bulk synchronization of Shopify order data into Emarsys to keep contact profiles, purchase counts, and last-order dates accurate for lifecycle segmentation and RFM scoring.
Steps:
- tray.ai runs on a nightly schedule and queries Shopify for all orders updated in the previous 24 hours
- Order records are transformed and batched into Emarsys-compatible contact update payloads
- Emarsys bulk contact import API is called to update purchase frequency, recency, and monetary fields across all affected contacts
Connectors Used: Shopify, Emarsys