Shopify Editions is designed to happen periodically with Shopify demonstrating the new features that have been (or will be) released for the users of the platform. Thus, this year’s summer edition referred to as the Summer Editions 2024 is titled “Unified”.
I think what Shopify wanted to express by such message is that they are no longer an e-commerce solution, but a commerce solution. In other words, the same operational features are to be used regardless of the number of brand – customer contact instances. For the untidy thinkers out there, over 150 updates and new features have been brought in. In this article, let me quickly highlight those that our team finds most intriguing (at least from the SMBs’ and the enterprises’ point of view, and of course the developers).
Markets
First, let’s discuss Shopify Markets, which even now is rather unpopular in the environment of companies and individuals that are engaged in the Shopify platform or have some relation to it in terms of functioning, actions, and perspectives.
This has always been an issue for the selling in multiple markets in the environmental setup of Shopify. The first strategies (still sound for the Polish context) are to have a separate stand for each of the markets we wish to sell in: separate store for each currency we want to employ. For example, a store in zlotys, euros (in the German, French, Italian languages), British pounds. The disadvantage of such a setup, of course, lies in the fact that the business application’s content resides in multiple locations, and the most crucial thing is the data synchronization – for instance, inventory levels using applications or a piece of customized code designed for these purposes.
Several years ago, this process was simplified with the help of the Shopify Markets feature that helps to sell internationally from one location. Among many things, the functionality enables the definition of dozens of markets which is followed by language versions and domains, delivery methods, customs and taxes, available products, the payment methods visible for customers, and for customers who are using the Shopify Payments solution, the available currencies. In addition, the new B2B channels and retail stores that have recently been launched (on Shopify POS) operate under different rules and settings, independent of each other and the business. All of this makes managing settings very efficient. Shopify understands that this solution can cause a lot of frustration, so they have a solution. Shopify markets will soon have a new interface and we will be able to manage all of our global sales from one place.
Combined Listing
Available on the Shopify plus Plan
This feature should appeal to all fashion brands or brands that sell products with many variations (e.g., colour, size, material). Previous and currently released product listing will allow for easy linking or products and easier browsing of products by customers. With the app, each product (e.g., colour) can have its own page (URL), screenshot (not just one), description, and configuration. Previously, doing this type of work required adding each variant as a separate item to Shopify and then needing a piece of code to link the items together to have a colour change later on the product page.
Split shipping
Another advertising feature is separate shipping, which means that orders are sent in different packages at different times. Previously, this information was not displayed during the order, even if the packages arrived at different warehouses at different times. Now this will change and users will be able to choose the delivery: cheapest, fastest, according to their expectations. Imagine you have renovated your bathroom and you have supplied it; the bathroom faucets you ordered will arrive soon because you have arranged the renovation team, but you can wait for the fabric and choose the cheapest delivery.
Store credits
This is probably my favourite feature in the latest update package. Points in the store are nothing more than virtual currency spent in the store. Where does this allow me to become a seller? Let’s look at some use cases:
- Someone bought something from you but returned it for reasons like the wrong size. Let’s say it’s a $100 T-shirt. Instead of returning the money to your customers, you can give them a refund of $120 at the store value to use in your store. This is a great way to keep your customers in your store and provide quality products.
- Your customers’ regular purchases from you, signing up for a loyalty program and earning points instead of your points with each purchase will ensure business continuity and lifetime benefits for your products.
- As part of the marketing campaign, a specific customer segment will receive a newsletter informing them that they will receive specific store details when they use the influence of demand.
B2B
In other good news for Shopify Plus users, there’s another update for retail. First: Launch a business model specifically designed for wholesale. We’ve tested it — it looks good, it works better — and it meets the needs of DTC companies looking to sell B2B.
Other important functionalities announced in this area are:
- Ability to create a separate B2B business with your own product catalogue and create your own store-based business
- When placing an order, you can pay the customer a deposit equal to a percentage of the order.
- After creating an order, you can send cargo to the customer with the payment terms. The customer will be able to pay the shipping fee when he learns the terms.
- Best – Headless B2B Storefront – Build B2B stores using Storefront API and Customer API.
- Manual payment methods for B2B – e.g., bank transfer
Analytics
The role of reviews in eCommerce cannot be overestimated. At the same time, it’s surprising how many companies fail to recognize the importance of running their business effectively. In my opinion, part of the reason for this can be found in the inconsistency of Google Analytics, especially the GA4 version. For those who don’t like “inside the numbers and tables,” presenting this information and drawing conclusions can seem problematic.
If we compare Google Analytics to Shopify’s ads and analytics, the picture looks completely different. Shopify’s analytics have always been one of my favorite features of the platform, and now it’s going to be even more profitable thanks to new technology.
First, you’ll now have quick access to all of your store’s most important metrics in one place. Sales, average cart value, number of returned items and most returned items, conversion rate, and more.
You can now create analytics dashboards using all the elements you need to analyse periodically to understand what’s happening in your business and make quick decisions based on data. Each of these components is designed as a way to answer questions that most ecommerce business owners have. If you want to dig deeper into the data, you’ll be able to modify each report as needed and consider the additional length of the presentation. You can also create an entire menu from scratch.
Style settings
Gone are the days of customizing the look of your Shopify store. Shopify is constantly introducing new possibilities to update the store and today we can safely say that they have completed the design and tools that allow full control. All our stores use Shopify as a complete CMS and visual editor. It is clear that the Shopify team responsible for this work has kept up with the changing needs of the market and has created editors based on no-code/low-code tools, giving the non-development team as much control over the user interface as possible
Another jewel in the garden is the style adjustment mode; another big change after the announcement of Blocks six months ago. Where we create models, there will be additional space responsible for their layout and appearance in different parts of the screen. Together with previously published blocks, this will allow the creation of custom designs without modification
The risk I see here is the potential problems that arise from managing the same design that arises in systems that give the user too much control to adjust the design in the store.
Summary
In my opinion, there are no impressive features in this version that would make it more interesting. Most of the reported changes are only related to accessing previously published reports.
But the truth is that Shopify’s actions in terms of corporate lawsuits are increasing. It can also be seen as following the path of creating and investing more in B2B, with as much control as possible over how the store looks and works for the “non-technical” (no-code/low-code) user.
I think the consistency and efficiency with which Shopify meets the needs of different businesses, from small to medium-sized companies to enterprises, is quite effective and produces good results.
