Data-Driven Personalization Heralds a New Era of eCommerce with Braze and Shopify

A lot can get lost in translation in the eCommerce experience. Shoppers can get distracted, postpone a purchase, change their minds altogether—and it’s hard for retailers to know which issue is the one impacting their bottom line. Brands, in response, may be tempted to serve up content, recommended products, and messages to re-engage a dormant shopper. But doing so without the data needed to support those overtures can be an even bigger risk than losing the business in the first place.

It’s a miss on all fronts—a miss for the shopper, who might have abandoned their cart because life got in the way or because their shopping journey was too bumpy. It’s also a miss for the brand, which could have interpreted the shopper’s signals better to streamline the journey with more relevant products or content. All around, it is a miss for connection.

We recently announced the new-and-improved Braze x Shopify integration, which is designed to help all brands conducting business online to bridge this divide and connect more meaningfully with their customers. With Shopify, brands can get a better sense of shopper behavior, prompting the brand to surface more relevant, tailored content, individualized recommendations, and targeted product promotions. In tandem with the Braze platform, which has data at its core, brands are able to focus on the right signals that support more advanced online-shopping experiences.

Consider this a preview of the rich toolkit retailers can use to enhance customer engagement across multiple channels and devices, with guidance on how to better spot opportunities before they fall through the cracks.

Bridging the Personalization Gap: Insights from Retailers

Nearly half (47%) of surveyed retailers say they’re extremely or very concerned that their messaging isn't resonating with customers, according to the 2025 Braze Retail Customer Engagement Review. Compared to other surveyed industries, they were also most likely to name customer lifetime value (LTV) and customer retention/message engagement as their top KPIs for customer engagement success, which suggests retailers want to engage customers with eyes on the long game. Here a data-forward tech stack and a retail customer engagement strategy can be a solution for bridging those gaps in understanding sentiment and shopper behavior.

There are some roadblocks to achieving this dream state, though—46% of retailers reported concerns about whether customers have agreed to have their data used for personalization. Furthermore, surveyed retailers were more concerned than other industries about sharing customer data across their organization, which limits advanced cross-channel personalization.

To help drive loyalty, it’s imperative for retailers to focus on streamlining digital and physical journeys, delivering the so-called “phygital” experiences shoppers demand. That means using customer data more efficiently in personalization and leaning on technology to more efficiently connect with customers.

Key Features Supporting Personalization

Our personal shopping malls—the “e-tail” online experiences across channels and devices—just got a lot more interesting, and a lot more personalized. Personalization tools supported by the data that’s unlocked via the new Shopify integration include triggered messages and dynamic content. By bringing together Shopify’s insight into the shopper journey with the Braze platform's customization and journey orchestration features, the integration can support richer, more relevant experiences for shoppers.

Triggered messages

Automatically kick off campaigns and customer journeys based on the actions that customers take on your Shopify site. You can use these behavioral triggers to nudge browsers to complete a purchase, confirm recent orders, and much more.

Dynamic content

Dynamic content allows users to tailor every message with the right content for the shopper receiving it. Teams can easily incorporate product-level data, customer-level data, and other relevant information at send-time, driving richer, more memorable brand experiences for recipients.

Learn more about deploying triggered messages, dynamic content, and more across your eCommerce experience in our explainer video:

The future of personalization with Braze and Shopify

The Braze x Shopify partnership is all about activating customer insights to support a better shopping experience. By aligning goals around gathering and surfacing the right data at the right time, eCommerce brands stand to engage their shoppers with more relevant and personalized deals, products, content, and more.

Forward-Looking Statements

This blog post contains “forward-looking statements” within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995, including but not limited to, statements regarding the performance of and expected benefits from Braze and its products and features. These forward-looking statements are based on the current assumptions, expectations and beliefs of Braze, and are subject to substantial risks, uncertainties and changes in circumstances that may cause actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements. Further information on potential factors that could affect Braze results are included in the Braze Annual Report on Form 10-K for the fiscal quarter ended January 31, 2025, filed with the U.S. Securities and Exchange Commission on March 31, 2025, and the other public filings of Braze with the U.S. Securities and Exchange Commission. The forward-looking statements included in this blog post represent the views of Braze only as of the date of this blog post, and Braze assumes no obligation, and does not intend to update these forward-looking statements, except as required by law.