Shopify continues to push meaningful updates each month that make life easier for merchants and this latest round of features has some great improvements for both store management and marketing.
Here are a few of the new capabilities that stood out to us at Ambaum, and why they matter.
Metaobject Field Definitions Are Now Searchable
If you’re using metaobjects to manage structured data like add-on products or detailed product information, this is a big deal.
Metaobject fields are now searchable, which means you can filter and create saved views based on field values. For our clients using metaobjects to power add-on products on PDPs, this unlocks the ability to easily search for all products that include a certain add-on. No more manual digging through records. It’s a simple but powerful quality-of-life improvement for stores managing complex catalogs.
Smarter Customer Segmentation
Shopify’s new Customer Segments feature lets you build audiences based on browsing and buying behavior.
Examples include:
- “Customers who bought Beauty products in the past 3 months.”
- “Customers who browsed Sports & Outdoors products.”
You can use these segments in Shopify Email, with targeted discounts, or in any integrated marketing tool that supports Shopify’s customer segments. This makes it much easier to personalize outreach and reward engaged customers.
Shopify Email Gets Dynamic Product Blocks
Shopify Email now supports dynamic product sections in both campaigns and automations.
When you send a campaign, your best sellers or most recently added products can automatically populate in the email at the time of send.
That means less manual setup, more relevant content, and an easier way to keep your marketing fresh and data-driven.
Facebook (Meta) Orders Now Support Exchanges
A small but very welcome improvement: for Facebook (Meta) orders created after August 26, 2025, you can now create, track, and manage exchanges directly from your Shopify admin.
Previously, merchants had to process a return on the original order before creating a new one which was an unnecessary pain point that’s now resolved.
Store Credit Notification Emails
Shopify has added a new store credit notification email, allowing you to automatically notify customers when they receive store credit.
This helps close the loop on customers knowing when they’ve been issued credit, and you get another opportunity to bring them back to your store. Simple, effective, and likely to drive more repeat purchases.
Final Thoughts
Shopify’s pace of innovation continues to impress, especially around customer experience and data management.
For merchants (especially those on Shopify Plus), these updates make it easier to operate efficiently while improving customer engagement across channels.
