Journeys and segments

Shopify data starts paying off the moment you build segments and journeys against it. The integration exposes 19 event types you can trigger journeys from, automatically calculates RFM segments and lifetime-value metrics on every customer, and makes Shopify properties available as template variables.

The 19 Shopify events

Every Shopify event Spotzee fires can be the entry trigger on a journey. Six categories.

Customer events

Event	Fires when
`shopify_customer_created`	A new customer is created in Shopify
`shopify_customer_updated`	An existing customer’s details change
`shopify_customer_deleted`	A customer is deleted from Shopify

Order events

Event	Fires when
`shopify_order_placed`	A new order is created
`shopify_order_updated`	An order’s details change
`shopify_order_paid`	Payment is received for an order
`shopify_order_fulfilled`	All items in an order are fulfilled
`shopify_order_partially_fulfilled`	Some (not all) items are fulfilled
`shopify_order_cancelled`	An order is cancelled
`shopify_order_refunded`	An order is refunded
`shopify_ordered_product`	Fires once per line item in a new order. Useful for product-specific automations

Checkout events

Event	Fires when
`shopify_checkout_started`	A customer begins the checkout process
`shopify_checkout_abandoned`	A checkout is left incomplete after 60 minutes of inactivity

Event	Fires when
`shopify_email_consent_updated`	A customer’s email marketing consent changes
`shopify_sms_consent_updated`	A customer’s SMS marketing consent changes

Fulfilment and shipping events

Event	Fires when
`shopify_fulfillment_created`	A new fulfilment record is created for an order
`shopify_fulfillment_updated`	An existing fulfilment’s details change (tracking added, for example)
`shopify_shipment_status`	Shipping status updates (in transit, delivered, etc.)

Product events

Event	Fires when
`shopify_product_updated`	A product’s details change in your catalogue

Build an abandoned cart recovery journey

The shopify_checkout_abandoned event is the foundation for cart recovery. Spotzee fires it 60 minutes after a checkout was started but not completed.

Create a journey

Open Journeys and create a new journey.

Set the entry trigger

Pick Event as the entrance mode and select shopify_checkout_abandoned as the event.

Add a wait step

Don’t email immediately. Add a delay step of 1-4 hours. Give the customer time to come back on their own.

Send the recovery email

Add an action step pointing at an email template. Include a reminder, a link back to their cart, and product details from the checkout payload.

Add a follow-up if you want one

Add another wait (24 hours) and a second action with a discount or free-shipping offer.

A common shape:

Entry: shopify_checkout_abandoned
  -> delay 2 hours
  -> action: "You left something behind"
  -> delay 24 hours
  -> action: "Still thinking? Here's 10% off"

Track conversion by watching for a shopify_order_placed event after the recovery emails fire.

Build post-purchase journeys

Order events power the full post-purchase lifecycle.

Order confirmation + cross-sell

Entry: shopify_order_placed
  -> action: "Thanks for your order #{{order_number}}"
  -> delay 3 days
  -> action: "You might also like..."

The shopify_order_placed event payload includes line items, totals, currency, and shipping address. All of it is available as template variables in the email template.

Fulfilment notification

Entry: shopify_order_fulfilled
  -> action: "Your order has been shipped!"

For multi-shipment orders, shopify_order_partially_fulfilled fires when some items ship before the rest.

Delivery follow-up

Entry: shopify_shipment_status (filtered to delivered)
  -> delay 5 days
  -> action: "How's your purchase? Leave a review"

The shopify_shipment_status event fires whenever shipping status changes. Branch on the status field to send different messages for in_transit vs delivered.

Refund retention

Entry: shopify_order_refunded
  -> delay 1 day
  -> action: "We're sorry it didn't work out. Here's 15% off your next order"

Segment by purchase behaviour

Spotzee calculates and exposes three Shopify properties on every customer record:

Property	What it carries
`shopify_order_count`	Total number of orders this customer has placed
`shopify_total_spent`	Total amount spent across all orders
`shopify_rfm_segment`	The customer’s RFM bucket (see below)

You build segments using these properties just like any other user attribute.

RFM segments

RFM scoring looks at three dimensions:

Recency: how recently did they buy?
Frequency: how often do they buy?
Monetary: how much do they spend?

Each gets a score 1-5 (5 best). Combined scores land each customer in one of 11 segments:

Segment	Meaning
Champion	High recency, high frequency, high spend. Your best customers.
Loyal	Consistently high purchase frequency.
Potential loyalist	Recent buyers with moderate frequency. Worth nurturing.
New customer	Very recent first-time buyers.
Promising	Recent purchases, good spend, low frequency so far.
Need attention	Average across the board, starting to fade.
About to sleep	Below-average recency, but previously active.
Can’t lose	Were champions but haven’t bought recently. High value drifting away.
At risk	Previously good customers with declining recency.
Hibernating	Low recency and low frequency. Gone quiet.
Lost	Lowest recency and frequency.

Segment with rules like:

High spenders: shopify_total_spent greater than 500.
Repeat buyers: shopify_order_count greater than 3.
Champions: shopify_rfm_segment equals champion.
Win-back targets: shopify_rfm_segment equals at_risk OR shopify_rfm_segment equals cant_lose.

Personalise with Shopify data

Use Shopify customer and order data in template fields that support variables, including subject lines, bodies, push titles and webhook payloads.

User-property personalisation

Hi {{#if user.first_name}}{{user.first_name}}{{else}}there{{/if}}!

You've placed {{ user.shopify_order_count }} orders with us.
Total spend: {{ user.shopify_total_spent }}.

Event-data personalisation

When a journey fires off an event, the event’s payload is available too. For shopify_order_placed:

Order #{{ event.order_number }}
Total: {{ event.total_price }} {{ event.currency }}

Items:
{{#each event.line_items as |line_item|}}
  - {{ line_item.title }} x {{ line_item.quantity }}
{{/each}}

For shopify_shipment_status:

Your order #{{ event.order_number }} is now {{ event.status }}.
{{#if event.tracking_number}}
Track it: {{ event.tracking_url }}
{{/if}}

RFM-based win-back

{{#if (eq user.shopify_rfm_segment "at_risk")}}
We miss you, {{ user.first_name }}. Here's 20% off your next order.
{{else if (eq user.shopify_rfm_segment "lost")}}
It's been a while. Come back and save 30%.
{{/if}}

Customer lists

When customers sync from Shopify, they land in a Spotzee customer list assigned in your sync settings. One list per store. The list:

Receives every customer pulled in during the initial sync.
Adds new customers as they appear via webhooks.
Works as a targeting option in campaigns and journeys (“send to everyone on the Store A list”).

See Sync settings for how to assign the list.

Next steps

What syncs from Shopify

The five categories that power events and properties.

Build templates

Template variables, locale variants, and per-channel template fields.

Build segments

The general segment-building reference for any user attribute.

Journeys

The journey step types and how they combine.

Get started

Build

Configure

Integrate

Tools

SDKs

API conventions

Recipes

Releases

Journeys and segments

The 19 Shopify events

Customer events

Order events

Checkout events

Fulfilment and shipping events

Product events

Build an abandoned cart recovery journey

Build post-purchase journeys

Order confirmation + cross-sell

Fulfilment notification

Delivery follow-up

Refund retention

Segment by purchase behaviour

RFM segments

Personalise with Shopify data

User-property personalisation

Event-data personalisation

RFM-based win-back

Customer lists

Next steps

What syncs from Shopify

Build templates

Build segments

Journeys

​The 19 Shopify events

​Customer events

​Order events

​Checkout events

​Consent events

​Fulfilment and shipping events

​Product events

​Build an abandoned cart recovery journey

​Build post-purchase journeys

​Order confirmation + cross-sell

​Fulfilment notification

​Delivery follow-up

​Refund retention

​Segment by purchase behaviour

​RFM segments

​Personalise with Shopify data

​User-property personalisation

​Event-data personalisation

​RFM-based win-back

​Customer lists

​Next steps

What syncs from Shopify

Build templates

Build segments

Journeys

The 19 Shopify events

Customer events

Order events

Checkout events

Consent events

Fulfilment and shipping events

Product events

Build an abandoned cart recovery journey

Build post-purchase journeys

Order confirmation + cross-sell

Fulfilment notification

Delivery follow-up

Refund retention

Segment by purchase behaviour

RFM segments

Personalise with Shopify data

User-property personalisation

Event-data personalisation

RFM-based win-back

Customer lists

Next steps