How does this affect merchants?
The recent updates have unlocked extensibility for new Shopify customer accounts. Some callout features include full-page extensions for loyalty programs, subscriptions, and exchanges—all baked directly into the customer account experience.
What are customer accounts, and why should merchants use them?
A customer account allows shoppers to log in, view their order history, and save personal details, making future purchases faster and more convenient. Most businesses can benefit from customer accounts because they help build loyalty, improve customer retention, and reduce friction at checkout—making the overall shopping experience more enjoyable. However, they are particularly useful for businesses that rely on repeat customers, subscription services or need to offer more personalized shopping experiences.
Shopify’s new customer accounts offer the same level of customization as their checkout system (with Checkout Extensibility), allowing you to easily adapt the customer experience to match your brand’s needs without a complex setup.
A quick caveat: if your business relies heavily on custom features or specific third-party apps, classic accounts might still be the best option (for now) until new customer accounts fully support these integrations. More on this later.
In this article, we’ll be looking at:
- Feature comparison of Shopify classic vs. new customer accounts
- Pros & cons of both
- Reasons why you might stick with classic accounts for now
- Some things to keep in mind before switching to new customer accounts and finally;
- A few strategic considerations to consider when making your choice
By the end, you’ll have a clear idea of the best approach for your business today—and how to prepare for Shopify’s future rollouts.
Let’s start with the core information first.
Feature Comparison: Shopify Classic Accounts vs. New Customer Accounts
To strip it back to basics, Shopify offers two versions of customer accounts: classic accounts and new customer accounts. Merchants can decide which version they want to use for their online store within the Shopify admin dashboard.
If you choose to switch to new customer accounts, any links that previously directed customers to the classic accounts will automatically take them to the new accounts instead. This means there is no need to manually update all the links for customer logins.
New customer accounts follow the same framework and mental model as what Shopify has done with checkout extensibility—they’re showing specific areas within the customer account interface where you can inject custom UI elements. So, imagine the same flexibility you've had with customizing checkout now applied to new customer accounts, where you can shape the experience to fit your brand and customer needs.
From a features perspective, here’s how classic customer accounts stack up against new customer accounts:
| Feature | Classic Customer Accounts | New Customer Accounts |
|---|---|---|
| Sign-In Method | 👍 Customers use an email and password or sign in via Shop Pay if enabled. (although requiring passwords can be a friction point). | 👍 Customers enter a one-time verification code sent to their email or sign in via Shop (automatically enabled with Shop Pay). |
| Account Creation | ❌ Customers manually create an account or accept an invite from the login page. | 👍 Accounts are automatically generated when customers log in using their email. |
| Customer Name Editing | ❌ If a customer updates the name on their shipping address, it only changes for that specific order-it doesn't update their main profile in your admin system. | 👍 When customers update their profile name, the change automatically shows up in your admin system, so their main profile is always up-to-date. |
| Branding | 👍 Follows the design and branding settings of your Shopify store theme. | ❌ Partially follows the branding settings applied at checkout, except on the login page. |
| Third-Part App Support | 👍 Full support for third-party apps and integrations. | ❌ Currently in a dev preview phase; full app integration will be available soon. |
| Customization with Liquid | 👍 Offers full control with Liquid customization for deeper flexibility. | ❌ No Liquid customization available (yet). |
| View Purchase History & Status | 👍 Customers can review their past orders and track status. | 👍 Full access to order history and status. |
| Saved Addresses | 👍 Supports saving and managing multiple shipping addresses. | 👍 Supports saving and managing multiple shipping addresses. |
| View Purchase History & Status | ❌ Does not support saving payment details. | 👍 Customers can securely save payment methods for faster checkouts. |
New Customer Account Features To Call Out & What They Mean For Your Business
Self-Service Returns & Customer Service Automation
One of the standout features of Shopify's new customer accounts is the ability to offer self-service returns. Customers can initiate and manage their returns directly within their accounts, without needing to contact customer support. This provides a smoother customer experience and can significantly reduce the workload on your customer service team, freeing up resources for more complex inquiries.
Beyond returns, the new accounts also allow you to automate common customer service tasks. For example, you can add options for customers to request an exchange or report an issue directly from their order status page. This not only boosts customer satisfaction but also improves operational efficiency by handling straightforward requests automatically.
Customer Profile Personalization
Merchants can expand customer profile fields to capture more detailed information, such as customers' preferred sizes, colors, and styles. This data can then be used to offer personalized product recommendations right within the account pages, providing a more tailored shopping experience and increasing the likelihood of repeat purchases.
Wishlist & Custom File Storage
Another advantage of the new customer accounts is the potential to add features like wishlists or custom file storage. A wishlist allows customers to save their favorite products for later, encouraging return visits to complete the purchase. For stores that offer customizable products, you can add a file storage option where customers can save their design preferences or previous customizations, making it easier for them to reorder personalized items in the future.
Loyalty Program Capabilities
By leveraging the enhanced customer profiles, you can also integrate loyalty programs more seamlessly, displaying points balances or reminding customers of upcoming rewards directly in their accounts, motivating them to make further purchases.
B2B Capabilities
For merchants handling both direct-to-consumer (DTC) and business-to-business (B2B) customers, Shopify's new customer accounts bring a range of B2B-specific features. Customers can manage multiple company locations from a single account, with the ability to assign different permissions to staff members. For instance, one location may have order-only permissions, while another location can manage billing and shipping information.
Additionally, B2B customers can seamlessly switch between different company locations when placing orders, reducing the need for manual updates and potential errors. Each location can store its own payment and shipping information, and the order history reflects the details of who placed the order and for which location, offering a detailed overview for both customers and merchants.
Why You Might Stick with Classic Accounts (For Now)
While new customer accounts bring exciting features like B2B support, saved payment methods, and self-serve returns, they still lack full third-party app support and Liquid customizations. Shopify is actively working on a Launch Partner Program and developer preview, but until then, classic accounts might still be the better choice for specific merchants. Here’s why:
- Multipass support: Classic customer accounts still support Multipass, making it easier to integrate with other systems. If your store relies on this feature for seamless logins, classic accounts are the way to go for now, as new customer accounts don’t yet offer this functionality.
- Existing customizations: If your store has built out custom features or apps tailored to classic customer accounts, switching over to new accounts could mean losing those integrations. For brands that depend on specific customizations, it’s worth sticking with classic accounts until full support for apps and custom features is ready.
Note: You can switch back to classic accounts anytime if you find the new customer accounts don’t fully meet your needs yet. This gives you the freedom to experiment with new accounts while keeping the option to revert if necessary.
Things to Keep in Mind Before Switching to New Customer Accounts
- Custom features won’t transfer: Any customizations (using Liquid code or apps) you’ve added to your current customer accounts won’t carry over to new customer accounts.
- Links will change: Old customer account links will automatically redirect to new customer accounts.
- Not ready for international stores: New customer accounts aren’t yet compatible with Shopify’s International feature, so this could be an issue if you sell globally.
- No pixel tracking: Pixel tracking for customer behavior (used in ads and analytics) isn’t supported by new customer accounts.
- Automations may stop working: New customer accounts won’t support workflows based on classic accounts.
- App support isn’t fully ready: Full support for third-party apps is coming soon, but it’s still in development.
Strategic Considerations for Choosing Between Shopify’s New & Classic Customer Accounts
When it comes to deciding between new or classic customer accounts on Shopify, the choice is about more than just features—it’s about aligning those features with where your business is heading. Let’s break down what you need to consider.
Personalization & Customization
If you're after deeper brand personalization, classic customer accounts still offer more flexibility with Liquid customizations and support for a wide range of third-party apps. But for those who want to tap into Shopify’s newer features like integrated loyalty programs and subscriptions, new customer accounts are where the investment and development are happening.
With new accounts, you can directly inject custom UI elements using Shopify's framework, creating a more personalized customer experience that reflects your brand. Plus, they’ve built it to scale—perfect for merchants looking to future-proof their ecommerce operations.
Loyalty Programs, Customer Service, & Data Capture
For loyalty-driven brands, new customer accounts allow for a more integrated experience—think loyalty points and store credits available right within the account view. Classic accounts, while powerful with the right customizations, require additional tools to achieve this.
On the customer service side, self-service options are built into the new accounts, including the ability for customers to manage their orders, returns, and personal info independently. That’s something that classic accounts, even with heavy customization, don’t do as easily or as well.
B2B Capabilities
If your focus includes B2B operations, new customer accounts are the clear winner. They come with native B2B features like tailored catalogs, quick reordering, and self-service portals, which streamline the purchasing process for wholesale clients. No need for a sales rep to take large orders manually—it’s all built-in.
Take Industry West, for example. By switching to new customer accounts, they modernized their B2B process, allowing wholesale clients to place large orders directly through tailored accounts without needing sales reps. DTC customers, meanwhile, can still use classic accounts or upgrade to new accounts depending on their needs.
Hybrid Approach
For some merchants, a hybrid approach may be the best solution. You can continue using classic accounts for DTC customers who require more advanced customizations or integrations, while leveraging new customer accounts for features like self-service returns and B2B capabilities. This approach allows you to take advantage of the latest Shopify innovations without sacrificing the flexibility and customizations you’ve built with classic accounts.
For example, you could implement self-service returns from new accounts while maintaining Multipass support on classic accounts, keeping the customer experience seamless while optimizing your customer service operations.
Shopify’s Roadmap & Future Outlook
Looking ahead, Shopify is expanding the functionality of new customer accounts significantly. Much like the developments seen with checkout extensibility, we can expect new customer accounts to evolve with even more customizable features.
Final Thoughts: New vs. Classic Customer Accounts
Choosing between Shopify’s new and classic customer accounts boils down to what your business needs now—and what you’ll need to evolve later.
There's a significant opportunity with new customer accounts for existing Shopify Plus merchants or B2B/wholesale brands considering Shopify. If you're prioritizing scalability, native B2B features, and a more personalized customer experience, new customer accounts are where Shopify is making its investments.
It’s also particularly appealing for merchants looking to streamline their B2B operations, as the platform's built-in features, like saved payment methods, quick reordering, and self-serve returns, are designed to level up customer experience and operational efficiency.
But if your current setup relies on customizations and specific third-party app support, you should stick with classic accounts for now.
Staying informed about Shopify’s roadmap is key to making the right choice for your business. Subscribe to our newsletter to get the latest Shopify product updates and insights, or get in touch to explore how we can help future-proof your growth strategy.
