What is Shopify Extensibility?
In February 2023, Shopify introduced Extensibility as part of its ongoing efforts to make online stores more customizable and interactive. This new approach allows merchants to seamlessly integrate apps into vital parts of their online store, enhancing functionality and control.
Whether you’re looking to add custom payment options, manage cart abandonment, handle coupon codes, or integrate privacy widgets, Shopify’s Extensibility framework gives merchants complete control over tailoring their online store’s user experience.
The checkout and thank you pages were the first significant area to adopt this new standard. Shopify Plus merchants can add app blocks directly into these pages, offering greater flexibility in customizing the post-purchase experience.
Shopify’s checkout extensibility
Shopify checkout extensibility has since become the primary method of implementing changes to the checkout process. The old Liquid-based system was officially deprecated as of September 13, 2024, and does no longer function correctly. Merchants were required to upgrade to checkout extensibility by that date. Failing to upgrade to Checkout Extensibility by the deprecation deadlines means that checkout pages will no longer function correctly. By upgrading to checkout extensibility, merchants get access to features like one-page checkout and stackable discounts.
The Next Frontier: Account Extensibility
While the new checkout experience has been live for some time, account extensibility is the next exciting new feature on the horizon. Although it is still in development as of September 2024, Shopify has already introduced this feature to developers via a developer preview. Once fully released, account extensibility promises to be a game-changer for both merchants and customers.
Account Extensibility will allow merchants to add custom apps to the customer account page, bringing a wide range of functionality previously only available through custom code or third-party integrations. Merchants will soon be able to have custom logic to personalize the customer journey on the account page, order status pages, and other pages, adding elements like loyalty points, abandoned cart reminders, and automated returns.
Shopify account extensibility a game changer
Introducing Account Extensibility opens up new possibilities for merchants aiming to create a more streamlined and personalized customer experience. Just like by allowing merchants to move the payment to post-checkout pages and integrating apps directly into the checkout, hence empowering brands to customize the post-purchase experience in previously impossible ways and giving options to Customize the checkout process in order to improve overall conversion rates, account extensibility has the potential to improve the customer’s experience of interacting with your business, and simnifically decrease frustrated customers, when it comes to processes like returns, order tracking, and privacy.
Personalized Customer Journeys and Increased Engagement
For instance, imagine a customer logging into their account and seeing personalized product recommendations based on their previous purchases or being able to manage their orders, returns, and exchanges all from one convenient location.
This functionality could extend to abandoned carts draft checkout, allowing customers to complete previously abandoned purchases easily, and potentially increasing conversion rates.
Streamlining Operations Through Automation
Merchants can also use this feature to integrate seamlessly with third-party tools like loyalty programs, checkout apps, customer data management systems, or customer service portals.
This creates a cohesive experience where customers can access everything they need — from order tracking to account settings — in one place, saving time and reducing friction.
Beyond these customer-facing benefits, account extensibility can help merchants reduce manual labor by automating certain tasks.
Apps can be set up to handle returns, exchanges, or account updates without the need for customer service intervention, allowing for a more efficient and satisfying shopping experience.
Enhanced B2B Capabilities
While Account Extensibility is crucial for direct-to-consumer (D2C) merchants, Shopify is also working to enhance its B2B capabilities through this feature. As Shopify expands its B2B offerings, customer accounts will gain more sophisticated features designed specifically for the needs of wholesale merchants.
Streamlining Operations for Wholesale Merchants
For B2B merchants, Account Extensibility brings the ability to include detailed company profiles, multiple shipping locations, full order status pages, and specific permissions for account users.
This is a huge improvement for wholesale businesses that need to manage complex operations, such as assigning different roles to employees across multiple locations or keeping track of order history for different sites.
A B2B customer, for example, could log into their account and place orders for multiple company locations. They can easily switch between shipping addresses or manage order statuses for each location using dropdown menus. This new functionality further simplifies the order process, making it more intuitive and accessible for large organizations with complex workflows.
In addition, the various checkout pages and UI extensions allow customers to manage billing details and shipping preferences for each site.
Overall, the enhanced features of Account Extensibility for B2B merchants represent a significant advancement in how wholesale businesses can manage their operations. By providing more control and customization, Shopify empowers these merchants to cater to their unique needs effectively.
Granular Control for Account Users
The enhanced permission system in B2B customer accounts also allows for more granular control. Merchants can restrict certain account users to “view-only” status for billing information, while others might be granted full access to edit details. This increased level of control is invaluable for businesses that need to delegate tasks across a large team.
How Merchants Can Leverage Account Extensibility
The true power of Account Extensibility lies in its flexibility. Whether merchants want to modify existing pages like the order or profile pages, or create entirely new experiences, this feature enables them to craft a truly personalised experience.
Personalization at Every Step
Customise extensions with your branding colors and make them fit your store perfectly. Here are 2 examples of what 2 different brands can do to the same widget.
Imagine a customer logging into their account and immediately seeing a custom order index page showing their past orders along with abandoned carts and personalised product recommendations. By showcasing relevant products based on their previous purchases, merchants can increase the likelihood of a customer making a repeat purchase.
Take a look at these examples of coupons and offer banners.
Loyalty programs can also be front and center on the profile page, encouraging customers to engage with the brand. Merchants can add banners on various account pages that promote special offers tied to loyalty status, creating a more engaging and rewarding experience for repeat customers.
Streamlined Customer Service and Enhanced Profiles
In terms of customer service, Account Extensibility can also streamline operations. Merchants can integrate apps that allow customers to easily initiate returns, exchanges, or other service requests directly from their account, reducing the need for customer support involvement.
Expanded customer profiles may even allow for the storage of preferences like sizing, color choices, or even information regarding shipping and payment methods. This enhancement makes future purchases faster and more convenient for customers.
Additionally, new pages and custom fields can be added to the account section. A wishlist page could help customers save their favorite products, or a dedicated privacy page could allow users to easily manage their consent and data requests.
This adds another layer of customization and control to the customer experience, keeping the shopping journey smooth and personalized.
How to Implement Account Extensibility in Your Store
As of September 2024, Account Extensibility is still in development.
Shopify aims to release it by the end of the year, so merchants should be on the lookout for official announcements. Once it’s available, shopify merchants also can access the Shopify App Store to explore different apps designed for enhancing the customer account experience.
Whether you’re a developer looking to build new apps or a merchant ready to customize your store, the resources available on Shopify.dev will help guide you through the process. Shopify is also providing several use cases and tutorials on how to best leverage Account Extensibility to improve customer satisfaction and operational efficiency.
Shopify’s Extensible Future
A Future-Ready Platform Built on Extensibility
As Shopify continues to evolve, its focus on extensibility sets the stage for a more dynamic and adaptable platform. By allowing merchants to customize key areas like checkout and customer accounts, Shopify gives brands the tools to create deeply personalized, seamless shopping experiences.
This extensible future not only caters to the growing complexity of eCommerce but also empowers merchants to innovate, ensuring that their stores can grow and adapt alongside their customers’ ever-changing needs.
Empowering Merchants to Innovate
With the introduction of checkout extensibility features and the upcoming Account Extensibility, Shopify is creating a platform that adapts to merchants’ unique needs.
As eCommerce continues to grow in complexity, Shopify is giving brands the tools to innovate and customize every aspect of their stores, from the first thank you and order up page to the customer account section.
Staying Ahead of Customer Expectations
Shopify ensures merchants can keep pace with evolving customer expectations and technological advancements by focusing on extensibility. Whether you want to create a more personalized post-purchase experience, streamline customer journeys, or enhance B2B workflows, Shopify’s extensible future is designed to help your store grow alongside your customers.
Customer-Centric Approach
Enhancing Personalization for a Seamless Experience
At its core, Shopify’s Extensibility framework empowers merchants to create a more personalized and seamless customer journey. Integrating apps directly into the checkout flow and account pages enables merchants to cater to individual customer needs more effectively.
Whether it’s offering personalized product recommendations, loyalty rewards, or a more straightforward returns process, the enhanced flexibility allows merchants to provide a more tailored experience, which can increase customer satisfaction and loyalty.
Empowering Customers Through Automation and Control
The focus on automation and customization also means that customers can manage their accounts with ease, reducing the need for constant merchant intervention. From updating shipping preferences to managing saved payment methods, customers have more control over their own shopping experience. This streamlined approach not only enhances convenience but also creates a sense of empowerment, helping to foster long-term customer relationships.
Extensibility further enhances the Shopify ecosystem. (Shop pay)
Take Shop pay for example. Checkout Extensibility works seamlessly with Shop Pay. Since shopify is a constantly growing ecosystem, it is expected that many other tools like shop pay will be added to it. By becoming extensible, Shopify will be able to integrate any new ideas and features more seamlessly to pages, so it’s good to think that this upgrade to extensible pages is also a way of building a strong base for the ecosystem to expand even more .
Role of Pandectes GDPR compliance in Shopify Extensibility
Pandectes GDPR compliance already has a significant presence Shopify’s checkout extensibility, as it offers a cookie consent banner directly in the checkout. This is part of a set of new features that offers seamless integration with the checkout, and allows users to Manage their consent preferences before they checkout. This is particularly useful for Shopify plus stores, that send traffic directly to the checkout from sales channels different than Shopify. Since merchants are now forced to upgrade to checkout extensibility, to improve the checkout experience, an extension like this sorts the privacy compliance part out very easily.
Regarding account extensibility, Pandectes is preparing an extension which will offer seamless integration with the account page. It will incorporate all the features needed for privacy compliance that complement the cookie banner. For example, for GDPR, a Data Subject Requests page is needed, as well as the option to revoke consent. Other important info includes the Consent Data (Date, Id, and status) as well as a Cookie policy page. Those features can be integrated in the Account page, to further ease the integration process from the merchant’s side of things, as well as enhance customer satisfaction, due to the fact that all their privacy needs can be managed from one place.
These new features in the 2 extensions for Shopify’s checkout extensibility, and account extensibility can singlehandedly cover the GDPR, CCPA and other privacy laws needs of a merchant.
Shopify’s Account extensibility “launch partner program”
This summer, Shopify held a “contest” between app developers on the Shopify App Store. The objective was to find creative ideas for extensions that can extend the account page of Shopify. We are thrilled to let you know, that Pandectes GDPR compliance was among the 40 apps that were chosen as the “Winners” by Shopify, and we are soon going to offer the new features outlined in the contest to the public!
Stay tuned for the following dates:
November 22nd, 2024: It’s when extensions need to be ready to be installed on Shopify stores.
During December, 2024: Merchants will be able to add extensions to their account page.
So, it’s only a matter of time before you will be able to build an account page with enhanced functionality that is going to give your customers an even smoother shopping experience.
The Developer’s Perspective
Simplified Customization with App Blocks and APIs
For developers, Shopify’s Extensibility framework is a powerful tool that opens up new avenues for customization without the need for complex workarounds or extensive custom code. With the introduction of app blocks and a well-documented API, developers can now create highly customizable solutions that integrate directly into critical areas of the Shopify store, like the checkout and customer account pages.
This level of control not only simplifies the development process but ensures that apps can be updated and maintained more easily over time, as they are built directly into Shopify’s native environment.
Streamlined Development with Shopify’s Tools
Developers can leverage tools like the Shopify CLI Liquid templates and GraphQL APIs to build dynamic app experiences. The shift from the old Liquid-based system to this modern approach means faster development cycles and more flexibility in testing and deployment.
With an increasing number of use cases and tutorials available on Shopify.dev, developers are equipped with everything they need to build innovative solutions that enhance the customer experience and drive business growth.
You can also take a look at the following resources from the Shopify dev documentation
Building apps for customer accounts
Use cases for account extensibility and ideas for developers
Conclusion
That sums it all up! It’s clear that Shopify’s intentions are moving in the direction of extensibility, where in future upgrades merchants will integrate ui extensions into their store’s pages. Now we have the ability to extend status pages, order status pages, the store’s checkout process, the payment pages. It’s possible that Shopify might make everything extensible in the future, even the theme. What do you think about that?
