Build a Bulletproof Post-Purchase Shopify Strategy: How-To’s & Best Practices

Chances are, you put a lot of effort into promoting your Shopify business. Perhaps you spent a few thousand dollars on PR, digital marketing, and search engine optimization — and things seem to be moving in the right direction.

Your brand is gaining traction, your traffic is growing, and orders keep coming in, but there's one problem: most customers buy once and never return.

The solution? Focus on optimizing the post-purchase experience.

What happens after a sale can make or break the customer experience, impacting satisfaction, retention, and loyalty. If your post-purchase Shopify strategy starts and ends with unmonitored thank you pages, you’re leaving money on the table.

Not sure what to do next? In this guide, we’ll show you how to create a post-purchase journey based on customer insights — and why it matters.

Why the post-purchase experience is so important

An exceptional post-purchase experience can be a growth engine for your Shopify brand. Not only does it foster customer loyalty and reduce churn, but it can also boost profits.

According to a 2023 study, 41% of an ecommerce brand’s revenue comes from only 8% of customers. This 8% consists of loyal shoppers who come back again and again, advocate for your business, and spend more per order than the average buyer.

Repeat customers are easier to sell to because they trust your brand and products. By keeping them engaged, you can strengthen their loyalty and build a consistent revenue stream while reducing acquisition costs.

However, today's consumers have more options than ever — and 76% will leave your brand after just one bad experience. If, say, a customer doesn't receive an order on time and your support team fails to address the problem, you risk losing their business.

From order confirmation to feedback, your customers are constantly telling you how to retain them. You just need to listen and take action to make their post-purchase journey as smooth as possible. This requires understanding their behavior, preferences, and expectations, which can only be achieved with data-driven insights.

Craft a winning post-purchase Shopify strategy to keep customers coming back

A weak or non-existent post-purchase Shopify strategy leads to missed opportunities. While it's important to drive sales, what you do afterward is the key to turning one-time buyers into loyal customers.

The post-purchase experience encompasses every touchpoint that follows a sale, from order updates to technical support. At each step, it's essential to gauge customer satisfaction and leverage data to lay the foundation for future business.

With that in mind, let’s break down the different stages of the buyer’s journey post-purchase and how to optimize them for better retention and higher ROI.

Order confirmation

According to a study by Flowspace and USC Dornsife, 80% of consumers expect regular updates after placing an order.

For example, confirmation emails or in-app notifications reassure them that their orders are being processed. Send these messages immediately after the payment clears, detailing the order summary and expected processing times.

What to do:

• Personalize your message: Include the customer's name, contact details, order number, total cost, and other relevant details, such as how the products will be shipped.
• Set clear expectations: Inform buyers about the next steps and when they can expect further updates. For instance, eyeglass brand Classic Specs tells customers they’ll receive a tracking number as soon as their orders are shipped.
• Show gratitude: Thank shoppers for their purchase to make them feel appreciated. Go one step further and offer loyalty discounts on their next purchase to keep them coming back.
• Highlight where they can get support: Provide customers with your email address, phone number, or other means of contact so they can reach out for support more easily.
• Pitch a subscription: Depending on what you sell, give buyers the option to subscribe to your products via the Shopify platform. Think of it as an opportunity to upsell and increase order value. Below is an example from Fullscript, an online retailer of dietary supplements.

Shipping and delivery updates

Around 83% of the consumers surveyed by Flowspace said they expect shipping updates, and 82% want to know exactly when their orders have been shipped. These notifications reassure buyers and help reduce customer support queries.

Shipping and delivery updates also enable buyers to plan more effectively. For example, a customer may not be home when the order arrives, but if they know the delivery date in advance, they may ask a friend or family member to pick it up.

What to do:

• Automate shipping updates: Use ShipStation, Easyship, Parcel Panel, or similar tools to automate shipping and delivery updates. Choose a platform that integrates seamlessly with the shipping carriers you normally use.
• Act promptly: Send a shipping confirmation email immediately after a customer's order leaves the warehouse, even if you don't have a tracking number yet. Follow up with a second email when the tracking information becomes available.
• Be proactive: Notify buyers of any delays or changes in the delivery schedule. Use an AI-powered customer support platform like OpenDesk to view time-sensitive messages, such as those related to late deliveries, and respond quickly to alleviate the customer's concerns.

Delivery confirmation

These email messages confirm that the order has reached its destination. Generally, they include the recipient's contact details and order information along with a thank-you note.

Delivery confirmation emails also allow vendors to address shipping errors before they turn into a bigger problem.

If, say, a customer receives your email but their order is not delivered, they will contact your support team for assistance. When that happens, you can investigate the problem to see what went wrong and find a solution before they file a complaint or leave a bad review.

What to do:

• Keep an open line of communication: Encourage customers to reach out with questions about the items ordered or any issues they may experience.
• Provide added value: Share additional resources related to the customer's purchase. For example, if someone has bought a WiFi router, your delivery confirmation email may include practical tips on how to install and set up the device.
• Request feedback: Include a customer satisfaction (CSAT) survey or rating system in the delivery confirmation email. Ask buyers if their order arrived on time and in good condition and whether the tracking updates were helpful.

Post-purchase follow-up

Send a follow-up email within two to three days of delivering the order to see how shoppers feel about their experience with your brand. This is an opportunity to gauge their satisfaction, share additional resources, and preemptively address issues like order mix-ups or wrong-size items.

What to do:

• Make it easy for customers to leave feedback: Link to an online survey, review page, or feedback form in your follow-up emails. Use Zigpoll Customer Surveys, KNO Post Purchase Surveys, H3 Order Feedback, or other apps in the Shopify App Store to collect and analyze responses. Let customers know how you'll use their feedback and that you value their opinions.
• Be strategic with your questions: Think about how you can improve the customer experience and frame your questions accordingly. For example, you could ask:

1. Did the product meet your expectations?
2. Is there anything we could improve about it?
3. What would make your shopping experience even better?
4. On a scale of 1–10, how likely are you to shop with us again — and why?
5. Did you need to contact support? If so, how was your experience?

• Provide multi-channel support: Depending on your demographic, give customers the option to reach out through multiple channels. For instance, younger people are more likely to contact your team with feedback or questions on social media or via live chat. Boomers, on the other hand, may prefer to call or send an email.
• Share helpful resources: The post-purchase follow-up email may also address frequently asked questions (FAQs) or include helpful resources like how-to videos, assembly instructions, or alternative product uses. Below is a follow-up email from makeup brand Ilia Beauty, which tells customers more about the company’s products and what makes them different.

If you have an OpenDesk account, track Tickets Per Order (TPO) and then use this data to address potential problems in your follow-up email. TPO is a proprietary metric that shows which issues drive the highest ticket volume.

Let's assume you get multiple tickets related to missing items. Your post-purchase follow-up email may include instructions on what to do if an item is missing, along with a link customers can click to request a replacement or contact support.

By addressing common concerns upfront, you can reduce support ticket volume and show buyers you care about their experience.

Returns and exchanges

In a survey of 1,000 consumers, 75% said they are more likely to shop with a retailer again if the return process is easy. On a similar note, 85% of respondents agreed that a clear returns policy is one of the top factors influencing their decision to buy from new brands they discover online.

A hassle-free return or exchange process can boost customer satisfaction and loyalty. At the same time, it makes it easier to build trust and encourage repeat purchases.

What to do:

• Simplify your return process: Your return policy should be clear and easily accessible. Display it prominently on your website, use simple language, and provide step-by-step instructions. It's also a good idea to provide prepaid return labels with every order.
• Offer free returns: Surveys show that 72% of consumers are more likely to repurchase from brands that provide free returns, and nearly 90% would stop buying from a retailer if they had to pay for this service. Free returns help reduce cart abandonment and increase average order value (AOV) by giving shoppers the confidence to complete their purchase without worrying about risk.
• Provide multiple return options: Give customers the option to return their items by mail, through drop-off points, or via shipping carriers offering home pickups. This flexibility can improve their experience with your brand, leading to higher retention and reduced churn.
• Encourage product exchanges: To reduce returns and increase profits, make the exchange process as smooth as possible. For example, you could offer free shipping or discounts on exchanges along with store credit for the difference (if the new product costs less).
• Issue store credit: Consider issuing store credit instead of a cash refund. Not only does this practice encourage customer spending, but it also mitigates the losses associated with returns. Plus, it's an effective way to incentivize buyers to shop with you.
• Extend the return period: Customers feel more confident buying a product when they know they have extra time to return it if needed. This is especially important for gifts, seasonal items, or high-value goods like jewelry and electronics. There's also a chance they may become attached to the products ordered and decide to keep them. Since many brands have a 14- or 30-day return policy, extending yours to 60 or 90 days can result in a competitive advantage.

In addition to these strategies, it's essential to understand why customers choose to return their orders. That's one area where OpenDesk’s Analytics can help.

Our platform auto-categorizes tickets by topic and urgency so you can see which aspects require immediate attention. This feature enables Shopify brands to identify trends or patterns and proactively address the root causes of returns.

Post-purchase best practices

From upsells and cross-sells to stellar customer service, there are several practices you can (and should) implement for a seamless post-purchase experience. Let's look at a few examples.

Loyalty programs and incentives

Loyalty or referral programs, freebies, discounts, and other incentives work best when introduced at key touchpoints in the post-purchase journey, keeping shoppers engaged. They also encourage repeat business and can increase conversion rates while fostering lasting relationships.

For example, you may include a link to your rewards program in the confirmation email and offer bonus points just for joining. At this point, customers are most excited about their purchase and, therefore, more likely to sign up.

Another idea is to offer discounts in exchange for product reviews, testimonials, or social media shares. Include the discount code in your delivery confirmation emails — this is a key moment when customers form opinions about the items they purchased.

Upselling and cross-selling

Many Shopify brands upsell or cross-sell products at checkout to entice customers to spend more. While there's nothing wrong with this approach, you may get better results by upselling or cross-selling post purchase when the buyer:

• Is already engaged with your brand
• Is looking for an alternative to a product they returned
• Wants additional products to complement what they have just bought
• Has started using the product and may need a refill (e.g., dietary supplements)
• Has left positive feedback on the items they ordered

Let's say a customer ordered a yoga mat from your brand. Six months later, send them a follow-up email with a one-click add-on option for an upsell offer. This could be something like:

"Six months ago, you started your yoga journey with us. Your practice has evolved, so you might want to try our premium, ultra-grip yoga mat for extra cushioning and stability. Order now and enjoy 15% off plus free shipping."

On a similar note, you may also cross-sell related products like yoga towels, foam rollers, or massage balls. These items can add value to the original purchase and boost your AOV, resulting in higher profits and happier customers.

To get started, visit the Shopify App Store and search for post-purchase upsell and cross-sell apps. Some good examples are ReConvert Upsell and Cross Sell, One Click Upsell by Zipify, and AfterSell Post Purchase Upsell.

Value-added content

Share helpful content at each step of the post-purchase journey, from the moment your customers complete the checkout process. Depending on what you sell, you could offer:

• "Getting started" guides
• Video tutorials
• Links to FAQ pages
• Use cases
• Live Q&A sessions
• Webinars

For example, a skincare brand could send personalized skincare recommendations and product usage tips via email. A cookware brand, on the other hand, may host monthly live cooking demos via a customer portal.

These marketing tactics can foster loyalty and boost sales while helping buyers get the most out of their purchases. Plus, they drive engagement and keep your brand top of mind.

Great customer service

Shoppers expect outstanding support before, during, and after a sale. Nearly 60% are unlikely to buy again from a brand due to poor customer service, per the FlowSpace survey. This means you simply can't afford to cut corners.

Great customer service can turn one-time buyers into loyal customers, acting as a bridge for relationship building. Think of it as an opportunity to enhance and personalize the buyer experience, offer much-needed support, and stand out from the competition.

Let's suppose a customer gets past the checkout page and enters their payment information but changes their mind about the purchase. Perhaps they want to buy additional items or remove products from an existing order, so they leave a support ticket.

If your support team takes too long to reply, the buyer may abandon the purchase and ask for a refund. Worse, they might take their business elsewhere and never come back. That means all your efforts to move the customer down the funnel were in vain.

In the above scenario, what you should have done was:

• Respond promptly: With OpenDesk, you can view time-sensitive messages across all channels in real-time and respond quickly.
• Deliver personalized support: Make product recommendations tailored to the buyer's needs. For example, you could cross-sell an item similar to what the customer has just purchased.
• Implement self-serve order editing: Use Shopify apps like Cleverific Order Editing or Relocate+ Order Editor to let customers modify their orders without contacting support.

Also, provide multiple channels for customer communication and display them prominently in strategic locations, such as your website’s contact section and the post-purchase page. These may include a ticketing system, live chat, email, social media DMs, and other options. Then, use OpenDesk to access all your inboxes in one place and ensure no message goes unanswered.

Optimize your post-purchase Shopify strategy with OpenDesk

The customer journey doesn't end at checkout. While it's important to move prospects down the sales funnel, you also need to ensure their post-purchase experience keeps them engaged, satisfied, and eager to return.

OpenDesk provides the insights you need to optimize your Shopify post-purchase strategy. Our platform enables online brands to manage and track customer interactions across all channels, identify operational issues, and personalize communications.

With OpenDesk, you can identify areas where customers struggle — and take action before the negative reviews start rolling in. All you need to do is monitor Tickets Per Order and other key metrics via your Analytics dashboard.

There's also the option to automate responses to common inquiries, which can reduce wait times and improve the shopping experience. Simply upload documents about your brand to train the AI, and then let it work its magic.

Shopify brands often lose customers after the first purchase because they focus too much on sales and not enough on relationship building. Don’t make the same mistake. Start your 30-day free trial with OpenDesk to foster loyalty and repeat business.