Duplicate customer accounts under different emails are fragmenting order history, hurting rewards/VIP tiers and analytics. Merchants asked to merge accounts to consolidate spend and history.
Shopify initially confirmed no merge feature and suggested using customer tags or app-side workarounds, noting security challenges. Many merchants expressed long-standing frustration and proposed keeping secondary emails as aliases.
Update: Shopify launched “Merge customer profiles” in Admin > Customers > Customer Data > Merge customer. It merges profiles (order data collected at checkout) not customer accounts (customer login). Merged data includes orders, draft orders, addresses, email/phone, name, notes, tags, tax settings, timeline events.
Known limitations block merges when either profile has: a credit card on file, a customer account, subscription contract, active gift cards, discounts applied, metafields, B2B customer contact, or when a merge/data (redaction/request) is in progress. Merchants report frequent errors (e.g., “customer has a credit card and can’t be merged”) and inability to keep secondary emails/phones.
Support clarified profile vs account, requested feedback, and noted dev stores need specific permissions enabled. Status: feature available but constrained; effectiveness is limited. Thread locked and redirected to a central feedback topic and Shopify changelog for updates.
Thanks for chiming in, @annahm .
Are you currently attempting from a Development store? The option would be available but you would need to enable Customers and Request Customer Data permissions first, otherwise the merge option won’t appear.
Let me know how that works out for you!