How to Send Different Order Confirmation Notifications Emails for First-Time vs Returning Customers?

Technical Q&A
1

Hi Shopify Community,

I’m looking for a way to customize the order confirmation email notifications based on whether the customer is making their first purchase or is a returning customer.

Here’s what I’d like to achieve:

  • First-time customers receive one version of the email.
  • Returning customers receive a different version of the email.

Is it possible to implement this kind of conditional logic within Shopify’s notification system? Would this require custom coding, or are there apps or workarounds to achieve this?

I have seen it in another Shopify store but we are struggling to find a solution even with the support.

I’d appreciate any guidance, examples, or suggestions!

Thank you in advance for your help!

2

Hi @jeremy-jope ,

Shopify has no notifications API unfortunately, so any solution would have to connect with Order Webhooks, use a database to keep track of order history, and use an email provider.

This functionality is possible with a custom app, an automation app, or solution found in the App Store.

3

Hi @sam ,

Thanks for your quick answer.

Are there app that you would recommend?

Have a great day.

4

Hey @jeremy-jope

Yes, it’s possible with a bit of Liquid code inside your order confirmation email template. Shopify doesn’t have a built-in toggle for this, but you can try something like:

{% if customer.orders_count == 1 %}
  <!-- Message for first-time customer -->
{% else %}
  <!-- Message for returning customer -->
{% endif %}

This works if the customer is logged in or using the same email. It won’t work for guest checkouts with different emails though, so that’s one caveat to keep in mind.

If you’re open to a workaround outside of the default email notification, you could also look into using apps like Klaviyo or Omnisend to set up a custom flow, for example, send different follow-up emails after the Shopify confirmation depending on whether the customer is tagged as new or returning.

Apps like ParcelPanel Order Tracking can help here too. While it doesn’t modify the order confirmation email itself, it gives you a branded tracking page where you can show different content or marketing offers to new vs loyal customers, especially if you’re using Shopify Flow or customer tags.

Hope that helps give you a direction! And if it solves your question, feel free to mark it as a solution so others can find it too :+1: