Shopify merchant here. It is very frustrating to see that this 2 year old issue has not been addressed yet. Almost every Shopify popup app for newsletter registrations cannot be used in the EU market because the double opt-in function is missing. Could someone from Shopify Staff please explain what the situation is?
Topic summary
Main issue: Double opt-in (DOI) emails are not triggered when creating customers via the Admin API (REST/GraphQL), even if email_marketing_consent/confirmed_opt_in fields are set.
Current status: Shopify staff confirmed this is expected; only the Storefront API customerCreate mutation can trigger opt-in emails. Feedback was relayed to developers and documentation teams, but no timeline or change has been announced.
Constraints: Storefront API customerCreate and updateCustomer require a password, making newsletter signups (e.g., Hydrogen) and DOI for existing customers impractical. Shopify Flow cannot send the DOI—emails only go out after a customer has already completed DOI.
Impact: App providers (Seguno, OptiMonk) and merchants highlight compliance needs, especially in the EU, where DOI is often legally required. Frustration persists as the behavior remains unchanged after ~2 years.
Requests/Proposals: Enable DOI triggering via Admin API; add an Email Subscription mutation; clarify why confirmed_opt_in exists if it doesn’t send emails.
Outcome: No resolution. Multiple follow-ups ask for updates and confirmation that REST still cannot trigger DOI.
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