Shopify reorganizes marketing automations: what merchants must know about the move to Shopify Messaging and Shopify Flow (effective March 24, 2026)

Table of Contents

1. Key Highlights:
2. Introduction
3. What exactly is changing on March 24, 2026?
4. Why Shopify is reorganizing automations (practical rationale)
5. Who this affects — and who is unlikely to notice any difference
6. Practical steps to confirm continuity and readiness
7. How to find and edit moved automations: navigation and editing workflow
8. Examples: three merchant scenarios and how the change applies
9. Technical considerations: triggers, actions, reporting, and APIs
10. Best practices for managing automations post-move
11. Troubleshooting: common pitfalls and how to resolve them
12. Impact on partners and developers
13. Compliance and data-handling considerations
14. Reporting strategy: where to look for metrics and how to combine them
15. Real-world optimization opportunities created by the reorganization
16. Timeline and what “no merchant action required” actually means
17. Preparing your team: roles and runbooks to update
18. How to test automations end-to-end: a checklist
19. Long-term considerations: governance and continuous improvement
20. FAQ

Key Highlights:

• Starting March 24, 2026, automations that send Shopify Messaging emails will be managed inside the Shopify Messaging app; automations that perform marketing activities through other apps will be accessible in the Shopify Flow app.
• No merchant action is required for existing automations to continue running, but teams should review where automations now live, validate permissions, and test key workflows after the move.

Introduction

Shopify is shifting where merchants manage marketing automations. The company will move automations that use Shopify Messaging email into the Shopify Messaging app and place automations that involve marketing activities from other apps into Shopify Flow. The change takes effect March 24, 2026. Shopify has stated that existing automations will continue to run without merchant intervention, but the reorganization alters where stores view, edit, and troubleshoot those automations.

This update affects storefront owners, marketing leads, operations teams, and third-party app partners. The reallocation groups automations by the channel or app that executes the marketing activity rather than by a single marketing automations list. That distinction changes day-to-day workflows: where you find a trigger, which interfaces you use to edit messaging content, and which app’s reporting you consult. The practical result for most merchants will be minimal immediate disruption. A handful of shops—those using multi-app automations or relying on granular reporting in the previous location—should plan a short audit and some testing.

The following analysis explains the changes in clear detail, outlines the operational and technical implications, provides practical migration and testing steps, and delivers examples that mirror common store setups. The goal is to equip merchants and partners with a checklist they can act on before and after March 24.

What exactly is changing on March 24, 2026?

Shopify is reassigning where marketing automations appear inside the Shopify admin and related apps:

• Automations that rely on Shopify Messaging email as the channel for sending messages will be moved into the Shopify Messaging app. That includes automations that create and send email messages using Shopify’s Messaging infrastructure.
• Automations that include marketing activities executed by other apps—examples include third-party email platforms, SMS vendors, loyalty apps, or discount-management apps—will be made available in the Shopify Flow app.

The headline point: the controlling app for the marketing activity becomes the primary home for the automation.

This is a change to where automations are surfaced and edited. Shopify confirms that automations will continue to run after the move. No action is required for basic continuity. The reassignment consolidates messaging-specific work inside the Shopify Messaging experience, and cross-app orchestration inside Flow.

Why Shopify is reorganizing automations (practical rationale)

Shopify designs platforms to reduce friction for merchants and to route functionality to the most appropriate tool. The reorganization reflects that principle.

Shopify Messaging is the channel-level experience for messages created and delivered using Shopify’s own messaging stack. Keeping email automations that rely on that stack inside Shopify Messaging centralizes message templates, channel settings, consent handling, and delivery diagnostics. Editors and support staff who focus on messaging now have a single place to author, test, and monitor messages sent through Shopify Messaging.

Shopify Flow is the orchestration layer for cross-app logic and conditional automation. Flow connects triggers, conditions, and actions across apps in the Shopify ecosystem. Automations that call activities from third-party apps sit naturally in Flow because Flow exposes connectors and actions for many partners and can sequence activity across multiple systems.

The practical benefits for merchants:

• Clearer ownership. Teams know whether to edit automations in Shopify Messaging or Flow by looking at which app executes the marketing activity.
• Reduced complexity. Messaging content and delivery settings remain with Shopify Messaging. Cross-app orchestration—discount application, inventory checks, loyalty triggers—lives in Flow.
• Better app experience. Both Shopify Messaging and Flow can evolve with features targeted to their specific use cases rather than a single marketing-automations surface trying to serve all scenarios.

The move aligns interfaces with who controls delivery and which app needs to surface delivery-specific metrics and settings.

Who this affects — and who is unlikely to notice any difference

The change touches three broad groups of merchants and partners:

1. Merchants using Shopify Messaging email for automated messages
   • These stores will find their automations inside the Shopify Messaging app after March 24. They will notice the editing interface and reporting happen in Messaging rather than the previous automations list.
   • For stores that already rely heavily on Shopify Messaging for automated emails, the practical impact is minimal. Expect a shift in where you go to edit message templates or check deliverability logs.
2. Merchants using third-party apps to perform marketing activities
   • If your automation triggers a third-party action—send an email through Klaviyo, push a notification with a loyalty provider, apply a discount using a third-party discount tool—those automations will be surfaced in Shopify Flow.
   • Merchants who use multiple apps together to build marketing sequences should review their flows in Flow to confirm each connected app's actions remain configured.
3. Partners and app developers
   • App partners that expose marketing actions will need to ensure their Flow actions and connectors are updated and documented. The reorganization increases visibility for apps inside Flow, which changes where partners will expect merchants to configure those automations.

Merchants who built complex sequences that mix Shopify Messaging email with other apps should pay special attention. Mixed automations may now be split across two apps for editing. Understanding where each activity lives becomes the crucial step in maintaining and updating those sequences.

Practical steps to confirm continuity and readiness

Shopify says automations will continue without any merchant action. That statement is reassuring, but routine verification prevents surprises. Follow these steps before and after the March 24 change.

1. Inventory existing automations
   • Create a simple spreadsheet or use existing documentation to list every automation currently in Marketing > Automations.
   • Record: automation name, primary channel (Shopify Messaging email, third-party app, SMS), connected apps, triggers, actions, target segments, and any discount codes or conditional logic.
2. Identify automations that mix Shopify Messaging email with other apps
   • These automations may end up split across Shopify Messaging and Flow or require updates to ensure conditions and sequencing remain correct.
   • Note any automations where timing is critical (e.g., cart abandonment follow-ups, time-sensitive discount sends).
3. Confirm app permissions and accounts
   • Ensure the Shopify Messaging app and any third-party apps used in automations are installed and authorized for the account.
   • Check that the accounts used by those apps have the correct permissions and access levels.
4. Back up content where possible
   • If you maintain templates or message content outside the Shopify admin, back up copies. Some stores use external content repositories or version control; bring those into sync.
5. Test key automations after the move
   • Place test orders, simulate abandoned carts, or trigger customer events to confirm messages send and discounts apply as expected.
   • Verify deliverability and tracking in the app where the automation now resides.
6. Communicate with your team
   • Notify marketing, operations, and customer support teams of where automations will be located. Update any internal runbooks that cite Marketing > Automations.

Taking these steps ensures teams do not lose time searching for automations or troubleshooting because they looked in the previous location.

How to find and edit moved automations: navigation and editing workflow

After the reassignment, the path to find and edit automations depends on their activity type.

Automations using Shopify Messaging email

• Open the Shopify Messaging app from your Shopify admin.
• Look for a section labeled Automations (or Automation workflows) inside Shopify Messaging.
• Message templates, send settings, consent toggles, and delivery diagnostics will be available where automations live. Edit content and schedule within Messaging.

Automations with activities from other apps

• Open the Shopify Flow app from your Shopify admin.
• Flow will display workflows and actions. Look for actions that correspond to marketing apps—third-party email providers, SMS services, loyalty platforms, and so on.
• Edit conditions or add connectors inside Flow. If a shop uses several partner apps, Flow will show each app’s available actions.

Where a single automation includes both Shopify Messaging and a third-party action

• The automation may show up primarily in Flow for orchestration while the content for the Shopify Messaging portion remains in Messaging. Editing the sequence might require visits to both apps.
• When changing content for a Shopify Messaging email in such a hybrid setup, edit the message template in Messaging and adjust sequencing or triggers in Flow.

Search is your friend. Use admin search to locate Flow workflows or Messaging automations by name. If you cannot find a moved automation, consult the inventory gathered in the preparation step.

Examples: three merchant scenarios and how the change applies

Realistic examples help clarify likely merchant experiences. The following scenarios reflect common setups and how they change under the new organization.

Example 1 — Boutique using Shopify Messaging email for order updates and abandoned cart reminders

• Before March 24: The owner created automations under Marketing > Automations that used Shopify Messaging to send abandoned cart emails and order confirmation updates.
• After March 24: Both automations appear in the Shopify Messaging app. The owner edits message copy, preview tests, and checks open/delivery metrics inside Messaging. No third-party apps are involved, so nothing moves to Flow.
• Operational effect: Communications consolidation reduces confusion. One app now holds message drafts and send diagnostics.

Example 2 — Direct-to-consumer brand using Klaviyo for email and a loyalty app for points

• Before March 24: The brand had a complex automation that triggered when a customer reached a spending threshold, sending a Klaviyo email and applying loyalty points via the loyalty app.
• After March 24: The orchestration appears in Shopify Flow, which sequences the spend trigger, calls the loyalty app to grant points, and then triggers an action in the Klaviyo connector to send the email. The brand edits sequences, conditions, and app connectors inside Flow. Email content remains inside Klaviyo.
• Operational effect: Flow becomes the control layer for sequencing. The brand must update contacts and approval settings in Klaviyo separately and maintain a clear mapping between Flow actions and the Klaviyo templates.

Example 3 — Enterprise retailer using a mix of Shopify Messaging, Flow, and custom apps

• Before March 24: The retailer had a sprawling set of automations: Shopify Messaging for shipping emails, a third-party SMS service for cart recovery, and a custom app that applies targeted discounts.
• After March 24: Shipping emails owned by Shopify Messaging show in Messaging for content edits and delivery metrics. SMS and discount application steps are visible in Flow as connectors or custom Flow actions. The retailer’s operations team uses Flow to orchestrate the entire sequence, but must jump into Messaging to change shipping-email copy.
• Operational effect: Clear separation enables specialized teams to focus on their areas. The messaging team manages templates; the automation or growth team controls orchestration in Flow.

These examples reveal typical user journeys. The consistent pattern: channel-specific content sits in the channel’s app; cross-app logic and sequencing sit in Flow.

Technical considerations: triggers, actions, reporting, and APIs

The reorganization touches several technical aspects that merchants and technical partners should review.

Triggers and event handling

• Triggers remain the events that start workflows—order placed, cart abandoned, customer created, product inventory low. Shopify will preserve triggers.
• If a Flow orchestration depends on data available only in a third-party app, verify that the Flow connector can access that data or implement a custom app action.

Actions and connectors

• Flow exposes actions from a broad range of apps. Partners can add or improve Flow actions to support common marketing activities, like sending templated emails or creating loyalty entries.
• Shopify Messaging actions (create draft, send email) will continue to live where Shopify Messaging defines them. When Flow invokes a Shopify Messaging action, the operation may appear as an action in Flow but the content editing and send diagnostics stay in Messaging.

Reporting and analytics

• Reporting for messages sent through Shopify Messaging will appear inside Shopify Messaging. Open, click, delivery rates, and bounces for those messages will be available in the Messaging console.
• Reporting for activities performed by third-party apps remains in those apps. Flow provides orchestration logs and run histories for sequences but may not surface deep channel-specific metrics (e.g., email opens in Klaviyo).
• Merchants should expect to consult multiple places for a complete view: Flow for orchestration success and timing; app dashboards for message-level engagement.

APIs and webhooks

• Developers integrating with custom systems should verify webhook endpoints remain functional. Triggers and actions invoked by Flow will rely on connectors and API tokens. If a connector uses a partner API, confirm credentials continue to work after March 24.
• If your store relies on a custom app that previously interacted with Marketing > Automations directly, assess whether you need to implement or update Flow actions or Messaging app calls to preserve the same automation logic.

Deliverability and consent

• Shopify Messaging handles consent, unsubscribe behavior, and compliance for messages sent through that channel. Confirm your consent records are up to date.
• When Flow triggers third-party email sends, confirm that partner apps are configured to enforce consent and handle unsubscribes consistently.

These technical checks prevent broken automations and maintain reliable reporting and compliance.

Best practices for managing automations post-move

Treat this reorganization as an opportunity to streamline processes and tighten controls. Recommended best practices include:

1. Centralize documentation
   • Maintain a single source of truth for automations that documents: trigger, sequence, channel, connected apps, template IDs, and business owners.
   • Link to the exact Flow workflow or Messaging automation so team members can navigate quickly.
2. Assign ownership by function
   • Assign a messaging owner (manages Shopify Messaging templates) and an automation owner (manages Flow sequences). Clear boundaries reduce accidental edits.
   • Create a small escalation path for when changes demand cross-team coordination.
3. Implement a test account or staging store
   • Use a development or staging store to test cross-app sequences when possible. Run through common triggers and verify outcomes.
   • Where a staging store is not available, create test customers with consent to validate automations without risking real customers.
4. Use versioning and change logs
   • Track changes to automations in a change log. Note who edited what, why, and when. That context saves time when troubleshooting.
   • If a change causes a regression, the log provides a rollback path or at least a point-in-time reference.
5. Audit permissions regularly
   • Confirm apps integrated into Flow and Messaging have the necessary OAuth scopes and API keys.
   • Validate that team members have suitable admin or collaborator privileges without granting excessive privileges.
6. Monitor run histories and delivery metrics after edits
   • Flow records each run and whether actions succeeded. Check histories for failed actions and investigate promptly.
   • For email and SMS, monitor deliverability metrics in the channel app. A spike in bounces or unsubscribes requires immediate attention.
7. Keep marketing and legal in sync
   • Marketing teams should coordinate with legal or privacy officers if message content or consent capture changes.
   • A change in how messages are routed or stored can affect compliance obligations.

Applying these practices reduces operational risk and gives teams confidence the reorganized setup will perform well.

Troubleshooting: common pitfalls and how to resolve them

Even when automations continue to function, teams can encounter issues after a change to where automations are managed. The following problems have straightforward remedies.

Problem: I no longer see an automation in Marketing > Automations

• Likely cause: The automation was moved to Shopify Messaging or Flow.
• Resolution: Search for the automation name in admin search. Look in the Shopify Messaging app and the Shopify Flow app. Refer to your inventory sheet to confirm the automation’s channel.

Problem: An automation appears but fails to execute an action in a third-party app

• Likely cause: Connector permissions or API credentials have lapsed, or the partner app changed its API.
• Resolution: Verify the partner app’s connection in Flow. Reauthorize credentials if required. Check Flow run logs for error messages and remediate.

Problem: Delivery metrics are split across apps and hard to reconcile

• Likely cause: Shopify Messaging tracks its email sends; third-party apps track theirs.
• Resolution: Map which sends are executed by which app and pull metrics from each app’s dashboard. For consolidated reporting, export data and compile it in a BI tool or spreadsheet.

Problem: Mixed automations require edits in two apps and coordination fails

• Likely cause: Lack of documented ownership.
• Resolution: Decide which team owns orchestration and which owns content. Update runbooks and create communication channels for changes requiring cross-app edits.

Problem: I can’t edit message templates that formerly lived in Marketing > Automations

• Likely cause: Those templates moved to Shopify Messaging or to the third-party app that owns content.
• Resolution: Open Shopify Messaging and check template libraries. For third-party content, open the relevant partner app.

Document runbook steps to resolve these issues rapidly. Runbooks should include where to look for logs, how to reauthorize connectors, and who to contact at partner apps.

Impact on partners and developers

The reorganization changes where partners will expect merchants to configure marketing automations. It also influences developer priorities.

For partner apps that provide marketing actions

• Partners should ensure their Flow actions are well-documented and that merchants can discover them easily in Flow.
• Building robust actions with clear error messages in Flow run logs reduces merchant support requests.

For partners who provide templates or content management

• If a partner previously asked merchants to edit templates inside Marketing > Automations, they should update their documentation to point to Messaging or their app’s dashboard as appropriate.
• Partners that do not yet provide Flow actions should consider building them to make their app’s capabilities accessible within Flow orchestration.

For custom app developers

• Review any integrations that relied on Marketing > Automations and adapt to Flow or Messaging APIs as necessary.
• If you maintain webhooks or background jobs that respond to automation events, verify that events continue to fire and that your app receives expected payloads.

App developers gain visibility through Flow. Merchants benefit from a clearer path for orchestration: connect the app in Flow, expose actions, and let merchants assemble multi-step automation without custom code.

Compliance and data-handling considerations

Automated messages and the apps that send them involve personal data and consent flows. The reorganization changes where controls live.

Consent and unsubscribe handling

• Shopify Messaging enforces consent and unsubscribe behavior for messages it sends. Messages sent through partner apps follow those apps’ consent handling.
• Merchants must ensure consent records are accurate and consistent across apps to avoid sending messages to customers who have revoked consent.

Data residency and access

• Flow orchestrates actions but does not necessarily store message content. Confirm how partner apps store message templates and customer data.
• For merchants operating under strict data regulations, validate partner app data handling and storage locations.

Audit trails and logging

• Flow provides execution logs that show whether an action succeeded. Messaging will show send and delivery logs for its messages.
• Maintain an audit strategy that records who edited automations and when, and saves copies of message content at the time of send if required by policy.

Privacy impact

• A change in the locus of message editing may alter where customer data is displayed. Review internal access policies to prevent unnecessary exposure.

Complying with privacy rules requires deliberate coordination between Messaging, Flow, and any partner apps that process customer data.

Reporting strategy: where to look for metrics and how to combine them

The reorganization splits responsibility for metrics.

What each app reports

• Shopify Messaging: open rates, clicks, deliverability, bounces, unsubscribes for messages sent through Shopify Messaging.
• Flow: run histories, action success/failure, latency and sequencing information.
• Partner apps: send-level metrics for messages those apps send; some provide advanced attribution and A/B results.

Combining metrics into a single view

• For a holistic view, export data from Messaging, Flow run histories, and partner apps. Use a BI tool (e.g., Looker, Tableau) or a spreadsheet to combine metrics.
• Include orchestration timing from Flow alongside channel engagement metrics. That combination helps diagnose failures and timing issues.

Attribution and funnel reporting

• When a Flow sequence spans apps, attribute conversions to the channel that engaged the customer (or use last-touch/first-touch rules your business prefers).
• Maintain consistent UTM tagging and campaign identifiers across apps so that analytics systems can stitch events together.

Tracking recommendations

• Tag every outgoing message with campaign and message identifiers.
• Include unique identifiers in message metadata to tie messages back to Flow runs when possible.
• Store run IDs and send IDs together in logs so you can reconcile a Flow run with a specific message send.

A clear reporting strategy prevents finger-pointing and makes it faster to optimize automated marketing.

Real-world optimization opportunities created by the reorganization

The change creates several practical benefits merchants can act on to improve their marketing automation performance.

1. Specialized optimization for each channel
   • Messaging teams can focus on deliverability, template optimization, and consent compliance inside Shopify Messaging.
   • Automation teams can use Flow to optimize sequencing, conditional branching, and cross-app orchestration without being distracted by channel-level settings.
2. Faster iteration of complex workflows
   • Flow’s run histories make it easier to diagnose sequencing issues. Teams can iterate on logic—such as delaying a follow-up by a specific number of hours—without editing message content.
3. Better partner integration
   • Flow centralizes third-party actions and connectors, making it easier to include loyalty programs, shipping partners, and external analytics in automation logic.
4. Cleaner ownership boundaries
   • Operational confusion declines when content owners and orchestration owners have distinct, documented responsibilities.

These improvements support better-performing automations with fewer operational errors.

Timeline and what “no merchant action required” actually means

Shopify has stated that merchants do not need to take action for their marketing automations to continue functioning after March 24, 2026. That promise has specific implications and practical caveats.

What Shopify’s statement covers

• Existing automations should continue to run as configured after they are moved to the new app homes.
• Administrative operations—such as the move itself—are handled by Shopify.

What merchants should still verify

• That the apps involved in automations remain installed and authorized.
• That credentials for third-party connectors are active.
• That message templates and content migrated correctly and that preview tests appear as expected.
• That any reporting or metrics dependencies are adjusted to the new app locations.

The move is not a code-level migration for custom apps that directly queried the Marketing > Automations interface. Custom integrations may require developer updates to point to Flow or Messaging APIs. For most merchants using standard app connectors and UI-driven automations, no action is required beyond verification and testing.

Treat the no-action requirement as a continuity guarantee rather than an excuse to skip testing. A concise validation plan prevents missed issues.

Preparing your team: roles and runbooks to update

Operational clarity keeps small issues from becoming outages. Update internal runbooks and make role responsibilities explicit.

Suggested role map

• Messaging Owner: owns Shopify Messaging templates, send approval, and deliverability monitoring.
• Automation Owner: owns Flow workflows, sequencing logic, and connector configurations.
• Data/Analytics Owner: consolidates reporting from Messaging, Flow, and partner dashboards.
• Security/Compliance Owner: validates consent, unsubscribe lists, and data access.

Runbook elements to include

• How to find an automation after March 24 (search strategies for Flow and Messaging).
• Steps to reauthorize a partner connector in Flow.
• Contact list for partner app support and Shopify support.
• Testing checklist for verifying an automation end-to-end.

Train staff on the new locations and update any internal documentation links to point directly to the Flow workflow or Messaging automation.

How to test automations end-to-end: a checklist

Testing validates continuity and prevents customer-facing errors. Use a simulated customer account and follow this checklist.

1. Create a test profile
   • Add a customer test account with a dedicated email and phone number you control.
   • Give the account the same tags and attributes as your target segment.
2. Trigger the event
   • Place a test order, abandon a cart, or update customer attributes to trigger the automation.
3. Observe Flow/Messaging run logs
   • In Flow, confirm the run occurred and whether each action succeeded.
   • In Shopify Messaging, confirm that the message moved from draft to sent and check deliverability logs.
4. Validate message content
   • Confirm personalization tokens resolved correctly (name, discount, order number).
   • Check links, images, and dynamic blocks render properly.
5. Confirm downstream actions
   • If a discount was applied by a partner app, verify the discount exists and functions at checkout.
   • If loyalty points were granted, check the customer’s loyalty balance.
6. Verify analytics and attribution
   • Check analytics events to confirm UTM parameters and campaign identifiers were set.
   • Reconcile send IDs or run IDs with your tracking systems.
7. Document results and remediate
   • Note any failures and the fix applied. Re-run tests after remediation.

Testing after the March 24 move should be routine for at least the first week to catch any unforeseen issues.

Long-term considerations: governance and continuous improvement

The reorganization is a starting point for more deliberate automation governance.

Establish continuous improvement cycles

• Periodically review automation performance and prune sequences that no longer add value.
• A quarterly automation audit, including deliverability checks and content refreshes, prevents stale campaigns.

Maintain a connector inventory

• Keep a register of third-party connectors used in Flow and their owners, versions, and contact details.
• Update the inventory whenever you add or remove an app.

Automate monitoring

• Use monitoring tools to alert on Flow action failures or spikes in delivery errors from Messaging.
• Set thresholds for acceptable error rates and automatically notify owners when thresholds are exceeded.

Invest in training

• Provide short training sessions for marketing and operations teams on how to use Flow and Shopify Messaging after the change.
• Keep knowledge transfer materials up to date in an internal wiki.

Governance and regular audits turn a one-time organizational change into lasting operational resilience.

FAQ

Q: Will any automations stop working on March 24, 2026? A: Shopify indicates existing automations will continue to function after the move. Merchants should still verify critical automations by running tests and checking app connections to confirm continuity.

Q: Where do I edit automated emails that were previously in Marketing > Automations? A: If those emails were sent through Shopify Messaging, edit them in the Shopify Messaging app after the change. If email sends rely on a third-party app, edit content in that partner app; orchestrate actions in Flow.

Q: What happens to automations that use Shopify Messaging email plus a third-party action? A: Orchestration for cross-app sequences will appear in Flow, while Shopify Messaging will hold the email content and send settings. Editing a hybrid automation can require visiting both apps.

Q: Do I need to reinstall apps or reauthorize connections? A: Normally no. However, verify that connectors remain authorized. Reauthorize credentials if Flow run histories show authentication errors or partner apps report disconnections.

Q: Where do I find run logs and error messages for automations? A: Flow shows orchestration run histories and action-level success/failure logs. Shopify Messaging shows send and deliverability logs for messages it sends. Partner dashboards provide send-level metrics for actions they perform.

Q: Will reporting be consolidated automatically? A: No. Messaging, Flow, and partner apps maintain separate dashboards. Combine exports or use a BI tool for consolidated reporting.

Q: If my custom app interacted with the old Marketing > Automations interface, what should I do? A: Review your custom integration. You may need to implement Flow actions or use the Messaging APIs depending on which app executes the marketing activity. Update webhooks and API calls to match the new architecture.

Q: Who should I contact if an automation fails after the move? A: Check Flow run histories first for error messages. If the error points to a partner app, contact that app’s support. For Shopify Messaging issues, open a support ticket with Shopify or consult the Shopify Help Center article on managing marketing automations.

Q: How can I ensure compliance and consent remain intact after the reorganization? A: Confirm consent records in Shopify and partner apps. Ensure unsubscribe links and consent flows are configured correctly in Shopify Messaging and in third-party apps engaged by Flow. Coordinate with your privacy team for audits.

Q: Where can I learn more about managing marketing automations in Shopify? A: See Shopify’s Help Center documentation on marketing automations and the Shopify Messaging and Flow app guides. Shopify’s help pages provide steps for common tasks, troubleshooting guides, and support contact routes.

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This reorganization streamlines where automations live by aligning them with the app that executes the marketing activity. Merchants who use Shopify Messaging for email will manage templates and delivery inside Messaging; merchants who orchestrate activities across apps will use Flow for sequencing and logic. The practical outcome is clearer ownership and improved tooling for both messaging and cross-app automation. Validate your most important workflows after March 24, verify app permissions, and update team runbooks to match the new locations so your automations continue to run smoothly.