Shopify's New Customer Accounts: Advantages and Limitations

Shopify's new customer accounts represent one of the most significant changes to the storefront experience in recent years. Moving away from the classic password-based login system toward a passwordless, one-time passcode (OTP) approach, the new accounts promise a smoother experience for shoppers — but they also come with some notable limitations that merchants need to understand before switching.

In this article, we'll walk through everything you need to know about Shopify's new customer accounts: what changed, what improved, what's still missing, and how to decide whether upgrading is the right move for your store.

What Are Shopify's New Customer Accounts?

Shopify introduced a redesigned customer account portal to replace the legacy "classic" customer accounts that have been part of the platform since its early days. The new system is built around a passwordless authentication flow — instead of remembering a password, customers receive a one-time 6-digit code via email each time they log in.

The new accounts are enabled separately from classic accounts in your Shopify admin under Settings → Customer accounts. You can run both systems simultaneously or migrate fully to the new experience.

Key Advantages of the New Customer Accounts

1. Passwordless Login Reduces Friction

The single biggest win with new customer accounts is eliminating password friction. Password resets account for a significant percentage of customer service contacts for many merchants. With OTP-based login, customers no longer need to remember passwords — reducing cart abandonment and improving returning customer rates.

2. Built on Liquid and Extensible

Unlike classic customer accounts which had very limited customization options, the new customer portal is built on a modern architecture that allows Shopify app developers to add blocks and functionality. This means third-party apps can extend the customer portal — adding loyalty points, subscriptions management, returns portals, and more.

3. Better Mobile Experience

The new accounts portal is responsive-first and significantly better optimized for mobile devices compared to the classic system. Given that the majority of ecommerce traffic is now mobile, this is a meaningful improvement for conversion.

4. Order Management Improvements

The new customer portal provides better order tracking, easier access to return initiation, and cleaner order history presentation. Customers can also manage their saved addresses and payment methods more intuitively.

5. B2B Account Support

For merchants using Shopify's native B2B features, new customer accounts add support for company account management — allowing buyers to switch between personal and company contexts and manage company information directly from their account portal.

Limitations and Missing Features

1. No Password-Based Login Option

Some customers — particularly older demographics or those in areas with less reliable email access — may find the OTP-only approach frustrating. There's no option to offer both passwordless and password-based login with the new system.

2. Limited Metafield Display

Classic accounts allowed merchants to display custom metafields on customer account pages through Liquid customization. The new system is more restrictive in this regard, though Shopify has been expanding extensibility over time.

3. Email Dependency

The OTP system is entirely email-dependent. Customers who change their email address or have email deliverability issues may be locked out of their account. There's no SMS OTP option at time of writing.

4. App Compatibility

Many existing Shopify apps that extend the customer account experience were built for the classic system. Migration to new accounts may require app updates or replacements. Always audit your app stack before switching.

5. Migration Complexity for Existing Stores

If you have an existing customer base, switching to new accounts means all existing customers will need to go through the new OTP login flow the next time they log in. There's no automatic migration — customers simply use their existing email address to receive a new OTP.

Should You Switch to New Customer Accounts?

Yes — and soon. As of February 2026, Shopify has officially deprecated legacy customer accounts. Legacy accounts are no longer available to new stores, will no longer receive feature updates or technical support, and a final sunset date will be announced later in 2026. This is no longer a matter of "if" but "when."

How urgently you need to act depends on your situation:

• New stores: You're already on new customer accounts — legacy is no longer an option.
• Stores using Shopify B2B: New accounts are required for the full B2B company account experience. Prioritize this migration.
• Established stores with minimal customization: Switch now. The transition is straightforward and you gain passwordless login, store credit, and self-serve returns immediately.
• Stores with deep Liquid customizations, Multipass/SSO, or headless setups: Start planning immediately. Your Liquid customizations won't transfer. Custom registration fields and pixel tracking on account pages need to be rebuilt using Customer Account UI extensions. Don't wait for the sunset date — build a migration plan now.

How to Enable New Customer Accounts

1. Go to Shopify Admin → Settings → Customer accounts
2. Under "Customer accounts," select "New customer accounts"
3. Review and update any customer-facing email templates
4. Test the login flow thoroughly before announcing the change
5. Update any references to "password reset" in your customer communications

The Bottom Line

Shopify's new customer accounts are a meaningful improvement over the classic system — the passwordless flow, better mobile experience, and extensibility are genuine advantages. With legacy accounts now officially deprecated, the question is no longer whether to switch, but how quickly you can do it well.

If you built a heavily customized account experience on the classic system, this migration will take real planning. Liquid customizations don't transfer. Custom registration fields and account page pixels need to be rebuilt with Customer Account UI extensions. But ultimately, the move is for the best — less flexibility in some areas, yes, but a cleaner frontend, cleaner backend, and a more stable foundation going forward.

Don't wait for the final sunset date. Start auditing your customizations and apps now, and build a migration timeline that gives you room to test properly.