Understanding Shopify’s New Customer Accounts: Advantages and Limitations
In the world of ecommerce, customer experience is a key factor for success. Shopify continues to innovate and offer new features to improve user interactions. One of the most significant updates is Shopify’s new customer accounts, designed to simplify the account creation and login process for shoppers while offering more flexibility to merchants. In this article, we’ll explore the benefits and limitations of Shopify’s new customer accounts, and how they can impact your online store.
What Are Shopify’s New Customer Accounts?
Shopify gives store owners the option to either use classic customer accounts or new customer accounts. Classic customer accounts are the standard accounts that use username and password and store owners can edit the account section in Shopify’s liquid. New customer accounts are a revamped approach to customer’s ‘my account’ section and user authentication. With these accounts, customers no longer need to remember complex usernames or passwords to log in. Instead, Shopify allows for a passwordless authentication process that leverages email or SMS one-time passwords (OTPs). This feature significantly reduces friction during checkout and enhances security by using tokenized login methods.
The new accounts also offer more information to customer about their accounts and shipments in addition to a standard user interface that allows customers to view all orders and make updates to their account.
Advantages of Shopify’s New Customer Accounts
1. Improved User Experience
Passwordless login makes it easier for customers to access their accounts. This reduces the likelihood of password fatigue, a common issue when customers have to create multiple accounts for different online stores. With one-time passwords sent to their email or phone, customers can log in faster and with less hassle.
2. Increased Security
Traditional passwords can be a security risk, especially if customers reuse the same passwords across multiple sites. Shopify’s new customer accounts rely on token-based authentication, which enhances security. By sending one-time codes via email or SMS, the system reduces the chances of unauthorized access through weak or compromised passwords.
3. Better Integration with Third-Party Apps
The new accounts system allows for better integration with third-party apps and tools. This is especially beneficial for Shopify merchants who use customer relationship management (CRM) systems, loyalty programs, or email marketing tools. The seamless connection between Shopify’s customer data and these tools can help enhance the customer experience and streamline store operations.
4. Simplified Account Management
Customers can easily update their personal information, check their order history, and manage their preferences through a user-friendly interface. This makes it more likely that they’ll engage with the store over time, building brand loyalty and driving repeat purchases.
5. Mobile-Friendly Authentication
With a growing number of consumers shopping on mobile devices, the ability to log in via OTPs through email or SMS aligns with mobile-friendly strategies. This ensures a smooth experience for mobile shoppers, contributing to higher conversion rates.
Limitations of Shopify’s New Customer Accounts
1. Dependency on Email or SMS
While passwordless authentication is convenient, it requires customers to have access to their email or mobile phone during login. If a customer doesn’t have immediate access to these channels, it can create friction. For example, if a customer has a poor phone signal or doesn’t have access to their email inbox, they may be unable to log in and complete their purchase.
2. No Support for Social Logins (SSO)
Many ecommerce platforms offer social logins (like Google or Facebook) to speed up the process of account creation and login. As of now, Shopify’s new customer accounts don’t support social logins, which could be a disadvantage for customers who prefer using their social media credentials for quick access. This may change when Shopify releases their new version of Multipass, but this is yet to be officially announced.
3. Potential Learning Curve
For customers accustomed to traditional usernames and passwords, the shift to one-time passwords may take some getting used to. Some users may prefer the consistency of using passwords, and this could lead to confusion or hesitation, especially among less tech-savvy shoppers.
4. Limited Customization Options
Shopify merchants looking to heavily customize the login and account creation experience may find the new system limiting—at least for now. Currently, making adjustments to the new customer accounts is still in developer preview, meaning that full customization features are not yet live for all merchants.
Customizations can only be made through the Shopify API, similar to the checkout extensibility feature. This requires technical expertise and development resources, as there is no native user interface for merchants to easily make changes. While basic branding elements like logos and colors can be adjusted, more advanced customizations, such as altering the login flow or adding additional functionality, will need to be handled through API calls.
As Shopify continues to roll out updates, it’s likely that greater customization options will become available to a broader audience, but for now, developers have to work within the API framework for any major adjustments.
5. Reliance on Third-Party Infrastructure
The security and efficiency of the new customer accounts largely depend on the reliability of email and SMS providers. If there are delays or outages with these services, customers may face login issues, leading to potential cart abandonment and a negative shopping experience.
Is It Right for Your Shopify Store?
Shopify’s new customer accounts offer a modern and secure way to manage user authentication. They’re ideal for merchants looking to reduce friction during the checkout process and improve customer experience. The advantages, especially in terms of security and ease of use, make them a strong option for most stores.
According to Shopify, classic customer accounts will eventually be deprecated, meaning merchants will need to transition to the new customer accounts in the future. If you’re creating a new Shopify site, it makes sense to start using the new customer accounts (NCA) right from the beginning, as this will future-proof your store and prevent the need for a later migration. However, if you are already using classic customer accounts, it may be worth waiting until the new customer accounts API is out of developer preview before making the switch. This will allow you to take full advantage of customization options and ensure that the NCA system is fully stable and supported for your specific needs.
Shopify’s new customer accounts reflect the platform’s commitment to improving ecommerce experiences for both merchants and shoppers. By eliminating the need for traditional passwords and providing a more secure and convenient way for customers to log in, Shopify is leading the way toward a frictionless shopping experience. If implemented correctly, it can lead to higher customer satisfaction, stronger security, and ultimately, more sales.
At Ecommerce Partners, we specialize in helping Shopify merchants get the most out of the platform. If you’re considering upgrading to Shopify’s new customer accounts or need assistance with other Shopify features, feel free to reach out to us for expert guidance!
