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Shopify Email Is Now Shopify Messaging: What Changed

Updated , first published · 5 min read

Shopify Email is now called Shopify Messaging: by December 10, 2025, when Shopify announced SMS marketing for “Shopify Messaging, formerly known as Shopify Email”, the app had its new name. Since then, marketing automations moved into the Messaging app (March 24, 2026), SMS automations arrived (May 19, 2026), and the Marketing section of the admin became Growth (June 17, 2026). Before the rename, the email editor gained dynamic product sections (September 25, 2025) that fill in your best sellers or newest products at the moment an email is sent.

Each change below links to its Shopify Changelog post; details on how features work come from the Shopify Help Center pages on Shopify Messaging. Last checked: October 23, 2026.

Timeline of changes

September 25, 2025: dynamic product sections. Shopify Email campaigns and automations can show products chosen at send time: your best sellers or your most recently added products (changelog). What to do: replace hand-picked “new arrivals” blocks in recurring emails with a dynamic section, so an automation written months ago still shows current products.

December 10, 2025: collection options in the editor. Three additions: filter products by collection when building a product section by hand, dynamic product sections for one collection (its best sellers or newest additions), and several collections in one section, each shown as a clickable tile (changelog). What to do: for stores with distinct ranges (men’s and women’s, or seasonal collections), use collection-specific dynamic sections instead of store-wide best sellers.

December 10, 2025: SMS arrives in Shopify Messaging, formerly Shopify Email. SMS marketing campaigns arrive in the same app, for selected regions, with prebuilt templates and pay-per-message pricing (changelog). What to do: nothing changes for email; if you sell in a supported country and collect phone consent at checkout, SMS is now one app instead of two.

March 24, 2026: automations move into the Messaging app. Marketing automations that send Shopify Messaging emails moved from the Marketing section to the Shopify Messaging app; automations that used other apps’ marketing activities moved to Shopify Flow. Shopify said no action was needed (changelog). What to do: open Apps > Messaging > Automations once and check every automation you expect is there and turned on.

May 19, 2026: SMS automations. Prebuilt SMS automations for abandoned carts, abandoned checkouts and browse abandonment, or your own, set up under Shopify Messaging > Automations, with an SMS spending threshold under Shopify Messaging > Settings (changelog). What to do: set the spending threshold before you turn any SMS automation on.

June 17, 2026: the Marketing tab becomes Growth. The Growth section holds Campaigns, Attribution and Campaign Autopilot (early access at launch); automations stay in Shopify Messaging, and existing setups remain accessible (changelog). What to do: update bookmarks and any staff instructions that say “Marketing > Automations”.

Dynamic product sections in practice

When you add a Product section to an email in the Shopify Messaging editor, you choose a Product type:

  • Dynamic shows your store’s best selling or most recently added products as of the moment the email is sent. Because they fill in automatically, you cannot pick the products, edit their text or change the image.
  • Static shows the products you select.

Since the December update, a dynamic section can be limited to one collection. Prices in either type come from the product itself and can only be changed under Products in the admin, not in the email editor. A separate Collection section can feature up to 9 collections as tiles.

Dynamic sections suit automations most, because an automation keeps sending the same email for months. A welcome email built in spring with static products still shows spring products in fall; a dynamic “newest” section does not. For one-off campaigns where you want to push particular products, static is the better choice. More on building the emails themselves is in our guide to Shopify email templates.

What it costs now

The rename did not change email pricing. Shopify Messaging is available on Basic, Grow, Advanced and Plus, each with 10,000 free emails a month; after that, emails cost $1 per 1,000 up to 300,000, then less. Marketing automations count toward the 10,000, except abandoned checkout automations, which are always free.

SMS is charged per message and per recipient, with prices that vary by country (for example $0.025 in Canada and $0.08 in Denmark per message as listed on October 23, 2026), plus a monthly toll-free number fee for messages to the United States and Canada. Long messages split into several parts are charged as several messages, and you get 25 free test messages a week. As of September 15, 2026, SMS marketing to Spanish numbers is paused, and to Austrian numbers from October 1, 2026.

A monthly spending threshold sends you an email alert when your combined Shopify Messaging costs across email, SMS and WhatsApp reach the amount you set. WhatsApp marketing campaigns are also part of the app now, for subscribers who opted in to WhatsApp marketing. For SMS strategy and consent, see Shopify SMS marketing.

Check your store after the changes

  1. Open Apps > Messaging > Automations and confirm each automation is present and on, especially abandoned checkout.
  2. If you used marketing automations from another app (a review or loyalty app, for example), look for them in Shopify Flow.
  3. Set a monthly spending threshold in Shopify Messaging before enabling SMS or WhatsApp.
  4. Replace static product blocks in long-running automations with dynamic sections.
  5. Update internal notes and bookmarks that point to the old Marketing menu.

The full list of automation templates and their rules is in Shopify email automation, and the basics of email on Shopify are in the Shopify email marketing hub.

FAQ

Is Shopify Email gone? Shopify Email was renamed Shopify Messaging; Shopify’s changelog used the new name by December 10, 2025, when SMS marketing was added. The email features continue in the same app under the new name.

Do my old automations still run? Shopify moved email automations into the Shopify Messaging app on March 24, 2026, and said no action was needed. Automations that used other apps moved to Shopify Flow; check both lists once.

Is Shopify Messaging free? Shopify Messaging includes 10,000 free emails a month on Basic, Grow, Advanced and Plus, then $1 per 1,000. SMS and WhatsApp are paid per message.

What are dynamic product sections in Shopify emails? Dynamic product sections fill an email with your best sellers or newest products at the moment it is sent, optionally from one collection. You cannot pick or edit the individual products in a dynamic section.