What are the steps to set up SMS marketing on Shopify?
To set up SMS marketing on Shopify, store owners should move through four main phases: choose a compliant SMS platform, configure Shopify and consent collection, build flows and campaigns, then test, monitor, and optimize. The process requires attention to legal compliance before any technical setup begins.
Phase 1: Decide strategy and ensure compliance
Store owners should clarify their goals before installing any app or sending messages. Goals typically include cart recovery, promotional campaigns and product launches, transactional updates, or a combination of these objectives. Determining which regions and laws apply (such as TCPA in the United States or GDPR in the European Union) shapes how consent must be obtained and documented.
Drafting compliant language requires explaining what subscribers are opting into, message frequency expectations, that consent is not a condition of purchase, and that recipients can reply STOP to opt out. Store owners should update their privacy policy and terms of service with an SMS section describing data use, consent practices, and opt-out rights.
Phase 2: Choose and install an SMS platform
Selecting a Shopify-native SMS tool requires evaluating native integration capabilities, built-in compliance tools, and automation features. Leading platforms include Klaviyo SMS, Postscript, TxtCart, Omnisend, and Yotpo SMSBump. Installation happens through the Shopify App Store, where store owners connect the app by following onboarding steps for permissions, data sync, billing, and sender registration such as A2P 10DLC for United States numbers.
Phase 3: Configure consent collection at checkout
Enabling SMS marketing collection at checkout involves navigating to Settings, then Checkout in the Shopify admin. Store owners should turn on SMS or phone as a contact method and enable the marketing opt-in checkbox. According to Klaviyo's integration guide, consent syncs to the SMS platform when customers enter their phone number, select the checkbox to accept SMS marketing, and click continue to shipping.
The SMS checkbox must be presented as an optional, unchecked marketing choice so customers actively opt in. Store owners should edit the accept marketing checkbox label to include that customers agree to receive marketing SMS, that message frequency may vary, that standard rates may apply, and that they can reply STOP or HELP.
Phase 4: Set up automations and launch
Core automated flows should be configured using the SMS platform's built-in templates. These include welcome series for new subscribers, abandoned cart reminders tied to Shopify checkout events, post-purchase messages for order follow-up and review requests, and win-back flows targeting lapsed customers.
Testing requires sending messages to internal numbers first to validate links, tracking, personalization, and unsubscribe behavior. Monitoring performance metrics such as delivery rate, click-through rate, opt-out rate, and attributed revenue helps optimize campaigns over time.
What compliance requirements must Shopify store owners understand before sending SMS?
Store owners must secure explicit consent, be transparent about how customer data is used, and provide simple opt-out options. Failure to comply can trigger substantial fines and lawsuits under both TCPA (United States) and GDPR (European Union).
TCPA requirements for United States merchants
The Telephone Consumer Protection Act requires prior express written consent before sending any promotional or automated SMS. Past purchases or having a phone number on file are not sufficient for sending marketing messages. According to the FCC's enforcement guidance, businesses face fines of $500 per violation for standard infractions, while willful violations can incur penalties up to $1,500 per message.
Consent must be an active, affirmative action (such as an unchecked box or keyword text-in) with clear language describing that messages are marketing, expected frequency, that consent is not a condition of purchase, and that standard rates may apply. Pre-checked boxes or bundled consent with other terms for marketing texts violate TCPA standards. Every message must clearly identify the sender and include an easy opt-out method such as "Reply STOP to unsubscribe."
Opt-out requests must be honored immediately, and systems should process STOP and similar keywords while updating internal do-not-contact lists with timestamps. Merchants should maintain detailed records of consent (who, when, how, and exact wording shown) for each subscriber.
GDPR requirements for EU/EEA merchants
For stores selling to European customers, GDPR requires a valid lawful basis for processing personal data used in SMS marketing. Consent must be freely given, specific, informed, and unambiguous. According to official GDPR documentation, violators may be fined up to €20 million or 4% of global annual turnover, whichever is higher.
Robust consent records must include identity, timestamp, channel (checkout, form, keyword), and the exact text shown at opt-in. Simple, free withdrawal of consent must be available at any time through STOP replies or account preference centers.
Which SMS marketing platforms work best with Shopify?
The strongest SMS platforms for Shopify are those with native integrations, robust automation, segmentation, and compliance tooling. Store owners should prioritize deep Shopify data sync, consent and compliance features, and revenue-focused flows over just cheap messaging.
- Klaviyo offers an email and SMS suite with tight Shopify data sync, advanced segmentation, and prebuilt ecommerce flows for cart recovery, browse abandonment, and post-purchase messaging.
- Postscript is an SMS-only platform built specifically for Shopify merchants, featuring two-way messaging, behavioral segmentation, and strong compliance and consent management.
- TxtCart provides AI-driven SMS focusing on conversational cart recovery and upsell with real-time, human-like replies and detailed revenue analytics.
- Omnisend delivers omnichannel email and SMS capabilities with seamless Shopify integration, prebuilt ecommerce workflows, and unified reporting.
- Yotpo SMSBump has Shopify-first heritage with strong automation for cart abandonment, bulk campaigns, and A/B testing capabilities.
Key features to prioritize include native Shopify integration with real-time sync of orders, carts, products, and customer profiles. Built-in TCPA and GDPR tools should include compliant opt-in forms, keyword opt-in, consent logging, and automatic STOP and HELP handling.
What SMS automation flows should Shopify stores set up?
The most important SMS automations for Shopify are welcome, abandoned cart, browse abandonment, post-purchase, and win-back flows. These trigger off high-intent behavior and run continuously in the background, typically driving higher engagement and revenue per message than one-off campaigns.
Welcome series
This flow triggers when a new SMS subscriber joins via checkout, popup, or keyword. The welcome series reaches subscribers at peak interest and sets expectations for content and frequency. A small incentive or fast-track to bestsellers captures first orders quickly.
Abandoned cart and checkout
This flow triggers when a customer adds to cart or starts checkout but does not complete the purchase within a set window. SMS reminders within one to 24 hours can recover a significant share of otherwise lost revenue. The direct, trackable link back to the pre-filled cart plus light urgency (limited stock or expiring offer) makes completion easy.
Post-purchase messaging
This flow triggers when an order is placed, fulfilled, or delivered, plus timed delays after purchase. Thank-you messages, shipping updates, and delivery confirmations build trust while opening the door to education, cross-sells, and review requests.
Win-back and replenishment
This flow triggers after no purchase for a defined period (typically 60 to 120 days), estimated product run-out dates, or when an interested product comes back in stock. Win-back flows re-engage lapsed buyers with a timely offer or new arrivals.
What metrics should Shopify stores track for SMS marketing?
Store owners should focus on revenue per message, conversion rate, click-through rate, unsubscribe rate, and list growth, plus delivery rate and ROI.
According to Omnisend's 2024 statistics report, the average SMS click-through rate ranges between 21% and 35%, with some industries reporting rates as high as 40%. Email averages just 3.25% CTR by comparison. On average, 21% to 30% of SMS recipients complete a purchase or desired action, while email converts at approximately 12%.
Healthy programs maintain unsubscribe rates below 1% per campaign. Delivery rates should stay well above 95% by cleaning invalid numbers and honoring opt-outs quickly. Return on investment compares revenue attributed to SMS against platform fees and per-message costs.
What does SMS marketing cost on Shopify?
SMS marketing on Shopify usually has two cost layers: a platform fee (monthly or minimum spend) and a per-message charge that varies by country, volume, and whether you send SMS or MMS.
Common United States ranges for marketing SMS are about $0.01 to $0.05 per message, with MMS and some international destinations higher (often $0.03 to $0.10). Postscript starter plans require minimum monthly spend around $25 to $49 that converts into message credits. Klaviyo Email and SMS bundles start around tens of dollars monthly for small lists and include a block of SMS credits.
Early-stage stores testing core flows should plan for $50 to $150 monthly. Growing stores with several thousand SMS subscribers should plan for $150 to $500 monthly. Larger SMS-heavy brands often spend $500 to $2,000 monthly or more, with custom pricing for high volumes.
Conclusion
Setting up SMS marketing on Shopify requires careful attention to compliance, platform selection, consent configuration, and automation setup. Success depends on obtaining explicit consent, configuring flows that target high-intent behaviors, and continuously optimizing based on performance metrics. Stores that master these elements typically see strong returns through higher engagement and conversion rates compared to other marketing channels.
Reach out to explore how our Shopify marketing services can help you build a compliant, revenue-generating SMS program for your store.