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Expert Q & A

Should Shopify Merchants Care About the Latest Integrations?

November 7, 2021
Mae Rice

Shopify has been making headlines for recent partnerships. Investors are excited. But what do these updated integrations actually mean for Shopify merchants’ marketing?

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Shopify has been making headlines for recent partnerships: a new one with Google, and an expanded one with Pinterest. This adds to their grab bag of integrations with popular distribution channels including TikTok, Walmart and more.

Investors are excited. Shopify’s stock price rose nearly 4% after announcing the Google partnership.

But what do these updated integrations actually mean for Shopify merchants’ marketing? We asked Doe Lashes founder Jason Wong, who’s been a Shopify merchant since 2013.

Google isn’t a game changer –– yet.

So far, the Google integration is more impactful for Shopify’s PR than it is for their merchants’ stores.

It’s not groundbreaking functionality — just new speed. Basically, it allows Shopify merchants to update and optimize Google’s understanding of their product catalogs faster.

Previously, it could take days, according to Google. Now, it’s done in a few clicks.

But it gives merchants an SEO edge.

This new integration improves discoverability for merchants across Google channels, according to Google.

Wong plans to opt in and get Doe Lashes maximum shine on search, YouTube, Google Lens, and beyond.

Ultimately, though, Shopify offers more important marketing integrations, Wong said. Google is “just another channel.”

Apple could hamstring the Pinterest integration.

The updated Pinterest integration offers improved retargeting — but was released right as Apple’s recent privacy update makes retargeting near-impossible on iPhones.

So, it’s unclear how useful the Pinterest integration will be.

However, it does offer more location-specific catalog functionality for international businesses, which is great for global brands.

Most important? The Shopify-Pinterest-Instagram trifecta.

Doe Lashes doesn’t have a paid Pinterest strategy. For Wong, what matters most is the ability to sync Pinterest with Instagram through third-party app Zapier.

“Anytime we post anything on Instagram, [Zapier will] automatically pull it onto Pinterest with the relevant keywords tags,” he explained.

That’s helpful for two reasons:

  1. It’s free traffic. Doe Lashes gets between 70k to 100k monthly views on Pinterest, Wong said.
  2. It’s longer-lasting traffic. The lifespan of a pin in Pinterest’s searchable ecosystem is longer than an Instagram post’s.

Our takeaway?

For Shopify merchants like Wong, individual integrations matter less than Shopify’s undeniable status as e-commerce’s integration leader. (Shopify even integrates with Amazon, arguably its top competitor!)

That’s huge.

“We like to test everything as a small company,” Wong said. “If we can’t outspend [our competitors], we can always be earlier than them.”

Mae Rice
about the author

Mae Rice is editor in chief at MarketerHire. A long-time content marketer, she loves learning about the weird and wonderful feedback loops that connect marketing and culture.

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