Shopify is constantly evolving, and the new customer accounts are a clear demonstration of this progress. First introduced in January 2023, these accounts aim to modernize and simplify user interactions by moving away from traditional usernames and passwords to a passwordless approach. By prioritizing simplicity, scalability, and integration with Shopify's checkout extensibility model, the new accounts offer advanced features designed to be scalable and meet the needs of the current e-commerce landscape.
Customer accounts, in general, play a fundamental role in the shopping experience. They allow customers to log in to view their orders, update profile information, and manage saved addresses. Additionally, they make the checkout process faster and smoother, as saved details are automatically filled during payment.
While representing a step forward toward more secure and intuitive account management, the new customer accounts are still in a semi-embryonic state. On the one hand, they provide a solid and scalable foundation for the future; on the other hand, they currently have some limitations, such as reduced customization compared to classic customer accounts.
For merchants and customers, this marks a significant shift toward a more modern and integrated account management system. Let’s explore what makes Shopify’s new customer accounts an innovative solution and what aspects deserve attention during this transition phase.
What Are Shopify's New Customer Accounts?
Shopify's new customer accounts represent a revamped approach to login and account management, designed to enhance the shopping experience and improve security. Unlike classic customer accounts—now called legacy accounts—that rely on usernames, passwords, and Liquid customizations, the new accounts simplify the process with passwordless authentication. Customers can log in using one-time passwords (OTPs) sent via email, eliminating the need to remember complex credentials and reducing security risks associated with password reuse.
These accounts also provide a more intuitive and informative interface, allowing customers to:
- View and track orders placed on the site
- Update profile information, with automatic synchronization in Shopify Admin
- Manage subscriptions and other native features like reorders or returns
This modernized approach aligns with Shopify's goal of delivering a unified and frictionless shopping experience across all touchpoints.
Why the New Infrastructure for Customer Accounts?
E-commerce has changed radically since classic customer accounts were introduced, necessitating a more advanced solution. Today, merchants need to offer customers self-service features like order tracking, return management, or subscription handling, reducing the burden on customer service teams.
At the same time, personalization and seamless integration have become essential. Shopify's new accounts leverage standards like OpenID Connect, enabling unified login experiences across multiple platforms—for example, a Shopify store integrated with external services (under the same brand) such as ticket sales or guided tours.
By adopting these best practices, Shopify ensures scalable accounts that adapt to future needs and meet the evolving demands of merchants.
Key Advantages of Shopify's New Customer Accounts
Simplified Login Process
Customers can log in using OTPs via email, reducing friction and increasing convenience.
Example: Forgotten passwords are no longer an issue, a common pain point in traditional e-commerce.
Enhanced Security
Passwordless logins use token-based authentication, significantly reducing the risk of credential theft.
Optimized Data Management
Customers can update profile information with changes synced in real-time in Shopify Admin.
Example: Users can now edit the name associated with a shipping address, though not the name linked to the customer account itself.
Streamlined Ecosystem
Integration with Shopify's checkout extensibility ensures consistency in branding and functionality throughout the shopping journey.
Challenges and Limitations
Despite the numerous advantages, the new customer accounts present some limitations:
Reduced Customization Options
Unlike legacy accounts, the new accounts don’t support Liquid-based customizations. Merchants requiring tailored features must rely on third-party apps.
Branding Constraints
The login page is not fully customizable with the merchant's branding, and branding options for other pages remain limited.
Tracking
Customer accounts are not compatible with pixels.
Internationalization
Customer accounts are not compatible with Shopify International
Automations
Workflow triggers based on classic customer accounts are not supported in the new accounts.
Classic vs. New Customer Accounts: A Quick Comparison
There are many differences between legacy and new customer accounts; here are the key highlights summarized in this table.
| Feature | Legacy Accounts | New Accounts |
| Login Experience | Email/Password | One-time verification code sent to email |
| Customization | Liquid-based | App-Based |
| Profile Updates | Limited | Synced with Shopify Admin |
| Advanced Features | Add-ons via apps | Native features (Reorders, Returns, B2B) |
| Branding | Uses theme editor or custom CSS branding | Uses checkout settings branding, except the login page. |
For more details, refer to Shopify's official comparison.
Below, you can see how login page branding can currently be customized (update released in October 2024). The branding matches the checkout design, and as with the checkout, additional HTML elements cannot be added using Liquid.
Partner Program and App Ecosystem
Shopify has actively collaborated with app developers to enhance the functionality of the new customer accounts. Through a dedicated Partner Program, Shopify invited developers to create apps integrated with the new accounts, focusing on improving the merchant and customer experience.
In the Shopify Editions Winder 2025, Shopify has launched 40 curated apps covering various use cases, such as subscription management, B2B operations, and advanced customizations. These apps address the gaps left by the absence of Liquid customizations, ensuring tailored solutions for merchants.
Here you can find a list of the customer account extensions currently available.
Impact on Shopify Merchants
Legacy accounts will be gradually phased out by Shopify, making it necessary to familiarize yourself with the new customer accounts.
Reducing customer service workload: Features like self-service returns and reordering, available with the new customer accounts, reduce the workload of support teams.
Transition Checklist:
- Evaluate the current use of customizations in legacy accounts.
- Test the new customer accounts in a staging environment.
- Collaborate with developers or Shopify Partners to ensure compatibility with third-party apps.
Note: You can revert to legacy accounts anytime if the new accounts do not fully meet your needs yet, giving you the flexibility to experiment.
Conclusion
Choosing between new and legacy customer accounts depends on your business's current needs and how you plan to evolve in the future.
For Shopify Plus merchants or B2B/wholesale brands, the new accounts represent a significant opportunity thanks to scalable native features such as saved payment methods, quick reordering, and self-service returns.
However, if your current setup relies on specific customizations or third-party apps, it may be better to continue using legacy accounts for now.
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Making the most of Shopify's tools can make a difference in the success of your online store! Check out Nama's other guides on how to optimize your Shopify store.
