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What is Shopify Audience

What is Shopify Audiences?

Today, acquiring new customers via digital marketing efforts can be difficult- not only can the process can be quite costly, but the audiences that are targeted are often not tailored towards the business effectively enough. This makes growth tough, especially for smaller independent brands.

Luckily, Shopify has just launched an effective solution that is exclusive to their Shopify Plus platform. Shopify Audiences is a brand new audience-building tool that helps connect Shopify Plus merchants with high-intent buyers, improving the chances of your Shopify store converting visitors into customers, and getting a better return on ad spend as a result.

So, what is Shopify Audiences? This article goes through all the ins and outs of the newly launched platform so that your online store can find the right customers more effectively.
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How does Shopify Audiences work?

To better understand what is Shopify Audiences, it's best to first learn how the platform works. Merchants selling on the Shopify Plus platform can select the products they want to sell more of, then relax as the Shopify Audiences platform uses a shared audience network combined with machine learning to build a targeted audience of consumers who are most likely to purchase from your individual business. Audience lists can be imported to the merchant’s Facebook Ads account, and then ad campaigns used to target the audiences they have built.

Following the acquisition of new consumers using Shopify Audiences, merchants can effectively measure attribution. Instead of campaign-level assessment, Shopify Audiences provides merchants with a unique and granular look at results. A transparent attribution approach is essential so that merchants can be confident in which marketing tactics are driving conversions and allocate their budget accordingly.

When does Shopify Audiences and all its features launch?


Shopify Audiences was launched to Shopify Plus merchants via early access in the backend of 2021. Early adopters of the platform have already reported success in increasing their conversion rates and return on advertisement spending, giving great hopes for the future of the digital marketing tool. As of today, merchants can sync Shopify Audiences with Instagram and Facebook, and will be be able to later extend to other platforms such as TikTok, Pinterest, Snapchat, Microsoft Advertising, Crieo among others.

What are the Benefits of using Shopify Audiences?


After learning what is Shopify audiences and how it works, we’ll now look into the benefits of using the platform such as the cost-effectiveness of acquiring high-intent audiences, the ease of use, and how Shopify Audiences is built for privacy.

High-intent, low cost

Not only can merchants take advantage of improved top-of-funnel targeting to them save money on conversions, but the algorithm that the platform uses improves over time to consistently provide brand new, high-quality audiences that are relevant to your business. These audiences can then also be used for look-a-like campaigns, offering further acquisition opportunities.

Manage everything in one place


Another benefit of using Shopify Audiences is the fact that the audiences can be created and managed all in one place. Since Shopify Audiences is built into the Shopify Plus platform, it can be carried out straight from your admin panel with just a few clicks. Performance and transparent reporting can also be carried out within the same place, making it quick and easy to analyse how audiences are affecting your business.

Designed for privacy


A final and important benefit of using Shopify Audiences is the fact it is designed for privacy. As Shopify Audiences is integrated within Shopify Plus, customer information is stored internally within the platform and is hashed and aggregated in a secure manner. No external companies will have access to personal data that are attached to buyers within Shopify Audiences, even when this is exported to ad platforms since all data is encrypted and delivered securely. What’s more, is that customers’ opt-out preferences can be managed within the admin section of Shopify Plus for peace of mind.

Summary


So there you have it, hopefully, this article has cleared up a bit of your understanding of What is Shopify Audiences, how it works, and the benefits of using the platform. It will be exciting to see how significantly the launch of Shopify Audiences will impact how digital marketing is carried out in the ecommerce space in the near future, especially as further integrations with ad platforms such as TikTok, Pinterest and Snapchat, etc. roll out as time goes on. Conversion rate optimisation and return on ad spend on Shopify Plus has never looked better!

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