Release Date: Tuesday 9th September
We’ve made an important enhancement to how Add to Cart (ATC) events are captured for Shopify users. This update ensures that your marketing and customer engagement workflows now receive even more complete and reliable data.
Why this matters
Add to Cart events are a key signal in the customer journey. They power essential use cases such as abandoned cart flows, personalised product recommendations, and deeper customer insights. The more accurately these events are captured, the more opportunities you have to re-engage shoppers and drive conversions.
What’s new
Shopify recently began shifting Add to Cart tracking from the storefront (browser-side) to a server-side model. While this change improves accuracy and reduces reliance on browser tracking, it also means event data is collected differently than before.
To ensure you continue capturing the fullest picture, we’ve integrated directly with Shopify’s server-side event stream. With this release, Add to Cart actions taken by your shoppers are automatically ingested from Shopify and passed on to either Klaviyo or Instant AI, just like before, only now with boosted reliability.
The benefits for you
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Better event coverage – More Add to Cart actions will now be recognised, giving a more accurate view of how shoppers are interacting with products.
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Stronger abandonment flows – With improved ATC visibility, you can trigger abandonment campaigns more effectively and reach customers you may have missed previously.
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Future-proofed tracking – By aligning with Shopify’s server-side infrastructure, your tracking is ready for continued platform updates without interruptions.
What you need to do
Nothing at all. This improvement has already been rolled out, so you can continue running flows as usual, only now with more robust data fuelling them.
Looking ahead
We’re always working to ensure your events are captured consistently and accurately, no matter how platforms evolve. This release is part of our ongoing commitment to making sure your marketing automation stays powerful, complete, and ahead of the curve.