Connecting E-commerce Platforms

Track purchases and trigger cart recovery emails

Connecting E-commerce Platforms

Integrating your e-commerce platform with Mailnaptic unlocks powerful email marketing capabilities: abandoned cart recovery, post-purchase follow-ups, product recommendations, and purchase-based segmentation. This guide covers how to connect your store and leverage purchase data.

Integration methods

Depending on your platform, there are several ways to connect:

Using site tracking for e-commerce events

The most flexible approach is sending custom events via the Mailnaptic tracking snippet. Add these events to your store's pages:

// When a product is viewed
mailnaptic.track('product_viewed', {
  product_id: 'SKU-100',
  product_name: 'Blue T-Shirt',
  price: 29.99
});

// When an item is added to cart
mailnaptic.track('product_added_to_cart', {
  product_id: 'SKU-100',
  quantity: 1,
  cart_total: 29.99
});

// When an order is completed
mailnaptic.track('order_completed', {
  order_id: 'ORD-5678',
  total: 59.98,
  items_count: 2,
  currency: 'USD'
});

These events feed into contact activity feeds, segments, and automation triggers.

Abandoned cart recovery

To set up cart recovery emails:

1. Track the cart event: Fire product_added_to_cart when items are added.
2. Track the purchase: Fire order_completed at checkout confirmation.
3. Create an automation: Use the pre-made Abandoned Cart template or build one manually:
   • Trigger: product_added_to_cart event.
   • Wait 2 hours.
   • Condition: check if order_completed has occurred since the trigger. If yes, exit. If no, send recovery email.
   • Wait 24 hours and send a follow-up if still no purchase.

Post-purchase automations

Common post-purchase flows:

• Order confirmation: Trigger immediately on order_completed — send a thank-you email with order details.
• Review request: Wait 7-14 days after purchase, then ask for a product review.
• Replenishment reminder: For consumable products, send a reorder reminder after the typical usage period.
• Cross-sell: Based on purchase category, recommend complementary products.

Purchase-based segmentation

Use web activity segment filters to build purchase-based audiences:

• Customers: site_purchased — contacts with at least one order_completed event.
• Non-purchasers: site_not_purchased — contacts who have never completed an order.
• High-value customers: Combine site_purchased with custom event properties or CRM data.
• Lapsed buyers: site_purchased AND last_active_days greater than 90.

Platform-specific webhook setup

Shopify

In Shopify admin, go to Settings → Notifications → Webhooks. Create webhooks for orders/create and checkouts/create pointing to your sync middleware, which then calls Mailnaptic's API to create events or update contacts.

WooCommerce

In WooCommerce, go to Settings → Advanced → Webhooks. Add webhooks for order creation and status changes. Point them at your middleware or directly at a Mailnaptic incoming webhook trigger.

Tip: Tag customers with their purchase category (e.g., purchased:electronics) to enable targeted product recommendation campaigns.