Know your customers, keep them coming back
Everything here lives under E-commerce, then Customers in your dashboard. By the end of this page you will understand your customer list, what marketing consent really tracks, how shopper accounts work, and how to run subscriptions that bill on a schedule.
We will follow one example throughout: Nora Bellamy, a wine club subscriber at a small coastal wine shop who gets two bottles delivered every month.
Your customer list builds itself
Open E-commerce, then Customers. Every completed checkout creates or updates a customer record automatically, so the list grows on its own as you sell. When Nora Bellamy buys two bottles of Bordeaux Rouge 2021, she appears here without you lifting a finger. You can also add someone by hand with Add customer, which is handy for phone orders or your existing mailing list.
Search by name or email, filter by account state or marketing status, and read the two columns that matter most at a glance: how many orders each person has placed and how much they have spent with you in total.
| Customer | State | Marketing | Orders | Spent |
|---|---|---|---|---|
Nora Bellamy | Enabled | Subscribed | 8 | $642.50 |
Theo Marsh | Invited | Not subscribed | 1 | $38.00 |
June Okafor | Enabled | Subscribed | 3 | $121.00 |
One page per customer
Click any customer to open their record. It gathers everything you know about one person in one place: their profile, their addresses, your private notes, tags for grouping, and their order history at a glance.
A customer can keep several addresses with one marked as the default, which checkout suggests first. Notes are only visible to you and your team. Tags like wine-club or local-pickup let you group people however you think about them.
Marketing consent is real consent
Every customer record tracks whether that person agreed to receive marketing from you, and exactly when they agreed. This is not a casual flag. It is a timestamped record of consent, usually captured when the shopper ticks the box at checkout or signs up for your newsletter.
The rule is simple: only customers marked Subscribed should ever receive marketing sends. Filter your list by marketing status before any campaign so promotions for the new Riesling Eola-Amity Hills only reach people who asked to hear about it. Read more in the marketing note on the store emails page.
Opted in at checkout on Mar 12, 2026. Marketing sends are welcome.
Never opted in. He still gets order and shipping emails, just no promotions.
Shopper accounts and invites
Customers can create an account on your storefront to see their order history and reuse their saved details at checkout. There are no passwords to forget. To sign in, the shopper enters their email address and receives a one-time code by email. Typing the code signs them in.
You can nudge a good customer toward an account yourself. Open their customer record and click Send account invite. The wine shop invites Nora after her third order so her Mystic address is one tap away next time.
The State column on the customer list tells you where each person stands:
- Enabled
- The customer has an active account and can sign in.
- Invited
- You sent an invite and they have not activated their account yet.
- Disabled
- No account. This is the default for customers created by checkout.
- Declined
- They received an invite and chose not to create an account.
Subscriptions: selling on a schedule
Any product can be offered as a subscription in its purchase options, delivering every few weeks or months. The wine shop sells a wine club this way: two bottles of Bordeaux Rouge 2021, delivered every month. Nora subscribes once and the recurring billing runs on Stripe from then on, charging her saved card each cycle.
Open E-commerce, then Customers, then Subscriptions to see every subscription with its status, next billing date, and last payment. From a subscription you can pause it, resume it, cancel it, or change the next billing date, useful when Nora asks to skip a month while she travels.
What each status means:
- Active
- Billing and delivering on schedule.
- Past due
- The latest charge did not go through. Stripe retries automatically.
- Paused
- Billing is on hold until you or the customer resume it.
- Cancelled
- Ended. No further charges or deliveries.
- Failed
- Payment could not be recovered after retries.
Bringing subscribers from an old platform? Imported legacy subscriptions appear in the same list and can be migrated onto Stripe billing, so long-time club members keep their schedule without signing up again.
The payoff. A subscriber like Nora is revenue you can count on every month without a new sale. The wine shop knows on the first of the month roughly what the club will bring in, and every pause or date change is one click instead of an awkward email thread.