Shopify’s constantly adding new tools and improving the platform, but most merchants only scratch the surface. I see a lot of stores relying on unnecessary apps or manual processes when the same thing could be done faster, cleaner, and cheaper with native Shopify features. Here are the built-in Shopify tools I love — the ones that don’t get nearly enough attention but can make a massive difference when used properly.
1. Metafields & Metaobjects
Metafields are one of Shopify’s most underrated features. They let you store custom data like product specifications, ingredients, care info, or extra images — and then display it dynamically on your product pages.
For devs, they’re gold. For store owners, they mean less app clutter and more flexibility.
💡 Example: Instead of hardcoding a “Size Guide” section, you can create a metafield for each product and show it only when needed.
Metaobjects take this even further, letting you create reusable data sets like team members, lookbooks, or FAQs — all manageable in the admin.
2. Shopify Flow
If you’re on Shopify Plus, you’ve got access to a powerhouse automation tool that most people ignore. Flow lets you automate repetitive tasks — things like tagging VIP customers, notifying you when stock runs low, or automatically publishing collections.
💡 Example: Tag a customer as “Silver” when they spend over £300 in a year. Once you start using Flow properly, it’s like having an extra person on your team who never takes a day off.
3. Shopify Reports & Analytics (Beyond the Basics)
The standard analytics dashboard is fine, but most clients don’t dig deeper into what Shopify already gives them.
You can segment reports by first-time vs returning customers, analyse average order value trends, or track conversion by device. Used properly, that data can steer your CRO and marketing strategy — no extra apps needed.
💡 Tip: Save custom reports and revisit them monthly. You’ll start to spot patterns fast.
4. Automatic Discounts & Combined Rules
Shopify’s native discount engine has improved massively. Most people only use basic codes, but you can now set up automatic discounts by collection, quantity, or spend — and even combine them intelligently with other rules.
💡 Example: Offer “10% off when you buy 3” and a “Free gift over £50” promo at the same time, without needing a third-party app. It keeps your checkout lighter and your discount logic simpler.
5. Custom Liquid Blocks in Online Store 2.0
This is one for the devs. You can add a “Custom Liquid” block in any section, which means you can output dynamic data or quick logic without editing theme code. I use this for small conditional messages (like “Hurry, only 3 left!”) or to display unique data from metafields.
💡 Tip: It’s the perfect balance between flexibility and safety — you can inject logic without risking theme stability.
6. Shopify Email
It’s not as powerful as Klaviyo, but Shopify Email is way better than people give it credit for. For smaller stores or post-launch automations, it’s ideal — no extra app cost, simple templates, and direct integration with your customer data.
💡 Example: Set up post-purchase “thank you” emails or product review requests directly inside Shopify without touching a third-party tool.
7. Draft Orders (as a CRM tool)
Draft Orders aren’t just for wholesale — they’re a clever way to handle custom quotes, phone orders, or customer-specific deals. I’ve seen merchants use them as a lightweight CRM: you can apply manual discounts, notes, or custom line items, then send an invoice straight from Shopify.
💡 Pro tip: Combine this with customer tags or Flow automation for smoother B2B workflows.
8. Shopify Search & Discovery App
Not technically “built-in,” but made by Shopify themselves — and it’s excellent. You can control search synonyms, ranking rules, and related product logic without any external search app. It’s free, powerful, and often overlooked.
💡 Example: Set “tee,” “t-shirt,” and “top” as synonyms so your search results actually reflect how customers shop.
9. Content Blocks & Dynamic Sources
Online Store 2.0 introduced dynamic sources — allowing you to connect theme content directly to metafields. It’s a total game changer for making product pages modular and scalable.
💡 Example: Instead of copying and pasting size guides or care info, you just link the section to a metafield and let Shopify do the rest.
10. Shopify Markets
If you sell internationally, Shopify Markets is an incredible built-in tool. It handles pricing, currencies, domains, duties, and translations in one place. Most merchants overcomplicate international setups with third-party apps, when Markets can handle 90% of what they need.
💡 Tip: Even if you only sell in the UK now, set up Markets early — it futureproofs your store.
Final Thoughts
Shopify’s at its best when you really dig into what it can do natively. Most stores over-rely on apps when Shopify’s own features already cover the essentials — often more efficiently and with better long-term stability. If you take the time to explore these features (or get someone like me to help you unlock them), you’ll end up with a store that’s faster, cleaner, and easier to scale. 💬 Want me to audit your Shopify setup and show you what you’re missing? Get in touch — I love finding hidden potential in great stores.
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