Is the Shopify Native Channel Sync Right for You?

Tempted by Shopify's apps for product feed syndication? Our observation as a data feed provider suggests that these options can sometimes lead to problems and suboptimal data outputs. If you're contemplating a switch to a Shopify direct app plug-in, consider the following:

1. Existing Data Feed Provider: Using Shopify apps will overwrite VersaFeed uploads, nullifying any previous product optimizations.

2. Product Exclusions: Shopify direct apps lack the capability to exclude specific items from being shared with specific channels, unlike VersaFeed.

3. Google Shopping History: Shopify generates new product [id]'s for Google, erasing historical data, quality scores, and disrupting performance. This affects retargeting efforts and resets bidding algorithms. This applies to other channels as well.

4. Missing Attributes: Essential attributes like [color], [age_group], [gender], and [size]often go missing in direct Shopify app syncs and require additional, manual GMC rules to intervene. [gtin] is another attribute that Shopify does not support sending which can be very problematic.

5. Customized Feeds: Direct syncs do not support [custom_label_0-4], [product_type], or [title] rewrites, impacting your strategic customizations. Additional, manual GMC rules would need to be leveraged here as a work around.

6. Sale Price Warning: In some instances, Shopify will send the [sale_price] as the original [price], preventing Google from displaying the sale badge with the price strikethrough in Shopping ads. Make sure to check on this.

7. Data-Rich Feeds: Advanced fields like [product_detail], [product_highlight], [short_title], and [lifestyle_image_link] are only available through data feed providers like VersaFeed or manual adjustments in Google Merchant Center. 

The ease of Shopify's setup might be alluring, but carefully weigh these trade-offs for sustained and optimal performance.

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