Shopify + WhatsApp / Twilio API: Automated Order Updates via Chat

Source: Dev.to

Customer expectations around communication have changed significantly. Email inboxes are overloaded, SMS messages often go unnoticed, and users increasingly expect real‑time updates on platforms they already use daily. WhatsApp, powered by APIs such as Twilio, has emerged as one of the most effective channels for transactional communication in e‑commerce.

For Shopify merchants, automating order updates through WhatsApp is no longer a “nice‑to‑have” feature—it’s a practical solution to reduce support tickets, improve customer satisfaction, and create a more responsive post‑purchase experience. This blog explains how Shopify integrates with WhatsApp using Twilio APIs, where automation fits in, and what it takes to build a reliable system.

Why WhatsApp for Shopify order updates?

WhatsApp offers open rates exceeding 90 %, far higher than email or push notifications. Customers actively engage with messages related to order confirmations, shipping updates, delivery notifications, and delays. Unlike emails, WhatsApp messages are read almost instantly, making it an ideal channel for time‑sensitive updates.

From a merchant’s perspective, WhatsApp automation helps:

• Reduce “Where is my order?” support queries
• Deliver instant shipping and delivery updates
• Build trust through proactive communication
• Enable two‑way conversations for customer support

Twilio serves as the bridge between Shopify and WhatsApp, handling message delivery, phone‑number verification, and compliance with applicable regulations.

High‑Level Architecture: Shopify + Twilio + WhatsApp

A typical setup involves three core components:

1. Shopify Webhooks – Shopify triggers events such as orders/create, fulfillments/create, or fulfillments/update.
2. Backend Service (Node.js / Python) – Receives webhook data, processes it, and formats messages.
3. Twilio WhatsApp API – Sends the formatted messages to customers via WhatsApp.

This event‑driven architecture is scalable and works well for stores of any size.

Setting Up Shopify Webhooks for Order Events

The first step is subscribing to Shopify events. For example, to track order creation:

POST /admin/api/2024-01/webhooks.json
Content-Type: application/json

{
  "webhook": {
    "topic": "orders/create",
    "address": "https://yourserver.com/webhooks/order-created",
    "format": "json"
  }
}

Once configured, Shopify sends real‑time data to your backend whenever an order is placed.

Handling the Webhook and Preparing WhatsApp Messages

Below is a simplified Node.js example that receives the webhook and prepares a WhatsApp message:

app.post("/webhooks/order-created", async (req, res) => {
  const order = req.body;

  const message = `Hi ${order.customer.first_name},
Your order #${order.order_number} has been confirmed.
Total: ${order.total_price} ${order.currency}`;

  await sendWhatsAppMessage(order.customer.phone, message);
  res.status(200).send("OK");
});

At this stage, the backend focuses on validation, message templating, and queuing messages if required.

This is where experienced Shopify Website Developers add value by ensuring webhook security, retry handling, and proper event mapping across order and fulfillment lifecycles.

Sending WhatsApp Messages Using Twilio API

Twilio requires pre‑approved message templates for WhatsApp transactional messages. Once approved, messages can be sent programmatically:

const twilio = require("twilio");
const client = twilio(process.env.TWILIO_SID, process.env.TWILIO_TOKEN);

async function sendWhatsAppMessage(phone, body) {
  return client.messages.create({
    from: "whatsapp:+14155238886",
    to: `whatsapp:${phone}`,
    body: body
  });
}

This setup supports multiple message types such as:

• Order confirmation
• Shipping updates
• Out‑for‑delivery alerts
• Delivery confirmation
• Delay notifications

Automating Fulfillment and Delivery Updates

Order confirmations are only the beginning. Shopify’s fulfillment webhooks allow merchants to automate updates across the entire delivery journey.

Common events include:

• fulfillments/create
• fulfillments/update
• orders/cancelled

Each event can trigger a WhatsApp message dynamically based on fulfillment status and tracking information.

Example:

if (fulfillment.status === "success") {
  message = `Your order #${order.order_number} has been shipped.
Tracking: ${fulfillment.tracking_number}`;
}

Compliance, Opt‑Ins, and Best Practices

WhatsApp messaging requires explicit customer opt‑in. Best practices include:

• Opt‑in checkboxes at checkout
• Clear consent language for WhatsApp updates
• Template‑based messaging only (no free‑form text)
• Rate‑limiting to avoid spam

From a technical standpoint, messages should be queued and retried gracefully to handle API failures or traffic spikes.

Scaling WhatsApp Automation for Shopify Plus Brands

For high‑volume merchants, automation must go beyond simple notifications. Advanced setups often include:

• Multi‑language message templates
• Region‑specific delivery logic
• Integration with ERP and logistics providers
• Centralized analytics for message delivery and engagement

This is where enterprise brands typically work with a Shopify Plus Partner to design scalable, compliant, and performance‑optimized messaging systems that integrate seamlessly with their broader commerce stack.

Final Thoughts

WhatsApp‑based order updates, powered by Twilio and Shopify webhooks, provide a fast, reliable, and engaging way to keep customers informed throughout the purchase journey. By implementing the architecture and best practices outlined above, merchants can reduce support overhead, boost satisfaction, and stay ahead of evolving communication expectations.

Offer a powerful way to modernize post‑purchase communication. When implemented correctly, they reduce support overhead, improve customer satisfaction, and build trust through transparency.

As customer expectations continue to shift toward real‑time, conversational commerce, automated chat‑based updates are no longer optional. They are becoming a core component of competitive Shopify stores, especially for brands focused on scale, automation, and long‑term customer experience.