New Braze product enhancements help retail marketers move fast and drive ROI

The modern shopping experience never stops evolving. Digital transformation has made it easier for retail consumers to discover and shop across multiple channels and platforms, with 70% of retail sales now digitally influenced. The new expectation is that brands show up seamlessly across channels with sophisticated engagement strategies personalized to each and every shopper.

Retailers need easy ways to meet these customer expectations, especially in a climate many retail executives are defining as “challenging” due to tightening wallets and eroding loyalty. Brands that show up for their customers quickly and seamlessly can still succeed, but they’ll need to move swiftly with a unified marketing strategy across touchpoints.

To help close this personalization gap and enable eCommerce marketers to drive revenue from their first-party commerce data quickly, Braze is launching a suite of out-of-the-box features throughout Q1 and early Q2 designed to power deep Shopify personalization, accelerate time to value, and track revenue quickly.

Activate commerce data for better personalization

More than half of retail consumers now routinely switch brands despite loyalty program membership as consumers research value and brand alignment. As loyalty wanes, marketers will need to rely on more personalized experiences to stop shoppers from switching brands.

To make it easier for retail brands to unify their customer and product data, we're launching a complete, two-way data flow with Shopify to support deeper personalization. Using our enhanced integration, marketers can sync Shopify’s rich product attributes including metafields, tags, and collections directly into Braze while streamlining real-time Braze user engagement data back to Shopify. These new data flows reduce cost and complexity while helping marketers create consistent, deeply personalized messages across channels at scale.

By creating better personalization, marketers can quickly deepen loyalty by encouraging more specific product recommendations and tailoring every campaign to each individual’s wants and needs.

New eCommerce features scale campaigns and prove ROI faster

We’re also introducing a suite of eCommerce features to help marketers launch high-impact campaigns that meet customer expectations in the moment. You can turn real-time shopping behaviors into automated triggers, supporting instant personalization across key customer moments.

1. Instant personalization with standardized eCommerce data

Our new eCommerce Recommended Events are standardized data schemas that turn real-time shopping behaviors (like abandoned cart, abandoned browse, abandoned checkout, and order confirmation) into automated triggers. Beyond triggers, these events will unlock prebuilt Segment Filters and eCommerce Calculated Fields to provide real-time revenue insights. Marketers will be able to track metrics like average order value, lifetime value, and purchase frequency without manual calculations.

2. Launch revenue Email and Canvas flows quickly

Marketers cannot afford to wait on backend coding to deploy valuable campaigns. With our new out-of-the-box eCommerce email templates, marketers can launch high-converting lifecycle campaigns quickly with new predefined, customizable templates for abandoned cart, order confirmation, and product promotion. These templates are designed with email best practices in mind, eliminating the need for custom design or coding and lowering your total cost of ownership. And, with new eCommerce Canvas templates, marketers can simplify journey orchestration for common use cases like Order Cancellations and Order Refunds.

3. Enhanced built-in revenue reporting

As your marketing efforts scale, proving their impact shouldn’t require complex dashboards that take too much time to create. Braze offers new pre-built dashboards for eCommerce Revenue Reporting that can track built-in revenue attribution for campaigns and Canvases. This eliminates the need for custom reporting or data science work. Marketers will be able to see which messages are actually making them money and monitor trends like daily orders and average revenue over time in one consistent view.

Optimize ad spend and drive higher return on ad spend

Consumers tend to shop across multiple channels before making a decision, increasing acquisition costs and eroding margins. To help marketers optimize their ad spend and drive smarter targeting, we are expanding Audience Sync capabilities to additional platforms such as The Trade Desk, which helps marketers get access to their real-time Braze customer data.

You can now leverage real-time, first-party customer data to optimize ad targeting, triggering, and suppression across The Trade Desk’s global inventory, including Connected TV (CTV), Retail Media Networks (RMNs), and the open web. This drives higher Return on Ad Spend (ROAS) and helps you scale a durable first-party data strategy across the entire digital landscape. With these new marketing opportunities, you can reach customers wherever they are across your paid media spend.

Final thoughts

Friction slows retail marketers down. Braze is committed to reducing that friction, making it easier to move fast with seamless, personalized experiences at scale. By standardizing data and adding new campaign templates for better personalization, marketers can solve some of the most pressing challenges they face - driving revenue from their first-party commerce data, quickly, while also proving the value their teams bring to organizations.

Marketers are used to the “era of less,” where teams are expected to produce more results even as head counts and budgets stay stagnant or decrease. Success requires proving results quickly and reducing customer acquisition costs. With the power of our new eCommerce capabilities, you can activate your commerce data for better personalization, prove ROI rapidly and scale campaigns faster, and optimize ad spend to drive smarter targeting.

Want to know more? Chat with sales or your account team today.

Forward-looking statements

This blog post contains “forward-looking statements” within the meaning of the “safe harbor” provisions of the Private Securities Litigation Reform Act of 1995, including but not limited to, statements regarding the performance of and expected benefits from Braze and its products and features. These forward-looking statements are based on the current assumptions, expectations and beliefs of Braze, and are subject to substantial risks, uncertainties and changes in circumstances that may cause actual results, performance or achievements to be materially different from any future results, performance or achievements expressed or implied by the forward-looking statements. Further information on potential factors that could affect Braze results are included in the Braze Annual Report on Form 10-Q for the fiscal quarter ended October 31, 2025, filed with the U.S. Securities and Exchange Commission on December 10, 2025, and the other public filings of Braze with the U.S. Securities and Exchange Commission. The forward-looking statements included in this blog post represent the views of Braze only as of the date of this blog post, and Braze assumes no obligation, and does not intend to update these forward-looking statements, except as required by law.