Shop channel / feature revamp

Updates evolves into 'Posts'
You can now publish 'shoppable posts' to the Shop feed

You can now post images and videos (up to 2 minutes) with product tags, reaching not only your followers but also new shoppers in the Shop feed itself, sorted by relevance. The 'followers-only' limitation of Updates has been removed.

On this page
  1. What's actually changing (a 30-second overview)
  2. 4 things you can do with Posts
  3. Updates vs Posts comparison
  4. How it works: from a post to the Shop feed
  5. Getting started
  6. 5 key points for developers
  7. 3 use cases you can apply to your business
  8. A one-line summary you can use in pitches

1What's actually changing

The Shop channel's 'Updates' has been revamped and is now "Posts" .
The biggest difference is reach. Updates only reached your own followers, but Posts appears in the Shop feed itself, sorted by relevancy, reaching new shoppers beyond just your followers.

Before: Updates

Posts were deliveredfollowers-only. Reach was limited to your existing fans.

Going forward: Posts

Attachproduct tagsto images and videos and publish them. They line up in the Shop feed by relevance and reachboth followers and new shoppers— 'shoppable content' that drives sales.

24 things you can do with Posts

① Images, videos + text

Images orup to 2 minutesvideos, along with a caption and an optional headline.

② Tag products / collections

Up to 10 products, or tag a collection, turning the post itself into a path to purchase.

③ Schedule posts and set expirations

Posts can bescheduled to publish later, and you can optionally set anexpiration date.

④ Third-party app integrations

Connect apps like Tolstoy and Videowise toautomatically syncshoppable video content.

3Updates vs Posts comparison

ItemOld: UpdatesNew: Posts
Audience Limited Followers only Expanded The main Shop feed (followers + new users)
Display order Not specified By relevance Ranked by relevancy
Media Not specified Images / videos (up to 2 minutes) + caption + optional headline
Product tags Not specified Up to 10 products or a collection
Scheduling & expiration Not specified Scheduled publishing + optional expiration date
Third-party app integrations Not specified Auto-sync videos via Tolstoy / Videowise and similar apps

Note: "Not specified" indicates items that this Changelog did not explicitly describe as part of Updates. The right column only lists features called out as part of the new Posts spec.

4How it works: from posting to appearing in the Shop feed

Posts page Image / video Up to 10 product tags Inside the Shop channel Publish timing Immediate / scheduled Optional expiration date Scheduling Shop feed By relevancy, ranked relevancy ranking Followers Reaches existing fans New shoppers Exposed beyond followers
The key point is that posts are ordered in the Shop feed by relevancy. Unlike Updates,delivering to followers and doneisn't the model — through feed ranking, posts are now designed toreach new shoppers beyond your follower baseas well.

5Getting started

1

Open the new Posts page in the Shop channel

Navigate to the newly added Posts page inside the Shop channel.

2

Add images / videos and tag products

Add a caption and an optional headline, then tag up to 10 products or collections.

3

Connect an external app if needed

From the Posts page, connect a supported app (Tolstoy, Videowise, etc.) to automatically sync videos.

Detailed instructions are available in the Shopify Help Center "Posts" guide. Eligible plans and supported countries arenot statedin this Changelog, so check whether the Posts page appears in the Shop channel within your admin.

65 points engineers should keep in mind

1. Reach expansion depends on "relevancy ranking"

Exposure to new shoppers goes through the Shop feed's relevancy ranking.Reach volume is not guaranteed— design your measurement assuming it depends on content relevancy.

2. Limits: videos up to 2 minutes, up to 10 products

Video length is2 minutes, and tagging is capped at10 products. Long-form videos and bulk SKU routing won't fit within the spec, so build this in as a constraint in your editing and selection flow.

Scheduling/Expiry

3. Automate operations with scheduled publishing + expiration dates

Scheduled publishing and optional expiration dates are built-in features.automatically publishing and pulling content based on campaign periodscan be set up without external tools.

4. Videos can be auto-synced from external apps

Connect Tolstoy, Videowise, and the like, and shoppable videos can beauto-syncedto Posts. If you already use a video commerce app, manual transfer becomes unnecessary.

Updates Posts

5. This is a 'replacement for Updates,' and the distribution model fundamentally changes

Posts is not merely a rename of Updates—it'sa shift from follower-based delivery → feed-style ranked delivery. Existing Updates operational flows, internal manuals, and KPIs (those premised on follower reach) need to be revisited. Note that handling via Admin API / Webhook isnot documentedin this Changelog, so verify separately if you rely on automation.

7Three use cases you can apply to your business

USE CASE 1

Repurpose existing SNS short videos as 'shoppable posts'

Challenge
Vertical short videos created for Instagram / TikTok don't connect to a purchase path on your own Shop channel, leaving the assets idle.
Approach
Post videos under 2 minutes as Posts and tag up to 10 featured products. If you use Tolstoy / Videowise, pull them in via auto-sync.
Impact
Expose already-produced creative to new shoppers via the Shop feed, taking them from viewing straight to purchase.
Tech notes
Stay within the limits of 2 minutes max per video and 10 products max. Long-form material needs trimming.
USE CASE 2

Fully automate sale and new product launches with scheduled posts

Challenge
Manually publishing announcements exactly at sale start time and removing old posts after the sale ends—every time—forces late-night and weekend work.
Approach
Use Posts scheduled publishing to schedule publication at the sale start time and set the expiration to the sale end time. Let Shopify handle publishing and pulling.
Impact
Run 'time-limited shoppable content' on and off without staff standing by, and prevent missed takedowns of expired posts.
Tech notes
Scheduling and expiration are built-in features of Posts. No external scheduler is needed, simplifying the operational flow.
USE CASE 3

Initial customer acquisition for new stores with few followers

Challenge
Brand-new store with almost zero followers. Updates-style follower delivery reached no one, so content investment was missing the target.
Action
Continuously publish Posts with product tags and target exposure to new shoppers outside the follower base via the Shop feed's relevancy ranking.
Impact
Even without a follower base, you get an entry point for new traffic through feed exposure, making it easier to justify ROI on content.
Technical notes
Exposure depends on the relevancy ranking and is not guaranteed. The premise is to measure feed-driven traffic and purchases, and to identify which post patterns perform.

8One-line summary for proposals

"Updates has been revamped into Posts letting you create 'shoppable posts' with images and video (up to 2 minutes) plus up to 10 product tags.
Followers-only → exposed to new shoppers by relevancy on the Shop feed.
With built-in support for scheduled publishing, expiration dates, and external video app integrations, it's a good moment to shift to feed-style content operations."