Criteo Expands Shopify Integration, Giving Merchants Greater Access to High-Intent Buyer Audiences

The commerce media company Criteo expanded its Shopify integration this week, making it easier for merchants to access its app through new self-registration capabilities and integrate their Shopify storefronts with Criteo’s network.

The expansion to Criteo’s Shopify integration is the latest in a string of recent updates designed to make it easier for merchants on Shopify to use first-party data to find customers. It’s also a pivotal moment in the next evolution of retail media, as more brands look at going beyond retailers’ websites to engage shoppers on publishers across the open web.

“In 2022, we joined the Shopify Plus Technology Partner Program and Certified App Program to give merchants access to our customer acquisition and retention solutions to drive commence outcomes,” says Rory Mitchell, general manager of global growth at Criteo. “With this new update, we’re excited to offer Shopify’s merchants access to self-service set up through our Commerce Growth Platform, meaning they can more easily and efficiently set up campaigns and acquire new customers on the open internet through personalized advertising campaigns — leading to increased site traffic, customer retention rates, and return on ad spend.”

While Shopify is tight-lipped about how many merchants it has currently in the U.S., the company provides essential internet infrastructure for millions of businesses around the world. The Shopify ecommerce platform was launched in 2006, making it the among the first companies to gain a strong foothold in what has become an incredibly-crowded vertical.

With this new update, thousands of merchants using Criteo and Shopify will be able to access the Criteo App on the Shopify App Store through self-registration capabilities. They’ll also be able to run self-service campaigns that use Criteo’s commerce data set and AI to deliver relevant ads to new and existing customers.

“For merchants who need more guidance, they’ll have a direct connection to experts at Criteo through the app and the partnership, allowing us to help them execute advertising campaigns without any technical set-up or account onboarding,” Mitchell says.

Since being added as an Shopify app in 2022, Criteo has tracked a 36% year-over-year increase in new Shopify merchants using its tools to engage new and existing customers. The company’s commerce media platform provides Shopify merchants with access to solutions that leverage its unique set of commerce data and AI, so merchants can find people who are ready to buy in the precise moments they’re most likely to convert.

As an example of the results merchants can achieve, Mitchell points to VRAI, a fine jewelry and engagement ring brand that partnered with Criteo in 2022. VRAI has leveraged Criteo’s ability to activate first-party commerce data to connect with high-intent audiences and successfully ran several full-funnel campaigns that targeted consumers across the entire shopper journey. According to Criteo, VRAI achieved an overall 300% increase in return on ad spend year-over-year.

“Shopify merchants are focused on growing their businesses and don’t have the resources that larger businesses have to coordinate with advertising partners on a daily basis. There is also a lot of pressure right now to drive profitable growth due to macroeconomic challenges,” Mitchell says. “With this self-service update, they can directly manage their advertising campaigns, meaning they have more time to concentrate on their business while also ensuring they’re reaching their consumer base with effective, personalized and measurable ads.”