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Privy

MARKETING
Velocity5.0

Privy adds a Preference Center and turns Shopify order events into Flow triggers.

email-marketingecommerceshopifymarketing-automationsms
◆Current state
Privy, the Shopify and BigCommerce email and SMS marketing tool, has spent the last six weeks wiring order lifecycle events into its automation. October 15 brings a hosted Preference Center that lets subscribers drop topics instead of unsubscribing, Order Cancelled and Refund Created Flows, a refreshed display editor with a smaller on-site script, and saved test recipients. September added shipment and out-for-delivery Flows, order merge tags and blocks, tag-only Flows, SMS A/B testing, a Canva integration and configurable attribution windows.
◆Where it's heading
After the summer's larger moves, email A/B testing and an MCP server, Privy is now filling in post-purchase automation: shipped, out for delivery, cancelled, refunded. Each release turns another Shopify event into a trigger with matching merge tags and content blocks. The Preference Center points the same way, keeping contacts reachable by narrowing what they receive rather than losing them.
◆Prediction
The remaining order events and more BigCommerce parity for the new Shopify-only Flows are the likeliest next additions, given the pattern; the entries say nothing more about the MCP server since August.

◆Recent moves

  1. 14d ago

    Preference Center, Refund and Cancellation Flows, and a Refreshed Display Editor

    A hosted Preference Center lets subscribers keep only the email topics they want, and campaigns skip contacts who opted out of a topic. Order Cancelled and Refund Created Flows extend the post-purchase trigger set, and the display editor gets a lighter on-site script.

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  2. 1mo ago

    Shipment Flows, Order Merge Tags, and Flows That Tag Contacts

    Shipment and out-for-delivery Flows arrive with tracking merge tags, order blocks and Flows that only tag contacts. This is the release that starts Privy's post-purchase build-out, turning Shopify fulfilment events into automation triggers.

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  3. 1mo ago

    SMS A/B Testing, Canva Integration and Customizable Attribution Windows

    SMS campaigns get the same up-to-five-variant A/B testing with auto-winner selection that email gained in August, alongside a Canva library integration and configurable attribution windows. It brings the August testing work to the second channel rather than opening a new one.

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  4. 2mo ago

    Tag on Click, Exclude Products, and Preview Product Recommendations

    Tag-on-click adds behavioral tagging from email and SMS link clicks, while product exclusions in dynamic blocks give merchants control over which products surface in recommendations — both extend the platform's segmentation and personalization surface.

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  5. 2mo ago

    A/B Testing for Email Campaigns

    ⚡ SPARK

    A/B testing for email campaigns (up to 5 variants, choice of Click Rate or Order Rate as winning metric, configurable test duration, auto-winner selection) is the most-requested feature gap against Klaviyo closed in a single release — a direct answer to why stores were leaving Privy for larger platforms.

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  6. 2mo ago

    Privy MCP, Timezone Sending, and Improved Product Blocks for BigCommerce

    ⚡ SPARK

    Privy MCP launches as a read-only server on paid plans, letting AI assistants (ChatGPT, Claude, Gemini, Cursor) query campaigns, contacts, coupons, flows, orders, products, and segments — the first time Privy's data is accessible to AI-native workflows outside the dashboard.

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