The Shopify Features Powering Performance Brands in 2024

If your brand generates $5M–$30M in annual revenue on Shopify, you already know the platform’s value—but are you truly tapping into all its capabilities? For mid-market eCommerce brands, unlocking the right features can mean the difference between steady growth and exponential scale. Below, we’ll explore the top Shopify features performance-driven brands should be using in 2024, optimized for revenue, retention, and operational efficiency.

1. Shopify Flow: Automate for Scale

Shopify Flow is one of the most underutilized yet powerful tools in the Shopify ecosystem—especially for mid-market merchants managing complex operations. Available on Shopify Plus, Flow allows brands to automate repetitive workflows using triggers, conditions, and actions—with zero coding required.

Top use cases for Shopify Flow include:

• Auto-tagging high-value customers for loyalty campaigns
• Triggering alerts or Slack messages when fraud rules are met
• Managing inventory workflows based on stock levels
• Segmentation of customers by behaviors or numerous order attributes

With Shopify Flow, your team can save countless manual hours and operate with greater accuracy—while personalizing the customer experience programmatically. Discover the tool in more depth on Shopify’s official site.

2. Custom Storefronts via Hydrogen and Headless Commerce

Brands looking for frontend flexibility and lightning-fast performance are increasingly turning to headless commerce. Shopify’s Hydrogen framework lets you build custom storefronts powered by React while keeping the powerful Shopify backend intact.

Advantages of going headless with Shopify:

• Ultra-fast load times and improved Core Web Vitals
• Complete control over storefront design, animation, and UX
• Easier implementation of international and wholesale variations
• Future-proof scalability for omnichannel experiences

While headless architecture can introduce complexity, it’s the next logical step for brands pushing beyond Shopify’s theme limitations. Shopify’s native support for Hydrogen makes the transition more seamless than ever.

3. Shopify Audiences: Reduce CAC Through Smart Targeting

As privacy protocols like iOS 14.5 wreak havoc on performance ad channels, Shopify Audiences offers a practical solution for DTC brands. Exclusive to Shopify Plus, this feature leverages commerce data across Shopify stores to help you find high-intent audiences for Facebook and Instagram.

Why it matters:

• Increases ad targeting precision with real-time segments
• Reduces customer acquisition costs (CAC)
• Improves ROAS across social platforms

Paired with your existing ad strategy, Shopify Audiences can help eCommerce marketers cut through signal loss and keep prospecting efficiency high. You can learn more on Shopify today.

4. B2B on Shopify: Expand Revenue with Built-In Wholesale Tools

If your brand also serves wholesale clients, Shopify’s new B2B functionality—native to the admin—is a game changer. There’s no need for a second store or third-party apps. Instead, you can build customer-specific B2B experiences directly within your existing Shopify Plus store.

Key features:

• Assign net payment terms (e.g., NET 30, NET 60)
• Create custom price lists per company or buyer
• Allow PO numbers and easy reordering for volume clients
• Enable multi-user accounts and approval workflows

Instead of maintaining fragmented wholesale infrastructure, B2B on Shopify lets you grow both DTC and B2B revenue streams from one simple backend setup.

5. Shopify Markets: Sell Internationally Without the Fuss

Expanding globally used to mean multiple storefronts, complex currency issues, and localization overhead. With Shopify Markets, brands can sell in over 150 countries using one centralized platform.

Features that make cross-border trade easier:

• Automatic currency conversion with localized pricing
• Duties and taxes shown during checkout to reduce cart abandonment
• Localized SEO elements (URLs, metadata, etc.)
• Market-specific domains and language translations

For brands eyeing new markets in Europe, APAC, or LATAM, Shopify Markets makes international selling cost-effective and compliant—without the burnout.

6. Built-in Analytics and ShopifyQL Notebooks

eCommerce leaders want more than dashboards—they need actionable, real-time insight to make better merchandising and marketing decisions. That’s where Shopify’s analytics tools, including ShopifyQL Notebooks, come in.

With Shopify Analytics, you can access:

• Custom cohort and funnel analysis
• Sales and profit attributed by channel or campaign
• Customer lifetime value (LTV) by acquisition source

ShopifyQL Notebooks (available for Plus) let your team query data, visualize trends, and tell stories using natural language and command inputs to support advanced reporting—without needing a full-time data analyst.

How to Get Started with These Features

Activating these features depends on your current Shopify plan, system architecture, and team capacity. Here are some pro tips to move forward confidently:

• Upgrade to Shopify Plus: Features like Flow, Audiences, and B2B require Shopify Plus. Consider upgrading if you’re scaling fast or operating multiple revenue channels.
• Conduct a capability audit: Review which Shopify features you're currently using and identify gaps that align with your business goals.
• Start small: Pilot automation flows or customer segments before rolling out across your entire operation.
• Pair with proven partners: Whether you’re adopting headless or scaling to new markets, an expert Shopify partner can streamline setup and ensure a ROI-positive rollout.

You can dive deeper into all of these capabilities at Shopify.com.

Ready to Unlock the Full Power of Shopify?

If you’re a mid-market brand on Shopify looking to grow smarter—not just bigger—these features are your growth levers. From automation and analytics to B2B selling and international expansion, Shopify has never been more equipped to serve scaling performance brands like yours.

Need expert help integrating or optimizing these features? Contact Gapstow to learn how we can support your Shopify strategy and unlock the full potential of your eCommerce engine.