How to: integrate custom store

Introduction

By integrating your custom store with Omnisend, you can:

Identify and track store visitors in real time
Capture new contacts via Omnisend forms
Send personalized and automated messages (campaigns, abandonments, confirmations)
Recover lost sales with cart/checkout abandonment automations
Track orders for advanced reporting and segmentation

This document outlines the essential steps and links to detailed Omnisend resources to help you accomplish a robust integration.

Prerequisites

1. Omnisend JavaScript Snippet

Before proceeding, follow this connection flow to initially connect your store. The connection flow guides you through inserting the Omnisend JS snippet into your site.

Why it’s essential:

Collect new contacts via Omnisend forms
You can start using Omnisend forms to collect new contacts. These forms can be used for newsletter signups, popups, and more. Check this article on how to set up forms
Automatic Collection of Viewed Page Events
Once installed, the snippet automatically tracks page views and enables “Browse Abandonment” automations. If a customer visits your store but doesn’t purchase, Omnisend can send follow-up messages.
Tracking Viewed Product Events
The snippet also enables you to send viewed product event which is required for “Product Abandonment” automations. These are triggered when a customer views specific products but does not complete a purchase. Here is a guide: Product Abandonment

2. Omnisend API Key

You will need an Omnisend API key for Backend API requests. Here’s how to generate one: Generating API key

Syncing contacts to Omnisend

One of the most valuable assets for your business is your contact list. Syncing contacts to Omnisend enables you to personalize and automate communication—creating segments, sending campaigns, or triggering various automations.

Ways to sync your contacts:

1. Contacts API

Ideal for bulk operations (create/update contacts in large batches)
Detailed instructions: How to sync contacts via API

2. Javascript Snippet

Identifies contacts who visit your store and associates their web browsing activity with their contact profiles.
Guide: JavaScript Snippet (Identify Contact)

3. Manual import via Omnisend App

Useful for importing a list of existing subscribers
Instructions: Importing contacts from a file or other services

Enabling cart/checkout abandonment

Cart and checkout abandonment automations are among the most powerful ways to recover lost sales. By sending relevant reminders to customers who add items to their cart or start the checkout process but fail to complete the purchase, you can drive them back to your store.

To start:

Track cart events (added to cart and started checkout) so Omnisend can trigger cart abandonment workflows.
Refer to this detailed guide: Cart Abandonment

Enabling order confirmation automation, reporting and segmentation

Sending accurate order data to Omnisend unlocks these opportunities:

Order confirmation automations: Automatically send a confirmation email when an order is placed.
Reporting: Track total orders, revenue, and product performance directly in Omnisend.
Segmentation: Group customers based on purchase history (e.g., repeat buyers, high spenders).

Recommended Order Events

We especially recommend sending the following events to maximize your Omnisend capabilities:

placed order (crucial for reporting, segmentation, automations)
paid for order (important for segmentation and automations)
For the best ecommerce practices we recommend utilising additional events that will help you boost your marketing potential.

How to implement:

Summary

By completing the steps below, you’ll create a strong foundation for successful marketing automations:

Insert Omnisend JS Snippet
Sync contacts (via JS snippet, Contacts API, manual import)
Capture new contacts (forms, web tracking)
Track cart events to recover lost sales through cart and checkout abandonment workflows
Track order events for segmentation, reporting, order confirmations

With these components in place, your custom store will be fully equipped to leverage Omnisend’s automation, segmentation, and reporting capabilities—ultimately driving more sales and deeper customer engagement.

Need additional help or have questions? Visit our Support Center or reach out to our support team.