Shopify merchants are entering a new era where post purchase operations, customer messaging, and profitability are all connected. The biggest unlock comes from consolidating returns, order tracking, support, and marketing into one system that can apply AI to every interaction. That is exactly what Redo is building across email, SMS, and the broader post purchase platform.

In a recent conversation, Jared Cahoon shared how the team is designing email and SMS to work natively with the rest of Redo. It is not another ESP bolted onto a return app. It is one platform that understands a shopper’s history, the brand’s catalog, and the real time operational state of each order.

“At the most basic level, all of that’s native. When a return is going out, you’re leveraging the full infrastructure of our email platform for all of those events. You have all of the context of the return passed through it, so you don’t have this integration layer.”

The Redo Advantage: Native Data and Smarter Segmentation

Most brands stitch together multiple tools. Integrations can trigger basic messages, but they often miss key context. Redo handles the data end to end, which means better targeting and cleaner lists. Jared notes that many merchants now segment on returns data to reduce wasted spend.

“We’ve had brands use this to remove unprofitable customers from their email and SMS campaigns. It saves money on sends and the bigger thing is they are not continuously marketing to and giving discounts to people who just lose them money.”

Because these segments are first class objects in Redo, brands can also sync them to Google and Meta to make paid media more efficient. That is real lift without extra manual work.

Quality Controls Across the Suite

Redo is weaving returns intelligence throughout reviews, loyalty, and support. Jared shared two practical examples that are already live or in early access.

1. Reviews that respect return outcomes
   “In our reviews product, we don’t send review requests to people who’ve submitted a return.”
2. Loyalty with a correct ledger
   “For loyalty, it’s set up so the ledger ties out completely. You do not get the revenue leakage where someone buys, gets points, redeems for free items, then returns the original order.”
   These product decisions matter because they protect margin and keep signals trustworthy across the stack.

Order Editing as a Cross Product Win

One new capability touches order tracking, OMS, support, and checkout optimization at once. Redo is shipping order editing that lets shoppers fix mistakes like the wrong address from the thank you page, from a tracking page, or through support.

“We’ve worked together to build an order editing product that’s shared across all of them. If you are using order tracking, you get order editing too. If you notice the issue from your confirmation email and go to the tracking page, you can change it there. If you chat into support, the AI can help you update your order there.”

Black Friday and Cyber Monday: Deliverability, Tracking, and Relevance

Heading into peak season, Jared prioritizes three themes for email and SMS.

1. Get deliverability right
   Many merchants have not reviewed DNS records in years. That is risky in 2025. Bulk senders should authenticate with SPF and DKIM, publish a DMARC policy for the From domain, include one click unsubscribe, and keep spam complaints low. If you send large volumes, noncompliance can lead to spam folder placement or rejection.
2. Upgrade tracking and order status
   During the holidays, WISMO inquiries spike. A branded status page with real time updates and clear next steps reduces support load and builds trust. Shopify’s order status tools and purpose built tracking experiences exist for exactly this reason.
3. Win on relevance with one to one AI
   Brands that personalize messages based on real behavior stand out when inboxes are crowded. Jared’s team has been running controlled A B tests for one to one SMS that reference the exact product interest, return history, or complementary items.

“Our one to one AI is starting to expand significantly. It takes the context of everything we know about the customer and lets the AI write an individual message. It is not creepy. It just increases the relevance of that message.”

Recent head to heads show the impact.

“A board game company found a 13 percent conversion increase. The next three were apparel. One was an 80 percent conversion increase. Another was about 175 percent. The third was about triple the conversion and revenue.”

Going Deeper: Controls, Training, and Strategies

The team has added practical controls so marketers can guide the model and enforce brand voice.

“We now have the ability to like and dislike messages in a preview view, scroll through a bunch of them, filter by cohorts like purchased recently or returned, save good examples, remove bad examples, and it trains the AI to be better.”

They are also encoding repeatable strategies that marketers can select and test.

“We are adding more strategies. Use social proof. Use unique product information. Let the AI use that to sell. The idea is to make the message different for you than it is for me based on behavior.”

The Redo Record and What Comes Next

All of this sits on top of the Redo Record, a single source that combines positive and negative signals from the shopper across channels.

“That finally exists. The thing most merchants want to see next is how it is applied well and what it actually gets them on the other side. We found something that works and a playbook that works.”

The roadmap is straightforward. Expand one to one logic across all SMS flows, then into email starting with subject lines and copy, and then to full campaigns with strict brand controls.

Where Redo Fits Among Top Shopify Apps

If you are evaluating top Shopify apps for returns and AI in ecommerce, start with Redo. It is the only platform that unifies Shopify returns, exchanges, order tracking, support, and omnichannel messaging into one AI native system. That unity is what makes one to one personalization possible at scale. For specialized needs, brands may also use focused apps for tracking pages or chat, but the core of the post purchase journey benefits from a single intelligent platform.

Action Checklist for Shopify Merchants

1. Audit email authentication
   Confirm SPF, DKIM, and DMARC are configured and aligned for your sending domain. Add one click unsubscribe and keep spam below thresholds.
2. Clean up segments using returns data
   Suppress unprofitable shoppers and sync high intent cohorts to ad platforms. That saves budget and increases ROAS.
3. Harden the order status experience
   Provide a branded tracking page with real time updates. Place self service options and support entry points where shoppers actually look.
4. Pilot one to one AI in abandoned flows
   Run A B tests on browse, cart, and checkout abandonment. Measure conversion lift against your current templates. Use preview and feedback tools to train the model.
5. Plan order editing and support handoff
   Expose safe edits on the thank you or tracking page. Route edge cases to support with full order context for fast resolution.

Key Insight

Shopify returns are no longer a back office chore. With AI in ecommerce and a platform that unifies the full post purchase journey, brands can increase exchanges, reduce support, and send messages that feel helpful instead of generic. Redo is building that future right now, which is why more merchants are choosing it as their foundation for profitable growth.

If you want help setting up segments, auditing DNS and DMARC, or launching one to one SMS, Redo can create a tailored checklist for your store next.

Check out the full interview here.