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Omnisend for Custom E-commerce Platforms

Learn how to connect and integrate your custom store to Omnisend. Benefits of adding Omnisend tracking pixel and backend integration.

Paulius avatar
Written by Paulius
Updated over a week ago

Omnisend has built-in integration with the most popular platforms, but if your store platform is not on that list, you may still integrate it via API. The integration will let you use all the data from your store to segment your customers better, automate your marketing, recover abandoned carts, automate the upsell process, etc.


Any eCommerce store or website can be integrated with Omnisend via API. But we also offer premade integrations for:

Connecting and Integrating Omnisend

The process of custom eCommerce store integration consists of two stages:

  • Front-end integration โ€” that requires Omnisend snippet to be added to all pages of your store;

  • Backend integration requires all of the data and events to be passed to Omnisend via API.

Front-end integration

The front-end integration process is relatively simple; follow the next steps to proceed with the front-end integration:

Step 1. Register an Omnisend account. Log in and click on the Connect store button within your Omnisend Dashboard.

Step 2. Choose Other from the list of store platforms.

Step 3. On the next page, you must enter your store URL and click the 'Connect store' button:

Step 4. As per the instruction provided in the platform, you will need to paste the snippet you copied into the HTML source code of your website right before the closing </body> tags. The snippet must be inserted into every online store page, just like you would do with Google Analytics.

There are multiple ways to add snippets to your store pages, but the most straightforward one is to add the snippet to the footer file rendered on all store pages. We also encourage you to contact your website developer for assistance.

If you are using Google Tag Manager, you can follow these steps:

  • Sign into your Google Tag Manager account and "Select Your Workspace";

  • Click on "Tags" from the left and "New":

  • Click on "Tag Configuration":

  • Find "Custom HTML" from the list:

  • Copy the tag code provided in Omnisend, and paste it into the HTML field. Note: Always place JavaScript inside <script></script> HTML tags.

  • Proceed with further steps as described in Google Tag Manager. Check this guide provided by Google for more info,

Step 5. Once you added the snippet, click the Verify & Connect button in Omnisend. You will see the corresponding notification if everything went fine and the snippet was added correctly.

That's it! The front-end part of the integration process is over. Jump to this section to see the list of the features it is providing.

Backend Integration

The process of backend integration is way more complex, and we encourage you to contact your website developer for assistance. Here are the instructions for you to share with your store developer:

You may also create a Developer account, where the user with the Developer right can access logs and check for errors.


Benefits of the Front-end integration

Once your store is connected through our snippet, you can start using the following features (on Free, Standard, or Pro plans):

Also, here are some other features that are available once you connect your store that isn't based on front-end integration:

  • Email and SMS campaigns;

  • Email and SMS campaign reports (sales won't be available without backend integration);

Benefits of the Backend integration

Once you have your store connected to your Omnisend account, you can continue integration through API to get access to the full package of Omnisend features, including:

  • Expanded subscriber list segmentation with enriched data;

  • Abandoned CarOrders-related notifications: Order Confirmation, Order Cancellation, Cross-sell, Customer Reactivation, Order Follow-up, and Customer Feedback;

  • any other type of Custom Automation Workflows;

  • Product Picker.

Once you push the required data through the API, all enabled features will start working immediately. Just note that you will need to add a snippet for some features to work, such as Live View.

Please visit our API documentation to learn more about the full backend integration.


I added the snippet, but verification failed

This type of error may occur:

  • if you made a mistake while copying the snippet or provided the wrong ID;

  • if you added the snippet using the Google Tag Manager.

The first problem can easily be fixed by carefully checking the snippet in our documentation. As for the second one, you may reach out to our Support Team so that we can verify your store connection manually.

Product Picker is not displayed

To pick the product from your store, Omnisend must to have information about it. This problem can be fixed by adding a front-end snippet responsible for catching product details. To fix this problem, you must add a JavaScript snippet to every product page and pollute it with dynamic product details. You may find the Product Picker setup instructions in one of our guides.

The store is connected, but the Automations are not working

To trigger the automation, you must pass the event and associated data through API. After you proceed with the instructions, you can also check for errors in the Developers' console.

The product tab in the contact profile does not show anything

The information displayed under this tab takes data from the Live View. Since Omnisend cannot track some events in API based platform (placed order, purchased product, etc.), we don't show any information in this tab.


Is it possible to integrate Omnisend with Squarespace?

There is no direct integration, but you can pass contacts submitting Forms through Zapier. For a full backend integration, reach out to your website developer.

Consulting with the website developer is always recommended for custom eCommerce platform integration. But you may also consult with our Support Team via in-app chat or at [email protected].

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