Please edit based on the customer query
The short answer: you didn't activate it, and you can't control it.
The "It's back in stock (on Shop)" emails are sent by the Shop app directly to customers based on their own wishlist/save activity within the Shop app. Per Shopify's official documentation:
"Notifications sent from the Shop app for tracking updates and order statuses can't be deactivated or edited by merchants. These notifications can only be turned off through a customer's Shop app settings."
So:
- Did you activate it? No — this is Shop's native behaviour, triggered when a customer has saved/wishlisted a product in the Shop app and it comes back into stock.
- Where is it controlled? It's not merchant-controlled. The customer can turn it off in their own Shop app notification settings. There is no toggle in your Shopify admin to disable these emails.
- Can you measure results? Not directly through Shopify analytics, since these emails are sent by Shop's infrastructure, not your store's marketing tools. You won't see them in Klaviyo or your Shopify email reports. You may see an indirect signal — a spike in orders from the Shop channel when restocks occur — but there's no attribution report tied specifically to these Shop-sent notifications.
If this is a concern (e.g., brand consistency, messaging conflicts with your own back-in-stock flows), the only lever available is to contact Shopify Support to discuss Shop channel settings, or to ensure your own restock emails via Klaviyo go out faster so customers are reached before Shop's notification fires.
That's a valid concern, and worth unpacking. There are a few ways you could have ended up on Shop's notification list without explicitly opting in through the Shop app:
- Implicit opt-in via purchase history — If you've previously purchased from your own store (or any store) through Shop Pay, Shop may have automatically tracked that product and enrolled you in restock alerts based on your purchase or browsing behaviour.
- Shop account linked to your email — If your email is associated with a Shop account (even one you didn't consciously create), Shop may have inferred interest from order history and sent the alert automatically.
- You may have a Shop account you're not aware of — Shop accounts are sometimes created automatically when a customer uses Shop Pay, without the customer explicitly downloading or setting up the Shop app.
What you can do:
- Check if you have a Shop account at shop.app using your email — you may find an account exists with notification preferences you didn't knowingly set.
- Manage or unsubscribe from Shop notifications via the unsubscribe link in the email itself, or through your Shop account settings.
The broader implication for your customers is the same — they may be receiving these emails without having consciously opted in through the app, which could conflict with your own Klaviyo restock flows or feel unexpected to them. Since this is Shop's infrastructure and not merchant-controlled, if you want to raise it formally, Shopify Support would be the right channel.
