Shopify

The Shopify integration creates a two-way connection between your store and Emfas. Product data flows automatically in both directions - changes in Emfas update your store instantly, and changes in Shopify appear in Emfas right away.

Key benefits

• Two-way sync - Update product data in Emfas and see it live in your store immediately. Changes in Shopify flow back to Emfas automatically.
• Multi-store support - Work with your product data from one place in Emfas and sync it to multiple Shopify stores at once.
• No manual exports - Skip the CSV exports and imports. Everything syncs in real-time without manual work.
• Work how you want - Your team can keep using Shopify while you enrich content with AI in Emfas. No need to switch everything at once.

What data syncs

Emfas syncs your core product data with Shopify, including:

• Products, variants, and collections
• Descriptions, titles, and meta fields
• Images and media
• Categories and tags
• Mapped attributes
• Product status and availability
• Custom metafields

Handle URL redirects

When you change a product handle in Emfas and sync it to Shopify, a URL redirect is automatically created from the old handle to the new one. For example, if you change a handle from summer-dress to floral-summer-dress, anyone visiting /products/summer-dress will be automatically redirected to /products/floral-summer-dress.

This keeps your existing links working and preserves any SEO value the old URL had built up. You can view and manage all redirects in your Shopify admin under Online Store → Navigation → URL Redirects.

Use cases

Bulk catalog enrichment - Filter for thousands of products missing meta descriptions, create a bulk proposal, and use auto-publish to enrich them all without reviewing each one individually.

Multi-market content management - Manage product content from one place and sync it to multiple Shopify stores across different markets, ensuring consistency everywhere.

Seasonal launches - Launch new collections with hundreds of products by generating descriptions, SEO content, and collection descriptions in hours instead of weeks.

SEO optimization - Filter for products with weak or missing SEO content, then run bulk proposals to generate optimized meta titles, descriptions, and alt texts across the entire catalog.

Entity mapping

Emfas maps Shopify entity types to Emfas entity types so you can see exactly how your catalog structure translates. Under Settings → Sources → Shopify → Entity Mapping, you'll find a read-only view showing how each Shopify entity (Product, Variant, SKU) maps to the corresponding Emfas entity type in your setup.

Entity creation

When you publish a product that references a metaobject, Emfas makes sure that metaobject exists in your Shopify store. If it's missing, Emfas creates it as part of publishing — with its field values filled in — so a product never fails to go live just because a referenced metaobject hadn't been added to the store yet. This works the same whether you're publishing a brand-new product or saving a change to one that's already live, and across every connected store.

A few things to know:

• Entries, not definitions - Emfas creates metaobject entries, not metaobject types. The type has to already exist in Shopify (you set these up under Settings → Custom data in Shopify). Emfas never changes or removes your definitions.
• Created with their content - New entries are created with their field values, so they aren't blank in your store. A couple of field types — references to other metaobjects and rich text — are filled in by a later sync rather than at the moment of creation.
• Non-destructive - Emfas only adds what's missing. It never deletes metaobjects in your store.
• Matched by identifier - Each metaobject is matched by its identifier, so re-publishing reuses the one that's already there instead of creating a duplicate.

If a single metaobject can't be created on a store — for example, its type isn't set up there yet, or it's missing an identifier — Emfas skips just that metaobject and still publishes the product, so one reference never blocks the whole update. To fill in a skipped reference, resolve the underlying issue (add the type in Shopify, or set the identifier in Emfas) and publish again.

You'll find this under Settings → Sources → Shopify → Entity Creation → Metaobjects.

Manage metafields, languages, and markets

Most workspaces can choose which Shopify data Emfas syncs directly from Settings → Sources → Shopify, without waiting on us. Each area opens its own view:

• Metafields - Standard fields (title, description, media, and so on) always sync. Use the metafield view to toggle which additional product and variant metafields you want to sync. Connecting a metafield tells Emfas to start pulling that field's data from Shopify — it can take a couple of minutes before the values show up across all products. You can also disconnect a metafield, and Emfas flags any metafields you've connected that have since been deleted in Shopify so you can clean them up.
• Languages - The primary language always syncs. Toggle additional languages on to start syncing their translations from Shopify.
• Markets - Connect a market to sync its region-specific translations. Each market adaptation uses the market's default locale as its language.

Multiple stores

If your workspace is connected to more than one Shopify store, pick the store you want to configure first under Settings → Sources → Shopify. Metafields, languages, and markets are set per store, so each store keeps its own selections — changing one store never affects the others.

What doesn't sync automatically

A few changes in Shopify don't flow into Emfas on their own:

• New, updated, or deleted metafields - When you create, change, or remove metafield definitions in Shopify, Emfas doesn't pick those up automatically. Use the metafield view (above) to connect new fields or remove ones that no longer exist. If self-serve management isn't enabled for your workspace, reach out and we'll update your configuration.
• Adding or removing languages - When you add or remove languages in your Shopify store, refresh the language view and toggle the change there. If self-serve management isn't enabled for your workspace, contact us and we'll sync the updated language settings for you.

Getting started

The Shopify integration requires setup by the Emfas team. Get in touch with us and we'll help you connect your store and configure the data sync to match your needs.