The "Order Is Fulfilled" campaign fires when an order is marked as fulfilled in Shopify — meaning it has been shipped or is on its way to the customer. This is the trigger for post-shipment follow-ups.
When it triggers
This campaign fires when Shopify marks an order's fulfillment status as fulfilled. This typically happens when you add a tracking number and ship the order. For digital products or services fulfilled immediately, it fires at the moment of fulfillment.
Use cases
- Shipping confirmation — let customers know their order is on its way (though Shopify sends one by default — see note below)
- Delivery follow-up — check in after estimated delivery to make sure everything arrived in good condition
- Review request — ask for a product review once the customer has had time to receive and use their purchase
- Usage tips — share product care guides, how-to videos, or setup instructions for the items ordered
- Next purchase prompt — suggest a complementary product or remind them to reorder a consumable
Note on Shopify's shipping confirmation
Shopify automatically sends a shipping confirmation email when an order is fulfilled. If you create an "Order Is Fulfilled" campaign with a short delay (e.g., 0 minutes), customers will receive both emails. To avoid this, either disable Shopify's default shipping email or use a longer delay so your email serves a different purpose (e.g., delivery check-in 7 days later).
Timing recommendations
- Shipping confirmation supplement — a few hours to 1 day after fulfillment
- Delivery check-in — 5–10 days after fulfillment (after estimated delivery)
- Review request — 7–14 days after fulfillment
Combining with Review Requests
The "Order Is Fulfilled" campaign and the Review Request campaign both trigger on fulfillment. You can use either one for review requests — they have the same trigger. Some stores prefer to keep them as separate campaigns to make the reporting clearer.