Ever told a crush you like them and didn’t hear it back? It’s awkward, even when you know the feeling is mutual. You’ve gone out on a limb, and you hope for confirmation in kind.
The same goes for placing an online order. Customers don’t just trust you’ll deliver—they need proof. Online business owners meet this need with order confirmation emails. Here’s what to include in them and some order confirmation best practices for ecommerce businesses.
What is an order confirmation email?
An order confirmation email is a transactional email indicating that you’ve received a customer’s order request and successfully processed the transaction. Think of it as the digital equivalent of a paper receipt: It confirms payment and includes relevant information about items purchased and the total paid.
Clear, prompt order confirmation emails support customer satisfaction efforts by reassuring customers that their order is in your system, allowing them to double-check important information. It also provides a contact point for order-related issues, and is a chance to welcome first-time customers, set clear expectations about next steps (such as when you’ll ship the product and when it will arrive), and build brand loyalty.
What to include in an order confirmation email
Many businesses customize email design, branding, and messaging, but all order confirmation emails contain the same basic components. They should include:
- Order number. This is the unique order ID that your order management system assigns the transaction. Place it in the email subject line or at the top of the email body so that customers can easily access it for returns or other customer service requests.
- Customer information. Include the customer’s name, shipping address, and contact information. This way, your customer can verify that the information is correct.
- Order summary. Add order details, including items purchased, units or quantities, and price per item. You can also add an order status link, which allows customers to access fulfillment updates on your website or through a customer account.
- Cost breakdown. Include separate line items for the total cost of merchandise shipping costs, applicable taxes and fees, and total amount due.
- Payment information. Include the payment method or methods (including any store credits applied) and specify the amount charged to each payment method.
- Shipping information. Include shipping method, relevant delivery details, and when you expect to ship the order. If you can’t provide an estimated delivery date at the time of purchase, inform the customer when and how you’ll update them on the timing.
- Business contact information. Invite customers to reach out with concerns and include a phone number, email address, or contact link for your customer service team or support team.
What is an order confirmation page?
An order confirmation page is the final step of the online order process, appearing once customers complete their purchase on the checkout page of your ecommerce site. Order confirmation pages typically lead with a success note like, “Congratulations! We’ve received your order” and contain many of the same important details as a confirmation email.
They can also include links to products or resources designed to encourage brand engagement. If a customer just purchased an oversized ceramic planter, for example, you might invite them to read your blog about the best patio plants for different design aesthetics and growing zones. You could also include info about your loyalty program, a newsletter signup invitation, or links to more products.
8 tips for effective order confirmation emails
- Automate sends
- Optimize for mobile
- Write an engaging subject line
- Promote your brand
- Include a CTA
- Show gratitude
- Confirm shipping separately
- Look for inspiration
Effective order confirmation emails can boost customer satisfaction, promote engagement with your brand, and encourage repeat purchases. Here are some best practices:
1. Automate sends
Automating order confirmation emails reduces your workload and ensures customers receive critical information right away. Automate sends using Shopify email or another email marketing software tool that integrates with your online store.
2. Optimize for mobile
More than half of all ecommerce revenue comes from mobile purchases. Choose a mobile-friendly email marketing tool that optimizes content for smaller screens. A poorly rendered design or a cut-off order can damage your brand image and make it difficult for customers to access support.
3. Write an engaging subject line
The top priority of an order confirmation subject line is clarity. It should convey that the email contains details about a recent purchase from your company.
A secondary priority is fun. Look for ways to engage customers or excite them for delivery. Here are a few examples:
- Congratulations! This product will soon be yours.
- Success: Your order is in motion 🚀
- Thanks for your order! Here’s what’s next.
4. Promote your brand
Order confirmation emails are concise, but still reflect your brand values. Ensure the design and tone align with your brand identity, and include a brief mention of what sets your company apart—like your brand promise, carbon-zero commitment, or one-to-one donation program.
5. Include a CTA
Include a call to action (CTA) that invites further engagement with your company. Consider encouraging referrals, inviting new customers to join your customer loyalty program, or requesting a review.
You can also use order confirmation emails to upsell and cross-sell—particularly effective if combined with the option to add to an existing order and save on shipping. For example, your skin care company might include a “Forget something?” message with images of related products.
6. Show gratitude
Thank your customers for choosing your company, and look for ways to express your gratitude. You might offer free shipping on the next order, invite interested customers to visit your brick-and-mortar location or attend a virtual event, or share feel-good messages about what a purchase means to your business.
Letting your customers know how much you appreciate them can generate repeat purchases and encourage loyal customers to become brand advocates.
7. Confirm shipping separately
Send a second email when the order leaves your warehouse, including date shipped,estimated delivery date, and a tracking number, which is a unique identification number issued by your shipment carrier. Customers can track shipments through the carrier’s website or your online store.
8. Look for inspiration
Go back to the order confirmation email examples in your inbox and note the features you appreciate as an ecommerce consumer. Look at their subject lines, designs, branding, and CTA inspiration. You should adapt your favorite strategies to fit your business. Crate & Barrel provides an example of a good upselling layout, balancing simplicity and brand promotion with clear messaging and clean design.
Order confirmation FAQ
Is an order confirmation a receipt?
Yes. Order confirmations include information about items purchased, customer, cost, and payment method. Think of them as digital versions of paper receipts.
Does order confirmation mean a payment went through?
Most merchants send order confirmations once payment is complete, so receiving one usually indicates successful payment. If a merchant sends two emails—one confirming the order and another after payment—typically, the first email will note that it doesn't confirm payment.
Does Shopify offer order confirmation templates?
Yes. Shopify offers multiple customizable notification templates, including an email order confirmation notification template.
