Shopify Mini Series Episode #2: With Patrick Millegan

In this episode, Shopify's Patrick Millegan breaks down how the new customer accounts can drive real revenue - not just manage orders. Learn tactical tips for using this often-overlooked tool to boost retention, increase AOV, and create personalized experiences that actually convert. Plus, hear the inside story of how Shopify is making customer accounts a genuine growth lever for merchants. Read the Boring Edition from Shopify. Timestamps (00:40) Episode intro and Patrick's background (03:48) What are customer accounts and why do they matter  (06:00) Using customer accounts as a marketing lever  (10:01) Examples from brands using customer accounts  (17:41) How to edit customer accounts  (20:43) Data insights on logged-in customers  (22:30) Closing thoughts and getting in touch Patrick's Notes Connect on LinkedIn, X, or Bluesky Patrick's Business: Keap Athletics Merchant Example: Homage   Follow Richie (X | LinkedIn) and Joe (X | LinkedIn) for more e-commerce insights and to join the conversation.