- Jun 16
- 9 min read
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Managing customer communications across an eCommerce platform quickly becomes complex as orders, carts and engagement signals multiply. Without a unified system, email marketing turns into scattered manual sends and missed opportunities. But with Wix Automations, you can centralize every message and trigger the right communication at exactly the right moment.
This guide shows you how to use Wix Automations to build eCommerce email flows that run on autopilot, from abandoned cart recovery and order confirmations to post-purchase upsells and win-back campaigns.
You’ll also learn how to customize each automation, personalize messages based on customer behavior and track performance directly inside your eCommerce dashboard (no third-party tools required).
TL;DR: how to centralize your eCommerce email management with Wix Automations
One dashboard: All your eCommerce email flows, from order confirmations to win-back campaigns, live in the Wix Automations page.
Behavior-triggered: Emails send automatically based on what customers do, like placing an order, abandoning a cart or not returning in 30 days.
Fully customizable: Set your sender name and reply-to address, edit email templates, add personalized content and choose the right email type for each flow.
IF/ELSE logic: Split your automation flows based on order value, customer segment or product to send genuinely different emails to different buyers.
Built-in tracking: View open rates, click rates and revenue generated within 30 days directly from the Automations page.
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What is Wix Automations?
Wix Automations is a workflow tool built directly into every Wix site dashboard, no separate app or subscription required. It works by connecting a trigger (something a customer does, like placing an order or abandoning a cart) to an action (like sending an email, creating a task or moving a workflow card). You define the logic once, and Wix handles the rest automatically.
The tool works across:
making it a core part of managing customer journeys inside your online store.
When you add an app to your site, Wix installs relevant automations for you automatically. Add Wix Stores, for example, and you'll find pre-built flows for order confirmations, abandoned carts and post-purchase follow-ups already waiting in your dashboard.
These workflows are especially useful if you're learning how to sell online, since they help you automate key parts of the customer experience from day one. You can activate them as-is, customize them to fit your brand or build your own Wix automations eCommerce email flows from scratch.
From your Automations page, you can also see which flows are active, how many times each has triggered and when the last trigger occurred, giving you visibility into how your system is powering a more agentic commerce setup, where your store responds and adapts automatically based on customer behavior.
"Wix Automations have changed a lot from when it was first introduced. Now it's actually quite a robust tool." — Aidan Mackinnon, Founder of Cutthroat Knives, Wix User
Learn about agentic commerce on Wix to turn customer actions into fully automated, responsive workflows across your store.
How to access Wix Automations
Getting started is straightforward. From your Wix site dashboard, go to Automations. You'll land on the main Automations page, which shows all your active and inactive flows in one place.
From here you can activate or deactivate any automation with a single click, filter your list by app or status and view key stats like total trigger count and most recent trigger date. To create a new one, click + Create Automation. Wix will offer a set of suggested automations organized by business goal: Sell more online, Engage with clients and more. Pick one to customize, or start from scratch if you want full control over the trigger and action logic.
Need help finding the right trigger? A search panel on the left side of the builder lets you search by app or specific trigger name, so you're never hunting through a long list to find what you need.
Key eCommerce email automations to set up with Wix Automations
The following five automations cover the most important moments in your customer's journey. Each one addresses a specific gap in the standard eCommerce experience, and together they form a centralized email system that runs without you needing to be involved.
01. Order confirmation
When a customer places an order in your Wix store, an order confirmation email triggers automatically. This is a pre-installed automation in your eCommerce checkout flow that Wix sets up for you when you add Wix Stores. It's classified as a Business Transactional email, which means it's tied directly to the customer's activity and doesn't count toward your monthly email quota.
You can customize the template directly from the automation flow: edit the design, add your logo, include relevant order details, or add a personal message. The email automatically pulls in order-specific data like item names, quantities, and purchase totals, so every confirmation is accurate without any manual input.
Worth noting: Some triggers also support nested repeated content. This means you can add another repeater inside an existing one, so one block repeats for each main item and an inner block repeats its related details. For example, in a Stores order confirmation email you can repeat each product in the order, then repeat its options or add ons inside that product block such as size, color or other attributes, as long as this data is available from the trigger.
02. Abandoned cart recovery
Cart abandonment is one of the most predictable revenue leaks in eCommerce. The majority of shoppers who add items to a cart don't complete the purchase, and without a follow-up, that sale is gone. Wix Automations includes a pre-built abandoned cart recovery flow that you can enable in a few steps.
To set it up, go to Automations, click + Create Automation, choose Sell more online and select Email visitors to recover abandoned carts. The default sends an email one hour after a cart is abandoned, but you can adjust that timing to suit your customers. The email automatically shows the exact product the customer left behind, complete with an image and a direct link back to checkout.
Before activating, customize your sender name (use your business name, not a generic address) and set a reply-to email from a business domain. Automated emails sent from public providers like Gmail tend to land in spam, using an authenticated address like you@yourbusiness.com improves deliverability significantly.
"When selling online, merchants can increase abandoned cart recovery rate by sending automated popups, personalized emails and more." — Sean Barkulis, Strategic Partner Sales, Wix
Learn more:
03. Post-purchase follow-up
A sale doesn't have to be the end of the conversation. Post-purchase emails keep customers engaged, encourage repeat orders and give you an opportunity to reward high-value buyers. In Wix Automations, you can build this flow using the order placed trigger and then layer in IF/ELSE conditions to send different emails based on order value.
For example: a customer places an order and immediately receives a thank-you email. Three days later, IF their order total was over $100, they automatically receive a discount code for their next purchase. OR, if it was under $100, they get a re-engagement email inviting them to browse again.
One automation, two distinct experiences, with no manual sorting required.
"I use email marketing and discount codes regularly. And I've added a lot more automations this year because it's become such a capable tool." — Aidan Mackinnon, founder of Cutthroat Knives, Wix User
04. Win-back campaigns
Customers who bought from you once but haven't returned are worth pursuing. A win-back automation triggers after a set number of days without a new order, sending a targeted email to bring them back. In Wix, this maps to the Invite customers back via email suggested automation, which you can find under Sell more online in the automations builder.
The email can include personalized content pulled from the customer's previous order history, making it feel relevant rather than generic. Pair it with a time-sensitive offer or a we miss you message to give people a concrete reason to revisit your store.
Learn more:
05. Back-in-stock notifications
When a product sells out, customers can submit a back-in-stock request directly on your product page under notifying customers when product is back in stock.
Wix Automations handles the follow-up automatically: the moment that item is restocked, everyone who requested it gets an email. You don't need to track this list manually or send notifications yourself, the automation watches inventory levels and fires the email when the condition is met.
How to customize your eCommerce email automations
Every automation that sends an email gives you four customization levers. Taking a few minutes to configure each one makes a noticeable difference in how your emails perform, especially when you’re focused on customizing automated emails across your store.
Sender details: Set the name recipients see in their inbox and the reply-to address their replies go to. Use your business name as the sender (customers recognize it instantly) and a custom domain email as the reply-to. Using Gmail or Yahoo as a sender address often triggers spam filters, while an authenticated business email keeps your deliverability strong.
Email template: Click Edit on any email action to open the template editor. Add your branding, adjust the copy, include images or videos and insert personalized fields like the customer's first name or the specific product they viewed. You can also preview and test any email before activating the automation.
Email type: Choose between three types: Promotional (marketing content, counts toward your monthly email quota, recipients can unsubscribe), Business Transactional (customer-activity-related, lower opt-out risk) and Business Critical (always delivered, no mute option, for truly essential communications). Wix eCommerce app automations classified as transactional or critical do not count toward your monthly quota. If you're unsure about Business Critical classification, seek legal advice first.
Recipients: By default, the automation emails the contact who triggered it. You can add extra recipients, for example, to notify a team member each time an order is placed or to alert staff when a high-value customer triggers a specific flow.
If you’re setting up more advanced workflows like learning how to setup pre-orders with Wix eCommerce, these same customization options help you control exactly how and when customers are notified. And if you’re still in the early stages of how to start an online store, getting familiar with these settings early will make it much easier to scale your email automations as your business grows.
Tracking the performance of your email automations
Each email automation in Wix comes with built-in statistics. From your Automations page, click into any active flow to see how it's performing: success rate (how many emails were delivered), open rate, click rate and sales attributed to that automation within a 30-day window. These eCommerce statistics give you a clear read on whether your messaging is resonating or needs refinement.
Connect these metrics to your wider eCommerce KPIs to get the full picture. If your abandoned cart automation has a high open rate but low click rate, the subject line is working but the email body isn't compelling enough. If post-purchase flows generate strong revenue within the 30-day window, that's a signal to invest more in refining those sequences. You can also extend this logic to back in stock pre-alerts, where tracking engagement helps you understand demand signals before a product even returns to inventory.
How to centralize your eCommerce email management with Wix Automations FAQ
Does Wix have email automation for eCommerce?
Yes. Wix Automations is built into every Wix site dashboard and requires no additional app installation. It includes pre-built eCommerce flows for abandoned cart recovery, order confirmations, post-purchase follow-ups, back-in-stock notifications and win-back campaigns. You can customize any of these or build new flows from scratch.
Is Wix Automations free?
You can send up to 200 emails per month at no cost. App-installed automations classified as Business Transactional or Business Critical don't count toward that monthly quota. To send more emails, you can upgrade your Wix Email Marketing plan, which is separate from your site plan.
How do I set up abandoned cart emails on Wix?
Go to Automations in your site dashboard, click + Create Automation, choose Sell more online, and select Email visitors to recover abandoned carts. From there, set the delay timing, customize your sender name and reply-to address and edit the email template. Once activated, the automation automatically shows each customer the specific product they left behind, with a direct link back to checkout.
Can I send automated emails from multiple email addresses in Wix?
Yes. This feature is available on the Core plan or above. Go to Email Marketing in your dashboard and click Manage Senders under Sender Details to add multiple sending addresses. This is useful if different automations should appear to come from different parts of your business, like a customer support address for order issues and a marketing address for promotional flows.
What is the difference between promotional, transactional and business critical emails in Wix?
Promotional emails carry marketing or non-essential content. They count toward your monthly email quota and recipients can unsubscribe from them. Business Transactional emails are tied to a specific customer action on your site, carry a lower opt-out risk and app-installed versions don't count toward your quota. Business Critical emails are always delivered regardless of a recipient's unsubscribe preferences. They're reserved for truly critical communications. If you're unsure whether an email qualifies as Business Critical, it's worth getting legal advice before classifying it that way.
