SMS vs Email Marketing for Shopify: Which Wins in 2026?

Okay, let's be real for a second. If you're running a Shopify store right now, you've probably had this debate with yourself (or your team) a dozen times: "Should we double down on SMS, or is email still where it's at?" I've talked to hundreds of store owners about this, and honestly? The answer changes depending on who you ask.

Here's what I've learned after watching both channels perform across different stores: it's not really about picking a winner. It's about understanding when each one shines.

Let's Talk Numbers (But Keep It Real)

I know, I know—everyone throws around stats. But these ones actually matter. SMS open rates sit around 95-98%. That sounds almost too good, right? But think about it: when was the last time you ignored a text? Meanwhile, email hovers around 20-25% open rates on a good day. My inbox has 847 unread emails right now. I'm not proud of it.

So When Should You Text Your Customers?

Here's where SMS really earns its keep. Think urgency. Think "I need them to see this right now."

• Order confirmations — Nobody wants to wonder if their payment went through. A quick text puts their mind at ease.
• Shipping updates — "Where's my package?" is probably the most common customer service question. Beat them to it.
• Cart recovery — This one's a game-changer. Someone abandoned their cart 20 minutes ago? They're probably still on their phone. Catch them.
• Flash sales — If you've got 4 hours left on a sale, email isn't going to cut it.
• Delivery day — "Your package arrives today!" Never gets old.

And Email? Still Has Its Place

Don't write off email just yet. It's still fantastic for the stuff that doesn't need immediate attention:

• Newsletters — When you want to share multiple products, links, or a longer story
• Big product launches — You need space for photos, details, all that good stuff
• Welcome series — Building a relationship over days or weeks
• Educational content — Tutorials, guides, tips they'll bookmark for later

Here's What Actually Works: Use Both

I know that sounds like a cop-out answer, but hear me out. The stores I've seen crush it? They're not picking sides. They use SMS when speed matters and email when depth matters. Order confirmed? Text. Weekly roundup? Email. Cart abandoned for an hour? Text. New collection dropping next week? Start with email, follow up with SMS on launch day.

But What About the Cost?

Yeah, SMS costs more per message than email. That's just facts. But here's the thing that took me a while to wrap my head around: a $0.02 text that gets read beats a "free" email that sits unopened in someone's promotions folder. When your conversion rate jumps from 2% to 10%, suddenly that cost per message looks pretty reasonable.

The trick isn't to SMS everything. It's to use it for the moments that actually move the needle.

Alright, How Do I Actually Start?

If you're convinced and want to dip your toes in, here's the path I'd recommend:

1. Start boring. Order confirmations and shipping updates. Get comfortable with the basics.
2. Add cart recovery. This is where you'll see ROI fast.
3. Test a promo with your VIP customers first. See how they respond.
4. Watch your numbers. Find out when your customers are most responsive.
5. Do more of what works. Revolutionary advice, I know.