"Shopify's consent flow plays a huge role in how many customers join email lists and their LTV, but it's still a black box for DTC brands. Shoptin unlocked a major growth opportunity by enabling us to optimize that experience in a measurable, compliant way."
Cael Schwartz
Vice President of Growth, MugsyChallenge
Shopify's default checkout consent was capping retention potential.
Mugsy had already built strong email creative and automation in Klaviyo, but a meaningful share of first-time customers were leaving checkout without joining the brand's marketing list. As paid channels became more crowded and acquisition costs climbed, the team needed to improve LTV without adding checkout friction.
The default Shopify consent experience asked shoppers for "news and offers," which undersold the value of hearing from the brand. For Cael Schwartz, Mugsy's Vice President of Growth, the missed opportunity was clear: if more buyers opted in at checkout, the team could reach more customers after purchase and compound repeat revenue.
The challenge was doing that while respecting regional consent requirements. Mugsy needed a practical way to optimize opt-in language across privacy frameworks like GDPR, CASL, and CAN-SPAM without turning compliance interpretation into a new internal project.
Solution
Mugsy launched optimized, region-aware consent in less than a day.
Shoptin connected to Klaviyo and Shopify Checkout, then customized Mugsy's checkout consent language without requiring storefront changes. The team ran an A/B test against Shopify's default copy, and within a week the lift in opt-ins was clear enough to roll Shoptin out fully.
Instead of adding a separate opt-in step, Shoptin kept consent directly inside checkout. The experience detects the shopper's region in real time and serves the appropriate copy and disclosures near the contact fields, reducing friction while helping Mugsy grow a compliant email list.
Shoptin also records consent activity, keeps exportable logs, and updates copy as privacy rules evolve. That gave Mugsy both performance reporting and audit visibility without requiring the team to manually maintain consent language market by market.
Results
Mugsy gained 4,500 incremental subscribers in six months.
With Shoptin in place, Mugsy saw a 58% higher opt-in rate compared to Shopify's default consent experience. Over six months, that lift translated into 4,500 incremental subscribers and $335k in incremental LTV.
The improved consent flow expanded Mugsy's reachable audience while preserving a smooth buying experience. Cael is now looking at how Shoptin's upcoming SMS opt-in tools with Postscript can help extend the same checkout optimization model into additional channels.
"You could tell the Shoptin team has a real understanding of the challenge brands face at checkout. That's what makes the product feel focused, practical, and effective."