If you run an eCommerce store on BigCommerce or Shopify, you’ve probably heard the term “webhooks” before. Maybe it popped up in a support doc, a conversation with your developer, or have seen them referenced in one of the many third-party apps you could be using. But what exactly are webhooks, and why should you care?
In simple terms, webhooks are like text messages your online store sends to other apps to let them know something just happened—like a new order or a customer signing up for your email list. Let’s break down exactly what webhooks are and a few different ways Shopify and BigCommerce uses them.
Webhooks 101: The Basics
Imagine you just walked into an old school diner, grab a seat at the counter and get ready to order some breakfast. The cheerful waitress takes your order then enthusiastically yells back to the cook, “Adam and Even on a raft, wreck ’em!” That shout is instant, direct, gets the job done, and fills your belly for a long day of managing your store once you’re back in the office!
When it comes to webhooks, they kind of work the same way. They’re automated notifications that your eCommerce store sends to another system when something specific happens. Using the same type of example, swapping out the diner for your eCommerce store, when someone places an order, webhooks can alert your inventory app that the item was sold, reduce the inventory by the quantity ordered, and alert your email marketing app to subscribe the customer to your list.
Webhooks takes care of these tasks quickly, behind the scenes, without you lifting a finger.
How BigCommerce and Shopify Use Webhooks
Both BigCommerce and Shopify are built to play nice with other tools—such as email marketing apps, accounting software, or shipping services. Webhooks connect your store to these systems. Each platform has its own way of setting them up, but the idea is the same: they let your store talk to other apps in real time.
Let’s look at some everyday scenarios where webhooks are, or can be, used on these platforms:
- Order Notifications – Say a customer buys a T-shirt from your BigCommerce store. A webhook instantly pings your shipping software (like ShipStation) with details like the customer’s address and items ordered. On Shopify, it’s the same deal—a webhook tells your fulfillment service the moment an order’s paid, so packages go out faster.
- Inventory Updates – You sell handmade gizmos, and stock’s running low. When a sale happens, a webhook from Shopify or BigCommerce notifies your inventory app to update the count. If you hit zero, it can even trigger a “sold out” label on your site—no overselling, no angry customers.
- Marketing Magic – A new customer signs up on your Shopify store. A webhook zaps their email to Mailchimp, adding them to your newsletter list instantly. On BigCommerce, a webhook could tell Klaviyo to send a “Welcome!” email with a discount code. It’s automated marketing that feels personal.
- Abandoned Cart Recovery – Someone adds a jacket to their cart on Shopify but doesn’t check out. A webhook fires off to an abandoned cart app, which sends a “Hey, you forgot this!” email. BigCommerce does the same—webhooks catch those almost-customers before they’re gone for good.
Why Webhooks Matter for Your Store
So, why should you care about webhooks? Simply put, they automate so many tasks and make operating your store more efficiently, all without you having to do a thing! Need more reasons why you should care about webhooks, or look to migrate to a platform that uses them, here’s a few more:
- Speed – Webhooks make things happen instantly. No waiting around for apps to “check in” with your store—real-time updates mean faster shipping, quicker restocks, and snappier customer service.
- Automation – They save you from manual grunt work. Instead of exporting order lists or updating inventory by hand, webhooks handle it automatically. You get to focus on growing your business, not babysitting data.
- Better Customer Service – When orders ship fast or customers get timely emails, they’re happier. Happy customers come back—and tell their friends.
- Scalability – As your store grows, webhooks keep everything humming. Whether you’re handling 10 orders a day or 1,000, they ensure your apps stay in sync without breaking a sweat.
You don’t need to be a coder to use webhooks—both BigCommerce and Shopify make it easy. Many tools, like Zapier, set up webhooks for you with a few clicks. If you’re curious, peek at your store’s settings or ask a developer to customize them for something specific, like syncing with a quirky CRM.
Do All eCommerce Platforms Use Webhooks?
Not all platforms have webhooks, but many modern ones—especially those designed for eCommerce, software integration, or app development—do. Webhooks have become a popular feature because they’re so efficient at connecting systems in real time, but whether a platform offers them depends on its design, purpose, and target audience.
Some smaller or older systems, such as Turbify (formerly Yahoo! Small Business), might rely on manual updates or simpler integrations instead. For instance, a basic DIY store builder might not offer webhooks because it’s aimed at users who don’t need fancy automation—they might just export a CSV file instead.
The key factor is whether the platform’s creators and users see value in real-time notifications. If it’s a lightweight tool or one that doesn’t need to talk to other apps much, webhooks might not be there. Even when they’re absent, though, alternatives like APIs or scheduled checks (polling) can sometimes fill the gap—though they’re not as fast or efficient.
So, while webhooks are super common in platforms like Shopify and BigCommerce, they’re not universal. If you’re using a niche or older platform, check its docs or support page—or ask their team—to see if webhooks are an option. If not, you might need a workaround, like a middleman app (Zapier, for example) to mimic that real-time magic.
If we’ve convinced you that webhooks are a quick and easy way to automate many tasks, and you’re now wondering why your eCommerce platform, such as Turbify, doesn’t offer these helpful messengers, it may be time to start considering an upgrade! Your Store Wizards can help you decide whether migrating to a modern platform such as BigCommerce or Shopify is the right move for your business. Simply reach out to us at support@yourstorewizards.com and we’ll be happy to set aside some time to discuss. We’ll even provide you with a free Shopify store that you can use for free to test, explore, and see how webhooks work their magic.
Scott Sanfilippo began his eCommerce journey in 1994 by co-founding one of the Internet’s first online retailers, TheFerretStore.com, which was acquired by PetCo in 2006. In 2001, he co-founded the eCommerce design and marketing firm Solid Cactus, which was acquired by web.com in 2009. Today, Scott is the General Manager of Your Store Wizards and lives in Delray Beach, FL. Scott can be contacted at scott@yourstorewizards.com.