Just in time for the holidays, Mailchimp is launching new ecommerce features

Credit card bills for the 2025 holiday season aren’t even due yet, but Intuit Mailchimp is already taking its lessons and rolling out improvements for 2026.

Mailchimp today announced platform enhancements designed to give marketers more ways to connect their data and enable omnichannel campaigns.

“We’ve heard a lot from our customers lately that they have a lot of data, but less than a third of them feel like they’re using that data confidently in their browsing behavior. Are they using the right strategy? And they’re really frustrated by the fragmentation of all that data,” Diana Williams, VP of product at Intuit Mailchimp, told MarTech.

For years, business marketers have used predictive analytics and automation to help create relevant information. Now, marketers at small and mid-market companies are collecting data, but often struggle to take the next step. That was evident to some advertisers during the 2025 holiday season.

“I think you’re seeing a combination — at least what we’ve heard from our customers — now they have that learning, but they’re seeing these new tools in their hands,” Williams said. “How do they use those effectively? How do they get the most out of that? And how do they drive that profit?”

Ecommerce businesses collect data but fail to use it to meet their customers at the risk of disappointing customers.

“Customers give you their data, and we have to use that data to create those real-time touch points that provide value in return that helps them find the right product or the right service for their needs,” Williams said.

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A closer look at Mailchimp’s ecommerce enhancements

Integration is at the core of Mailchimp’s integrated data strategy. It improved its Shopify integration and announced its Mailchimp Site Tracking Pixel, as well as new integrations with review platforms like Yotpo and Judge.me to pull ecommerce data and sentiment into one place.

“What we know is consistency and time equals revenue,” Williams said. “And how do we put that in the hands of small and mid-market businesses? Because we believe that combining data with these rich integrations, adding more infrastructure, provides AI-powered insights. … [Mailchimp] customers will be able to use those right moments to drive the right message, and we’re seeing real business results for those customers.”

Marketers can use this data to create smart segments (such as high-value buyers, at-risk customers or potential buyers) and create advanced automation without integrating multiple tools.

Mailchimp again Expanded SMS coverage across Europe and introduced instant SMS entry using coupons and unique discount codes in SMS automation and forms. Enhanced transactional messaging with an integrated API allows developers to trigger critical notifications while marketers manage brand content in Mailchimp.

Mailchimp’s enhanced omnichannel marketing dashboard now integrates email, SMS, automation and ecommerce events in a single view to help marketers see which messages and journeys are driving revenue, where customers are leaving and how to make the most of money across channels.

New AI-powered tools from Mailchimp help marketers quickly create brand content and reusable templates, and ChatGPT integration helps create, refine and launch omnichannel campaigns across email, SMS and automation.