Case Study: Shopify achieves rapid, personalized support for 1M merchants with Twilio Flex

How Twilio Flex “changes the Game” for Shopify and Its 1 Million Customers

Shopify, the commerce platform that supports over 1 million merchants in more than 175 countries, faced a scaling challenge: its legacy contact‑center stack was fragmented and couldn’t keep pace with rapid growth. The team considered building a custom system but instead adopted Twilio Flex to avoid the limitations of their existing provider and deliver a unified, scalable support platform.

Using a small team, Shopify built and rolled out a Flex‑based contact center in four months, deploying telephony, routing, IVR, contextual agent pops and integrations with tools like Zendesk. The solution gave agents rich customer context, faster and more accurate routing, and a customizable UI; innovations such as a PIN authorization flow shave 3–5 minutes off calls. Flex also enabled rapid experimentation and a clear path to omnichannel support, accelerating Shopify’s ability to serve merchants.

Shopify

Chris Wilson

Director of Technical Support