Shopify /buy Links: Faster Offer-to-Checkout Journeys
In short: Shopify's 28 October 2026 changelog introduces a universal, UCP-compatible /buy permalink that can add products to a cart, prefill certain details, apply discount codes and send a shopper toward checkout. Existing /cart links still work. Selling plans and some cart customisations are not supported by /buy yet. Test completed orders and never put sensitive personal or payment data in a shareable link.
- /buy is a consistent link format for cart and checkout handoffs, compatible with Shopify's UCP.
- It can add products, prefill some details and apply a discount code.
- Existing /cart links still work. Selling plans and some cart customisations are not supported by /buy yet.
- Test a full order from ad click to payment, and keep sensitive data out of links.
What it is
A permalink is a link that does something when opened, such as adding a product to a cart. Shopify has long supported cart links. On 28 October 2026 its developer changelog introduced /buy, a universal permalink compatible with its Universal Commerce Protocol (UCP). It can add products to a cart, prefill certain details, apply a discount code and send the shopper toward checkout. It is also useful for compatible AI-shopping handoffs.
Why marketers should care
Every extra step between an ad and checkout loses buyers. A link that lands someone in checkout with the right product and discount already applied can shorten the journey for:
- Email, WhatsApp and SMS offers ("tap to get 10% off this bundle")
- Influencer and creator links
- Retargeting ads that should go straight to the product the shopper viewed
- QR codes on packaging or in print
Limits to know
- Existing /cart links still work. You do not have to migrate.
- Selling plans (subscriptions) are not supported by /buy yet.
- Some cart customisations are not supported yet, so a theme or app that changes the cart may behave differently.
How to test it safely
- Build one link for a single product with a test discount code.
- Open it in a private browser window on mobile and desktop. Check product, price, discount and quantity.
- Complete a real order (then refund it) to confirm payment and order data arrive correctly.
- Check that your Meta Pixel and GA4 purchase events still fire, and that the order shows the right source.
- Keep UTM tags on the link so you can attribute the sale.
Keep links safe
Links can be shared and copied. Do not include personal details, addresses or payment information, and set discount codes with usage limits and expiry dates so a leaked link cannot be abused.
We set up offer journeys like this for Shopify and custom stores. See our website development work or ask us to review your checkout.
Sources
- Cart and checkout permalinks now support UCP at /buy · Shopify Developers
Facts in this article come from the sources above, checked on 29 October 2026. Platform features roll out in phases, so check your own account before acting. We update this page when official details change.