Intuit Mailchimp is expanding its ecommerce capabilities with a suite of new tools designed to boost return on investment for online merchants, the company announced Wednesday. The updates include expanded SMS marketing coverage across Europe, enhanced data integration, and an overhaul of its marketing dashboard.
The new features aim to address challenges faced by small and mid-market online sellers, including difficulty measuring marketing effectiveness and a lack of unified data, according to Intuit. Only 33% of marketers report high alignment between pre-opt-in messaging and actual orders, leading to uncertainty about revenue attribution.
“Ecommerce marketers are under pressure to reveal every campaign’s impact on revenue,” said Diana Williams, VP of Product at Intuit Mailchimp. “With this release, Mailchimp customers will reap the benefits of 26% more ecommerce triggers—bringing advanced data, automation, and analytics into a single platform helping businesses execute quickly, run sophisticated campaigns, and see exactly how their marketing drives ROI.”
A key component of the update is the expansion of SMS marketing to 34 new markets across Europe, including Belgium, Sweden, Denmark, Norway, Finland, Portugal, Greece, and Poland. Mailchimp now offers SMS marketing in a total of 37 countries and territories globally. The company is also introducing SMS instant opt-in via popups and unique discount codes within SMS automations.
To improve data integration, Mailchimp is building on its existing Shopify integration with the introduction of its Site Tracking Pixel and new connections to customer review platforms like Yotpo and Judge.me. This allows marketers to build more targeted customer segments and automate campaigns based on consented ecommerce and sentiment data.
The company is also launching a revamped omnichannel marketing dashboard that unifies email, SMS, automation performance, and ecommerce events into a single view. This dashboard is intended to provide marketers with a clear understanding of which messages and journeys are driving revenue and where customers are dropping off.
Mailchimp is also streamlining the migration process for customers switching from other platforms, offering new migration tools and ecommerce-specific support. The company highlighted the experience of Kaylin Kaylin Pickles, a brand that switched from Klaviyo in 2025 and saw open rates more than double after launching its first Mailchimp campaign.
According to Intuit, Mailchimp customers who connect their accounts with Shopify are seeing up to a $41 return on investment for every dollar spent with Mailchimp. Mailchimp SMS ecommerce users have reported up to 22x ROI after launching their first SMS Marketing campaign. Ecommerce customers report saving an average of 16 hours per week after implementing Mailchimp.
“We’re a global business available in nearly every country across the world, and we’re delivering incredible ecommerce innovation that delivers real ROI,” said Ciarán Quilty, Senior Vice-President for International at Intuit. “We’re giving small and mid-size businesses connected data, automation and AI that simply operate together, so switching to Intuit Mailchimp isn’t just the uncomplicated choice today, it’s essential for their growth tomorrow.”
The new capabilities, including the Site Tracking Pixel, expanded SMS and transactional messaging, the omnichannel marketing dashboard, and enhanced migration tools, are expected to begin rolling out globally starting February 10th for eligible Mailchimp plans.