Welcome Enterprise Single Sign-On

Available on Premium plans

Mailchimp Enterprise SSO lets all users in your Mailchimp account, with a configured private domain, sign in through your identity provider (IdP) credentials, rather than with Mailchimp passwords. If your identity provider supports single sign-on (SSO), you can use it to log in to Mailchimp. Secure your account and allow your users to seamlessly use your organization's identity instead of managing a separate login. Examples of IdP SSO providers include Microsoft Entra ID, Okta, and more.

Available to Premium users only

Connect any website to Mailchimp with GTM

Got a website that isn't Shopify, Wix, or WooCommerce? Tracking page views and other key customer actions in Mailchimp just got a lot easier. Install the Mailchimp Site Tracking pixel through Google Tag Manager, no code and no dev ticket required, and every page view starts flowing in automatically. Build segments off the pages people visit, or trigger an automation the moment someone lands on a key page.

Blackbaud Raiser's Edge NXT now syncs with Mailchimp

Available on Essentials, Standard, and Premium plans

Still exporting constituent lists from Blackbaud Raiser's Edge NXT by hand? Not anymore. Pick a Raiser's Edge NXT list and your constituents land in your Mailchimp audience with their giving history attached: lifetime giving, last gift, recurring donor status, and constituency codes, all as merge fields and tags you can build segments on. When a new gift comes in, your thank-you can go out on its own.

Available to paid users only

See your automations and campaigns in one view

Available on Essentials, Standard, and Premium plans

Your automation results now sit right next to your campaigns, so you can spot what's working without jumping between reports. Automation sends, opens, clicks, and revenue now appear alongside your email and SMS campaigns on your Home screen and in your Marketing Dashboard. In Custom Reports, you can build a multi-metric report with your automation emails and SMS in it to see how each flow and every step inside it is doing over time, then export it with your campaign data. Your running and paused flows are included automatically, so there's nothing to turn on.

Turn loyalty activity into targeted campaigns

Connect Rivo or Yotpo Loyalty & Referrals to bring points balances, VIP tiers, and referral data into Mailchimp. Trigger flows the moment a customer joins, earns, redeems, or refers a friend, and segment your audience by loyalty status. Reach your best customers when it matters!

Explore loyalty integrations

Reach exactly the audience in every multivariate test

Available on Standard and Premium plans

Building a multivariate test now works just like a regular campaign. Choose your audience and exclude specific segments or contacts right in the flow — no more pre-building workaround segments. A cleaner, faster, and more reliable experience makes setting up your test easier from start to finish.

See how your campaigns performed by segment

Available on Standard and Premium plans

Break down campaign performance by audience segment, right inside Custom Reports. The new Campaign Performance report shows how each segment opened, clicked, and engaged side by side, so you can see who drove your results.

A clearer, smarter multivariate report

Available on Standard and Premium plans

Your Multivariate Test reports now show test details, performance metrics, and a side-by-side variant comparison right on the report page. Bot-adjusted metrics filter out bot activity, so you can trust what the winning variant is telling you.

Turn Insights into Actions

Available on paid plans

Purpose-built for omnichannel campaign performance and audience analytics in Mailchimp, Analytics AI is designed to give brands marketing intelligence that helps drive decisions and growth.

Try Analytics AI

*Available to all paid Mailchimp users with Admin or Owner role globally, with campaign activity.

WHAT’S NEW IN MAILCHIMP

Simpler, smarter ways to boost your ROI

New ways to use AI and email together, so you're ready for your busiest season.

The #1 AI-powered email marketing and automations platform can now do even more

9/30/2026

Welcome Enterprise Single Sign-On

Mailchimp Enterprise SSO lets all users in your Mailchimp account, with a configured private domain, sign in through your identity provider (IdP) credentials, rather than with Mailchimp passwords. If your identity provider supports single sign-on (SSO), you can use it to log in to Mailchimp. Secure your account and allow your users to seamlessly use your organization's identity instead of managing a separate login. Examples of IdP SSO providers include Microsoft Entra ID, Okta, and more.

5/18/2026

Spend less time on manual reporting with Analytics AI

Mailchimp’s Analytics AI helps you understand how your business is doing—and helps you plan your next move. Available for Standard and Premium plans.

5/18/2026

Capture data from more sites with the Mailchimp site tracking pixel

Our site/tacking pixel now supports Wix, WooCommerce as well as Shopify. Why do we call it the one-click pixel? Because you can install it in just one click. (Really.)

5/18/2026

Use the AI you prefer to help create your campaigns

With the new Claude Connector, Mailchimp supports both Claude and ChatGPT, so you can create email & SMS campaigns with your AI of choice. Available for Standard and Premium plans.

5/18/2026

Mailchimp SMS now serves alcohol brands

Built-in SMS age gating helps you manage age verification and connect with your audience, all from one place.

There’s even more to see this month

Turn gifts and visits into lifelong support

Mailchimp now connects with Blackbaud Raiser's Edge NXT. Sync your fundraising data automatically to help drive donor engagement—no manual imports needed.

Build branded subscribe forms easily

Your subscribe forms just got better. Update your forms with our intuitive builder, apply your brand assets easily, and launch your forms in minutes.

Connect to Docs, Gmail, and more

Connect to Gemini, pull campaign performance into Slides, and more—streamlining data transfer without manual file exports.

Automation data is now in one place

Now view your bot-filtered automation performance alongside your campaign data on your home screen and Marketing Dashboard.

View performance in Claude

Get informed insights, like peer benchmarks and more, from your AI tools—without leaving the chat.

AI insights are now built into your reports

Enjoy modernized multivariate test reports, all in one place, with clean, bot-filtered metrics—helping you identify top-performing variations.

Text new leads when they sign up

Numbers from your Meta Lead Ads forms now flow into Mailchimp. Activate your SMS campaign once. Then, it sends automatically.

Break down reports by audience segment

Apply any saved segment to your Custom Reports to see open rates, click rates, and performance by audience.

Millions of users rely on us for their email marketing. You can too.

B2B Growth With B2B Marketing Power

A new integration feature closes a critical gap for omnichannel merchants: Automatic B2B audience tagging means no more manual workarounds to market to wholesale customers.

B2B ecommerce represents a $36 trillion global market, and businesses running both wholesale and retail entities know they have to market to them differently. For merchants who sell through Shopify and use Intuit Mailchimp for email and SMS marketing, this may sound familiar: Your B2B customers and DTC shoppers live in the same audience, and separating them means manual work. That requires tagging contacts by hand, building segments from scratch, or exporting data and reimporting it to send the right message to the right customer type.

That changes today. Mailchimp launched automatic B2B audience tagging for customers using the Shopify integration, announced as part of Shopify Editions.

Mailchimp now automatically syncs Shopify's B2B company data, so wholesale buyers and corporate clients are tagged and segmented without any manual setup. For Mailchimp customers who've been managing both retail and wholesale through Shopify, this feature significantly reduces operational lift.

"Our customers see B2B as a major growth lever, and they wanted the same marketing power there that they have for DTC," said Joshua Hofmann, VP of Global Partner Ecosystems at Intuit. "This integration brings Mailchimp's segmentation and automation capabilities to B2B without the workarounds."

"B2B is growing at Shopify, with 80% GMV growth in Q1 this year, and our merchants need their back office and marketing to keep up, said Jeff Kennedy, Partnerships, Shopify. “With native Shopify B2B support now available in both QuickBooks and Mailchimp, B2B orders and company details sync into merchants' books automatically, and merchants can easily create B2B segments to power targeted wholesale outreach. Intuit's investment in these omni-channel integrations helps our merchants scale wholesale with confidence."

A corporate buyer placing recurring bulk orders needs different messaging, incentives, and touchpoints than a first-time retail shopper. Getting that distinction right is what turns wholesale from a side channel into a revenue driver.

The highest-performing DTC commerce businesses automate the distinction. Corporate buyers get volume pricing reminders and reorder prompts. Retailers who hit purchase thresholds get account management outreach. Every interaction recognizes where the customer sits in the business relationship, not just the sales funnel.

For years, the industry has built B2B and DTC solutions in separate ecosystems with their own dedicated tools. With Shopify’s recent expansion of native B2B features to merchants on every plan, more Mailchimp customers now have access to company profiles, custom catalogs, and payment terms on the commerce side.

Built For How B2B Merchants Actually Work

With automatic B2B audience tagging, Mailchimp customers using Shopify can:

• Automatically segment business accounts using Shopify's B2B company data
• Build email automations that trigger based on customer type
• Personalize messaging for wholesale buyers vs. retail shoppers
• Track campaign performance separately for B2B and B2C audiences
• Create targeted campaigns for corporate clients without manual list management

For merchants whose ecommerce, business and financial management, and marketing all live on the Intuit platform, this is another step toward a genuinely integrated back office. QuickBooks already syncs B2B Shopify orders with customer and product details, so invoices and payments stay organized. Now marketing joins that flow, pulling the same B2B customer data to power segmentation and campaigns. Sales, accounting, and marketing finally work from the same source of truth.

"When you manage B2B and DTC in the same platform, you unlock a complete view of your customer relationships and revenue drivers," Hofmann added. "Mailchimp customers can now run wholesale and retail together, maximizing the value of every connection."

For customers eyeing wholesale growth but held back by operational complexity, or spending hours each week on manual segmentation, they can now unlock that B2B revenue with the same automation power they already use for DTC.

Learn more about the Mailchimp for Shopify integration here.

Availability

The feature is available immediately to all Mailchimp customers with a connected Shopify store. No additional setup required beyond the existing integration.*

About Intuit

Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With approximately 100 million customers worldwide using products such as TurboTax, Credit Karma, QuickBooks, and Mailchimp, and Intuit Enterprise Suite, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Please visit us at Intuit.com and find us on social for the latest information about Intuit and our products and services.

Contacts: For more information, please contact us at [email protected]

*Disclaimers

• Availability of features and functionality varies by plan type. Certain functionality, including the Shopify integration, is dependent upon the integration and/or a paid plan. Mailchimp and Shopify are sold separately. For details, view Mailchimp plans and pricing.
• This information is intended to outline our general product direction, but does not constitute a binding offer and should not be relied on in making a purchasing decision. Additional terms, conditions and fees may apply to certain features and functionality. Eligibility criteria may apply. Product offers, features, functionality are subject to change without notice.

New conversational analytics agent eliminates manual reporting and turns real‑time customer data into clear, actionable next steps. New integrations with Claude, Wix, and WooCommerce unify ecommerce data for smarter campaigns

MOUNTAIN VIEW — May 28, 2026 — Intuit Inc. (Nasdaq: INTU), the global financial technology platform that makes TurboTax, Credit Karma, QuickBooks, Mailchimp, and Intuit Enterprise Suite, today announced Analytics AI*, a native conversational analytics agent in Mailchimp that connects performance across campaigns, audiences, and revenue to tell businesses what changed, why, and what to do next. Mailchimp also announced expanded integrations with Claude, Wix, and WooCommerce that unify ecommerce data and bring AI-powered marketing capabilities directly into the platforms merchants already use. The enhancements are designed to help ecommerce brands and small and mid-sized businesses scale with confidence using Mailchimp, the #1 AI-powered email marketing and automation platform.**

"Ecommerce brands tell us they have too much data but are starving for actionable insights," said Diana Williams, VP of Product at Intuit Mailchimp. "Analytics AI starts by eliminating the gap between data and decision. Ask a question, get a strategic answer, and act on it instantly. But we're not stopping there. Analytics AI lays the foundation for a fully agentic experience where Mailchimp plans, builds, and executes campaigns autonomously based on what's working for your business."

New AI-powered capabilities in Mailchimp deliver proactive intelligence so brands can scale with confidence

Mailchimp is launching a suite of AI-powered features that automate analysis, enable conversational insights, and expand compliance options for regulated industries:

• Analytics AI delivers conversational intelligence: Analytics AI delivers automatic analysis across campaign performance, audience behavior, and revenue outcomes without requiring marketers to build dashboards or export reports. Using AI to analyze each customer's own connected ecommerce data from platforms like Shopify, WooCommerce, and Wix alongside their Mailchimp campaign history, the agent identifies patterns, surfaces opportunities, and provides specific next-step recommendations that connect marketing activity directly to revenue impact.

• AI Segment Builder (beta): Marketers can describe their ideal audience in plain language, and AI automatically builds the segment using behavioral, demographic, and engagement data.

• Expanded sign-up methods for regulated industries: New age-gating on SMS signup forms allows brands that sell alcohol to collect and message SMS contacts in Mailchimp.

Brands are turning data overload into revenue growth

For customers like contemporary art gallery Playground Detroit, Analytics AI is already transforming how they turn their brand’s unique data into faster, more actionable marketing decisions following its private beta.

“Mailchimp’s Analytics AI makes it easy to see what’s working by turning our historical data into something we can act on,” said Paulina Petkoski, Founder and Director of Playground Detroit. “Instead of spending over an hour manually processing reports, we can instantly access what we need through an intuitive, interactive search to help us make smarter decisions, refine our strategy, and increase subscriber engagement and ecommerce growth.”

With Analytics AI, Mailchimp puts a marketing data analyst to work with every marketer, bringing conversational intelligence to marketing performance so brands can ask questions, get answers, and act on what's working in real time.

Mailchimp brings AI-powered campaign creation directly into ChatGPT and Claude

Marketers can now build complete campaigns without leaving their AI workflow. The Mailchimp app in ChatGPT and Claude allows users to draft and refine personalized omnichannel campaigns using conversational prompts, pulling directly from their customer data and campaign history in Mailchimp. Once finalized, campaigns will be available within Mailchimp for brands to launch in a single action, eliminating hours of manual setup and context-switching between platforms. This integration streamlines the creative process by letting marketers ideate, iterate, and execute all within the AI tools they already use daily, turning campaign strategy into a collaborative conversation rather than a multi-step technical process.

Enhanced partner integrations and new features extend marketing intelligence across platforms

Mailchimp's expanded partner ecosystem brings marketing capabilities directly into the tools brands already use:

• One-click data activation for WooCommerce and Wix: Following its launch in Shopify, one-click activation of the Mailchimp Site Tracking Pixel is now available for WooCommerce and Wix. This makes it frictionless for merchants to capture site actions, like product views or cart additions, and transform them into real-time automation triggers for smarter personalization.

• Seamless design-to-launch workflows with Canva: With deeper integration with Canva, marketers can now automatically import HTML and share select Canva designs into Mailchimp as full emails, ready to send without the manual lift.

• Expanded sign-up methods for regulated industries: New age-gating on SMS signup forms allows brands that sell alcohol to collect and message SMS contacts in Mailchimp.

Coming Soon: Conversational and Agentic AI Across Mailchimp

Analytics AI marks a major advancement in Mailchimp’s AI-powered marketing platform, setting the foundation for a fully connected marketing AI experience where brands describe what they want to accomplish, and AI plans the strategy, builds the audience, drafts the campaigns, and learns from every result. Powered by secure first-party data and informed by industry context and business goals, the native agents will help businesses act fast so they can spend less time piecing together campaigns and more time generating revenue.

Availability

Analytics AI is available to all Mailchimp customers globally with paid plans now. AI Segment Builder is available to select customers in beta now, with general availability coming soon. The Mailchimp app is now available in Claude and ChatGPT for users in the US, Canada, UK, and Australia. The one-click pixels for Shopify, WooCommerce, and Wix are available globally now. Age-gating for SMS is available for users in select countries*** beginning May 28.

About Intuit:

Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With approximately 100 million customers worldwide using products such as TurboTax, Credit Karma, QuickBooks, Mailchimp, and Intuit Enterprise Suite, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Please visit us at Intuit.com and find us on social for the latest information about Intuit and our products and services.

Disclaimers

*This information is intended to outline our general product direction, but represents no obligation and should not be relied on in making a purchasing decision. Additional terms, conditions and fees may apply with certain features and functionality. Eligibility criteria may apply. Product offers, features, and functionality are subject to change without notice.

**#1 email marketing and automation platform: Based on May 2025 publicly available data on competitors' number of customers.

***Age-gating for SMS is available to customers in the following countries: Albania, Australia, Austria, Belgium, Faroe Islands, Germany, Gibraltar, Greece, Guernsey, Ireland, Isle of Man, Italy, Jersey, Luxembourg, Malta, Moldova, Republic of, Portugal, San Marino, Slovakia, Slovenia, Spain, Switzerland, The Netherlands, United Kingdom, United States (and Puerto Rico).

WHAT’S NEW IN MAILCHIMP

New features to help drive ecommerce sales

We’re rolling out one of our biggest updates ever—and changing the game for ecommerce customers in particular.

Unlock ROI with unified data and richer ecommerce automations for email & SMS

There’s even more to see this month

ChatGPT brings your ideas to life

Mailchimp is now the only marketing platform integrated with ChatGPT. Bring your SMS campaigns to life with just a few words—AI does the rest.

On-brand transactional emails

When it comes to creating a great customer experience, the details matter. Now you can update transactional emails with our powerful in-app editor.⁴

Turn reviews into marketing power

Our new Judge.me and Yotpo integrations sync review and reviewer data so you can build smarter segments, trigger post-review marketing flows, and more.

New marketing dashboard

The dashboard gets a major facelift, and adds email automations, marketing conversions, and more.

Capture back-in-stock sales

Add new popup forms to let customers know when the item they’re interested in is back in stock.⁵

Easy-to-access SMS templates

Access both email and an expanded offer of SMS templates from a template library in the left nav.

Dynamic ecomm data

Pull in real-time e-commerce data—like product names and links—to deliver personalized, timely messages.

SMS for Shopify enhancements

We’re introducing bidirectional SMS consent sync, plus support for non-email, phone-only Shopify customers.

Shopify unique discount codes

Reach customers and convert them across all channels by offering them unique discount codes.

Millions of users rely on us for their email & SMS marketing. You can too.

Built to deliver ROI for less cost, Mailchimp now combines unified data with powerful automation across email and messaging

MOUNTAIN VIEW and LONDON - February 10, 2026 – Intuit Inc. (Nasdaq: INTU), the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp, today announced a set of Mailchimp product innovations that unlock profitable growth for ecommerce businesses. Powered by the Intuit platform, the enhancements include more ways for merchants to connect their data and activate omnichannel campaigns driving up to 30x ROI for ecommerce customers without the added price or complexity.

For small and mid-market online sellers, customer acquisition and growth are becoming harder to measure and optimize. Only 33% of marketers say their pre-opt-in messaging is highly aligned, making it difficult to see which efforts drive orders and where revenue is being lost. Without a unified view of their data, merchants lack clear attribution and ROI insight. Email remains a core revenue driver for 69% of marketers, but maximizing its impact increasingly depends on unified data and automation that help teams focus investment on what works and drive measurable growth.

“Ecommerce marketers are under pressure to show every campaign’s impact on revenue,” said Diana Williams, VP of Product, 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.”

To watch this video, you need to accept Performance and Functionality Cookies.

For more info, check our cookie policy.

New capabilities designed for ecommerce growth

The newly-introduced capabilities directly address the core problems ecommerce businesses report today: limited time, lack of marketing expertise, uncertainty about ROI, and fragmented data across multiple platforms.

• Turn data into sales: Building on the enhanced Shopify integration, Mailchimp’s Site Tracking Pixel and new connections to reviews platforms like Yotpo and Judge.me pull consented ecommerce and sentiment data into one place. Marketers can build smarter segments (such as high-value buyers, at-risk customers, or shoppers likely to purchase next) and power advanced automations without stitching together multiple tools.

• Reach customers across channels and tie campaigns directly to sales: Expanded SMS coverage across Europe, SMS instant opt-in via popups, and unique discount codes in SMS automations and forms help brands reach their customers across the world on mobile while helping enable consent collection and precisely tracking which campaigns drive orders. Enhanced transactional messaging through a unified API lets developers trigger critical notifications while marketers manage on-brand content in Mailchimp.

• Know what’s working and optimize with confidence: A revamped omnichannel marketing dashboard unifies email, SMS, automation performance, and ecommerce events in a single view. Marketers can see which messages and journeys are generating revenue, where customers are dropping off, and how to optimize spend across channels.

• Migrate to Mailchimp without slowing down: New migration tools and ecommerce-specific support make it easier for customers moving to Mailchimp to bring over contacts, segments, templates, and key flows with minimal downtime.

• AI that goes from insight to execution: Mailchimp turns your data into action with predictive analytics to spot high-value and at-risk customers, AI-powered tools to quickly build on-brand content and reusable templates, and a ChatGPT integration that helps you create, refine, and launch data-backed omnichannel campaigns across email, SMS, and automations.

Demonstrated ROI for ecommerce businesses

Mailchimp already delivers measurable results for ecommerce customers, and the new capabilities are built to amplify that impact. Consider Gruppo Terroni, a hospitality group based in Toronto and Los Angeles that used Mailchimp’s ecommerce automations with their Shopify-connected store to target lapsed wine club members. Their single segmented campaign, which offered instant access to a library of wine guides, resulted in a 77% open rate and a 28% click-through rate, driving $8,000 in monthly recurring revenue.

Accessing these tools by switching to Mailchimp is easier than ever. "I was so blown away," says Ali Mann of Kaylin + Kaylin Pickles, a Mailchimp customer that switched from Klaviyo in 2025 to reduce costs and access more strategic support. The brand's first campaign was live in under a month and their open rates more than doubled.

Ecommerce customers reported an average of 16 hours saved per week after implementing Mailchimp, while Mailchimp SMS ecommerce users saw up to 22x ROI after launching their first SMS Marketing campaign. And Mailchimp customers with a Shopify-connected store see up to a 41X return on their Mailchimp investment.

“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, Intuit. “We’re giving small and mid-size businesses connected data, automation and AI that simply work together, so switching to Intuit Mailchimp isn’t just the easy choice today, it's essential for their growth tomorrow.”

By tying advanced marketing capabilities to commerce outcomes and Intuit’s broader financial platform, Mailchimp helps digital-sales businesses not only run better campaigns but also operate more profitable, data-driven companies.

Availability

The new ecommerce-focused capabilities, including the Mailchimp proprietary 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.

1. Based on all ecommerce revenue attributable to paid plan users’ Mailchimp campaigns from August 2024 - August 2025. ROI calculation requires an ecommerce store that is connected to a Mailchimp account. Results vary.
2. SMS marketing from Mailchimp is currently available in 37 countries and territories globally, including 34 in Europe with this month’s expansion into Belgium, Sweden, Denmark, Norway, Finland, Portugal, Greece, Poland, Croatia, Slovakia, Slovenia, Estonia, Iceland, Luxembourg, Latvia, Malta, Lithuania, Jersey, Isle of Man, Guernsey, Albania, San Marino, the Faroe Islands, Moldova and Gibraltar.
3. Ecommerce customers who report time savings after implementing Mailchimp, cite an average of 16.4 hours saved per week across audience management, email & SMS content creation, campaign setup and management, and reporting and analytics.
4. Up to 22x ROI: Based on ecommerce revenue attributable to Mailchimp users’ SMS Marketing campaigns and Mailchimp SMS spend (not including plan cost) within one year of launch of first SMS campaign from 10/01/24 to 10/17/25. ROI calculation requires an ecommerce store that is connected to a Mailchimp account. Excludes Short code SMS. Results may vary.

The data referenced is based on Intuit data only and does not include or reflect Shopify data.

About Intuit:

Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With approximately 100 million customers worldwide using products such as TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Please visit us at Intuit.com and find us on social for the latest information about Intuit and our products and services.

Contacts:

For more information, please contact us at [email protected].

This information is intended to outline our general product direction, but represents no obligation and should not be relied on in making a purchasing decision. Additional terms, conditions and fees may apply with certain features and functionality. Eligibility criteria may apply. Product offers, features, and functionality are subject to change without notice. Features and functionality vary by plan type. Mailchimp and Shopify sold separately. Integration available. SMS (including Transactional SMS) is available as an add-on to paid plans in select countries after application and agreement to terms.

Built to deliver ROI for less cost, Mailchimp now combines unified data with powerful automation across email and messaging

MOUNTAIN VIEW and LONDON - February 10, 2026 – Intuit Inc. (Nasdaq: INTU), the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp, today announced a set of Mailchimp product innovations that unlock profitable growth for ecommerce businesses. Powered by the Intuit platform, the enhancements include more ways for merchants to connect their data and activate omnichannel campaigns driving up to 30x ROI for ecommerce customers without the added price or complexity.

For small and mid-market online sellers, customer acquisition and growth are becoming harder to measure and optimize. Only 33% of marketers say their pre-opt-in messaging is highly aligned, making it difficult to see which efforts drive orders and where revenue is being lost. Without a unified view of their data, merchants lack clear attribution and ROI insight. Email remains a core revenue driver for 69% of marketers, but maximizing its impact increasingly depends on unified data and automation that help teams focus investment on what works and drive measurable growth.

“Ecommerce marketers are under pressure to show every campaign’s impact on revenue,” said Diana Williams, VP of Product, 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.”

New capabilities designed for ecommerce growth

The newly-introduced capabilities directly address the core problems ecommerce businesses report today: limited time, lack of marketing expertise, uncertainty about ROI, and fragmented data across multiple platforms.

• Turn data into sales: Building on the enhanced Shopify integration, Mailchimp’s Site Tracking Pixel and new connections to reviews platforms like Yotpo and Judge.me pull consented ecommerce and sentiment data into one place. Marketers can build smarter segments (such as high-value buyers, at-risk customers, or shoppers likely to purchase next) and power advanced automations without stitching together multiple tools.

• Reach customers across channels and tie campaigns directly to sales: Expanded SMS coverage across Europe [2], SMS instant opt-in via popups, and unique discount codes in SMS automations and forms help brands reach their customers across the world on mobile while helping enable consent collection and precisely tracking which campaigns drive orders. Enhanced transactional messaging through a unified API lets developers trigger critical notifications while marketers manage on-brand content in Mailchimp.

• Know what’s working and optimize with confidence: A revamped omnichannel marketing dashboard unifies email, SMS, automation performance, and ecommerce events in a single view. Marketers can see which messages and journeys are generating revenue, where customers are dropping off, and how to optimize spend across channels.

• Migrate to Mailchimp without slowing down: New migration tools and ecommerce-specific support make it easier for customers moving to Mailchimp to bring over contacts, segments, templates, and key flows with minimal downtime.

• AI that goes from insight to execution: Mailchimp turns your data into action with predictive analytics to spot high-value and at-risk customers, AI-powered tools to quickly build on-brand content and reusable templates, and a ChatGPT integration that helps you create, refine, and launch data-backed omnichannel campaigns across email, SMS, and automations.

Demonstrated ROI for ecommerce businesses

Mailchimp already delivers measurable results for ecommerce customers, and the new capabilities are built to amplify that impact. Consider Gruppo Terroni, a hospitality group based in Toronto and Los Angeles that used Mailchimp’s ecommerce automations with their Shopify-connected store to target lapsed wine club members. Their single segmented campaign, which offered instant access to a library of wine guides, resulted in a 77% open rate and a 28% click-through rate, driving $8,000 in monthly recurring revenue.

Accessing these tools by switching to Mailchimp is easier than ever. "I was so blown away," says Ali Mann of Kaylin + Kaylin Pickles, a Mailchimp customer that switched from Klaviyo in 2025 to reduce costs and access more strategic support. The brand's first campaign was live in under a month and their open rates more than doubled.

Ecommerce customers reported an average of 16 hours saved per week after implementing Mailchimp [3], while Mailchimp SMS ecommerce users saw up to 22x ROI [4] after launching their first SMS Marketing campaign. And Mailchimp customers with a Shopify-connected store see up to a 41X return on their Mailchimp investment [5].

“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, Intuit. “We’re giving small and mid-size businesses connected data, automation and AI that simply work together, so switching to Intuit Mailchimp isn’t just the easy choice today, it's essential for their growth tomorrow.”

By tying advanced marketing capabilities to commerce outcomes and Intuit’s broader financial platform, Mailchimp helps digital-sales businesses not only run better campaigns but also operate more profitable, data-driven companies.

Availability

The new ecommerce-focused capabilities, including the Mailchimp proprietary 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.

1. Based on all ecommerce revenue attributable to paid plan users’ Mailchimp campaigns from August 2024 - August 2025. ROI calculation requires an ecommerce store that is connected to a Mailchimp account. Results vary.
2. SMS marketing from Mailchimp is currently available in 37 countries and territories globally, including 34 in Europe with this month’s expansion into Belgium, Sweden, Denmark, Norway, Finland, Portugal, Greece, Poland, Croatia, Slovakia, Slovenia, Estonia, Iceland, Luxembourg, Latvia, Malta, Lithuania, Jersey, Isle of Man, Guernsey, Albania, San Marino, the Faroe Islands, Moldova and Gibraltar.
3. Ecommerce customers who report time savings after implementing Mailchimp, cite an average of 16.4 hours saved per week across audience management, email & SMS content creation, campaign setup and management, and reporting and analytics.
4. Up to 22x ROI: Based on ecommerce revenue attributable to Mailchimp users’ SMS Marketing campaigns and Mailchimp SMS spend (not including plan cost) within one year of launch of first SMS campaign from 10/01/24 to 10/17/25. ROI calculation requires an ecommerce store that is connected to a Mailchimp account. Excludes Short code SMS. Results may vary.

The data referenced is based on Intuit data only and does not include or reflect Shopify data.

About Intuit:

Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With approximately 100 million customers worldwide using products such as TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Please visit us at Intuit.com and find us on social for the latest information about Intuit and our products and services.

Contacts:

For more information, please contact us at [email protected].

This information is intended to outline our general product direction, but represents no obligation and should not be relied on in making a purchasing decision. Additional terms, conditions and fees may apply with certain features and functionality. Eligibility criteria may apply. Product offers, features, and functionality are subject to change without notice. Features and functionality vary by plan type. Mailchimp and Shopify sold separately. Integration available. SMS (including Transactional SMS) is available as an add-on to paid plans in select countries after application and agreement to terms.

WHAT’S NEW IN MAILCHIMP

Simpler, smarter ways to boost your ROI

New ways to use AI and email together, so you're ready for your busiest season.

Learn how Mailchimp works with a live demo

Get a live look at the platform in action. No signup or payment necessary.

The #1 AI-powered email marketing and automations platform can now do even more

There’s even more to see this month

Turn gifts and visits into lifelong support

Mailchimp now connects with Blackbaud Raiser's Edge NXT. Sync your fundraising data automatically to help drive donor engagement—no manual imports needed.

Build branded subscribe forms easily

Your subscribe forms just got better. Update your forms with our intuitive builder, apply your brand assets easily, and launch your forms in minutes.

Connect to Docs, Gmail, and more

Connect to Gemini, pull campaign performance into Slides, and more—streamlining data transfer without manual file exports.

Automation data is now in one place

Now view your bot-filtered automation performance alongside your campaign data on your home screen and Marketing Dashboard.

View performance in Claude

Get informed insights, like peer benchmarks and more, from your AI tools—without leaving the chat.

AI insights are now built into your reports

Enjoy modernized multivariate test reports, all in one place, with clean, bot-filtered metrics—helping you identify top-performing variations.

Text new leads when they sign up

Numbers from your Meta Lead Ads forms now flow into Mailchimp. Activate your SMS campaign once. Then, it sends automatically.

Break down reports by audience segment

Apply any saved segment to your Custom Reports to see open rates, click rates, and performance by audience.

Millions of users rely on us for their email marketing. You can too.

Survey Findings

Data shows how marketers achieve the ultimate conversion: true love.

Modern dating isn’t for the faint of heart. But if love is a battlefield, marketing skills might be a secret weapon. Intuit Mailchimp recently surveyed* marketers to get their perspective on dating, and how they apply their professional skills to their romantic efforts.

Marketers tell us they’re highly attuned to red flags, confident in spotting inauthenticity early, and quick to assess fit. Poor communication, lack of curiosity, and overly curated “personal brands” are among the fastest deal-breakers, with authenticity emerging as a clear non-negotiable.

And unsurprisingly, many marketers bring their professional toolkits into their love lives. Skills like data analysis, audience targeting, and personalization offer what marketers believe to be a strategic advantage in a crowded field: 87% of the marketers we surveyed believe their professional skills yield more successful matchmaking results compared to non-marketing peers, and the majority of marketers we surveyed — 93% — admit to analyzing their dates like a work project.

Rather than relying on vibes (or holding out for love at first touchpoint), marketers take a more strategic, data-driven approach to achieving their romantic KPIs: nearly half (48%) say they use data analysis and audience targeting to weed out the wrong personas and get better results. And, just as marketers might raise conversion rates with data-informed personalization, 45% of marketers customize their interactions based on specific insights they’ve gathered about a date. (It’s a competitive marketplace, after all.)

Not a marketer, but want to date one? For starters, know that marketers have keen radars for inauthenticity: 68% of them feel that their industry experience makes them expert "BS detectors" who can spot a bad fit within a month—primarily by sniffing out poor communication (the top red flag for 63%), a lack of curiosity or growth mindset (46%), and overly curated personalities (41%). Whatever you do, be sure to bring your A-game, because marketers have high standards: 59% agreed that their profession makes it harder to be impressed while dating.

Meeting those high standards is our love language. Mailchimp’s continuous, customer-led platform upgrades are our way of keeping marketers and their preferences in mind. What better time to launch new product features and capabilities than during the most romantic season of the year? Consider it our public love letter to marketers.

Most marketers find dating “painful.”

• 70% find reviewing their dating app likes/matches to be painful
• 45% feel it's more painful than learning a new technology at work
• 25% believe both to be painful

Most marketers admit to analyzing dates like a work project

• 93% report doing this "Always," "Often," or "Sometimes."
• The most frequent response was "Often" at 46%.
• Only 7% say "Rarely" or "Never."

Marketers are keen observers

• 59% of marketers agree that their profession makes it harder to be impressed while dating.
• 68% of marketers feel very confident that they can spot “BS” early on in dating.
• 78% can tell if someone isn’t the right fit for them within a month or less.

Marketers value interpersonal skills

• The top turn-off is ‘Poor communication’ at 63%.
• This is followed by ‘No curiosity’ or ‘growth mindset’ at 46%.
• Overly curated or inauthentic ‘vibes’ is a major turn-off for 41% of marketers.
  • 77% have lost interest in someone because their “personal brand” didn’t feel authentic.
• Falling for obvious hype or trends was a turn-off for 31%.

Most marketers apply job skills to their love lives

• 87% believe their professional skills have helped them yield more successful matchmaking results compared to non-marketing peers.
• Most commonly used tactics in dating:
  • 1. Data analysis: evaluating outcomes and informing future tactics (48%)
  • 1. Audience targeting: determining if a persona isn’t a fit (48%) and/or identifying the optimal audience (34%)
  • 1. Personalization: customizing interactions based on personal insights (45%)

Love is in the air

• 83% of marketers report their brand is running Valentine’s Day campaigns, with 55% noting it’s a valuable time for the brand.
  • 28% of marketers report running Valentine’s Day campaigns only because it’s expected of them or told to do.
• 85% of marketers enjoy the holiday on a personal level.

*The interviews were conducted online in January 2026 via an independent survey conducted by 3Gem Media Group.

Built on the Intuit platform, powerful new Shopify‑specific enhancements, seamless omnichannel campaigns across email and SMS, and more robust reporting and analytics just in time for the holidays

MOUNTAIN VIEW, Calif., October 14, 2025 — Intuit Inc. (Nasdaq: INTU), the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp, today announced a suite of powerful new Intuit Mailchimp features designed to help retailers reach new customers and drive revenue growth during the busiest shopping season of the year. Mailchimp’s recent Holiday Shopping Unwrapped report found that 43% of shoppers made a purchase tied to at least one holiday moment during the Early Lead-Up phase (October 1–31), underscoring how critical it is for marketers to prepare their holiday marketing strategies earlier than ever.

To help retailers meet this seasonal moment and reach their sales goals, the latest Mailchimp release includes an improved Shopify integration, smarter segmentation tools, advanced ecommerce analytics, global and multi-audience SMS capabilities, and a refreshed email template library—all powered by the Intuit platform. These innovations can make it easier for ecommerce marketers to get more customers, deliver high-performing omnichannel campaigns, and show the revenue impact of every touchpoint, with the aim of more money, less work, and more confidence.

“With these improvements, businesses can move faster, personalize with more precision, and measure the tangible business impact of every omnichannel campaign," said Diana Williams, vice president, product management at Intuit Mailchimp. “The holiday season is an enormous opportunity for retailers, but brands must move beyond traditional major retail moments of Black Friday and Cyber Monday to gain a significant competitive advantage. With these new tools, Mailchimp delivers the confidence and clarity marketers need to turn customer engagement into reliable revenue growth, extending their impact far beyond the peak holiday shopping windows.”

Here’s what’s new:

A Smarter Shopify Integration

Mailchimp’s updated Shopify integration unlocks deeper behavioral insights and new triggers—like product views, checkout started, page views, and search terms—and turns them into revenue-driving triggers.

Additional capabilities include:

• Single-Use Shopify Discount Codes: Minimize code sharing and personalize offers at scale.
• Expanded Segmentation: Improved Shopify data compatibility lets retailers segment audiences by more behaviors, statuses, and browse activity.

"Right now, owned marketing platforms like Mailchimp are more important than ever," says Intuit customer Connor Swegle, co-founder and CMO of Priority Bicycles. “The very bottom of the funnel—anybody who's willing to add something to cart, or get four pages into the content on your website—is very important. Having really strategic, Shopify-specific campaigns built in Mailchimp helps us convert with confidence every customer we legitimately can. And since we can easily track the revenue uplift of those initiatives, we only continue to optimize and improve.”

Global SMS with Multi-Audience Control

Meeting customers where they are is critical and integrating SMS into an omnichannel strategy is now easier than ever with Mailchimp. In fact, according to a recent QuickBooks’ study, 65% of consumers say they’ll use their phones to browse, compare prices, and buy gifts this holiday season. Retailers who want to reach customers in the US, UK, Australia, and Europe can now send SMS campaigns across multiple countries from a single Mailchimp account. Plus, with multi-audience capabilities, customers can send personalized messages to different customer segments, without toggling between tools.

Additionally, Mailchimp Transactional (formerly known as Mandrill) builds on its reputation as the go-to engine for reliable, event-triggered communication by expanding into SMS. With Mailchimp Transactional SMS, retailers can strengthen shopper relationships by delivering critical, timely, one-to-one text updates about their purchases at every step, offering choice and convenience to customers as they engage with their favorite brands. Now available in 10+ countries: the United States, Canada, Australia, United Kingdom, Germany, Austria, Switzerland, the Netherlands, France, Spain, and Ireland.

Advanced Reporting & Supercharged Insights

New dashboards surface real-time trends across email, SMS, revenue attribution, and store behavior, helping marketers measure campaign ROI and optimize faster.

Additional capabilities include:

• Audience Analytics: Better identify contact sources and source performance with improved UI and growth tracking.
• Conversion Insights Tool: Customers now have full visibility of their sales funnel with data from user behavior to help boost conversion.
• Blotout API Integration: Cookieless tracking helps restore visibility across the funnel.

Holiday-Ready Email Templates and Journeys

Holiday sales are a make-or-break moment for retailers of all sizes. According to Mailchimp’s Holiday Shopping Unwrapped report, the top holiday Moments with the highest spending propensity in the United States are Christmas Day (74%), Halloween (59%), Christmas Eve (46%), New Year's Eve (34%), New Year's Day (33%), Advent Season Dec. 1-24 (4%), and Epiphany/Three Kings Day (4%)., underscoring the critical need for marketers to prepare their holiday-specific marketing strategies earlier than ever.

New seasonal templates and automation flow templates can help retailers build beautiful, on-brand campaigns in minutes—just in time for the early shopping window.

With these latest innovations, Mailchimp is delivering enterprise-grade tools to high-growth ecommerce brands.

“When marketers can quickly and accurately turn data into action, they unlock new ways to serve existing customers and acquire new ones,” Williams adds. “Whether it’s through done-for-you workflows, streamlined omnichannel marketing tools, or just smarter reporting, the Intuit platform continues to offer solutions that help every business reach their full potential.”

About Intuit:

Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With approximately 100 million customers worldwide using products such as TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Please visit us at Intuit.com and find us on social for the latest information about Intuit and our products and services.

Contacts:
For more information, please contact us at [email protected].

This information is intended to outline our general product direction, but represents no obligation and should not be relied on in making a purchasing decision. Additional terms, conditions and fees may apply with certain features and functionality. Eligibility criteria may apply. Product offers, features, and functionality are subject to change without notice. Features and functionality vary by plan type.
Mailchimp and Shopify sold separately. Integration available. SMS (including Transactional SMS) is available as an add-on to paid plans in select countries after application and agreement to terms.

MARKETING

WHAT

We’ve launched new Audiences endpoints (BETA) as an alternative to our List Members endpoints. These allow for contacts to be added with just an SMS number. These endpoints are still in BETA but includes the following capabilities: create, update, read, forget and archive a contact without reliance on an email value.

The Audiences Endpoints (BETA) are available for evaluation or testing purposes only, may contain bugs or errors, and may not be as reliable as other Mailchimp features. Intuit may modify or discontinue this feature at any time without notice. By accessing the endpoints you agree to the Audiences Endpoints (BETA) Terms of Use. Consent must be accurately mapped to the supported marketing consent values. Unsupported values, including opt-outs, must be updated manually. See the Audiences (BETA) developer document for terms and additional details.

WHY

Previously, the creation of a contact via our API relied on the presence of an email. We’re launching this new endpoint to allow for SMS customers to bring over their full contact list, including contacts with no email.

New Grant Program to Honor Small Business Heroes Across the U.S. Year‑Round

MOUNTAIN VIEW, CA – May 21, 2025 – Intuit Inc. (Nasdaq: INTU), the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp, today announced the winners of its fourth annual Intuit QuickBooks and Mailchimp Small Business Hero Day – BJ’s Nevada BBQ, the Homeless Garden Project, and Perry’s Joint. The three heroes were honored in a special ceremony the Intuit Dome, hosted by WNBA League MVP and basketball legend Lisa Leslie. During the ceremony, the winners were acknowledged for going above and beyond to serve their customers, employees, and community, and awarded $20,000 each to help fuel their continued success.

Building on the success of Small Business Hero Day over the last four years, Intuit also announced an expansion of the program into a year-long initiative called the Intuit QuickBooks and Mailchimp Small Business Hero Program. The program will assist even more small business heroes across the U.S. by spotlighting three winners each quarter who have made a positive impact in their community, while demonstrating courage, perseverance, and integrity. Each winner will receive a $20,000 grant and additional resources from QuickBooks and Mailchimp to help amplify their small business on a larger scale, and support their continued success and growth. Nominations for the inaugural Small Business Hero Program are now open for businesses located in the U.S. To submit a small business for consideration, go to intuit.com/heroprogram.*

“The Intuit QuickBooks and Mailchimp Small Business Hero Program will help provide a greater support system for small businesses across the country and the communities they serve,” said Emma Rodgers, SVP, Marketing, Intuit. “These businesses fuel the economy and play a key role in our local communities, but running a small business is not easy. We’ve seen how impactful our $20,000 grants have been to the past recipients, and we’re excited to expand the program and triple the number of businesses who will receive grants and resources each year, as part of our mission to help small businesses thrive and achieve prosperity.”

New data from the 2025 Intuit Small Business Heroes Survey found that nine in 10 respondents (90%) say small businesses contribute to their sense of community.** This year’s Small Business Hero Day winners are a shining example of how local business leaders play a key role in building this sense of community. Each has impacted their respective communities in unique ways and plan to use the grant money to further their positive impact.

• BJ's Nevada BBQ in Sparks, Nevada, a family-run business owned by professional chef and community leader Jay Rathmann, is a local staple celebrated for its delicious meals and deep-rooted community involvement. As president of the American Culinary Federation High Sierra Chefs Association, Jay uses his education in culinary arts to mentor students and advocate for culinary and vocational programs in the local schools. This work also includes fundraising efforts, as BJ’s serves its food at a local Food Truck Friday event where all proceeds raised are donated to education, scholarships and equipment for Northern Nevada culinary programs in schools, further establishing BJ's as a cornerstone of the Sparks community.

“To be part of Small Business Hero Day is amazing for us. I’m amazed that I have individuals in my life who think of me in that facet and that I am worthy of an award like this. That’s huge to me and helps me understand that what we’re doing is actually making a difference in my community,” shared Jay Rathmann. “This grant is going to help me put money towards things that are close to our heart [and] things that we believe in and are proud of – both my students and my employees love doing that – as well as help with the family as we are ‘for the business.’”

• The Homeless Garden Project in Santa Cruz, California is a nonprofit organization whose mission is to provide the unhoused with the tools they need to build a home in the world. Located on a 3-acre organic farm, the project aids local food systems with their Community Supported Agriculture (CSA) model, and offers a job training program where trainees gain hands-on work experience and support services that lead to transitional employment and housing. Executive Director Darrie Ganzhorn’s mission is to enhance community engagement and reduce isolation for those experiencing homelessness through educational and volunteer opportunities, underscoring the transformative impact of community support and job skills.

“We depend on the community to make our business happen and it feels really good to be honored, and to be seen in the context of a small business that is attempting to have more impact on their community,” said Darrie Ganzhorn. “We work really hard at The Homeless Garden Project and we have an amazing team. We’re providing the opportunity to the people that we’re serving on our crew but they’re the ones that are really doing the hard work of transformation, and I honor that work that they do – and thank Intuit for honoring it as well.”

• Perry's Joint, a sandwich shop established over 20 years ago in Southern California, serves as both a cultural hub for its jazz-themed space and a steady pillar for the Pasadena and Altadena communities. Founded by Perry Bennett, the eatery supports local educational and charitable initiatives, dedicating one day's annual earnings to provide scholarships to help local students pursue higher education. In the wake of the recent Eaton fire that devastated the surrounding community, Perry also opened his doors to provide for those in need, offering food, a warm place to find shelter, and a safe place for locals to congregate together amidst the chaos.

“The $20,000 grant means so much, especially as a small business. It’s not like we have unlimited resources. It’s nice to be able, for once in decades, to have a cushion in case something happens - like a slicer breaking or a refrigerator going out – that’s helpful within itself,” shared Perry Bennett. “I’ve been getting flooded with high schoolers asking for jobs. Although I can’t hire everyone, the $20,000 grant will allow me to create more opportunities for summer jobs for kids in the area. I also do the scholarships once a year, so the grant will allow me to bless a couple more kids through my scholarships as well.”

About Intuit

Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With approximately 100 million customers worldwide using products such as TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Please visit us at Intuit.com and find us on social for the latest information about Intuit and our products and services.

• NO PURCHASE NECESSARY. Sponsored by Intuit. Legal residents of the 50 US (D.C.), 18+ can nominate Businesses that are located and operate in the 50 US (D.C.). Void where prohibited. Enter Contest by 5/15/26. Terms and Conditions Apply. See Official Rules for all business eligibility requirements, phase dates, and entry details, at https://quickbooks.intuit.com/offers/small-business-hero-program. ** Methodology: In April 2025, Intuit QuickBooks commissioned an online survey of 4,000 US consumers age 18+. The survey focused on consumer sentiment towards small and local enterprises. Percentages have been rounded to the nearest decimal place, so values shown in data report charts and graphics may not add up to 100%. Responses were collected using Prodege audience pools and partner networks with double opt-ins and random device engagement sampling to ensure accurate targeting and results. Respondents received remuneration. Results are post-stratified against U.S. Census data.

The New E‑Commerce Calendar explores evolving consumer mindsets and key spending moments to reveal surprising opportunities for marketers through data‑ and expert‑backed insights

MOUNTAIN VIEW, Calif. — (BUSINESS WIRE) — Intuit Inc. (Nasdaq: INTU), the global financial technology platform that makes Intuit TurboTax, Credit Karma, QuickBooks, and Mailchimp, in partnership with behavioral insights practice Canvas8, today released The New E-Commerce Calendar, a global report that explores how the traditional retail calendar is being reshaped. The report finds that 78% of the moments shaping customer behavior today aren’t led by retail or price promotions. Instead, shopping unfolds in a rhythm of personal, cultural, and community-driven moments that span the entire calendar year. To help marketers meet these moments, The New E-Commerce Calendar draws from a survey of more than 9,000 shoppers across 13 countries, supplementing this data with expert insights from 6 retail and behavioral science experts.

Turning Overwhelm into Opportunity

The marketer’s calendar has transformed into a dynamic, year-round continuum shaped by culture and community. The end-of-year holiday season now accounts for just 10% of annual engagement opportunities. Brands today navigate up to 15 retail, cultural, and religious moments each month. “Something’s celebrated every day if you look for it,” says Nancy Harhut, author of Using Behavioral Science in Marketing.

Research indicates that 39% of shoppers worldwide are overwhelmed by the sheer volume of sales and promotions, leading 25% to actively avoid shopping during major sales events. This saturated promotional landscape presents both opportunities and challenges for brands. Navigating this environment requires careful consideration to determine the optimal timing and approach for engagement.

“Consumers want to buy from brands that make an effort to connect meaningfully year-round, not just during conventional shopping seasons,” said Mark Lodwick, Senior Director of Brand Experience at Intuit Mailchimp. “With insights from this report, marketers can identify when their target customers expect to engage and more confidently invest in the moments that are most likely to resonate."

Moments That Matter: A Shift in Shopper Mindset

The research identifies six categories of moments that make up the New E-Commerce Calendar — Sales Moments, Advocacy Moments, Celebratory Moments, Together Moments, Holiday Moments, and Entertainment Moments — and explores the emotional drivers and shopper missions behind each.

Key findings include:

• Sales Moments — those created and dominated by brands and retailers, like Black Friday or Amazon Prime Day — still drive engagement, but with nuance:
  • 76% of shoppers use Sales Moments to buy pre-planned items.
  • 72% are open to unplanned purchases if the right deal appears.
• Celebratory Moments like Valentine’s Day and Halloween have significant emotional resonance, with 54% and 39% of shoppers respectively making related purchases.
• Holiday Moments, or those that generally take place between November and the New Year, remain strong. But motivations have evolved: during the holiday season, price sensitivity drops by 38%, with shoppers prioritizing joy and tradition over cost consciousness.
• Entertainment Moments — think Eurovision, the World Cup, or the Super Bowl — prompted 15% of shoppers to make purchases in the last two years.

Each moment can be a powerful opportunity for a brand to drive growth and stand out in a crowded market. Finding the right combination — and understanding the leading motivations and emotional prompts associated with different moment types — is key to success.

The report also uncovers how these moments resonate differently across demographics and regions. Over half of parent shoppers (54%), for example, say making purchases during moments that include discounts is part of their regular routine, compared with just 45% of non-parents. Younger shoppers (18–34) are more likely to shop during Advocacy and Entertainment Moments but are also more likely to feel overwhelmed by promotions. An occasion like International Women’s Day is more than twice as likely to drive purchases among shoppers aged 18 to 34 (19%) than it is among shoppers aged 55 and older (8%). Meanwhile, older shoppers (55+) are more discerning about promotions — they are 22% more likely than younger cohorts to believe that the discounts offered during sales events are exaggerated.

By approaching the calendar with greater intention and by centering the customer’s mission at each key moment, brands can build stronger loyalty, deeper emotional connections, and long-term growth.

A Global Snapshot

Preferences vary across countries and geographic regions, too. Globally, for example, loyalty reward perks have prompted a third (33%) of shoppers to make purchases in the last two years, but this rises to 43% amongst UK and Canada shoppers. Meanwhile, 49% of German shoppers tend to set themselves a fixed budget for holiday shopping, slightly outpacing the global average of 45%. In Benelux (Belgium, Netherlands, and Luxembourg), 66% of shoppers say they're not worried about missing out on deals during Sales Moments — the highest of any region surveyed. And only 41% of Scandinavian shoppers (those in Sweden, Denmark, and Norway) say they have been influenced by discounts to make a purchase during Sales Moments — the lowest of all regions surveyed. The New E-Commerce Calendar unpacks these nuances and more by supplementing its full report with eight regional one-pagers, allowing marketers around the world to dive deeper into the preferences of their home and target markets.

Download the Full Report

Visit mailchimp.com/resources/the-new-ecommerce-calendar to access the full report and further explore the findings. Regions surveyed include the US, Canada, the UK, Australia, Germany, Spain, Italy, Benelux and the Nordics.

About The New E-Commerce Calendar

The New E-Commerce Calendar is a four-step strategic guide for brands looking to navigate this evolving landscape. The full report offers a comprehensive directory of moments, shopper motivations, and practical frameworks for activating across the calendar year with authenticity and impact. The global online survey conducted by Canvas8 in partnership with Intuit Mailchimp, from February 14th to 20th, 2025, was designed to unpack how people shop across different product categories, their attitudes toward promotional events, and what factors influence their purchases more generally throughout the year. We surveyed more than 9,000 people in the UK (n=1005), US (n=1142), Canada (n=1035), Australia (n=1004), Italy (n=1034), Spain (n=1108), Germany (n=1006), Belgium (n=453), the Netherlands (n=455), Luxembourg (n=101), Sweden (n=385), Denmark (n=274), and Norway (n=354) aged 18 and over. We then interviewed 6 experts in retail behavioral science, e-commerce strategy, and business-building from across the world who helped to define these results in terms of the New E-Commerce Calendar.

About Intuit

Intuit is the global financial technology platform that powers prosperity for the people and communities we serve. With approximately 100 million customers worldwide using products such as TurboTax, Credit Karma, QuickBooks, and Mailchimp, we believe that everyone should have the opportunity to prosper. We never stop working to find new, innovative ways to make that possible. Please visit us at Intuit.com and find us on social for the latest information about Intuit and our products and services.