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Shopify Insights

Understanding Shopify Metaobjects and Metafields

Understanding Shopify Metaobjects and Metafields

Shopify has established itself as a leading e-commerce platform, empowering businesses of all sizes to create and manage online stores with ease. One of the standout features that contribute to its success is the ability to customize and tailor the shopping experience to meet specific needs.

In this article, we will explore the concepts of Shopify Metaobjects and Metafields, two powerful tools that provide unparalleled flexibility and extendibility within the platform. By understanding these features, merchants can unlock new opportunities to enhance their online stores by using dynamic content providing more ease in using Shopify sections on various page templates that display different content.

What are Metafields?

Metafields is a powerful feature that allows merchants to add custom fields and store additional information beyond the standard fields provided by the Shopify platform. They enable merchants to extend the default functionality of Shopify and tailor their online stores to their specific business needs.

In essence, Metafields consist of key-value pairs, where the key represents the field name or attribute, and the value holds the corresponding data. Merchants can associate Metafields with various entities within their Shopify store, including products, collections, orders, customers, pages, blog posts, and the store itself.

The versatility of Metafields allows you to capture and store a wide range of information that goes beyond the standard fields available in Shopify. For example, you can use Metafields to add custom product attributes like size charts, material specifications, or additional product descriptions since you are no longer limited to using just the standard text editor in the admin. This extra information enhances the product details page, providing your customers with more comprehensive and accurate information to aid their purchase decisions.

But Metafields are not limited to product-related data. You can also utilize them to store additional information about customers, such as preferences or special instructions, or attach custom data to orders, such as tracking numbers or order-specific notes. This flexibility enables you to streamline your operations, provide personalized experiences, and capture and manage data relevant to your specific business requirements.

Another example could be to display specific products mentioned in blog posts. Using a section capable of displaying product thumbnails (i.e. similar to a “related products” section in a product page), you could now assign different products to each post using Metafields and in the Theme Editor you assign the specific Metafield to the product field within the section settings. This way, each post can feature different products. Without these Metafields, all posts would display the same products you assign in the Theme Editor.

See the “Shop The Look” and “Shop The Look Grid” sections to better understand.

Click to learn how to use Metafields.

What are Metaobjects?

Shopify Metaobjects are data containers that merchants can create to store and organize additional data structures beyond the standard fields provided by Shopify. They essentially expand the power of Metafields by allowing merchants to group multiple Metafields together in one container (“object”).

Unlike Metafields, which represent individual key-value pairs of data, Metaobjects provide a way to group and organize multiple Metafields together under a common entity. You can define the structure of Metaobjects based on your specific requirements and create a hierarchy of related data.

For example, let's consider a Shopify store that sells clothing. The merchant might create a Metaobject called "Product Details" to store custom information related to each product, such as size availability, material composition, care instructions, and so on. Within this "Product Details" Metaobject, the merchant can define these data items, which are actually Metafields, to capture the specific attributes associated with the product.

In our example described earlier relating to blog posts, there could be more post-related data that you would want to be different on each post, and not just the product itself. For instance, you’d like to have a different title for the section, different colors, and so on. All of these data items can be combined into a Metaobject.

Click to learn how to use Metaobjects.

Furthermore, at first glance, it can be difficult to see why you would use Metaobjects instead of Metafields. But there are two main advantages to using them over Metafields:

  1. Metaobjects group many data values making it easy to update any or all of them in one place.
  2. Metaobject entries can be shared across multiple entities and not be restricted to just one entity (i.e. Products).

Managing Metaobjects and Metafields

Managing Metaobjects and their associated Metafields can be accomplished in three different ways:

  1. Through the Shopify Admin interface: The Shopify Admin interface provides a user-friendly way to create, edit, and delete Metaobjects and associated Metafields for different entities within the store. Read the following tutorial on how to manage Shopify metafields.
  2. Using a 3rd party app: Visit the Shopify App Store to see the numerous apps that can help.
  3. Programmatically using the Shopify API: We won’t dive into this technical information, but if you’re a developer, you can check out the docs on Shopify here.

Best Practices and Considerations

  1. Careful Planning: Before implementing Metaobjects and Metafields, it is crucial to plan the structure and hierarchy of the custom data. Careful consideration should be given to the entities to associate with Metaobjects, the types of Metafields required, and how they will be utilized within the store.

A well-thought-out plan ensures that the custom data structure aligns with the merchant's business needs and facilitates efficient data management and retrieval.

  1. Proper Data Management: To maintain a clean and organized store, merchants should establish naming conventions and guidelines for Metaobjects and Metafields. Consistent naming practices facilitate easy identification and retrieval of custom data and minimize confusion or duplication.

    By following proper data management practices, merchants can ensure that Metaobjects and Metafields are effectively utilized and managed throughout the store's lifecycle.

Using metafields and metaobjects with qwiqode Shopify Sections

We at qwiqode offer a wide variety of custom, pre-built sections that you can easily install and customize to your needs. Each are highly flexible, giving you’re the control over nearly all aspects of the design – typography, text and background colors, margins and padding (spacing) of all elements, adding video or images, choosing how much or how little content you want to display whether adding a title, subtitle and text block for each section or just a title, and much more. You will also be able to set different, more specific settings for styling for mobile devices! 

Our sections support using metafields and metaobjects so you would be able to take advantage of using the sections with dynamic content.

We offer sections that can extend your theme’s capabilities and help increase your conversions. Check out our collection of Shopify sections and find that missing section that you’ve been wanting to add. The best thing is, you don’t need to hire a developer to help you. You can do it yourself!


Shopify Metaobjects and Metafields provide merchants with a powerful toolkit to customize and extend their online stores beyond the platform's default capabilities. These features enable enhanced customization, improved product organization, streamlined data management, and seamless integration with apps and themes.

By harnessing the potential of Metaobjects and Metafields, merchants can create unique, tailored shopping experiences that captivate customers and drive business growth. With careful planning and proper implementation, Shopify becomes a flexible and dynamic platform capable of adapting to the ever-evolving needs of e-commerce.

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