Reorder links (formerly called magic links) let your customers reorder without needing to log in. It's one of the easiest ways to increase repeat purchases by removing the friction of passwords or account recovery steps.
With a single click, your customer lands on their personalized reorder page, ready to repurchase what they've bought before.
✅ Why use reorder links?
Reorder links are perfect for:
Email marketing campaigns (e.g. "Time to restock?")
SMS follow-ups
Post-purchase flows
Winback campaigns for one-time buyers
Stores with high guest checkout volume
By reducing login barriers, reorder links help bring customers back, fast. Every reminder email Easy Reorder sends already carries one, so you don't need to do anything for those.
📬 Where to get a reorder link
There are two kinds of link, and it helps to know which one you need.
A link for one customer
Use this when you're helping a customer by email or chat and want to send them straight to their own order list.
In your Shopify admin, open Customers and click the customer
Click More actions
Choose "Easy Reorder link"
A window opens with their link in the "Reorder link" field. Click Copy, then paste it into your email or chat
The link is built from the email on the customer and the zip from their latest order, and it opens your main reorder page. If the customer has no zip on file, the window tells you so: the link then opens the sign-in page with their email already filled in, and they just type their zip.
If Copy doesn't work in your browser, select the link in the field and copy it by hand.
A link to your reorder page for everyone
Use this when you want to put the page itself in a menu, a social post or a message to all customers. This link has no customer details in it, so visitors sign in with their email and zip (unless they ordered on that device recently, see below).
Go to Settings → Reorder Page
Under "Your reorder page", click Copy and use the address wherever you like
You can also copy it from the Home page. In "Set up in 3 steps", step 3 is "Share your reorder link". Click "Copy link". If you've dismissed the setup steps, bring them back with "Show setup guide" on Home.
🔓 Signed in after ordering
Reorder links aren't the only way in. After checkout, Easy Reorder signs the shopper in for reorders on that device for 90 days, even if they checked out as a guest. They can reorder from the floating reorder button or from your reorder page without typing their email and zip.
On another device, they sign in once with their email and zip, or use a reorder link
It only opens that one customer's orders, the same as typing their email and zip would
You have nothing to set up. Easy Reorder adds this itself
See Floating reorder button for the button.
🧩 Build your own personalized links
To put a personal link in an email or SMS flow, add the customer's email and zip to the end of your reorder page address:
Your reorder page address may not be /a/easy-reorder. It changes if you pick a different address for the page, or if you choose a page in your theme as your main reorder page. Always start from what "Your reorder page" shows in Settings → Reorder Page. Our guide to using reorder links in automated flows shows how to fill in the email and zip with your platform's tags.
Note: the old "Magic link generator" page is gone. If you open its old address, you're taken to Settings → Reorder Page.
🚀 Where to use them
You can insert reorder links into:
Klaviyo or Mailchimp emails (as buttons or text links)
Shopify Email templates
SMS campaigns with apps like Postscript or Attentive
Manual outreach (e.g. customer support follow-ups)
Example email CTA:
"Ready to reorder? Click here to restock with one click."
🔐 Are reorder links secure?
Yes! Each reorder link is designed with security in mind:
It's tied to a specific customer's email address
It only grants access to their personalized reorder page
It does not give access to their Shopify account or customer dashboard
No password or Shopify login is required
Reorder links are safe to use in marketing emails, SMS, and support outreach without compromising customer account security.
Still have questions? Get in touch and we'll help.