SparkLayer writes B2B customer configuration data to Shopify customer metafields, which can be used to segment subscribers on Shopify's customer page and send personalised campaigns with Seguno Email Marketing.
Use this integration to reach B2B customers based on their assigned price list, discount level, payment terms, or credit status, without manually managing separate lists.
Tip:
SparkLayer is a B2B wholesale platform. Its customer metafields store
configuration data (such as price list assignments and discount rules) rather than behavioural loyalty data.
This makes SparkLayer metafields most useful for targeting campaigns to specific wholesale segments, customer groups, or account types.
Requirements
To use SparkLayer data in Seguno Email Marketing, you need:
A SparkLayer account on any paid plan (Starter, Growth, Pro, or Enterprise)
SparkLayer is installed and active on your Shopify store
Seguno Email Marketing is installed on your Shopify store
SparkLayer customer metafields configured via the Configure Metafields tool in SparkLayer (Settings > Integrations > Platform Connection)
Note:
SparkLayer provides a built-in Configure Metafields tool that automatically creates the required metafield definitions in your Shopify admin (Settings > Custom Data). Use this tool to avoid manual setup errors.
How SparkLayer identifies B2B customers
SparkLayer identifies B2B customers primarily through Shopify customer tags. All B2B customers must be tagged with b2b in Shopify. Customers in additional customer groups receive both the b2b tag and a group-specific tag (e.g. b2b-vip or b2b-wholesale).
These customer tags can be used directly as segment conditions on Shopify's customer page, making them the most straightforward way to target B2B customers without relying on metafields.
Customer metafields layer on top of this to provide more granular segmentation based on individual account configurations.
What data can be used by Seguno
SparkLayer uses the sparklayer namespace for all customer metafields. These are manually set by store administrators against individual customer records in Shopify, or managed in bulk via CSV import or API.
The following customer metafields are available for segmentation in Shopify and personalization in Seguno Email Marketing:
Metafield name | Metafield key | Description |
Price lists | price_lists | One or more price list handles assigned to this customer, overriding their customer group's default price list (e.g. ["vip-pricelist"]) |
Discount percentage | discount_percentage | A customer-specific percentage discount applied on top of their assigned price list (e.g., 10, 22.5) |
Credit limit | credit_limit | The maximum credit amount the customer is allowed to carry (e.g. 500.00). Blocks "pay on account" when the limit is exceeded. |
Account balance | account_balance | The customer's current |
Net terms | net_terms | The payment terms set for this customer (e.g. net_30, net_60). |
Sales agent groups | sales_agent_groups | Restricts which sales agents can access this customer account |
Parent customer ID | parent_customer_id | For company users: the Shopify customer ID of the main account this user belongs to. |
For full details on configuring customer metafields, see SparkLayer's metafields documentation and the Customer Pricing guide.
Shopify Flow
SparkLayer supports Shopify Flow, allowing you to build automated workflows that react to B2b ordering events and connect them to Seguno Email Marketing automations.
Common Shopify Flow use cases with SparkLayer and Seguno include:
Trigger/Event | What it enables in Seguno |
Customer tag added | Trigger a Seguno welcome automation when a customer is approved as a B2B account or upgraded to a new group |
Customer tag removed | Trigger a Seguno re-engagement or offboarding automation when a customer's B2B access is revoked or their group changes |
Customer metafield updated | Use Flow to detect changes to credit limit or price list assignment and trigger a Seguno automation or re-engagement campaign |
Note:
Shopify Flow is required to trigger Seguno automations based on SparkLayer events. Seguno Email Marketing does not natively receive SparkLayer event webhooks.
Email use cases
The following are common ways merchants use SparkLayer data with Seguno Email Marketing.
B2B welcome series
When a customer is tagged with b2b in Shopify (via Shopify Flow), trigger a Seguno automation that welcomes them to your wholesale programme. Use this to walk them through placing their first order, explain available payment methods, and highlight any price lists or discounts they have access to.
Price list upgrade motivation
Identify customers on a standard price list (using the price_lists metafield) who are close to qualifying for a better tier. Send a campaign showing the savings they could unlock with a higher purchase volume, driving incremental order growth.
Credit and payment terms communications
Segment customers with a credit_limit set and send proactive communications about their account standing, upcoming payment due dates, or reminders to settle their account balance before placing their next order, referencing their exact information using metafields in the emails. This is especially useful for customers approaching their credit ceiling.
Re-engagement for lapsed B2B accounts
Combine the b2b customer tag with Shopify's last order date condition to identify wholesale customers who haven't placed an order in a defined period. Send a targeted re-engagement campaign with a special reorder offer or a reminder of their available credit.
New customer group onboarding
When a customer is upgraded to a new customer group (e.g. a tag change from b2b-starter to b2b-trade, detected via Shopify Flow), trigger a Seguno automation that explains the new pricing, payment terms, and perks available to them in their new group.
Warning:
If the customer is not subscribed to your email marketing, they will not receive any of these automations. Seguno Email Marketing is a consent-based email marketing service and will only send emails to those who are actively subscribed to your email marketing.
Common errors
Issue | Cause | Solution |
SparkLayer metafields not appearing in the segment builder | Metafield definitions not | Run the Configure Metafields tool in SparkLayer (Settings > |
Segment using price_lists or discount_percentage returns no results | Metafield has been defined but no customers have had values assigned yet | Assign metafield values to customer records in Shopify admin, or via bulk CSV import; confirm values are saved before building the segment |
b2b customer tag not appearing | Customer has not been tagged in Shopify, or tag sync has not yet updated in Seguno | Confirm the customer has the b2b tag in Shopify admin; allow time for |
Shopify Flow automation not triggering on customer tag change | Flow workflow not configured, or trigger condition is not matching the tag format SparkLayer uses | Verify the Flow workflow is active; confirm the tag name in Flow matches exactly what SparkLayer |
net_terms oir credit_limit metafield showing wrong value | Metafield value was set incorrectly or has not been updated after a terms change | Manually update the metafield value on the customer record in |
FAQs
Does Seguno: Email Marketing connect directly to SparkLayer?
No. Seguno Email Marketing reads SparkLayer data through Shopify customer metafields and customer tags. There is no direct API connection between the two apps. SparkLayer customer metafields must be set up in Shopify before they are available in Seguno.
Which SparkLayer plans support customer metafields?
Customer metafields are available on all SparkLayer paid plans (Starter, Growth, Pro, and Enterprise). The Configure Metafields tool is accessible from SparkLayer's Settings > Integrations > Platform Connection on any paid plan.
Does SparkLayer automatically populate metafield values on customer records?
No. SparkLayer creates the metafield definitions in Shopify (via the Configure Metafields tool), but the values must be set manually by your team against individual customer records, or populated in bulk via CSV import or API. SparkLayer does not automatically write values based on customer behaviour.
Can I segment by customer group?
Yes. The most reliable way to segment by SparkLayer customer group is to use Shopify customer tags. SparkLayer tags B2B customers with b2b plus any group-specific tags (e.g. b2b-vip). These tags can be used as segment conditions. Alternatively, you can assign the price_lists metafield to identify customers on a specific price list.
Can I trigger Seguno automations when a customer's B2B access is approved?
Yes, as long as the customer is subscribed to your email marketing. Use Shopify Flow to detect when the b2b tag is added to a customer record (the trigger for B2B approval in SparkLayer) and connect this to a Seguno Email Marketing automation. See the Shopify Flow section above for details.