Setting Up Webhooks in Shopify to Collect Reviews and Fire off Your Surveys
Webhooks let Shopify automatically notify ResellerRatings when an order event happens, which triggers a review invitation.
A webhook is an automatic message your Shopify store sends to another system the moment something happens — like an order being placed or shipped. Think of it as Shopify tapping ResellerRatings on the shoulder to say "hey, this just happened" so we can react in real time.
This guide covers how to create, activate, and test your webhooks.
Shopify webhooks allow ResellerRatings to automatically detect events such as:
- Order creation - this is used for firing off brand review surveys though you can modify our webhook (see below) to include products reviews as well, but ...
- Order fulfillment - use this for product reviews because it will time the review survey right when an order is fulfilled which is great
This ensures review requests are sent at the ideal moment. If you are collecting both brand and prdouct reviews - you will basically CREATE TWO WEBHOOKS.
Before You Start: Get Your API Key
You'll need an Invite API key to build your webhook URL. To request one, reach out to your account manager or support team.
Request or generate your Invite API key →
How to set up your Shopify Webhook (video)
Why Timing Matters
Scenario 1: Brand Reviews (Seller Ratings)
Brand Reviews capture a customer’s overall purchasing experience with your store.
The purchasing experience is freshest immediately after checkout, so we typically recommend sending invitations and firing this webhook on order creation
Scenario 2: Product Reviews
Product Reviews require different timing.
Customers need enough time to:
- Receive their product
- Open and use it
- Wear, install, or experience it
Because of this, Product Review invitations should typically be tied to order fulfillment, not purchase date.
ResellerRatings waits until Shopify changes an order to:
Fulfilled
You can optionally add additional delay time by navigating to:
Dashboard → Settings → Product Survey Delay
This gives customers enough time to form meaningful opinions before receiving review requests.
Steps to Set Up Webhooks in Shopify
1.Log into Your Shopify Admin Panel
Navigate to Settings > Notifications.
Step 2 — Create the Webhook(s)
Click Create webhook, then follow the row for the review type you want. Repeat for the second type if you want both.
For Brand (Seller) Reviews:
- Event → Order creation
- Format → JSON
- URL:
https://www.resellerratings.com/store-api/shopify/create/seller/{seller_id|seller_seo}/key/{api_key}
For Product Reviews:
- Event → Order fulfillment
- Format → JSON
- URL:
https://www.resellerratings.com/store-api/shopify/fulfill/seller/{seller_seo}/key/{api_key}
•Choose the Format (JSON is recommended).
Notice the URLs are not interchangeable. Brand reviews use /create/, product reviews use /fulfill/. Pairing the wrong event with the wrong URL is the #1 setup mistake — e.g., selecting Order fulfillment but pasting the /create/ URL.
! Replace everything in {curly braces} with your own seller ID / SEO name and API key.
Step 3 — Save and Activate
Click Save and confirm the webhook shows as active. If you set up both, you should now see two confirmed webhooks listed.
Testing — and Telling the Two Apart
- Generate a test order in your Shopify backend. To test product reviews, make sure you also fulfill the order, otherwise that webhook won't fire.
- In ResellerRatings, go to Collection → Product & Brand Review → Accelerator.
- Look at the labels on the incoming webhooks — this is how you confirm which one worked:
- CREATE = your brand review webhook fired (order placed) ✅
- FULFILL = your product review webhook fired (order shipped) ✅
Either label means our system registered your order, and the matching invitation will appear in your Survey Queue, where you can cancel it if needed.
If you don't see the webhook you expected
- Saw CREATE but not FULFILL? You probably didn't fulfill the test order — product review webhooks only fire on fulfillment.
- Saw the wrong label / nothing? Check that the event and URL match (create-with-
/create/, fulfill-with-/fulfill/). - Nothing at all? Verify the API key is filled in correctly and the webhook is active in Shopify.
Here are some examples of how to do tests! We take you through both a Brand review and Product Review Webhook Integration Test with Shopify