Once Shopper is live, ongoing maintenance is minimal. The initial setup is the biggest lift. After that, keeping Shopper accurate is mostly about updating Brand Center when things change and occasionally reviewing how conversations are going.

In this article, we'll cover how to keep Shopper current so every conversation reflects accurate, up-to-date information about your brand, products, policies, and sales.
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Keep Brand Center current whenever any of the following change:
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Seasonal sales and promotions — Before a major sale (Black Friday, holiday events, seasonal campaigns), add the details to your Onsite Offers in Shopper Settings so Shopper can reference the sale in conversations. If there are sale-specific FAQs (like extended return windows or gift wrapping availability), add those to Content Library.
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Shipping policy changes — Holiday shipping deadlines or temporary delays should be reflected in Content Library as soon as you know about them. A Text Snippet is the fastest way to add this type of temporary information. Just write a quick note (e.g., "Holiday orders placed after December 18 may not arrive by December 25") and save it. Remove it once the deadline passes.
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New product launches — New products sync automatically from Shopify to your Product Catalog, but Shopper will have richer conversations about them if you also add supporting content to Content Library. Think about what questions a subscriber might have about the new product and make sure the answers are available.
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Policy updates — If your return policy, warranty terms, or any other policy changes, update the source of truth in Content Library. If you're using a website link as the source, Shopper will automatically pick up changes the next time it syncs. If you're using an uploaded document, you'll need to upload the updated version.
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Products you want to stop promoting — If a product goes out of stock, is being discontinued, or should be temporarily hidden, use Excluded Product Tags in your Shopper Settings or toggle it off in the Product Catalog.
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Unlike documents or links, snippets are designed for quick creation and editing.

You can add or update a snippet in seconds, and Shopper will begin using that information within minutes.
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Text Snippets are ideal for temporary shipping delays or deadlines, flash sale details, limited-time product availability, or event-specific FAQs.
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When the information is no longer relevant, just delete the snippet.
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One of the best ways to identify where to improve Shopper’s training is by regularly reviewing the conversations it has with your subscribers. As you do, look for a few key things:
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Questions Shopper can't answer well — If you notice Shopper giving answers that are generic, inaccurate, or is frequently escalating to your support team, consider closing these knowledge gaps by adding information to your Content Library.
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Recurring topics — If you notice the same question coming up repeatedly, it's worth adding a dedicated entry in Content Library with a thorough answer. This improves the quality of those conversations and reduces the need for support escalation.
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Tone and voice consistency — Occasionally read through a few full conversations to make sure Shopper still sounds like your brand. If your voice has evolved or you've refined your messaging approach, update your Brand Guidelines settings in Brand Center.
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If a Shopper response feels off, you can click the thumbs-down feedback button. You'll be prompted to select a reason — Emoji usage, Offer details, Brand voice & tone, Product reference, or Other — and can add context to help the team understand the issue.
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After submitting, you're taken directly to the relevant Brand Center section so you can make the fix yourself on the spot. This feedback is actively tracked and used to drive product improvements, and is laying the groundwork for Shopper to eventually self-correct based on feedback automatically.
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If you encounter an issue in the Conversations view after going live, the same feedback flow applies. Submit negative feedback in-app before escalating a quality issue or filing a product request or bug ticket — it gives the team the record and context needed to resolve things faster.
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You don't need a complicated process. Here's a lightweight routine that keeps Shopper in great shape:
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Weekly (5 minutes) — Skim recent Shopper conversations. Note anything that feels off or any questions that came up that Shopper didn't handle well.
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Before any promotion or sale — Update your Onsite Offers in Shopper Settings. Add any sale-specific FAQs or shipping details to Content Library as a Text Snippet.
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After any promotion or sale — Remove the Onsite Offer and delete any temporary Text Snippets so Shopper doesn't reference an expired deal.
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Monthly (15 minutes) — Review your Content Library for anything outdated. Check that your website links are still active and syncing properly. Add content for any recurring subscriber questions you've noticed.
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When you launch new products — Let the Product Catalog sync happen automatically, then add any supporting content (care instructions, sizing guides, FAQs) to Content Library.
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The key principle is the same one that made your initial setup successful: Shopper responses will be best with up-to-date and complete information. A few minutes of regular maintenance keeps that knowledge base accurate and your conversations converting.