Shopify for Events: Sell Tickets and Experiences Online

The events industry has undergone a massive digital transformation, and event organizers are discovering that traditional ticketing platforms come with significant drawbacks: high fees, limited branding options, and loss of customer data ownership. Enter Shopify as a powerful alternative for selling tickets and experiences directly to attendees.

Shopify has evolved far beyond traditional e-commerce, becoming a robust platform for experience-based businesses. Whether you're running concerts, workshops, food tours, fitness classes, escape rooms, or corporate conferences, Shopify provides the infrastructure to sell tickets, manage capacity, handle check-ins, and build lasting customer relationships.

This comprehensive guide covers everything you need to know about using Shopify for event ticketing and experience sales, from choosing the right apps to optimizing your operations.

Why Event Businesses Choose Shopify Over Traditional Ticketing Platforms

Traditional ticketing platforms like Eventbrite, Ticketmaster, and Universe have dominated the market for years, but they come with significant costs and limitations that forward-thinking event organizers are working to escape.

The True Cost of Traditional Ticketing Platforms

Consider the typical fee structure of major ticketing platforms:

For a $50 ticket on Eventbrite, you're paying approximately $3.64 in fees per ticket. Sell 500 tickets and you've lost $1,820 to platform fees alone.

The Shopify Advantage for Events

With Shopify, your cost structure changes dramatically:

• Shopify Basic: $29/month flat fee
• Payment processing: 2.9% + $0.30 (Shopify Payments)
• Ticketing app: $0-50/month or $0.50-2.00 per ticket

For that same $50 ticket, you're paying approximately $1.75 in processing (and potentially a small app fee). The savings compound quickly as your event volume grows.

Beyond cost savings, Shopify offers:

Complete branding control: Your tickets come from your domain, your emails, your brand experience—not a third-party platform that promotes their other events.

Customer data ownership: Every ticket buyer enters your ecosystem. You own the email addresses, purchase history, and relationship—essential for marketing future events.

Unified commerce: Sell tickets alongside merchandise, food and beverage add-ons, parking passes, and VIP upgrades in a single checkout experience.

Flexibility: Build exactly the ticketing experience you need, from simple workshop registrations to complex multi-day festival passes.

Types of Events You Can Sell on Shopify

Shopify's flexibility makes it suitable for virtually any ticketed experience:

Live Events and Entertainment

• Concerts and music festivals
• Comedy shows and theater performances
• Sports events and tournaments
• Art exhibitions and gallery openings
• Film screenings and premieres

Educational and Professional Events

• Workshops and masterclasses
• Conferences and seminars
• Networking events
• Corporate training sessions
• Trade shows and expos

Experience-Based Activities

• Food and wine tours
• Escape rooms and immersive experiences
• Fitness classes and wellness retreats
• Cooking classes and tastings
• Adventure activities and outdoor excursions

Recurring Events and Classes

• Yoga and fitness studio classes
• Dance lessons
• Art and craft workshops
• Music lessons and rehearsals
• Support groups and meetups

Virtual and Hybrid Events

• Webinars and online workshops
• Virtual concerts and performances
• Live streaming events
• Hybrid conferences with in-person and remote attendance
• Online courses with live components

Setting Up Your Shopify Store for Event Ticketing

Creating an effective event ticketing operation on Shopify requires the right foundation. Here's how to build it.

Choosing Your Shopify Plan

For most event businesses, Shopify Basic ($29/month) provides everything you need to start:

• Unlimited products (tickets, add-ons, merchandise)
• Staff accounts for your team
• SSL certificate for secure transactions
• 24/7 support
• Standard payment processing (2.9% + $0.30)

As your event business grows, Shopify ($79/month) and Advanced Shopify ($299/month) offer lower transaction fees and advanced reporting that become cost-effective at higher volumes.

Essential Shopify Apps for Event Ticketing

The right apps transform Shopify from an e-commerce platform into a full-featured ticketing system.

Event Ticketing by Shopify

Shopify's native ticketing solution (available through the Shopify App Store) offers:

• Date and time slot selection
• QR code ticket generation
• Mobile check-in app
• Capacity management per event
• Attendee management dashboard
• Email ticket delivery
• Calendar integration

Best for: Event organizers wanting a straightforward, official Shopify solution.

Evey Events

A popular third-party option with robust features:

• Recurring event support
• Multiple ticket types per event
• Seating chart integration
• Waitlist functionality
• Attendee management
• Check-in via mobile app
• Detailed analytics

Best for: Venues with recurring events or multiple event types.

BookThatApp

Combines appointment booking with event ticketing:

• Calendar-based availability
• Resource management (rooms, instructors)
• Buffer time between events
• Group booking support
• Staff scheduling integration
• Automated reminders

Best for: Experience businesses with time-based bookings like classes, tours, or consultations.

Sesami Appointment Scheduling

Ideal for experience-based businesses:

• Smart availability management
• Team member assignments
• Service duration settings
• Multi-location support
• Customer self-rescheduling
• Automated communications

Best for: Service-based experiences like wellness sessions, personal training, or one-on-one consultations.

Ticket Tailor Integration

For larger events requiring advanced features:

• Reserved seating
• Multi-day passes
• Ticket transfers
• Refund management
• API integrations
• Box office capabilities

Best for: Large venues, festivals, or events requiring advanced ticketing infrastructure.

Configuring Your Ticket Products

Creating effective ticket products requires attention to detail:

Product Titles: Use clear, descriptive titles that include the event name and ticket type:

• "Summer Music Festival 2026 - General Admission"
• "Cooking Masterclass with Chef Maria - Saturday Session"
• "VIP Concert Package - Front Row + Meet & Greet"

Product Descriptions: Include essential details:

• Event date, time, and duration
• Venue name and address
• What's included (access areas, amenities, food/drink)
• Age restrictions or requirements
• Refund and exchange policies
• Important instructions (parking, what to bring)

Product Variants: Use variants for different ticket types:

• General Admission vs VIP
• Adult vs Child vs Senior
• Single Day vs Weekend Pass
• Early Bird vs Regular vs Late pricing

Inventory Management: Set accurate inventory counts to enforce capacity limits. Enable "Track quantity" and set your maximum attendee count.

Managing Capacity and Availability

Effective capacity management prevents overselling and ensures positive attendee experiences.

Inventory-Based Capacity Control

Shopify's built-in inventory system provides basic capacity management:

1. Create your ticket product with variants for each ticket type
2. Set the inventory quantity to your capacity limit
3. Enable "Track quantity" in inventory settings
4. Optionally enable "Continue selling when out of stock" for waitlist functionality

Time-Slot Based Capacity

For events with multiple sessions or time slots, ticketing apps provide advanced capacity management:

• Set capacity per time slot independently
• Display real-time availability to customers
• Automatically close sold-out sessions
• Allow waitlist signups for popular times
• Send notifications when spots open up

Dynamic Capacity Strategies

Sophisticated event operators use dynamic capacity management:

Tiered release: Release tickets in waves to create urgency and manage demand:

• Early Bird (limited quantity at lower price)
• General Sale (main allocation)
• Final Release (last-minute tickets at premium)

Capacity holds: Reserve capacity for:

• Sponsors and partners
• Media and press
• Contingency for customer service issues
• Day-of box office sales

Real-time adjustments: Some ticketing apps allow capacity changes based on:

• Weather conditions for outdoor events
• Staff availability for experience-based activities
• Venue configurations for flexible spaces

Check-In Systems and Day-of Operations

Smooth check-in operations set the tone for attendee experience and protect against fraud.

QR Code and Barcode Ticketing

Modern Shopify ticketing apps generate unique codes for each ticket:

QR codes are the current standard:

• Scan quickly with any smartphone camera
• Contain encrypted ticket information
• Work in various lighting conditions
• Can include backup text codes

Ticket delivery methods:

• Email with PDF attachment
• Email with mobile-friendly web link
• Apple Wallet / Google Wallet integration
• SMS for critical delivery assurance

Mobile Check-In Apps

Most ticketing apps include companion check-in apps for staff:

Core functionality:

• Scan QR codes using device camera
• Display attendee name and ticket details
• Mark tickets as checked in
• Prevent duplicate entry attempts
• Work offline with sync when connected

Advanced features:

• Search attendees by name or confirmation number
• Manual check-in for edge cases
• Add notes to attendee records
• Track check-in statistics in real-time
• Multiple device synchronization

Check-In Hardware Options

For high-volume events, dedicated hardware improves efficiency:

Smartphones and tablets: Most cost-effective for small to medium events. Use protective cases and ensure sufficient battery packs.

Dedicated barcode scanners: Faster scanning for high-volume entry points. Bluetooth scanners connect to tablets running your check-in app.

Kiosk systems: Self-service stations for attendee check-in, badge printing, or will-call pickup.

Wristband printers: For multi-day events or venues where re-entry is common.

Day-of Operations Best Practices

Prepare your team and systems for smooth event execution:

Pre-event checklist:

• Test check-in app on all devices
• Ensure all devices are charged and have backup power
• Download attendee list for offline access
• Brief staff on check-in procedures and edge cases
• Prepare printed backup lists as ultimate failsafe

Entry point setup:

• Clear signage directing attendees
• Separate lines for will-call vs mobile tickets
• Dedicated line for accessibility needs
• Staff positions for scanning, bag check, and customer service

Real-time monitoring:

• Dashboard showing check-in counts
• Alerts for unusual patterns (same ticket scanned multiple times)
• Communication channel between entry points and operations

Selling Experience Add-Ons and Upgrades

Shopify excels at maximizing revenue per attendee through add-on sales and upgrades.

Pre-Event Add-Ons

Increase average order value at purchase:

VIP upgrades: Premium seating, early entry, exclusive access areas, meet-and-greets, or dedicated amenities.

Parking passes: Pre-sold parking removes day-of friction and guarantees revenue.

Food and beverage packages: Pre-paid drink tickets, meal vouchers, or all-inclusive packages.

Merchandise bundles: Event t-shirts, programs, or commemorative items bundled with tickets at discount.

Experience enhancements: Photo packages, souvenir cups, or commemorative credentials.

Post-Purchase Upsells

Capture additional revenue after initial ticket purchase:

Email campaigns: Send targeted offers based on ticket type purchased. VIP buyers might want additional meet-and-greet slots; general admission buyers might want parking passes.

Account page offers: Display relevant add-ons when customers log in to view their tickets.

Pre-event reminders: Include upgrade offers in reminder emails sent before the event.

Day-of and Onsite Sales

Use Shopify POS for seamless onsite transactions:

• Merchandise sales at event
• Food and beverage purchases
• Upgrade sales at entry points
• Souvenir and commemorative items

Shopify POS syncs with your online store, maintaining unified inventory and customer records.

Marketing Your Events on Shopify

Effective event marketing drives ticket sales and builds anticipation.

Email Marketing Integration

Connect Shopify with email marketing platforms:

Klaviyo: Deep Shopify integration with event-specific flows:

• Browse abandonment for event pages
• Checkout abandonment recovery
• Post-purchase confirmation sequences
• Pre-event reminder series
• Post-event follow-up and surveys

Mailchimp: Solid integration for smaller operations:

• Automated campaign triggers
• Segmentation by event purchased
• Landing page creation
• Basic automation workflows

Social Media Selling

Leverage social commerce features:

Instagram Shopping: Tag tickets in posts and stories for direct purchase.

Facebook Shop: Display upcoming events and enable Facebook checkout.

TikTok Shopping: Reach younger audiences with event content and direct ticketing links.

Urgency and Scarcity Tactics

Drive ticket sales with proven psychological triggers:

Countdown timers: Display time remaining until early bird pricing ends or event starts.

Inventory displays: "Only 23 tickets remaining" creates urgency.

Tiered pricing: Early bird, regular, and last-minute pricing tiers reward early commitment.

Flash sales: Limited-time discounts announced via email and social media.

SEO for Event Pages

Optimize event pages for organic discovery:

• Include location, date, and event type in title tags
• Write unique descriptions for each event
• Add structured data markup for events
• Create blog content around event topics
• Build backlinks from local event calendars

Handling Refunds, Exchanges, and Cancellations

Clear policies and efficient processes protect both your business and customer relationships.

Setting Refund Policies

Define policies clearly on product pages and at checkout:

Common policy structures:

• Full refund up to 30 days before event
• 50% refund 7-30 days before event
• No refunds within 7 days (but exchanges allowed)
• No refunds for VIP or special experiences

Policy considerations:

• Credit toward future events vs cash refunds
• Ticket transfer or resale options
• Weather-related cancellation provisions
• Illness and emergency provisions

Processing Refunds in Shopify

Shopify makes refund processing straightforward:

1. Navigate to the order in Shopify Admin
2. Click "Refund" and enter the amount
3. Choose to restock inventory (restore ticket availability)
4. Add internal notes about the refund reason
5. Notify customer via email

For partial refunds (keeping processing fees or cancellation fee), adjust the refund amount accordingly.

Event Cancellation Procedures

If you must cancel an event:

1. Stop ticket sales immediately - Update products to unavailable
2. Notify all ticket holders - Email with clear explanation and refund timeline
3. Process refunds systematically - Export order list, process refunds in batches
4. Communicate rescheduling if applicable - Offer ticket holders first access to new dates
5. Document everything - Maintain records for accounting and potential disputes

Insurance Considerations

Protect your business with appropriate coverage:

• Event cancellation insurance
• Liability insurance for attendees
• Weather insurance for outdoor events
• Non-appearance insurance for featured performers

Analytics and Optimization

Data-driven decisions improve future events and maximize revenue.

Key Metrics to Track

Sales metrics:

• Total revenue per event
• Average order value
• Tickets sold by type (GA vs VIP)
• Revenue by marketing channel
• Conversion rate from page views to purchases

Timing metrics:

• Sales velocity (tickets per day/week)
• Early bird vs regular vs late sales distribution
• Time from page view to purchase
• Abandonment points in checkout

Operational metrics:

• Check-in completion rate
• Peak check-in times
• No-show rate
• Refund and exchange rate

Shopify Analytics for Events

Use Shopify's built-in analytics plus app-specific reporting:

Shopify Analytics:

• Sales by product (ticket type)
• Sales by traffic source
• Customer acquisition reports
• Geographic distribution of buyers

Ticketing app analytics:

• Check-in statistics
• Capacity utilization
• Attendee demographics
• Repeat customer identification

A/B Testing for Events

Optimize your event pages through testing:

• Pricing presentation (show savings vs show prices)
• Ticket tier naming and descriptions
• Urgency messaging and countdown placement
• Image selection for event hero images
• Call-to-action button text and color

Building a Repeat Event Business

Transform one-time ticket buyers into loyal customers.

Customer Retention Strategies

Email list building: Every ticket purchase adds to your owned audience for future event marketing.

Loyalty programs: Offer rewards for repeat attendance:

• Points per ticket purchased
• VIP upgrade after attending X events
• Exclusive pre-sale access for past attendees
• Birthday or anniversary discounts

Membership and subscription models: Convert regular attendees to members:

• Monthly class passes
• Season tickets for recurring events
• All-access annual memberships
• Priority booking for popular events

Community Building

Create connections beyond transactions:

Social media groups: Facebook groups or Discord servers for attendees to connect.

User-generated content: Encourage photo sharing with event hashtags.

Attendee spotlights: Feature regular customers in your marketing.

Feedback loops: Surveys after events to gather insights and show you value input.

Multi-Event Strategies

Maximize customer lifetime value:

Series and bundles: Discount multi-event packages (concert series, workshop progressions).

Cross-promotion: Promote related events to past attendees with similar interests.

Early access: Give past customers first opportunity at new event announcements.

Referral programs: Reward customers who bring friends to your events.

Advanced Shopify Features for Events

Take your event business to the next level with advanced capabilities.

Multi-Location Management

For businesses with multiple venues:

• Shopify locations for separate inventory per venue
• Location-based staff accounts and permissions
• Consolidated reporting across all venues
• Shared customer database

International Events

Sell to global audiences:

• Multi-currency pricing
• Automatic tax calculation by location
• Translated content with Shopify Markets
• Local payment methods (Klarna, Afterpay, etc.)

API Integrations

Connect Shopify with your event technology stack:

• CRM systems for attendee management
• Marketing automation platforms
• Accounting software
• Access control systems
• Badge printing solutions

Headless Commerce for Events

For custom event experiences:

• Build custom frontend applications using Shopify's Storefront API
• Create mobile apps for ticket purchase and event engagement
• Integrate with event-specific platforms while using Shopify for commerce

Getting Started: Your Shopify Events Checklist

Ready to launch your event business on Shopify? Follow this checklist:

Week 1: Foundation

• Sign up for Shopify and choose your plan
• Configure payment processing (Shopify Payments recommended)
• Select and install your ticketing app
• Choose and customize your theme

Week 2: Product Setup

• Create your first event products with variants
• Set up inventory tracking for capacity management
• Configure email notifications and ticket delivery
• Test the purchase flow end-to-end

Week 3: Operations

• Set up check-in app on staff devices
• Train team on check-in procedures
• Create standard operating procedures for day-of
• Test check-in process with sample tickets

Week 4: Marketing Launch

• Connect email marketing platform
• Create launch email campaign
• Set up social media shopping
• Optimize event pages for SEO

Ongoing

• Monitor analytics and adjust strategy
• Gather attendee feedback
• Optimize based on data
• Plan future events based on learnings

Conclusion

Selling event tickets and experiences on Shopify gives you control, flexibility, and cost savings that traditional ticketing platforms simply cannot match. You own your customer relationships, your branding, and your data—while paying significantly lower fees on every ticket sold.

The combination of Shopify's robust e-commerce infrastructure with specialized ticketing apps creates a powerful platform for any event business, from yoga studios selling class packages to festivals managing tens of thousands of attendees.

Whether you're launching your first workshop or scaling an established event series, Shopify provides the foundation to sell tickets, manage operations, and grow your event business sustainably.

The events industry continues to evolve, with attendees expecting seamless digital experiences from discovery through check-in. By building your event business on Shopify, you're positioned to deliver those experiences while maintaining the operational flexibility to adapt as the industry changes.

Start with a single event, master the basics, then expand your capabilities as your event business grows. The platform scales with you, from your first 10-person workshop to your thousand-attendee conference.