Metafields sound technical but they’re simple to understand. At the core, they’re about adding additional information to your admin or storefront that doesn’t come standard across Shopify’s platform. Many businesses have specific needs that are unique to what they sell, their customers and their business goals. We created Metafields to help you customize and manage the information you need to grow your business.
Ultimately, Metafields are about sharing the right content with the right audience in the right context. They offer a simple, flexible way to build a personalized storefront and deliver experiences that delight new and returning customers—and keep them coming back for more. You can also use Metafields to organize your back office operations by centralizing data like customer details, shipping information, and inter-departmental notes. The best part? You can gain all of these benefits without writing any code. With just a few clicks, you can create and reuse customized data-collection fields, and add them to your admin or to your online store, without touching a line of code.
With Metafields, all of your store’s unique data—whether it’s related to customer birthdays, fabric care instructions, material lists, or the packaging requirements for orders— can become actionable insights for any ecommerce business.
Read on to explore how one business is using Metafields for easy, reusable data collection and management.
La Boutique MOSO
La Boutique MOSO is a French retailer offering cosmetic and hygiene products. With both a physical store in Paris and an online shop, the company sells almost 3,000 products from 50 different beauty brands, including organic and natural products with sustainable packaging. A lean and nimble company, La Boutique MOSO is led by co-founder Jean-Baptiste Lainé, who also oversees the store’s online development efforts.
La Boutique MOSO uses Metafields to provide additional context about products.
“With Metafields, we can have much better content on our online store, and we can scale our store much more easily because everything is structured in a way that allows us to add products and brands a lot faster, with the same consistency, and the same level of quality across the entire catalog,” Jean-Baptiste shares.
Shopify’s Metafields also extend the search and discovery aspects of the store. Adding Metafields to product information, and creating new filters in the Shopify admin opened a world of filtering options for shoppers. The Metafields act as a tagging system, classifying product types into easily sortable categories accessible through the storefront’s search feature.
“If you go to any collection with a lot of products, you can use Metafields now to filter the products,” Jean-Baptiste explains. “For example, you can filter the products based on your type of skin, you can filter the products based on your skin problem. You can filter the products based on their certification, whether they're made in France or not, whether they're certified organic or not, and even whether the packaging is sustainable or not.”
Metafield Lists
Use Metafield lists to show multiple pieces of content, such as a list of ingredients, in one metafield. You can also use lists for more powerful storefront filtering— all through the admin without any coding. Learn more at the Shopify Help Center.
As an added benefit, Metafields helped improve La Boutique MOSO’s SEO search results and conversion rates. Jean-Baptiste discovered that Google’s search engine crawls content stored in Shopify’s Metafields and shows results based on Metafields criteria. 
For us, it is a game changer, the Metafields. The products are doing much better. If the Metafields are properly structured and properly filled, we know that the product page has a much better conversion rate.
Through the proper use of classifying products and migrating that data to Metafields, the storefront’s administration and development was streamlined. “It's very easy to add a metafield or to add the classification without having to think about all the impact,” says Jean-Baptiste. Organization is easier through the admin sections of a Shopify store, and it’s easy to manage and create new catalogs.
Metafields offers a powerful yet flexible way to enhance your storefront, drive conversions and increase SEO. And anyone from shop owners to developers can use it. Get started by adding Metafields through the Shopify admin section, and applying them throughout your store via your theme editor.
To learn more about how your storefront can make the most of Metafields, visit our Metafields Help Center. Happy (Meta)fielding!