GuidesE-commerce
How to Write an Order Confirmation Email: Complete Guide + Examples 2026
Gian Boender
Updated Jun 28, 2026
Bugalou Platform
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Everything you need for great customer service — in one platform
The order confirmation email is the most-opened email in your entire customer journey — around 70% on average. Customers check it right after completing their order to make sure everything went through correctly. Yet it's often treated as a boring formality, when it's actually a chance to build trust and reinforce your brand. In this guide, you'll learn how to write an order confirmation email that reassures customers and adds extra value.
An order confirmation does more than just say "thanks for your order":
Understanding the significance of order confirmation emails can be backed by various statistics:
Keep it simple and recognizable, for example:
Mention right at the top:
Show for each product:
This avoids confusion and gives the customer immediate visual confirmation that the right items were ordered. Consider using a table format to enhance clarity:
| Product Image | Product Name | Size/Color/Variant | Quantity | Price |
|---|---|---|---|---|
 |
Sneakers "Cloud White" | Size 42 | 1 | €54.95 |
 |
Socks set (3 pairs) | N/A | 1 | €10.00 |
Let the customer know what happens next:
Always include a clear link or button to your customer service, so customers with questions can easily reach you — for example via WhatsApp or live chat.
> **Subject:** Thanks for your order, Sarah! Your order number is #48213
>
> Hi Sarah,
>
> Thanks for your order with [Shop Name]! We've received it and are getting started right away.
>
> **Order number:** #48213
> **Order date:** June 12, 2026
> **Total amount:** €64.95 (incl. shipping)
>
> **Your items:**
> - Sneakers "Cloud White" — size 42 — €54.95
> - Socks set (3 pairs) — €10.00
>
> **Shipping address:**
> Sarah Johnson
> Example Street 12
> 1234 AB Amsterdam
>
> As soon as your order ships, we'll send you a tracking link by email.
>
> Have a question about your order? Feel free to message us on WhatsApp or chat — we're happy to help.
>
> Best,
> The [Shop Name] team
Here are actionable strategies to elevate your order confirmation emails:
Use your brand colors, logo, and fonts consistently across your email. This makes your emails recognizable and reinforces your brand identity. For example, if your brand has a playful tone, use bright colors and fun images in your email to reflect that personality.
Go beyond simply addressing the customer by their name. Use data to personalize the content further. For instance, you can add a section like “We noticed you purchased X along with Y. Here’s a special offer on Z, just for you!” This creates a tailored experience that encourages future purchases.
Include customer reviews or ratings for the products purchased. For example, “You’re in good company! Customers who bought these sneakers rated them 4.8/5 stars.” This reinforces the customer’s purchasing decision and builds confidence in your brand.
Instead of just saying, “If you have questions, contact us,” use enticing language. For example, “Got questions? Our team is just a click away – reach out via WhatsApp for instant support!” This encourages interaction and emphasizes your commitment to customer service.
Your order confirmation email is an excellent opportunity to include cross-sell or upsell offers. For instance, if a customer bought a camera, suggest accessories like lenses or tripods with a special discount. This can be presented as a limited-time offer to create urgency.
Sending order confirmations manually isn't an option for most stores — and it doesn't have to be. With transactional emails in Bugalou, you set up a template once, and the order confirmation is sent automatically as soon as an order comes in through your Shopify, WooCommerce, or other connected platform. The same goes for shipping confirmations, review requests, and abandoned cart reminders.
Automation saves time and ensures consistency in communication. Here’s a quick comparison of manual vs. automated order confirmations:
| Aspect | Manual Process | Automated Process |
|---|---|---|
| Time Taken | Hours for large orders | Immediate upon order completion |
| Consistency | Varies by employee | Uniform across all emails |
| Error Rate | Higher due to human error | Minimized through templates |
| Scalability | Limited by workforce | Scales with business growth |
And if a customer does have a question after the order confirmation? That message — via WhatsApp, email, or chat — lands directly in your shared inbox, together with the order details. That way your team can help the customer right away, without switching between tools.
An order confirmation email is a message sent to customers after they complete a purchase, confirming that their order has been received and providing details about the order.
To improve open rates, use clear and engaging subject lines, personalize the content, and send emails at optimal times based on customer behavior.
Avoid overly formal language, missing crucial information like order details, and failing to provide a way for customers to contact you with questions.
You can automate order confirmation emails using transactional email services like Bugalou, which allows you to set up templates that send emails automatically upon order completion.
Yes, including promotional offers can enhance customer engagement and encourage repeat purchases. Just ensure that the offers are relevant to the products purchased.
A good order confirmation email is more than a formality — it's your first chance to reassure a customer and build trust after purchase. Keep it clear, complete, and personal, and automate the sending so every customer gets the right information instantly.
Founder of Bugalou and e-commerce entrepreneur. As a business owner, I noticed that customer service tools were either unaffordable or so complex you needed an IT department. That frustration led to Bugalou.