New! Customize Your Shop Name on Shopify Shipping Labels - For Privacy, Branding, or Both

Shopify has rolled out a subtle but powerful update that gives merchants more control over their customer’s unboxing experience and their own peace of mind.

You can now customize how your shop name appears on shipping labels, replacing the default Shopify store name with something more on-brand, discreet, or professional. Whether you’re shipping luxury goods, personal care items, or anything in between, this gives you the option to be more intentional about how your business is presented and perceived.

Why This Matters: Privacy Is the New Norm

Not every customer wants their neighbor, roommate, or office mailroom to know exactly what they just ordered.

Whether it’s a subscription for period products, sexual wellness items, daily medications, or even just vitamins or skincare, a shipping label with an easily recognizable store name can sometimes feel… too revealing.

And for merchants, that means every label is an opportunity to either respect your customer’s privacy or unintentionally compromise it.

This update gives you the tools to choose.

Use Cases That Make This Feature a Must-Have

1. Discretion for Sensitive Products

If you sell items related to health, wellness, adult intimacy, or personal care, this feature lets you replace identifying names with something neutral. No more awkward stares at the mailbox or unwanted questions from curious housemates. A discreet label builds trust and shows your customers that you understand their need for privacy.

2. Security for High-Value Orders

Luxury items like jewelry, collectibles, or tech accessories shouldn’t arrive with brand names that scream “expensive.” Customizing your label name allows you to reduce risk, especially for customers in urban areas or shared living spaces.

3. Control Over Your Brand Identity

For businesses that use a legal name, operate under a DBA, or have multiple storefronts, this feature lets you fine-tune what name actually shows up on the package. You can now align your labels with what your customers see on your site, without exposing internal or backend brand names.

What’s New

Previously, Shopify automatically used your store name on all shipping labels. There was no way to edit or customize that display - what customers saw on the package was what you had set as your store name in admin.

Now, with this update, you can:

• Customize the business name that appears on shipping labels
• Use a neutral or generic name when privacy is a concern
• Align the label with your public-facing brand (or intentionally keep it low-key)

This applies to all future labels, once updated.

How to Update Your Label Name in Shopify

Making the change is simple:

1. Go to Settings > Shipping and delivery in your Shopify admin
2. Find your shipping address or profile settings
3. Look for the option to edit your ship-from name or label branding
4. Enter your preferred business name
5. Save, and it’ll apply to all future shipping labels generated through Shopify

If you use a fulfillment partner or third-party shipping app, be sure to double-check their label settings, too. They may inherit your default Shopify info unless you override it.