Selling in Shopify

This guide explains how to connect your Eventuall event tickets to your Shopify store so that when customers buy a ticket on Shopify, you can later import those orders into Eventuall and automatically grant them access to your event rooms.

The key idea is simple: every ticket you create in Eventuall has a unique code called a SKU. You need to copy that code and paste it into your Shopify product. That way, when you export your Shopify orders and import them into Eventuall, the system can match each purchase to the correct ticket and give the customer access to the right rooms.

Table of Contents

  1. Before You Start
  2. The Connection Between Eventuall and Shopify
  3. Part 1: Copy Your SKU from Eventuall
  4. Part 2: Create (or Update) Your Product in Shopify
  5. Part 3: Paste the SKU into Your Shopify Product
  6. Verifying Everything Is Set Up Correctly
  7. Setting Up Multiple Ticket Types
  8. What Happens After a Customer Buys
  9. Common Questions
  10. Selling Through a Different Shopify Store

Before You Start

You need to have a few things ready before following this guide:

In Eventuall

  1. An event with rooms created. Rooms are the virtual spaces your customers will access (like a "Main Stage" or "Meet & Greet"). If you have not set up rooms yet, follow the Setting Up Rooms guide first.

  2. Tickets created for those rooms. Each ticket grants access to one or more rooms and has a unique SKU code. If you have not created tickets yet, follow the Setting Up Tickets and SKUs guide first.

In Shopify

  1. Access to the official Eventuall Shopify store at shop.eventuall.live. This guide assumes you are adding products to the Shopify store that is already connected to Eventuall. If you want to sell through a different store or platform, see Selling Through a Different Shopify Store at the bottom of this page for your options.

  2. A product created (or you are about to create one). This guide covers both creating a new product and updating an existing one.

The Connection Between Eventuall and Shopify

Here is how the two systems work together:

In Eventuall, you create a ticket called something like "VIP Access." The system generates a unique SKU code for it — something like cm5x9k2p7w.... This code is like a secret handshake between the two systems.

In Shopify, you create a product called something like "VIP Ticket" and you paste that same SKU code into the product's variant SKU field.

When a customer buys the "VIP Ticket" on Shopify, the order record includes the SKU code cm5x9k2p7w....

When you import that Shopify order into Eventuall (using the Importing Sales via CSV guide), the system sees the SKU code in the order, matches it to the "VIP Access" ticket, and grants the customer access to the rooms that ticket covers.

Without the SKU in your Shopify product, the system has no way to know what the customer actually bought.

Part 1: Copy Your SKU from Eventuall

First, you need to get the SKU code from Eventuall. Here is exactly how:

Step 1: Open the Tickets Tab

  1. Log in to your Eventuall dashboard.
  2. In the left sidebar, click Events.
  3. Click on your event to open it.
  4. At the top of the page, you will see tabs: Details | Users | Orders | Rooms | Tickets | Livestreams | Recordings
  5. Click the "Tickets" tab.

You should now see your tickets listed as cards on the page. If you do not see any tickets, you need to create one first — see Setting Up Tickets and SKUs.

Step 2: Find the SKU on the Ticket Card

Each ticket card has a gray bar near the top that shows the SKU. It looks like this:

SKU: cm5x9k2p7w...    [ Copy ]

The code after "SKU:" is a long string of letters and numbers. This is the unique code you need to put into Shopify.

Step 3: Copy the SKU

Click the "Copy" button on the right side of the gray SKU bar. The button text will briefly change to "Copied!" to confirm the code was copied to your clipboard.

What is a clipboard? When you click "Copy," the code is temporarily saved on your computer (like when you press Ctrl+C or Cmd+C). You can then paste it somewhere else (like in Shopify) by pressing Ctrl+V or Cmd+V, or by right-clicking and choosing "Paste."

You will also see a blue info box on the Tickets page that says: "Note: You must copy the SKU and add to your product catalog or variants." This is a reminder that the next step is to put this code into your Shopify product.

Keep your Eventuall tab open — you may need to come back to copy more SKUs if you have multiple ticket types.

Part 2: Create (or Update) Your Product in Shopify

Now switch over to your Shopify store. You need to either create a new product for your event ticket, or open an existing product that you want to link.

If You Need to Create a New Product

  1. Log in to your Shopify admin panel. The URL is usually your-store-name.myshopify.com/admin.
  2. In the left sidebar, click Products.
  3. Click the "Add product" button in the top right.
  4. Fill in the basic product information:
    • Title — The name customers will see, for example: "VIP Event Ticket" or "General Admission — Live Concert"
    • Description — Describe what the ticket includes, for example: "Access to the main stage performance and exclusive meet & greet session"
    • Price — How much you are charging for this ticket
    • Product type — You can set this to something like "Event Ticket" or "Digital Product"
    • Images — Add a product image if you have one (optional but recommended for your store)

Do not click "Save" yet — you still need to add the SKU in the next section.

If You Already Have a Product

  1. Log in to your Shopify admin panel.
  2. In the left sidebar, click Products.
  3. Find your existing product in the list and click on it to open it.
  4. Continue to the next section to add the SKU.

Part 3: Paste the SKU into Your Shopify Product

This is the critical step where you connect Shopify to Eventuall. You need to paste the SKU code you copied from Eventuall into the correct place in your Shopify product.

Where to Find the SKU Field

The SKU field in Shopify lives in the Variants section of your product. Here is how to get there:

If Your Product Has No Variants Yet

If your product is simple (one type, one price), you may not see a "Variants" section. In this case:

  1. Scroll down on the product page until you find the "Inventory" section (sometimes called "Inventory & shipping" or found under "Pricing").
  2. Look for a field labeled "SKU (Stock Keeping Unit)". It might be inside a collapsible section — click to expand it if you do not see it right away.
  3. Click inside the SKU field (it will be empty or say something like "Enter SKU").
  4. Paste the SKU code you copied from Eventuall. You can do this by:
    • Pressing Ctrl+V (Windows) or Cmd+V (Mac) on your keyboard
    • Or right-clicking in the field and selecting "Paste"
  5. The field should now show the SKU code, something like cm5x9k2p7w....

If Your Product Has Variants

If your product has multiple options (like different tiers — "General" and "VIP"), each variant has its own SKU field:

  1. Scroll down to the "Variants" section of your product page.
  2. You will see a list of your variants (for example: "General Admission", "VIP").
  3. Click on the variant you want to add the SKU to. This will open the variant editing page.
  4. Look for the "SKU (Stock Keeping Unit)" field. It might be under "Inventory" or "Pricing" within the variant details.
  5. Click inside the SKU field.
  6. Paste the SKU code from Eventuall (Ctrl+V or Cmd+V).
  7. Click "Save" to save the variant.
  8. If you have more variants, go back and repeat for each one, pasting the correct SKU from Eventuall for each variant.

Important: Each variant that corresponds to a different Eventuall ticket needs a different SKU. For example:

  • Your "General Admission" variant gets the SKU from your Eventuall "General Admission" ticket
  • Your "VIP" variant gets the SKU from your Eventuall "VIP Access" ticket

You will need to go back to Eventuall and copy the correct SKU for each ticket type.

Save Your Product

After pasting the SKU:

  1. Scroll to the top or bottom of the product page.
  2. Click the "Save" button.
  3. Shopify will save your product with the SKU code attached.

Verifying Everything Is Set Up Correctly

After saving, double-check that the SKU was saved properly:

  1. On your product page in Shopify, scroll to the Inventory / SKU section (or click into your variant).
  2. Confirm the SKU field shows the code you pasted from Eventuall. It should be a long string of letters and numbers with no extra spaces before or after it.
  3. If the field is empty or shows something different, try copying and pasting again.

How to verify the SKU matches: You can compare side-by-side:

  • In Eventuall, go to your event's Tickets tab and look at the SKU code on the ticket card.
  • In Shopify, look at the SKU field on your product/variant.
  • The two codes should be identical. Even one character difference will prevent them from matching during import.

Setting Up Multiple Ticket Types

If your event has multiple ticket types (like General Admission and VIP), you need to repeat this process for each one. Here is a checklist:

Option A: Separate Shopify Products for Each Ticket Type

Create a separate product in Shopify for each ticket type:

  1. Product 1: "General Admission Ticket"

    • Go to Eventuall → Tickets tab → find the "General Admission" ticket → click Copy on its SKU
    • Go to Shopify → create product "General Admission Ticket" → paste the SKU into the SKU field → save

  2. Product 2: "VIP Ticket"

    • Go to Eventuall → Tickets tab → find the "VIP Access" ticket → click Copy on its SKU
    • Go to Shopify → create product "VIP Ticket" → paste the SKU into the SKU field → save

Option B: One Shopify Product with Variants

Create one product in Shopify with variants for each ticket type:

  1. Create a product called "Event Ticket" in Shopify.
  2. Add an option (like "Tier" or "Type") with values like "General Admission" and "VIP".
  3. Shopify will create a variant for each option value.
  4. Click into the "General Admission" variant → paste the General Admission SKU from Eventuall → save.
  5. Click into the "VIP" variant → paste the VIP SKU from Eventuall → save.

Either approach works. Choose whichever makes more sense for how you want your store to look to customers.

What Happens After a Customer Buys

Since you are using the official Eventuall Shopify store at shop.eventuall.live, orders are processed automatically. You do not need to export files or import anything manually. Here is the full flow:

  1. A customer visits your Shopify store and buys a "VIP Ticket."
  2. Shopify records the order with the SKU code you pasted (for example: cm5x9k2p7w...).
  3. Shopify automatically notifies Eventuall. The official store has a webhook connection already set up. This means that as soon as an order is placed (and paid for), Shopify sends the order details directly to Eventuall in real time — no action needed from you.
  4. Eventuall matches the SKU in the order to the correct ticket and grants the customer access to the rooms that ticket covers.
  5. The customer can now access your event content. If they do not have an Eventuall account yet, a profile is automatically created for them using the email from their Shopify order. When they sign up or log in with that email, they will see their access.

In short: once you set up your products with the correct SKUs, everything else happens automatically. Customers buy a ticket, and within moments they have access to your event rooms. You do not need to do anything else.

Selling through a different store or platform? If you are importing orders from a partner store or another sales channel that is not the official Eventuall Shopify store, orders do not flow automatically. You will need to import them manually using a CSV file — see the Importing Sales via CSV guide and Selling Through a Different Shopify Store below for details.

Not everyone needs to buy a ticket. Talent, moderators, staff, and VIPs often need access to your event without going through Shopify at all. You can add these people directly from the dashboard — no purchase or CSV needed. See the Managing Users and Access guide for step-by-step instructions.

Common Questions

Do I need to do this for every order?

No. You set up the SKU connection once per product. After that, every customer who buys that product will have the same SKU in their order. When you export and import orders, all of them will be matched automatically.

What if I already have products in Shopify without SKUs?

You can add SKUs to existing products at any time. Open the product in Shopify, find the SKU field, paste the code from Eventuall, and save. Future orders for that product will include the SKU. Orders that were placed before you added the SKU will not have it — you may need to handle those manually.

What if I type the SKU instead of copying and pasting?

This is risky. The SKU codes are long and contain random characters, so it is very easy to make a typo. Always use the Copy button in Eventuall and Paste in Shopify. Do not try to type it manually.

Can I use my own SKU instead of the one Eventuall generates?

Yes, but it requires an extra step. If you already have your own SKU system (for example: TICKET-VIP-001), you can keep using those in Shopify. You will then need to set up a SKU Mapping in Eventuall that connects your custom SKU to the internal Eventuall ticket. This is covered in the "Map Your SKUs" section of the Importing Sales via CSV guide.

What if I have both a Shopify store and other sales channels?

Each sales channel can have its own products with their own SKUs. In Eventuall, you create a separate Retailer for each sales channel and set up SKU Mappings for each. The Importing Sales via CSV guide covers how to set up retailers and mappings.

My Shopify product has a SKU field but it's grayed out. What do I do?

This sometimes happens if inventory tracking is turned off. Try these steps:

  1. On your product page, scroll to the Inventory section.
  2. Make sure the "Track quantity" checkbox is checked (enabled).
  3. The SKU field should now be editable.
  4. If it is still grayed out, try clicking into the variant directly (if your product has variants).

I pasted the SKU but it looks different from what Eventuall shows.

Check for these common issues:

  • Extra spaces: Make sure there are no spaces before or after the code. Click inside the field and use your arrow keys to check for invisible spaces at the beginning or end. Delete any extra spaces.
  • Partial paste: The full SKU code is long. Make sure the entire code was pasted, not just the first few characters. Compare it character by character with what Eventuall shows.
  • Wrong SKU: If you have multiple tickets, make sure you copied the SKU from the correct ticket card in Eventuall.

Where in Shopify is the SKU field exactly?

It depends on your Shopify theme and version, but typically:

  • For simple products (no variants): Go to the product editing page → scroll to "Inventory" or "Shipping" section → look for "SKU (Stock Keeping Unit)".
  • For products with variants: Go to the product editing page → scroll to "Variants" section → click on a specific variant → look for "SKU (Stock Keeping Unit)" in the variant detail page.
  • If you still cannot find it, use Shopify's search bar at the top of the admin panel and type "SKU" — Shopify's help documentation will guide you.

Selling Through a Different Shopify Store

Everything above in this guide assumes you are using the official Eventuall Shopify store at shop.eventuall.live — the one that is already connected to the platform. If that is the case, you are all set and do not need this section.

However, if you want to sell tickets through a different Shopify store — for example, a retail partner's store, a separate brand storefront, or a co-branded shop — there are three options depending on your situation.

Option 1: Import Their Orders via CSV (Easiest)

This is the simplest approach and requires no setup on the partner's side at all. The other store sells tickets however they want, and you just import their order data into Eventuall using a spreadsheet.

How it works:

  • The partner store sells tickets using their own Shopify store, their own products, and their own SKUs.
  • Periodically (or after the sales period ends), the partner exports their orders as a CSV file from Shopify and sends it to you.
  • You import that CSV file into Eventuall using the Importing Sales via CSV guide.
  • You set up a Retailer in Eventuall for that partner store and create SKU Mappings to connect their product codes to your Eventuall tickets.
  • Customers get access to the correct event rooms.

Why this is the easiest approach:

  • Zero technical setup required.
  • The partner does not need to change anything about their store.
  • You do not need to change anything about the Eventuall platform.
  • Works with any Shopify store, any other sales platform, or even manual spreadsheets.
  • You can start immediately.

The tradeoff: This is a manual process. Someone needs to export the CSV from the partner store and import it into Eventuall. This is fine for one-time imports or occasional batches, but if you need continuous, automatic order syncing, consider Option 2.

For full step-by-step instructions, see the Importing Sales via CSV guide.

Option 2: Use Shopify Collective (One-Time Setup, Automatic After That)

If another Shopify store wants to sell your tickets and you want orders to flow automatically without manual CSV imports, the best approach is Shopify Collective. This is a built-in Shopify feature that lets one store sell another store's products.

How it works:

  • Your official Eventuall Shopify store at shop.eventuall.live remains the "supplier" — the source of truth for your ticket products and SKUs.
  • The partner store becomes a "retailer" through Shopify Collective and can list your products in their store.
  • When a customer buys through the partner store, the order automatically flows back to your Eventuall Shopify store with the correct SKUs intact.
  • Since the order ends up in the official Eventuall store, it is processed the same way as any direct sale — no manual CSV export or import needed.

Why this is a good approach:

  • Orders flow automatically once set up — no manual CSV imports.
  • No technical changes needed to Eventuall.
  • No changes needed to your existing Shopify configuration.
  • SKUs stay consistent because the partner is selling your actual products.
  • Shopify handles all the complexity of syncing products, inventory, and orders between the two stores.

The tradeoff: There is some initial setup work involved. Both stores need to be on compatible Shopify plans, and someone needs to configure the Collective connection between the two stores. However, this is a one-time setup — once connected, everything flows automatically going forward.

To set this up, search for "Shopify Collective" in your Shopify admin or visit Shopify's help documentation for step-by-step instructions on connecting a supplier and retailer store.

Option 3: Replace the Connected Store Entirely (Technical Change Required)

This is strongly discouraged and should only be considered as a last resort. This option is about disconnecting the official Eventuall Shopify store at shop.eventuall.live and replacing it with a completely different Shopify store or another third-party payment provider (like Stripe). This requires significant technical changes to both the external platform and the Eventuall platform itself. This is not something that can be done from the dashboard.

This option is not about adding a second sales channel alongside the existing store (use Option 1 or Option 2 for that). This is about changing which store is the primary, directly connected storefront for the entire platform.

If you genuinely need this, be aware of the following:

  • This requires a developer. The Eventuall platform has configuration that points to a specific Shopify store (or payment provider). Changing this involves updating environment variables, API credentials, and webhook endpoints. These are technical changes that must be made by someone with access to the platform's infrastructure.
  • The new store or provider must be reconfigured from scratch. The new platform needs the correct app integrations, webhook subscriptions, and API access tokens set up to communicate with Eventuall. If switching to a non-Shopify provider like Stripe, additional development work may be needed to support the new integration.
  • Existing order data may be affected. Orders that were imported from the old store are tied to a retailer record. Switching stores means existing SKU mappings and retailer configurations will need to be reviewed and potentially recreated.
  • There will be downtime. During the switchover, order syncing and webhook processing will not work until the new configuration is fully in place and tested.

If you believe you need this: Contact your development team or platform administrator. Do not attempt to make these changes yourself. Explain what you are trying to accomplish — in most cases, importing CSVs (Option 1) or Shopify Collective (Option 2) will solve the problem without any technical changes.