Order confirmation email: Templates, examples & best practices

An order confirmation email is the message a customer gets right after buying something. It confirms the order went through and shows exactly what they bought.

Omnisend’s 2026 Ecommerce Marketing Report puts the average open rate for order confirmation emails at 53.99%. That’s higher than almost any other email type.

But this email does more than confirm an order. It documents the transaction, calms any worry your customer has about their order, and starts the relationship that brings them back.

Most brands treat it like a basic receipt and stop there. But there’s a lot more value you can get from it than that.

This guide covers five order confirmation email templates, real brand examples, and clear writing and design tips. All of it is practical and ready to use right away.

TL;DR

What is an order confirmation email?

An order confirmation email is the transactional message a customer receives immediately after completing a purchase. It confirms that the order went through and details what the customer bought.

An order confirmation email is one of the few emails your customer actually wants to see. They’re looking for proof that their money went to the right place.

That’s what makes it a trust signal. A well-structured order confirmation email tells your customer that your store is professional and organized. It hands their experience over to you so they can get on with their day.

It’s also worth knowing where order confirmation emails sit legally. They’re classified as transactional emails. That means they’re exempt from standard opt-in rules under CAN-SPAM and GDPR.

That said, any promotional content you add must follow the 80/20 rule. Keep it at least 80% transactional and no more than 20% promotional.

Most ecommerce platforms send a basic order confirmation automatically. If you’re using a dedicated email tool, it gives you more control over design and content. It also makes it easier to fit the confirmation into your broader post-purchase email strategy.

Order confirmation vs. receipt vs. invoice

These three email types are easy to mix up. Here’s how they differ:

Only the order confirmation and receipt are post-purchase. Some stores send both after a sale. But a single order confirmation email that covers the transaction details and payment record is usually enough.

What to include in an order confirmation email

Your customers open their order confirmation email with the goal of verifying that everything looks right. Here’s what to include to answer that and present your store as trustworthy and professional:

• Order number: Place this at the very top. Customers use it when contacting support, so it needs to be easy to find.
• Products with quantities and pricing: List every item the customer ordered. Include quantities, individual prices, any discounts, and the order total.
• Billing and shipping addresses: Show both so the customer can confirm their details are correct. This helps catch any errors before the order ships.
• Payment method: Include the payment type and the last four digits of the card used. This reassures the customer that the right payment went through.
• Estimated delivery date: Provide a clear delivery window rather than an estimate. 
• Support contact: Add a link to your support page or a direct email address. This reduces the number of customers who reach out without checking first.
• Call to action: Include one primary call to action. A “track your order” or “view your order” button works well here.

Beyond these seven, there are a few optional add-ons worth considering:

• Product recommendations: Suggest related items based on what the customer just bought. Keep it subtle and relevant.
• Loyalty program invite: Mention your rewards program as a natural next step. Don’t push it too much.
• Social media links: Add these in the footer as a low-pressure way for customers to follow your brand. Keep them as small icons rather than text links.
• Referral call to action: Include a short referral prompt for customers who might want to share with friends. A small discount incentive makes this more effective.
• Account creation prompt: Invite guest shoppers to create an account. It’s also a good chance to collect marketing opt-ins.

Just remember the 80/20 rule — keep your order confirmation email at least 80% transactional and 20% promotional at most.

Order confirmation email templates you can use today

These five templates cover the most common ecommerce voices, namely:

• Minimalist
• Personality-first
• VIP and luxury
• Professional and B2B
• Subscription

Use the comparison table below to find the one that fits your store, then copy the template and swap in your details.

You can also browse more designs in Omnisend’s library of order confirmation email templates.

Template 1: Clean and direct (lifestyle and fashion)

This template works best when your brand voice stays out of the way and lets the order details do the talking. It suits fashion, lifestyle, and any store that values clarity over personality.

The screenshot below shows how this template looks when rendered in Omnisend’s email builder:

Template 2: Personality-first (DTC with voice)

This confirmation email template works for DTC brands that want every touchpoint to feel on-brand. It’s warm, direct, and leaves the customer feeling good about their purchase.

Template 3: VIP and luxury

This order confirmation email template suits luxury stores, high-AOV purchases, and any brand that wants to signal quality from the very first post-purchase touchpoint. No exclamation marks, no emoji, no fuss.

Template 4: Professional and B2B

This professional order confirmation email template is built for business purchases. It leads with the PO number, covers payment terms, and gives the buyer a clear point of contact for any queries. It targets the needs of corporate buyers and bulk order situations.

Template 5: Subscription confirmation

This confirmation email template is built for subscription-based ecommerce stores. It welcomes the customer, confirms their plan and billing cycle, and sets clear expectations for what comes next. Check out how it looks with a brand example from IPSY in the next section.

Order confirmation email examples from real brands

The best order confirmation emails get to the point fast and look exactly like the brand’s website. Here are eight order confirmation email examples from real brands you can emulate.

1. Postable — The cancel-friendly confirmation

Postable is a gift card retailer that posts unique cards to customers. Its order confirmation email leads with a warm thank-you and a clear delivery timeline right at the top.

The order number is just below a smiling card, which keeps it light.

What works in Postable’s confirmation

• The estimated delivery timeline appears above the fold, which addresses the most common post-purchase worry straight away
• The “Review order” call to action is prominent and easy to find, with nothing else on the page competing for attention
• The cancel order button is a smart addition for a greeting card brand, where a date mix-up can mean a wasted order

2. Sundays — The progress bar confirmation

Sundays is an air-dried dog food brand with a strong DTC voice. Its order confirmation email opens with a clever heading and a progress bar that sets up what comes next.

The white order summary box stands out against the email background, so key details are easy to scan.

What works in Sundays’ confirmation

• The progress bar sets expectations for the next two emails without the customer needing to ask
• The order number sits just below the heading, so it’s the first thing the customer sees after the hero
• The shipping address and payment method appear side-by-side, which cuts down on scrolling

3. AG1 — The retention-first confirmation

AG1 is a daily nutrition supplement brand that sells on subscription. Its order confirmation email leads with product benefits rather than a standard thank-you. The heading, “Way to keep a good thing going,” and benefit copy reinforces this approach.

Since these order confirmation emails go to existing customers, they skip any upsell and focus on reinforcing the purchase decision.

What works in AG1’s confirmation

• The product benefits image gives the customer a visual reminder of what they bought, which supports long-term retention
• The progress bar replaces a standard paragraph about next steps, so the email stays clean and easy to read
• The “View Your Order” button is the only call to action, which removes any confusion about what to do next

4. Casper — The anticipation-building confirmation

Casper is a mattress and sleep products brand. Its order confirmation email uses the heading “Countdown to better sleep” to confirm the order while building excitement.

The layout puts the shipping address first in the order summary, which makes sense for a brand where delivery timelines matter most to customers.

What works in Casper’s confirmation

• The subject line includes the order number, which gives the customer an idea upfront about what the email might be about
• The email tells the customer that a shipping notification is coming, which sets a clear expectation for the next message
• The “View Your Order” button lets customers manage their orders without needing to contact support

5. Crocs — The side-by-side confirmation

Crocs is a global footwear brand known for its distinctive clog design.

Its order confirmation email places the order number, date, billing information, and shipping address side-by-side rather than stacking them in a list. This lets the customer check all key details at a glance without scrolling.

What works in Crocs’ confirmation

• The progress bar and order description sit in a grey box above the fold, so they’re the first thing the customer sees
• The discount applied shows clearly in the payment summary, which reassures the customer that their code went through
• The product details section includes color, size, and quantity, which reduces the chance of a customer querying their order

6. Wimp — The shipping-forward confirmation

Wimp is a decaf coffee brand with a bold visual identity. Rather than leading with a standard confirmed heading, the email opens with “Your order will be shipped soon!” This moves the customer’s focus forward to delivery right away.

Good order confirmation email design works this way — it answers the next question before the customer thinks to ask it.

What works in Wimp’s confirmation

• The heading leads with shipping rather than confirmation, which moves the customer’s focus forward straight away
• The orange “View Your Order” button matches Wimp’s branding and puts order control in the customer’s hands
• The order summary uses a product image that mirrors how the item appears on the store’s website

7. IPSY — The subscription welcome confirmation

IPSY is a beauty subscription brand that sells curated monthly boxes. Its order confirmation email doubles as a subscription welcome, opening with the heading “Do a Little Dance, It’s Official!”

It then walks the customer through how the subscription works, which helps cut down on confusion around recurring billing. A review request email sent a few days after delivery is a natural next step for a brand like this.

What works in IPSY’s confirmation

• The hero image and bold color palette match the IPSY website, creating a consistent brand experience from store to inbox
• The product summary uses plenty of white space, so it reads well on any screen size
• The “See How It Works” call to action sets billing and delivery expectations early, which reduces support queries

8. Patagonia — The purpose-driven confirmation

Patagonia is an outdoor apparel brand with a strong sustainability focus. Its order confirmation email gets straight to the point with a clean layout and a seasonal hero image.

The email follows a clean, easy-to-scan layout, with key information highlighted at the top and order details organized further down. It also encourages customers to sign up for text delivery updates, making it easier to track their package without having to keep checking their email.  

What works in Patagonia’s confirmation

• The hero image is seasonal and on-brand, and it reinforces the brand identity
• The order number, shipping address, and payment method sit in a compact grid, which keeps the email concise
• The text updates prompt gives customers who didn’t opt-in during checkout a second chance to stay informed

For a deeper look at structuring these emails visually, the guide on email design covers the core principles. A review request email is a natural follow-up once the order has been delivered.

How to write an order confirmation email: 7 steps

Knowing how to write order confirmation emails that get the job done comes down to seven steps:

• Nailing the subject line
• Writing a strong preheader
• Leading with a clear heading
• Setting expectations in the description
• Laying out the order information
• Adding useful links
• Testing before you go live

Let’s look at these steps in detail.

Step 1: Write a subject line that confirms fast

Your subject line has one job — to tell the customer their order is confirmed. Customers open order confirmation emails because they need to verify their order, not because of a clever subject line.

Add a personal touch and be direct to build trust.

Here are 15 subject line options across six styles:

Functional and direct

• Order #[[ order.order_number ]] confirmed
• [[ contact.first_name ]], we have your order
• Payment received for order #[[ order.order_number ]]

Excitement-driven

• Yes! It’s confirmed
• Good things are coming your way
• Confirmation of a great order

Reassurance

• We’ve got it, your order’s in
• Your order is secure and on its way

Playful

• High five! Great choice
• Consider it done and dusted
• We’re already on it

For high-value orders

• Dear [[ contact.first_name ]], your order is confirmed
• Your investment is confirmed

Personalized

• [[ contact.first_name ]], your order is confirmed
• Thanks for order #[[ order.order_number ]], [[ contact.first_name ]]

Keep subject lines under 50 characters so they display properly on mobile devices. Use Omnisend’s subject line tester to check yours before sending.

Step 2: Use the preheader to set expectations

The preheader is the preview text that appears next to your subject line in the inbox. Most brands leave it blank or let it pull random text from the email. Use it to tell the customer what’s happening with their order instead.

Format: Your order is being prepared and will ship within 24 hours.

Step 3: Lead with a clear heading

Your email heading should reference the order number or confirm the order straight away for the customer’s convenience.

Format: Order #189178 confirmed — thank you, [[ contact.first_name ]]

Step 4: Set expectations in the description

The description should appear directly under your heading. Use it to tell the customer what happens next and when to expect their shipping notification. Keep it to two or three sentences. Avoid anything promotional.

Format: We’ve received your order and are getting it ready. You’ll get a shipping notification from us within 24 hours.

Step 5: Lay out the order information clearly

This is the core of your order confirmation email. Pull in the order details dynamically using Liquid placeholders so each email reflects the exact purchase. Include the product name, quantity, price, any discounts, subtotal, shipping cost, and order total.

Format: [[ order.line_items ]] / Subtotal: [[ order.subtotal_price ]] / Shipping: [[ order.shipping_price ]] / Total: [[ order.total_price ]]

Step 6: Add links that reduce support queries

A few well-placed links at the bottom of your order confirmation email can cut down on the number of customers who contact you unnecessarily. Keep it to the most useful ones and avoid anything that pulls attention away from the order details.

Useful links to include are:

• A “view your order” or “track your order” button
• A link to your support page or FAQ
• A “create an account” prompt for guest shoppers
• A link to your returns or refund policy

Format: [Track your order] [Visit our FAQ] [Create an account]

Step 7: Test before you go live

Send test emails to both a Gmail and an Outlook address before activating your order confirmation emails. Check that images load, links work, and the layout holds on mobile.

Also, make sure to turn off your ecommerce platform’s default order confirmation so customers don’t receive two emails for the same order. This applies whether you’re on a Shopify order confirmation email setup or using WooCommerce order confirmation emails. 

Format: Send test → check Gmail → check Outlook → check mobile → disable platform default → go live

Order confirmation email design: What works and what doesn’t

Good order confirmation email design comes down to four things:

• Leading with the order number
• Setting delivery expectations above the fold
• Using a mobile-first layout
• Including exactly one contextual call to action

Let’s start with the most important one.

Mobile-first formatting

Most customers open order confirmation emails on their phones. A layout that looks clean on desktop but breaks on mobile is failing the majority of your audience.

Keep your layout to a single column, set your body text to at least 14px, and make sure every button is at least 44px tall so it’s easy to tap. Set spacing between elements to 20px maximum to keep things from feeling cramped.

The difference between a cluttered and a clean layout is immediately obvious when you see both side by side:

Accessibility

Not every customer reads your email the same way. Some use screen readers, which read out the alt text on your images and work through your content from top to bottom.

Add descriptive alt text to every image so screen reader users get the same information as everyone else. Use descriptive language on your CTA buttons, too. “View return policy” tells a screen reader user exactly what to expect. “Click here” tells them nothing.

Also, always include a plain-text version of your email as a fallback for email clients that don’t render HTML.

Brand consistency

Your order confirmation email should look like an extension of your store. Use your logo, match your brand colors, and stick to the same font family you use on your website.

A confirmation email is often one of the first post-purchase interactions a customer has with your brand. If it feels generic or doesn’t match the look and tone of your business, it can leave customers feeling uncertain about their order. 

 Keeping an eye on email marketing metrics like open rate and click-to-conversion will tell you whether your design changes are making a difference.

Here’s a quick reference for the most common order confirmation email design decisions:

Do/Don’t table

Order confirmation email metrics: What good looks like

Order confirmation emails are the best-performing automation type in ecommerce.

According to Omnisend’s 2026 ecommerce marketing report, they averaged a 53.99% open rate in 2025. That’s higher than any other automation type, including welcome emails, abandoned cart emails, and back-in-stock notifications.

Their click-to-conversion rate came in at 14.25%, which means roughly one in seven customers who clicked went on to complete another action. The average order confirmation email generated $1.60 per send.

These numbers highlight that customers are highly engaged at the moment your order confirmation email lands. They’ve just spent money, and they want to know everything went through correctly. That’s a window you can use well or waste.

Here’s how order confirmation email benchmarks compare across key email marketing metrics:

Omnisend’s analytics dashboard tracks all of these metrics in one place. The order confirmation feature lets you track open rates, clicks, and conversions against these benchmarks directly.

Conclusion

A good order confirmation email doesn’t need to be complicated. The five order confirmation email templates in this guide cover the most common store voices, so there’s a solid starting point regardless of your brand’s tone.

Just get your writing and design right. Small details like starting with the order number, setting delivery expectations early, and keeping the layout clean on mobile all add up over time.

The next step is automation. Sending your order confirmation email automatically at the right moment is what turns a one-time purchase into the start of a longer relationship.

For a full breakdown of the tools that make this possible, see the guide on the best tools for order confirmation automation.

Frequently asked questions

What is an order confirmation email?

An order confirmation email is the transactional message a customer receives immediately after completing a purchase. It confirms the order went through, details what they bought, the total paid, and where it’s being shipped.

How do you write an email to confirm an order?

You can start with a subject line that includes the order number. Open with a heading that confirms the order, then list the order details, shipping address, and payment method. Close with one call to action, such as a “track your order” button.

Is an order confirmation email considered a receipt?

Not exactly. An order confirmation records that the order was placed, while a receipt is the financial record of the transaction.

What is the difference between an order confirmation and a receipt?

An order confirmation is sent right after a purchase to record that the order was placed. A receipt is sent after payment is fully processed and serves as the official financial record of the transaction. A confirmation says the order is in. A receipt says the payment is done.

How do you ask a customer to confirm an order?

You can send a direct email with the order details and a clear call to action asking them to verify. Make sure your email includes the order number, itemized products, and a reply or confirmation button so they can respond quickly 

How do I know if an order confirmation email is a scam?

A genuine order confirmation email is usually sent from the brand’s official email domain, which should match the store’s website. This helps verify that the message is coming from the retailer you purchased from.  It includes a real order number and specific product details. 

Why is my order confirmation email going to spam?

Order confirmation emails go to spam when the sender domain isn’t authenticated properly. Make sure your domain has SPF, DKIM, and DMARC records set up. Always send from a branded domain rather than a generic address.

What is a purchase order confirmation email?

A purchase order confirmation email confirms that a seller has received and accepted a buyer’s purchase order. It includes the PO number, itemized products, pricing, payment terms, and expected delivery date. Template 4 in this guide is a ready-to-use purchase order confirmation email template for exactly this scenario.

When should a business send a purchase order confirmation email?

A purchase confirmation email should go out as soon as the order is placed and payment is received. For B2B purchases, include the PO number, itemized order details, payment terms, and an expected delivery window.