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Contextual conditions allow you to control when a merchandising rule applies based on visitor session data. Using JSON Logic expressions, you can target specific audiences with tailored merchandising strategies.

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How contextual conditions work

Contextual conditions are evaluated at request time against session context data including:
  • Geographic data: Country, state/province, city
  • Customer attributes: Customer tags, account status, purchase history
  • UTM parameters: Marketing source, medium, campaign
  • Device information: Device type, operating system
  • Shopping channel: Online store, mobile app, etc.
The system uses JSON Logic to evaluate conditions. If a rule’s conditions evaluate to true for the current session, that rule is applied. Rules without contextual conditions always match and act as default/catch-all rules. When multiple rules target the same collection, rules with contextual conditions are always evaluated before default rules. This ensures that a more specific conditional rule is never blocked by a default rule, regardless of creation order.

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JSON Logic examples

Target US visitors: 
{
  "==": [
    {"var": "geo.country"},
    "US"
  ]
}
Target mobile users in California: 
{
  "and": [
    {"==": [{"var": "geo.state"}, "CA"]},
    {"==": [{"var": "device"}, "mobile"]}
  ]
}
Target visitors from specific marketing campaigns: 
{
  "in": [
    {"var": "marketing_campaign"},
    ["summer-sale", "holiday-promo"]
  ]
}
The contextual conditions form in the dashboard provides a user-friendly interface for building these JSON Logic expressions without writing code directly.

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Case sensitivity

String-based condition operators (contains, does not contain, begins with, does not begin with, ends with, does not end with) are case-insensitive. A condition matching “klaviyo” will also match “Klaviyo” or “KLAVIYO”. This applies wherever contextual conditions are evaluated, including merchandising rules, search rules, sort orders, and block rules.

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Use cases

Geographic merchandising: Show region-specific products or promotions based on visitor location. Campaign-specific merchandising: Display different product arrangements for visitors arriving from specific marketing campaigns. Device-optimized merchandising: Adjust product ordering based on device type for optimal mobile or desktop experiences. Customer segment targeting: Show VIP customers different merchandising than first-time visitors.

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See also