Why only US and Australia?
OuterSignal enriches customer profiles using publicly available data, and we operate only in markets where we can do so in full compliance with local privacy regulations and legal requirements. The United States and Australia are the two markets where we've confirmed our data practices align with those requirements.
Expanding to additional countries isn't as simple as flipping a switch — each new market requires a thorough compliance review to ensure our data practices meet that region's privacy laws. GDPR in the EU, for example, places strict limitations on how consumer data can be collected and used, even when that data is publicly available. We take compliance seriously and won't expand to a new market until we're confident we can do so correctly.
What this means for your business
If most of your customers are in the US or Australia
OuterSignal will work exactly as expected. Your Signal Feed will reflect the vast majority of your customer base and your Personas will be built from a representative sample.
If you have significant international volume
Your qualifying customer count in OuterSignal will be lower than your total Shopify customer count — sometimes significantly. This is expected. The customers you do see will be fully enriched and accurate — OuterSignal just can't yet cover the rest.
A few things worth knowing if you're in this situation:
Your Personas reflect your US + AU customers only — not your global customer base. If your international customers have meaningfully different demographics or preferences, keep that in mind when using personas to inform product or marketing decisions
Your Signal Feed metrics reflect US + AU only — LTV, AOV, and repeat rate shown in OuterSignal are calculated from the customers OuterSignal has processed, not your full Shopify customer base
Backsearch pulls US + AU customers only — running a historical data pull will bring in past US and AU orders but will still exclude international customers