Shopify introduced custom metafields, which can be used to store additional information for products, pages, or other content types. However, I rarely use metafields for storing key page information. There are several reasons for this:

• Complexity and Maintenance: When input pages become cluttered with custom metafields, managing and maintaining this data can be challenging, especially for non-technical users.
• Backup and Migration Issues: Backing up data stored in custom metafields can be difficult without the assistance of a specialist. During platform outages—such as the one Shopify experienced in April 2021—many major clients considered migrating their stores to alternative platforms. If the site’s data adheres to Shopify’s default structure, migration is generally straightforward, as most tools are designed to support standard CMS content. Clients with robust backup strategies in place were able to transition more smoothly.
• Migration Tool Limitations: Developers of migration tools typically rely on the default semantics and data structures of each CMS. As a result, if a store heavily depends on custom metafields for essential information, migration to other platforms becomes more complex and risky.

Given these challenges, my preferred approach is to use custom templates and custom blocks for specialized page content. Store administrators can access and manage these through the theme configuration, rather than editing directly within the Shopify dashboard input pages. While this method may require some initial training for store admins, it offers greater stability and flexibility in the long term.

Where does that custom data go if we need it later? It’ll still be in our theme folder. It’s a good idea to set up regular backups using Git and hooks, just to be safe. If you’re used to working with Shopify development, you’ll find this process familiar and straightforward.

Typical Use of Custom Metafields:

Custom metafields are best reserved for specialized or supplementary data, such as nutritional information in food and beverage stores. Although this information can be placed in the product description, separating it into metafields is advantageous—especially when products have multiple variants and need structured, variant-specific details.

In summary, while metafields are a powerful feature in Shopify, using them thoughtfully is crucial. For core page content, sticking to default fields and leveraging custom templates ensures easier maintenance, smoother migrations, and a more reliable long-term setup.