It has been shown previously that the transverse momentum dependent (TMD) factorization of heavy quarkonium production requires a TMD shape function. Its perturbative tail can be extracted by matching the cross sections valid at low and high transverse momenta. In this article we compare the order-αs TMD expressions with the order- {alpha}_s^2 collinear ones for J/ψ production in semi-inclusive deep inelastic scattering (SIDIS), employing nonrelativistic QCD in both cases. In contrast to previous studies, we find that the small transverse momentum limit of the collinear expressions contains discontinuities. We demonstrate how to properly deal with them and include their finite contributions to the TMD shape functions. Moreover, we show that soft gluon emission from the low transverse momentum Born diagrams provide the same leading order TMD shape functions as required for the matching. Their revised perturbative tails have a less divergent behavior as compared to the TMD fragmentation functions of light hadrons. Finally, we investigate the universality of TMD shape functions in heavy quarkonium production, identify the need for process dependent factorization and discuss the phenomenological implications.
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