Key points
Rampant Hearts surged eight points clear of Celtic at the top of the Scottish Premiership to bolster their early title credentials and worsen the struggles around the Celtic team.
Alexandros Kyziridis' fine strike and a spot-kick from Shankland gave the Hearts team a 3-1 lead that the title holders could not recover from.
The young defender - one of three youngsters in the Celtic starting lineup - scored an own goal early on to put the home side ahead at a bouncing their home ground, and it was the youngster's infringement that led to the spot-kick.
A stylish finish from McGregor of the season had quickly cancelled out Hearts' opener, and Benjamin Nygren almost put Rodgers' team in front, opting for finesse over power and allowing the Hearts keeper to make a crucial stop.
But Derek McInnes' irrepressible Hearts seized control again to hand Celtic to back-to-back losses for the first time since last year.
It also gives the Hearts a significant lead at the summit.
The previous occasion they were so far clear was in 2005-06 under George Burley, when they ultimately finished second - one of just four occasions that a team has not secured the title having held such a lead in the last three decades.
The Hearts coach, whose former team were second to Celtic on multiple times, has been at pains to play down title talk, as Hearts seek their maiden league title since the 1960s.
Rodgers has experienced this previously at Celtic - both perfect and shaky beginnings to a season. He's never ended as runner-up.
But on Sunday's evidence, this Hearts team showed they deserve serious consideration.
Hearts started with the self-assurance of a side undefeated in the league this season - fans' favourite Kyziridis poked a cross in for Shankland to fire off target.
The Glasgow team didn't help themselves with some uncharacteristic carelessness in possession and they buckled under their initial test.
A headed effort from Braga was touched on to a post by Kasper Schmeichel and Shankland's return ball was diverted goalwards by the unfortunate Murray, in for the injured Cameron Carter-Vickers.
The away side grew into the contest and started stringing passes together. From a flowing attack, the midfielder released the full-back to square for the captain, who rolled in.
Apart from the Nygren chance, Celtic struggled to create much for striker Kenny or his substitute Yamada amid the absence of injured forwards their key strikers.
Hearts regained their intensity and versatility in attacking from across the final third. Kyziridis, a standout performer of the club's scouting network, fired a low shot past the goalkeeper from the just outside the area.
Almost straight away, Murray tripped Braga in the inside right channel and Shankland converted. And it could've been an even more handsome win, had replacement Ageu not been stopped by Schmeichel.
The visitors' performance after the break was somewhat summed up in two incidents involving big-money recruit Engles.
The set-piece from Engles delivery was in stark contrast to his midweek exploits in the continental victory over Sturm Graz and the national team player was then booked for a professional foul.
Hearts head coach Derek McInnes: "The effort from the squad is evident, the team spirit. That's not always enough to win games week in, week out.
"Our strength lies in, is good technical ability. You're witnessing it from a lot of players who have been here before. Recent additions are eager to show that.
"We're in a positive moment at the minute, but it's only three points. It's crucial for us to maintain this form. We've got loads to do, plenty to improve. Following the initial fixtures is typically a benchmark of your standing."
The Celtic boss: "It's a really poor goal from our perspective. We didn't move when the ball went back as a line so when they play it, they ought to be caught offside but weren't. We have got to improve with the shot.
"There's still so many points to play for. It's only the beginning. It's just nine matches. Obviously, being eight adrift is not ideal. The comfort is there's so many games to play.
"Our attention must turn on the present and look to achieve greater stability and better performance in our play."
The Glasgow club are returning to their stadium on midweek against promoted side Falkirk (19:45 GMT). At the identical hour in the top division, the Edinburgh outfit are at St Mirren.
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