The continued journey of help building long-lasting business
Building Joyful Loyalty for 10,000+ Brands Worldwide
We earned our reputation in the Shopify market with Avada SEO Suite and other top apps. We understood that SEO is a stable way to grow business—not fast, but sustainable. Over time, we saw ad costs skyrocketing and merchants burning money trying to acquire new customers.
Then we had a realization: loyalty could be the retention equivalent of SEO. Just like SEO provides stable, long-term customer acquisition, loyalty programs can be the stable, long-term way to keep them. What if we could help brands build lasting relationships with customers they already have? That question became Joy Loyalty.
Why We Built Joy
Back in 2017, we started building Magento 2 extensions under Mageplaza with over 200+ extensions, including one for loyalty and rewards. Then we discovered Shopify and its amazing ecosystem which is the future of eCommerce, and decided to embark on our next adventure.
We founded Avada Commerce, the team behind top Shopify apps you may love including Avada SEO, Chatty, Air Reviews, Avada PDF Invoice, and SEOon Blog. Through these apps, we learned what merchants truly needed—not just software, but a partner who genuinely cares.
Through helping thousands of merchants grow their businesses, we witnessed a painful trend: ad costs were skyrocketing. Brands were pouring fortunes into acquiring new customers, only to lose them just as quickly. The cost of acquisition kept climbing while customer lifetime value stayed flat. Merchants were stuck on an expensive treadmill—and we knew there had to be a better way.
"Just like SEO is the stable, long-term way to acquire customers, loyalty should be the stable, long-term way to keep them."
Most loyalty programs were treated as afterthoughts—clunky, disconnected, transactional. We wanted to build something different: a product with great support, great flexibility, and seamlessly extendable with your existing stack. Something that compounds over time. What if instead of pouring money into ads, brands invested it back into their customers? Rewarding loyalty, encouraging referrals, and staying top of mind—not through paid impressions, but through genuine relationships that drive both retention and growth. That vision became Joy in 2021.
Our core DNA is customer support. We are known across the Shopify ecosystem for being willing to go the extra mile—because at the end of the day, we are a Software as a Service company. We sell service, not just software.
Today, Joy powers loyalty for over 10,000 merchants across 32+ countries. But our mission hasn't changed: help brands turn one-time buyers into lifelong customers, backed by support that truly cares.
Thomas
CPO & Co-founder @ Joy Loyalty
From 0 to 10,000+ Merchants
Every step of our journey has been shaped by the merchants we serve and the relationships we've built along the way. Constant development and improvement are at the core of everything we do—we never stop evolving to serve you better.
The Beginning
Joy was founded with a simple mission: help Shopify brands build lasting customer relationships through meaningful loyalty programs. We began with an MVP and built up along the way based on customer feedback.
Rising Star
Became a rising star in the loyalty program category with a simple yet effective solution supporting both online and offline experiences. Featured at Shopify Unite 2022.
Growing Ecosystem
Expanded our app with powerful integrations, connecting Joy with the tools merchants already use. Reached merchants across 20+ countries worldwide.
Raise for Shopify standard bar
Deeply integrated with Shopify's ecosystem through App Embeds, Shopify Functions, Shopify Metafield and Shopify Flow—making Joy feel like a native part of Shopify.
Power & Flexibility
Enriched functionality with multiple touchpoints, enhanced UI, and flexible program configurations. Extended our system with comprehensive API, webhooks, and SDKs for ultimate customization.
Built for Shopify
Earned the prestigious Built for Shopify badge, recognizing our commitment to quality, performance, and seamless integration with Shopify's platform.
Loyalty Pages Launch
Launched dedicated loyalty pages, giving merchants a beautiful, branded space to showcase their rewards program and engage customers.
UX & Performance Revamp
Completely revamped the app experience with improved UX, faster performance, and a more intuitive interface—making it easier than ever for merchants to manage loyalty.
Maximum Flexibility
Decoupled Joy's architecture to maximize flexibility, empowering merchants to craft any loyalty program they envision with enhanced APIs, deeper Shopify Flow integrations, and seamless third-party connections.
Brand-First Focus
Continuing our commitment to constant development with enhanced brand customization, giving merchants more control over how their loyalty program looks and feels.
The flexible toolkit for building loyalty your way
You know your customers and business better than anyone. Joy gives you the flexible toolkit to build exactly the loyalty experience you need—integrated with your entire Shopify ecosystem.
Flexible Points Program
Customize your loyalty program with flexible rules and rewards that adapt to your business needs
Shopify Metafield Integration
Leverage Shopify metafields for advanced customer segmentation and personalized loyalty experiences
Shopify Flow & Beyond
Easily connect with Shopify Flow to automate workflows and fulfill any use cases for your business
API & JS SDK
Powerful API and JavaScript SDK for custom integrations and advanced implementations
Ecosystem of Apps
Connect with in-house and external apps for use cases beyond loyalty—from subscriptions to reviews
37+ Integrations
Connect with email marketing, reviews, subscriptions, chat apps, Klaviyo, Omnisend, and more
Shopify Extensions Friendly
Built on Shopify's tech stack—Functions, Checkout UI, POS extensions, cart validations, and more
Excellent Support
Dedicated support team ready to help you succeed. We're known for going the extra mile
Built by the developers team behind these beloved apps
10 years of eCommerce solutions and 6 years of Shopify apps — and still enjoy every bits of it
Want to see how Joy helps brands boost retention?
While this page isn't about features, you can always explore how Joy works or reach out when you're ready.