Deliver better retention, stronger relationships, and long-term customer value

Joy is a Shopify loyalty platform that helps brands turn buyers into loyal customers. Trusted by 15,000+ merchants, Joy makes it easy to build strong relationships and grow through better retention.

4.9/5

rating on Shopify

32+

countries have

daily active users in Joy

37+

powerful integrations

Our Mission

To help Shopify brands build lasting customer relationships that fuel sustainable growth through loyalty programs that feel meaningful, personal, and truly connected to how your business runs.

We're not just a tool. We're your retention expert—walking alongside you as a true partner, with real strategies, real support, and real outcomes.

Our vision

We envision a future where loyalty is no longer an afterthought - but a core growth engine for every brand. Our goal is to become the gold standard in loyalty solutions, helping merchants around the world generate $1 billion in long-term value by building lasting customer relationships.

With trust at the center, Joy aims to lead the shift from transactional to relationship-driven commerce.

Meet the CEO of Joy

"Loyalty isn't something you buy — it's something you build. Every relationship starts with trust, grows with care, and lasts when you never stop showing up for your customers. That's why we created Joy, to walk this journey with you."

Thomas Nguyen

CEO, Joy loyalty

Our Team & Culture

We believe great products are built by people who care — about your business, your customers, and about every small detail that makes loyalty feel personal. We’re a team of retention experts, builders, and brand believers who stay close to the people we serve. We move fast, stay humble, and never forget that our best work starts by listening. When you grow, we grow — and that’s the culture we show up with every day.

Powering retention with a fully-connected Shopify ecosystem

Joy is more than a loyalty app — it’s a key part of a retention-first ecosystem built to help Shopify merchants grow stronger customer relationships and sustainable revenue.

Integrations

Connect with 37+ tools to run loyalty campaigns across your entire store

Partner Network

Flexible integrations and open API access to meet your evolving needs

App Marketplace

Find tools that extend your loyalty program — all within the Avada ecosystem

Strategic Programs

Support for referrals, subscriptions, and growth-focused retention campaigns

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.

Learn more about Joy