Loyalty & Rewards Software Market Share & Usage Statistics (2026)

Loyalty software runs points, tiers, referral rewards and VIP programs for online stores, usually as an app that adds a rewards widget and an account panel to the storefront. Smile, Yotpo Loyalty & Referrals, LoyaltyLion and BON Loyalty are typical examples. We detect a loyalty or rewards tool on about 126,000 live websites across 51 tools, and most of the top rows are Shopify apps.

Smile, formerly Sweet Tooth. It runs on about 48,800 of the roughly 126,000 live websites where we detect a loyalty or rewards tool, about 39% of the category. The second row, Appstle at about 17%, is Appstle's subscriptions app rather than a loyalty program, so the next real loyalty vendors are Yotpo Loyalty & Referrals at about 7.7% and LoyaltyLion at about 4.9%.

At the time of writing Smile has a free plan for up to 200 orders a month, then Essential at $15 a month, Standard at $79 and Growth at $199, each with a monthly order allowance, plus Smile Plus at $999 a month on annual billing. Pricing scales with order volume, so a store's monthly orders, not its customer count, decide the plan.

Both run points and referral programs for online stores. Smile is far larger in our crawl, on about 48,800 domains to Yotpo Loyalty & Referrals' 9,700, and sells loyalty on its own with a free entry plan. Yotpo Loyalty, formerly Swell Rewards, is part of Yotpo's wider suite alongside its reviews product, which suits stores already buying from Yotpo. Both lost domains over the latest 30 days.

Smile, by a wide margin. It runs on about 48,800 domains against LoyaltyLion's 6,200, nearly eight times as many in our crawl. LoyaltyLion supports Shopify, Magento and BigCommerce, while Smile's free plan makes it the usual first loyalty app for small Shopify stores. LoyaltyLion has been steadier recently, losing about 5% of its base in the latest month against roughly 13% for Smile.

Not in our data. Appstle makes several Shopify apps, and the Appstle row in our loyalty table is matched on the script of Appstle's subscriptions app. Its roughly 21,400 domains are stores selling subscriptions or subscribe-and-save products, not stores running an Appstle points program. That row is about 17% of the category, so read the loyalty ranking with it set aside.

Few, over the latest 30 days: Marsello leads with about 260 net domains and nothing else adds more than a handful. Over 90 days Joy added about 3,400 and Premio Coupon X about 1,700, but most of each arrived as first detections inside that window rather than adoption. The established apps, Smile, Yotpo, LoyaltyLion and BON Loyalty, are flat to down on both windows.

It's losing domains in our crawl. Smile lost about 5,000 net over the latest 30 days and about 4,200 over 90, with roughly 13% of its base dropping in a month, the largest decline in the category. Dropped means the script stopped appearing, which for a Shopify app is an uninstall or a closed store, and we have no switching data showing where those stores went. It still holds about 39% of the category.

Usually not until repeat purchases matter. A points or referral program pays off when customers buy more than once, so it suits consumables, fashion and subscriptions better than one-off purchases. Small Shopify stores can start free: Smile's free plan covers up to 200 orders a month. Below that volume, a welcome discount and a post-purchase email are simpler to run and measure.