Introduction: loyalty points are now table stakes
In ecommerce in Japan, a points programme is not a promotional extra — it functions as a second currency and is effectively essential infrastructure. More than 90% of consumers actively collect points as part of everyday life. This article explains what a points programme does for you and compares seven popular Shopify apps, so you can choose the right one for your store.
Why bother? Four benefits of offering points in a Shopify store
1. Repeat rates improve dramatically
Retention is the hardest problem in ecommerce: more than 80% of new customers buy once and never return. In one case, a points programme doubled the repeat rate. Points give customers a strong reason to come back, and that return visit is the first step towards an ongoing relationship.
2. Lifetime value rises
A points programme raises substantially what a customer spends with you over their lifetime. One study found that loyalty programme members spend 72% more than non-members and buy three times as often. Points are an investment in the future: they nurture relationships with your best customers and push both purchase frequency and order value up.
3. You collect reviews, and your store becomes more credible
Points do not have to reward purchases alone — they can reward actions such as leaving a review. In one case, offering points for reviews increased review volume sixfold. That user-generated content acts as social proof, attracting new customers and creating a virtuous circle.
4. Essential equipment for competing in Japan's points economy
Collecting points is its own culture in Japan, and most consumers simply expect to earn them. Without a points feature, you may not even make it onto a shopper's shortlist. To compete in the Japanese market, a points programme is no longer optional.
Seven recommended Shopify points apps compared
Shopify has a great many points apps, and they differ considerably in features and pricing. Here are seven, chosen carefully, ranging from Japanese apps built around local commercial practice to global standards. Compare features and prices and find the one that matches your store's size and goals.
easyPoints: the classic, built exactly for commerce in Japan
Developed in Japan and carrying Shopify's Built for Shopify accreditation for quality and reliability, easyPoints is the leading app of its kind. It uses the direct-discount model familiar from the large Japanese marketplaces: points apply straight to the cart or checkout as a discount, with no coupon exchange step in between, which makes for a seamless experience. Membership tiers, bonus campaigns, Shopify POS and LINE integration are all included. Installation is simply a matter of adding an app block in the theme editor.
VIP: an enterprise app for serious CRM and OMO
A high-end app for mid-sized and large businesses building a sophisticated loyalty programme. Its strength is a consistent customer experience across your online store, your physical stores (Shopify POS) and your own mobile app (Appify). It too uses the direct-discount model familiar from major Japanese ecommerce sites. Detailed membership tiers and referral programmes are among its advanced features. Adoption requires creating a custom app in Shopify for the API integration, so some technical knowledge or support is needed.
MR.POINT: the app to have when migrating points during a replatform
A Japanese app that is particularly reassuring for businesses moving to Shopify from another platform such as EC-CUBE. It includes point migration, which is critical for keeping customers through a replatform. Calculating points on the pre-tax amount and automatic tier upgrades are among the details tuned to Japanese commercial practice. Points are used through the direct-discount model, with the customer entering the number of points on the cart page, so there is no friction. Setup is done from the app admin with no coding.
PoingPoing: excellent value, with reviews built in
A distinctive Japanese app that combines points with product reviews. Its great attraction is the flat price of $20 a month regardless of how many customers you have — outstanding value. It is easy to set up automatic points for leaving a review, driving repeat business and credibility at the same time. Note that points are used through a coupon-exchange model: they are converted into a coupon first. Shopify POS is supported.
KINCHAKU: a membership card delivered to the phone, no app required
An inventive app that uses the wallet built into every phone (Apple Wallet and Google Wallet) rather than making customers download something. Scanning a QR code after a purchase issues a digital membership card instantly — a frictionless experience for the customer. Importantly, points use a coupon-exchange model: they are converted into a coupon code before being applied. Integration with POS systems such as Smaregi supports serious OMO work.
Dokopoi: marketing automation through Shopify Flow
A comprehensive Japanese points app with a strong reputation for support. Its powerful Shopify Flow integration automates advanced tactics such as awarding points automatically on a customer's birthday. It uses the direct-discount model Japanese customers are used to, so points apply seamlessly on the cart page. OMO features are well covered too: Shopify POS, and Smaregi via Omni Hub. Installation is simply a matter of adding an app block in the theme editor.
Smile: Loyalty & Rewards, the global standard used by over 100,000 stores
Used by more than 100,000 stores worldwide and carrying Built for Shopify accreditation, Smile is one of the most popular loyalty apps anywhere. It offers three core features: points, VIP tiers and referrals. Note that it uses a coupon-exchange model — points are converted into a coupon code before use — which is a different experience from the direct use Japanese customers expect. It is dependable and simple to configure, but the admin is in English. It suits stores focused on selling abroad or integrating with tools from outside Japan.
Summary: choose the app that matches your size and your goals
A points programme is a powerful way to grow repeat business and lifetime value, but success depends on choosing an app that matches your goals and the experience you want to give customers.
If a seamless purchase experience like the big Japanese marketplaces is the priority, a direct-discount app such as easyPoints or Dokopoi is your first choice. If you are migrating from another platform and must carry existing point balances across, MR.POINT and its migration feature is the only real option.
If value for money comes first and you want to strengthen review collection at the same time, PoingPoing, with its flat price regardless of customer count, is ideal for a growing store. For an advanced OMO strategy built on a digital membership card that needs no app, KINCHAKU; and for global-standard functionality and integration with tools from abroad, Smile. Choose the app that fits your strategy.
