Excluded B2B customers from loyalty program
This guide explains how to exclude B2B customers from Joy Loyalty programs to focus rewards on direct-to-consumer (DTC) customers.
This feature is available on Advanced and Ultimate plans.
This page covers turning on the Exclude B2B filter and syncing B2B status. For exactly how excluded B2B customers behave (earning, redeeming, widget visibility, what's kept), see Member enrollment.
What is this feature
The B2B customer exclusion feature in Joy Loyalty automatically prevents customers marked as B2B in Shopify from participating in your loyalty program. When a customer is designated as a B2B customer through Shopify's company management, Joy Loyalty will prevent them from:
- Joining your loyalty program
- Earning points on purchases
- Redeeming points for rewards
- Accessing tier-based privileges (if you have VIP tiers enabled)
This ensures your loyalty program remains focused on retail customers while maintaining separate pricing and discount structures for your business customers.
Requirements before using this feature
To use the B2B exclusion feature, you need:
- Joy Loyalty on the Advanced or Ultimate plan
- A Shopify store with B2B enabled. Since April 2, 2026, Shopify has made key B2B features available on non-Plus plans (opens in a new tab) (Basic, Grow, Advanced), so you no longer need Shopify Plus to use this feature
- New customer accounts enabled in your Shopify admin (Settings → Customer accounts)
- At least one B2B customer assigned to a company in your Shopify admin
Why use this feature
B2B customers typically receive special pricing, bulk discounts, or customized contractual terms. Including these customers in your loyalty program could potentially:
- Allow B2B customers to stack loyalty discounts on top of negotiated B2B pricing
- Create pricing inconsistencies in your business model
- Impact your store's revenue and profit margins
- Create confusion between B2B and DTC purchasing processes
By excluding B2B customers, you maintain clear separation between your loyalty program for individual shoppers and your business customer relationships.
Setting up B2B customer exclusion
You turn this on with the Exclude B2B customers checkbox in the Membership enrollment card, then optionally sync customer data to make sure all B2B designations are current.
Tick the Exclude B2B customers checkbox
- From your Shopify admin, navigate to Apps > Joy Loyalty
- In the left sidebar, click on Settings
- Select the General tab
- Find the Membership enrollment card
- Below the three enrollment modes (Auto-enroll / Customer opt-in / Manually assigned), tick Exclude B2B customers — "Only direct-to-consumer customers can join"
- The first time you tick it, Joy asks you to grant company information access — approve it so Joy can detect B2B customers
- Click Save changes
The checkbox works on top of Auto-enroll or Customer opt-in. It's hidden in Manually assigned mode (you're already picking members by hand). If the checkbox is greyed out, check the requirements above — it needs Advanced/Ultimate, new customer accounts, and a Shopify plan that supports B2B.
Sync customer B2B status
To ensure Joy Loyalty has the most current information about which customers are part of B2B companies:
- Go to Membership → B2B programs → Partner tier (the Partner tier programs page)
- Click Sync B2B data from Shopify at the top of the page to update the B2B status and company information for all customers
- The page will display when the last sync occurred and how many customers were updated
Once synced, any customer associated with a company in Shopify will be automatically excluded from your loyalty program.
How excluded B2B customers behave
Once the filter is on, excluded B2B customers can't join, earn, or redeem, and loyalty content is hidden for them — while their existing points and tier are kept, just frozen. It only affects customers assigned to a company in Shopify; your DTC customers are unchanged.
For the full breakdown (widget, checkout blocks, what happens when the company role is removed), see Member enrollment.
FAQs
Q: Will this feature impact my draft orders?
A: When you create draft orders for B2B customers, these orders will not earn loyalty points once the feature is enabled.
Q: How often should I sync B2B customer data?
A: Joy updates a customer's B2B status instantly whenever Shopify assigns or removes a company role — no action needed for individual changes. There is no scheduled background sync, so after bulk company changes in Shopify, run Sync B2B data from Shopify manually (Membership → B2B programs → Partner tier).