You can now prevent specific customers from participating in your loyalty program by excluding them using Shopify customer tags.

This feature allows you to prevent specific customer groups from earning or redeeming rewards, while keeping their customer records intact.

What’s changing

You can now define customer eligibility using Shopify tags:

• Customers with excluded tags will no longer be able to earn or redeem points
• Excluded customers will not see loyalty content after logging in, aside from a dedicated exclusion message
• Any active referral links owned by excluded customers are deactivated, and referred friends will not receive referral rewards
• Excluding a customer does not delete their profile and can be reversed at any time

If an excluded customer is not logged in, the loyalty program may still be visible. Logging in triggers the exclusion flow and restricts access.

This feature is included in the Growth and Professional plans. Merchants on Free Forever and Basic plans can unlock it as a paid add-on for $10/month.

Why this matters

Excluding customers by tag gives you greater flexibility in managing your loyalty program without manual intervention. It’s especially useful for internal users, wholesale buyers, partners, or other customer segments that shouldn’t participate in rewards. By using Shopify tags, you can automate eligibility rules while keeping your loyalty program easy to manage.