What Toki does

Toki is a Shopify-native SaaS loyalty and retention platform founded in 2022 and headquartered in Plainfield, United States. It serves direct-to-consumer merchants on Shopify (with adjacent support for WooCommerce and Magento via custom integration) by consolidating four program modules — points/tiers/redemptions, paid memberships, referrals and affiliates, and digital wallet passes (Apple Wallet and Google Wallet) — into a single 1-click-install app. The platform is built as a JavaScript/web-based extension on Shopify's API, with server-to-server tracking for affiliate and referral attribution, 25+ native third-party integrations (Klaviyo, Gorgias, Attentive, PostScript, Okendo), visual workflow automation, advanced boolean segmentation, and omnichannel coverage across online store and POS via QR code authentication. Supporting modules include communities (Spaces), gamification (challenges and badges), social rewards, cashback, a visual email template editor, and analytics reporting. Co-founders Elise DeCamp (Chairwoman) and Nikita Tolkachev (CTO) lead the company, which claims 500+ Shopify stores, 15M+ end customers served, and a 5.0-star rating on the Shopify App Store across 80+ reviews.

Toki operates a freemium product-led growth model with four published tiers: Free ($0/month, up to 1,000 orders/month), Pay as You Go ($49/month plus $0.15 per order above 1,000), Growth ($299/month, up to 3,000 orders), and Power ($599/month, up to 5,000 orders), with custom enterprise pricing above 5,000 orders/month. Revenue is generated primarily via recurring SaaS subscriptions with a usage-based overage component on the Pay-as-You-Go plan. Distribution runs primarily through the Shopify App Store and the company's own website (buildwithtoki.com), with sales-assisted demos via Calendly for mid-market and custom-integration prospects. The company appears bootstrapped or privately funded, with no disclosed investors, funding rounds, or parent organization in the source material. Named case-study customers span food and beverage (GardenCup, GOAT, Dr. Jen's), footwear (ANOTHERSOLE), body care (SACHEU Beauty, For Them), retail/health (Harmon Discount), apparel (Seager Co., Kenny Flowers, Lalo, RAIZE Cookies), and packaging (Lunchbox Packs), with reported customer outcomes including 94.6% repeat purchase rates among paid members, 3.2x higher lifetime spend, and 87.8% repeat rate (vs. 12.4% for non-members).

Name

Toki

Legal name

Toki

Website

https://buildwithtoki.com

Company type

Private

Founded year

2022

Operating status

Operating

Headcount range

1–10 employees

Short description

Toki is a Shopify-native SaaS loyalty platform founded in 2022 that helps direct-to-consumer e-commerce merchants consolidate points, paid memberships, referrals, and digital wallet passes into a single retention app, serving 500+ Shopify stores across multiple verticals.

Ownership category

akta.pro rank

Product category

E-commerce Loyalty Software

NAICS

Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)

SIC

Services-Computer Programming, Data Processing, Etc. (7370)

akta.pro primary industry

Price Comparison, Deals, Cashback & Loyalty Shopping Platforms (BPAMAGAH)

Keywords

• Loyalty platform software
• Shopify loyalty app
• Customer retention software
• Rewards program management
• Digital wallet passes

Headquarters

HQ city

Plainfield

HQ country

United States

HQ region

North America

Markets served

GTM type

B2B

Offering type

Software

Cost components

Personnel, Technology or R&D, Marketing or Sales, Operations, Infrastructure

Revenue model

1. SaaS Subscription (Platform Fees): Toki generates revenue primarily from monthly SaaS subscription fees charged to merchants based on their plan tier. Higher-volume plans charge higher flat monthly fees, with the free plan offering limited functionality. No per-order fees on Growth plan; Pay as You Go plan charges $0.15 per order above 1,000/month. Enterprise accounts receive custom pricing.
2. Platform Take Rate (Order Overages): On the Pay as You Go plan, Toki charges $0.15 per additional order beyond the included 1,000 orders per month. This creates a usage-based revenue component that scales with merchant order volume.

Pricing tiers

Go-to-market motion3 records

Distribution channels4 records

Marketing channels6 records

Core offering

Toki is a Shopify-native SaaS loyalty platform that combines points rewards, paid memberships, referrals/affiliates, and digital wallet passes (Apple Wallet, Google Wallet) into a single integrated app. It enables Shopify merchants to design customizable loyalty programs with multi-tier VIP ladders, flexible redemption options, and workflow automation. The platform serves 500+ Shopify stores, supports 25+ third-party integrations (Klaviyo, Gorgias, Attentive), and offers omnichannel loyalty spanning online store and in-store POS.

Product overview

Toki is a unified loyalty platform for Shopify that combines four core modules — Rewards Program (points, tiers, and redemptions), Paid Memberships (subscription-style loyalty with multi-tier structures), Referrals & Affiliates (partner and customer referral tracking), and Digital Wallet Passes (Apple Wallet and Google Wallet integration) — into a single integrated system. The platform is designed for Shopify merchants seeking to build customer loyalty that drives revenue, with supporting capabilities including Communities (Spaces), Omni-Channel loyalty across online and POS, Analytics & Reporting, Gamification (challenges and badges), Customer Segmentation, Social Rewards, Cashback, Workflow Automation, Visual Email Template Editor, and Campaign Scheduling. Toki serves 500+ Shopify brands and has driven over $10M in revenue for its merchants.

Differentiator

Problem solved

Functional benefit

Products and services

• Toki Loyalty Platform

Quantifiable outcome

• 500+ Shopify stores actively using the platform
• +10 more outcomes

Named customers9 records

Segments1 record

Ideal customer profiles3 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration7 records

Feature10 records

Partnerships

Six partnerships are on record, tiered core.

• KlaviyocoreTechnology or IntegrationKlaviyo is listed among the 25+ native integrations available with Toki's loyalty platform, enabling email marketing automation tied to loyalty program events (tier upgrades, reward redemptions, birthday bonuses, etc.).
• GorgiascoreTechnology or IntegrationGorgias is listed among the 25+ native integrations available with Toki, enabling customer support teams to view loyalty program status (tier, points balance) within the support context to deliver more personalized service.
• AttentivecoreTechnology or IntegrationAttentive (SMS marketing platform) is listed among the 25+ native integrations, enabling SMS-based loyalty communications, VIP alerts, and reward notifications tied to customer loyalty activity.
• PostScriptcoreTechnology or IntegrationPostScript (SMS platform) is integrated with Toki at Seager Co., enabling thousands of SMS signups via loyalty program enrollment. Used to drive SMS subscriber acquisition through loyalty rewards.
• Apple WalletcoreTechnology or IntegrationToki generates Apple Wallet digital passes for loyalty members, displaying points balance, tier status, and challenge progress with visual punch cards that update automatically. Thousands of pass downloads reported per merchant.
• Google WalletcoreTechnology or IntegrationToki generates Google Wallet digital passes for loyalty members with the same functionality as Apple Wallet passes — loyalty card, points balance, tier status, and punch card challenge progress visible on the pass.

Scale indicators14 records

Recent moves6 records

Expansion highlights5 records

Direct peers

• Smile.io: One of the most established Shopify loyalty apps, offering points, referral, and VIP tier programs. Toki explicitly targets Smile.io merchants with free migration and competes head-to-head for the same Shopify merchant base.
• Stamped.io: Shopify loyalty and reviews app combining points-based rewards with reviews and referrals. Targets the same SMB merchant segment as Toki with overlapping points, tiers, and referral features.
• LoyaltyLion: Shopify-focused loyalty and retention platform serving 10,000+ merchants with points, tiers, and loyalty analytics. Toki positions itself as a more modern, all-in-one alternative including paid memberships.
• Lootly: Loyalty and referral platform for Shopify and other e-commerce platforms with points, VIP tiers, and email integrations. Direct SMB competitor in the same Shopify App Store category.
• Rivo: Shopify-native loyalty platform focused on points, referrals, and customer accounts. Competes directly with Toki for DTC Shopify brands seeking integrated loyalty and retention tools.
• Kangaroo Rewards: Loyalty program platform serving Shopify and other e-commerce platforms with points, referrals, and tiered rewards. Comparable SMB-focused product offering competing in the same Shopify App Store.

Emerging players

• Bonusly: Recognition and rewards platform that has expanded into customer loyalty programs. While historically employee-focused, its broader rewards infrastructure partially overlaps with Toki's referral and points capabilities.
• Tapcart: Shopify mobile app platform with growing loyalty and rewards capabilities layered into its app builder. While focused on mobile commerce, its loyalty module competes with Toki for Shopify merchant retention budgets.

Broad incumbents

• Klaviyo: Dominant Shopify email/SMS marketing automation platform that has expanded into reviews and forms. As a core Toki integration partner with a massive merchant base, Klaviyo represents both a partner and a potential adjacent competitor if it builds deeper loyalty features.
• Yotpo: Enterprise-grade UGC, reviews, SMS, and loyalty platform that acquired Smile.io. Competes with Toki across Shopify merchants with substantially larger scale, capital, and a broader product portfolio.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks6 records

Key highlights7 records

Customer concentration

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds1 record

Investors2 records

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Toki