Customers: profiles, LTV, accounts, wallets, and loyalty

The Customers area is your record of everyone who has ever bought from or signed up with your store. Each profile combines contact details, order history, lifetime value, tags, and private notes — and behind it, storefront customers can hold accounts, a stored-value wallet, and loyalty points. ## How to read a customer profile 1. Open **Customers** for the list, filter by **tag** using the dropdown, or search by name and email. 2. Open a profile. The header shows avatar, name, status, and tags; the stats grid shows **Lifetime value**, total **orders**, and **average order value**. 3. LTV is computed live: the profile reconciles the stored totals against the customer's actual paid orders, so the number reflects reality even if a record drifted out of sync. 4. Scroll the **order history** — every order with number, date, total, and status, linked through to the full order. ## Tags and notes 1. In the right column, use the **tags editor** to add or remove tags (VIP, wholesale, media-reviewer). Tags power the filter on the customers list and feed segments in your email tooling. 2. Use **internal notes** for context your team needs — sizing preferences, a refund dispute history, delivery quirks. Notes are staff-only; customers never see them. 3. The profile also carries the customer's addresses and marketing consent, so you always know who opted in before you email them. ## Storefront customer accounts Whether shoppers can create accounts on your storefront is governed by the plan's **customerAccounts** flag — it is enabled by default on every plan, including Free. When on, shoppers can register and log in at /<storeSlug>/customer, where they see their **order history and live order statuses**, follow **support tickets**, and manage details. Account customers arrive at checkout pre-filled, which measurably shortens it. ## Wallets and loyalty points 1. Every account customer has a **wallet**: a stored balance in your store currency. Customers fund it, spend it at checkout, and track every transaction from their wallet page; you see balances and movements from the customer side of the relationship. 2. **Loyalty points** run alongside the wallet on the gamification engine: customers earn points for actions — a written review is worth 15 points — and climb levels based on lifetime points. Their current balance and level show on the wallet page. 3. Points and wallet balances are yours to honor at checkout, which makes them a retention loop rather than a gimmick: spend earns points, points redeem against future orders. ## What happens next Profiles do the remembering so you do not have to. Before a campaign, filter by tag and check LTV — a "VIP" tag on your top decile by lifetime value is the cheapest segment with the highest return you will ever build. Refunds and new orders update profiles automatically; nothing here needs manual re-entry. ## Tips 1. Tag at the moment you learn something ("birthday-October", "buys-gifts") — tags you add lazily never get added at all. 2. Check a profile before any heated support reply; order history defuses most disputes in one glance. 3. Encourage account creation at checkout confirmation, when motivation to return is highest. ## FAQ **Do guest buyers appear here?** Yes. Every order creates or updates a customer record keyed by email, whether or not the shopper registered. When they later create an account with the same email, the history carries over. **Can I turn customer accounts off?** That is a plan-level switch (the customerAccounts feature flag), administered by the platform. It is on by default because accounts raise repeat purchase rates; if you want accounts disabled, raise it with support. **What is the difference between wallet balance and loyalty points?** The wallet is money — funded and spent at face value. Points are a reward currency earned through actions and purchases, redeemed where you allow it. A customer can hold both.