Smile

Smile operates a B2B SaaS model focused on customer retention infrastructure for online merchants. It provides software that lets merchants configure and run loyalty programmes across storefront, checkout, and account experiences, creating value through higher repeat purchase rates, stronger customer retention, and referral-led acquisition. The company captures that value through recurring subscriptions, plan-based feature gating, and enterprise upsell for larger merchants with more complex integration and reporting needs.

Smile is a private Canadian software company that provides a cloud-based loyalty management platform for e-commerce merchants. Its core product enables brands to run points, VIP tier, and referral programmes directly inside online storefronts, with particular emphasis on Shopify and related commerce platforms such as Wix and BigCommerce. The platform is positioned as embedded retention infrastructure rather than a full marketing suite, helping merchants increase repeat purchases, customer lifetime value, and referral-driven acquisition.

The company makes money primarily through recurring SaaS subscriptions that scale by feature access and merchant order volume, with higher-priced plans for larger brands requiring advanced analytics, API access, checkout extensions, and support. Its direct customers are online merchants and D2C brands, ranging from smaller stores using entry plans to enterprise retailers and Shopify Plus merchants buying Smile Plus.