Introduction
When customer records are merged in Shopify, merchants often expect all loyalty data to combine automatically.
In most cases, loyalty data follows the customer profile that originally earned or redeemed it. If a merge creates or keeps a different customer profile, some data may appear split until it is reviewed.
Quick answer
If only the email address changes on the same customer profile, loyalty data usually stays intact.
If the merge results in a different customer profile being used, loyalty balances and history may not automatically move.
If you see missing points after a merge, review both customer profiles first, then contact support if anything needs to be corrected.
What can be affected by merges
Points and Rivo store credit balances
Balances are tied to the customer profile that earned them. If orders and loyalty activity remain on the same profile, the balance remains visible there.
If activity is split across two profiles after a merge, balances can also appear split.
Shopify also has merge restrictions for profiles that have Shopify store credit accounts. If Shopify does not allow a merge, this can be part of the reason.
Rewards and redemption history
Previously issued rewards and redemption history remain connected to the profile where they were created.
If a customer reports that a code or reward is missing after a merge, check both profiles before reissuing rewards.
Loyalty activity timeline
Earning and redemption activity stays with the profile that performed each action. A merged customer may appear to have an incomplete timeline if activity exists on a second profile.
Memberships, VIP progress, and referral history
Membership records, VIP progress, and referral records can also be profile-specific. After a merge, these may need a manual review if activity appears split.
Product registrations and profile-based integrations
If you use product registration or other profile-linked integrations, data visibility may depend on which customer profile the integration references.
How to investigate missing balances after a merge
In Shopify, identify all customer profiles involved in the merge.
In Rivo, open the matching customer records and compare balances and activity.
Confirm whether recent orders are being attached to the expected profile.
Check whether rewards, referrals, or memberships appear on a different profile.
If data is split or unclear, contact Rivo support with the remaining customer profile, details of the merged/older profile (if available), and what looks missing.
Best practices to prevent merge confusion
Keep customer email records consistent across your tools.
Avoid creating duplicate customer profiles whenever possible.
During migrations, test account behavior using real customer journeys (signup, purchase, redeem, and login).
If you plan a large cleanup of duplicate accounts, involve support early.
FAQ
Does changing a customer email remove their points?
Usually no. An email update on the same customer profile should not remove existing balances.
Why does a customer show zero points after a merge?
Most often, their loyalty activity is still attached to a different customer profile.
Why can’t I merge two Shopify customer profiles in the first place?
Shopify blocks merges for some profile types (for example, certain subscription, B2B, or store credit cases). In those cases, merge eligibility must be resolved in Shopify first.
Can Rivo automatically combine every loyalty record after every merge?
Not always. Some merge outcomes need manual review to confirm the correct profile and balances.
What should I send support if a merge caused missing loyalty data?
Share the store domain, both customer profiles involved, and a short summary of what looks missing (points, rewards, memberships, referrals, or activity history).