A 2023 survey unveiled that supermarkets boast the highest proportion of consumers enrolled in a loyalty program, with 43 percent of respondents attesting to its benefits. Leading marketplaces trailed in second place, with 37 percent of consumers participating in a loyalty scheme.
consumers who shopped online at least once in the previous month
Method of interview
Online survey
Supplementary notes
The study was conducted in the following 20 countries: Argentina, Australia, Brazil, China, Colombia, France, Germany, India, Indonesia, Italy, Mexico, Netherlands, New Zealand, Peru, Saudi Arabia, South Africa, Thailand, the United Arab Emirates, the United Kingdom, and United States.
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Wunderman Thompson Commerce, & VML. (September 19, 2024). Share of consumers who were members of a loyalty program at selected types of e-commerce retailers worldwide in 2024 [Graph]. In Statista. Retrieved June 26, 2025, from https://www.statista.com/statistics/1456687/loyalty-scheme-adoption-e-commerce-areas-latin-america/
Wunderman Thompson Commerce, und VML. "Share of consumers who were members of a loyalty program at selected types of e-commerce retailers worldwide in 2024." Chart. September 19, 2024. Statista. Accessed June 26, 2025. https://www.statista.com/statistics/1456687/loyalty-scheme-adoption-e-commerce-areas-latin-america/
Wunderman Thompson Commerce, VML. (2024). Share of consumers who were members of a loyalty program at selected types of e-commerce retailers worldwide in 2024. Statista. Statista Inc.. Accessed: June 26, 2025. https://www.statista.com/statistics/1456687/loyalty-scheme-adoption-e-commerce-areas-latin-america/
Wunderman Thompson Commerce, and VML. "Share of Consumers Who Were Members of a Loyalty Program at Selected Types of E-commerce Retailers Worldwide in 2024." Statista, Statista Inc., 19 Sep 2024, https://www.statista.com/statistics/1456687/loyalty-scheme-adoption-e-commerce-areas-latin-america/
Wunderman Thompson Commerce & VML, Share of consumers who were members of a loyalty program at selected types of e-commerce retailers worldwide in 2024 Statista, https://www.statista.com/statistics/1456687/loyalty-scheme-adoption-e-commerce-areas-latin-america/ (last visited June 26, 2025)
Share of consumers who were members of a loyalty program at selected types of e-commerce retailers worldwide in 2024 [Graph], Wunderman Thompson Commerce, & VML, September 19, 2024. [Online]. Available: https://www.statista.com/statistics/1456687/loyalty-scheme-adoption-e-commerce-areas-latin-america/
