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.
Citation formats
Loyalty scheme adoption in e-commerce worldwide 2024, by retailer type
A 2023 survey unveiled that supermarkets boast the highest proportion of consumers enrolled in a loyalty program, with ** percent of respondents attesting to its benefits. Leading marketplaces trailed in second place, with ** percent of consumers participating in a loyalty scheme.
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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 ÌÇÐÄÆƽâ°æ. Retrieved July 25, 2026, from /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. ÌÇÐÄÆƽâ°æ. Accessed July 25, 2026. /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. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 25, 2026. /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." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 19 Sep 2024, /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 ÌÇÐÄÆƽâ°æ, /statistics/1456687/loyalty-scheme-adoption-e-commerce-areas-latin-america/ (last visited July 25, 2026)
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: /statistics/1456687/loyalty-scheme-adoption-e-commerce-areas-latin-america/
