Top 11 Ecommerce Loyalty Programs to Increase Customer Retention

best ecommerce loyalty programs

E-commerce loyalty programs are critical in today’s digital marketplace, providing businesses with a dynamic tool to increase retention, enhance customer lifetime value, and differentiate from the competition. These programs, by rewarding repeat customers, not only help cultivate lasting relationships but also encourage continuous engagement and spending. For e-commerce businesses, leveraging the power of effective loyalty programs is key to driving sustainable growth and deepening customer engagement.

What is an Ecommerce Loyalty Program?

An ecommerce loyalty program is designed to reward customers for their repeat business with an online retailer. These programs typically offer points, rewards, or exclusive benefits for purchases, which can be redeemed for discounts, special offers, or other perks. The goal is to encourage ongoing customer engagement and increase lifetime value by making each interaction more rewarding.

Benefits of Ecommerce Loyalty Programs

1. Enhanced Customer Retention

Programs that appreciate loyalty and reward repeat purchases improve customer retention rates, reducing churn and increasing long-term revenue and customer lifetime value in ecommerce

2. Increased Purchase Frequency

Customers enrolled in loyalty programs are more likely to shop more frequently, improving overall sales volumes.

3. Valuable Customer Insights

Improved customer experience in a loyalty program can provide businesses with crucial data on customer preferences and behavior, allowing for targeted marketing and personalized shopping experiences.

4. Greater Customer Satisfaction

Exclusive rewards and benefits enhance the shopping experience, leading to higher customer satisfaction and brand loyalty.

5. Competitive Advantage

A well-crafted innovative loyalty program can set an e-commerce brand apart from its competitors, attracting new customers and retaining existing ones.

Top 11 E-commerce Loyalty Programs

  1. Amazon Prime
  2. Sephora Beauty Insider
  3. Nordstrom’s Nordy Club
  4. Zappos VIP
  5. Macy’s Star Rewards
  6. eBay Bucks
  7. H&M Loyalty Program
  8. Lululemon Sweat Collective
  9. REI Co-op Membership
  10. Best Buy Rewards
  11. Nike Membership

Top Ecommerce Loyalty Programs to Attract and Retain Shoppers

1. Amazon Prime

Importance of loyalty program-Amazon Prime

About Amazon

As a leader in global e-commerce, Amazon offers a vast array of products and services, from retail goods to digital streaming, making it a one-stop-shop for millions of customers worldwide.

About Amazon Prime Loyalty Program

Amazon Prime is a subscription-based program that goes beyond traditional loyalty rewards by offering members free shipping, streaming of movies, TV shows, and music, along with other exclusive benefits.

Type of Loyalty Program

  • Subscription-based loyalty program

Loyalty Program Benefits and Highlights

  • Unlimited free two-day shipping on eligible items.
  • Access to Amazon Prime Video and Amazon Music.
  • Exclusive access to Prime Day deals.
  • Free unlimited photo storage with Amazon Photos.
  • Additional benefits like Prime Early Access and Amazon Family discounts.

2. Sephora Beauty Insider

Sephora rewards program

About Sephora

Sephora is a leading beauty retailer known for its extensive range of high-quality skincare, makeup, and fragrance products, available both online and in-store.

About Sephora Beauty Insider Loyalty Program

Sephora’s beauty insider program rewards beauty enthusiasts with points for every purchase, which can be redeemed for products and exclusive experiences.

Type of Loyalty Program

  • Points-based loyalty program
  • Tiered loyalty program

Loyalty Program Benefits and Highlights

  • Earn points on all purchases, redeemable for products and beauty sets.
  • Free beauty classes and in-store services.
  • Birthday gifts and seasonal promotions.
  • Tiered benefits, including access to a private hotline and exclusive events for top-tier members.
  • Option to use points for donations to charity.

3. Nordstrom’s Nordy Club

Nordstrom Loyalty Program-

About Nordstrom

Nordstrom is a luxury department store offering high-end apparel, accessories, and beauty products, with a strong focus on customer service. It is considered one of the best loyalty programs in the world.

About Nordstrom’s Nordy Club Loyalty Program

The Nordy Club allows members to accumulate points with each purchase, which can be converted into “Nordstrom Notes” spendable on future shopping trips.

Type of Loyalty Program

Loyalty Program Benefits and Highlights

  • Earn points for every dollar spent.
  • Access to exclusive beauty and style workshops.
  • Early access to sales and fashion events.
  • First access to shop select brands.
  • Curbside pickup and alterations credits.

4. Zappos VIP

About Zappos

Zappos is an online retailer best known for its exceptional customer service and a wide selection of shoes and clothing.

About Zappos VIP Loyalty Program

Zappos VIP is a free program that enhances the shopping experience by rewarding customers with points and tier-exclusive benefits.

Type of Loyalty Program

  • Points-based loyalty program

Loyalty Program Benefits and Highlights

  • Earn points for logging in, reviewing products, and making purchases.
  • Free expedited shipping on all orders.
  • Early access to sales and special promotions.
  • VIP customer service phone line.
  • Free UPS pickup for returns.

5. Macy’s Star Rewards

Macy's Star Ecommerce Loyalty Program

About Macy’s

Macy’s is a renowned department store chain that offers a wide range of products, from clothing and accessories to home goods and cosmetics, both online and in their physical stores.

About Macy’s Star Rewards Loyalty Program

Macy’s Star Rewards is a tiered loyalty program designed to enhance the shopping experience by rewarding customers with points, discounts, and exclusive offers based on their spending level.

Type of Loyalty Program

Loyalty Program Benefits and Highlights

  • Earn points on every purchase, with higher tiers earning points faster.
  • Star Passes that offer discounts on specific days.
  • Special birthday offer to celebrate each member’s special day.
  • Exclusive access to sales and events, including presales.
  • Platinum members enjoy free shipping on all orders, with no minimum purchase required.

6. eBay Bucks

About eBay

eBay is a global commerce leader that connects millions of buyers and sellers around the world, facilitating consumer-to-consumer and business-to-consumer sales through its website.

About eBay Bucks Loyalty Program

The eBay Bucks program rewards users with a percentage of their eligible purchases back in the form of eBay Bucks, which can be used towards future eBay purchases.

Type of Loyalty Program

  • Cashback loyalty program

Loyalty Program Benefits and Highlights

  • Earn up to 1% back on eligible items, accumulating eBay Bucks each quarter.
  • Use eBay Bucks on almost anything on eBay during the redemption period.
  • Receive bonus Bucks offers to earn more through promotional periods.
  • No membership fee required to participate in the eBay Bucks program.
  • Seamless integration with eBay accounts for easy tracking and redemption of Bucks.

7. H&M Loyalty Program

H&M membership program

About H&M

H&M is a global fashion retailer known for offering fashion-forward apparel and quality at the best price in a sustainable way. With a wide array of clothing, accessories, and home goods, H&M caters to customers seeking style and value. This program also made it in our best fashion loyalty programs list.

About H&M Loyalty Program

The H&M Loyalty Program is designed to reward shoppers not only for their purchases but also for their engagement with the brand. This points-based, tiered program enhances the shopping experience with exclusive offers, special discounts, and sustainable choices.

Type of Loyalty Program

  • Points-based rewards
  • Tiered loyalty program

Loyalty Program Benefits and Highlights

  • Earn points for shopping in-store and online, with bonus points for environmentally friendly actions like garment recycling.
  • Members receive a discount for signing up, along with access to exclusive offers and discounts throughout the year.
  • Birthday discounts and early access to collaborations and collections.
  • Free shipping and returns for online purchases.
  • Special rewards and experiences for higher-tier members, including surprise discounts and unique events.

8. Lululemon Sweat Collective

About Lululemon

Lululemon is a Canadian athletic apparel retailer known for its high-quality yoga and fitness wear. It has successfully cultivated a community around wellness and an athletic lifestyle.

About Lululemon Sweat Collective Loyalty Program

The Sweat Collective is Lululemon’s community-based loyalty program aimed at athletes, trainers, and wellness professionals. It rewards members for their engagement and influence within the fitness community with discounts and exclusive events.

Type of Loyalty Program

  • Community loyalty program
  • Discount-based program

Loyalty Program Benefits and Highlights

  • Members receive a significant discount on merchandise both online and in-store.
  • Early access to new product releases and exclusive gear.
  • Invitations to special events, workshops, and fitness classes.
  • Opportunities to contribute content and feedback that influence product development.
  • Access to a network of fitness professionals and enthusiasts.

9. REI Co-op Membership

REI Co-op Membership Loyalty Program

About REI

REI (Recreational Equipment, Inc.) is an American retail and outdoor recreation services corporation, offering sporting goods, camping gear, travel equipment, and clothing.

About REI Co-op Membership

Unlike traditional loyalty programs, REI Co-op involves a one-time membership fee that enrolls customers into a lifetime membership, where they earn dividends on purchases and enjoy exclusive benefits. This premium loyalty program has shown how innovation can help businesses grow exponentially.

Type of Loyalty Program

  • Fee-based cooperative membership

Loyalty Program Benefits and Highlights

  • Members receive an annual dividend (typically 10% back) on eligible purchases.
  • Discounts on REI classes, events, and rental equipment.
  • Access to member-only sales and special offers.
  • An opportunity to vote on REI’s board of directors and influence the company’s direction.
  • Exclusive travel opportunities through REI Adventures.

10. Best Buy Rewards

About Best Buy

Best Buy is a leading provider of technology products, services, and solutions, with a vast online presence and numerous retail locations worldwide.

About Best Buy Rewards

Best Buy’s loyalty program, My Best Buy, is designed to reward customers for their purchases with points, exclusive offers, and early access to sales and events.

Type of Loyalty Program

  • Points-based loyalty program

Loyalty Program Benefits and Highlights

  • Members earn points for every dollar spent, which can be redeemed for discounts on future purchases.
  • Elite and Elite Plus statuses that offer enhanced rewards and free shipping with lower thresholds.
  • Access to special sales, including Black Friday deals, before the general public.
  • Dedicated customer service line for loyalty program members.
  • Birthday gift in the form of a special discount during the member’s birth month.

11. Nike Membership

Nike Loyalty Program for Customer Retention

About Nike

Nike is a global leader in athletic footwear, apparel, and equipment. The brand is renowned for its innovative products and its strong focus on customer-centric experiences.

About Nike Membership

Nike Membership integrates product access with exclusive content and community connections, focusing on a holistic brand experience rather than just transactional benefits.

Type of Loyalty Program

  • Brand engagement and community-based

Loyalty Program Benefits and Highlights

  • Members get first and exclusive access to new products and the Nike By You customization platform.
  • Free shipping on all orders and easy, free returns.
  • Access to member-exclusive products and the Nike app ecosystem.
  • Invitations to members-only events and experiences, both virtual and in-person.
  • Engagement in workout and training programs through Nike apps, enhancing the lifestyle and fitness journey.


These top ecommerce loyalty programs illustrate the diverse approaches brands can take to improve and maintain customer loyalty and enhance the shopping experience. From tiered rewards systems to cashback and exclusive member benefits, each program is tailored to align with the brand’s unique business goals and customer base. For C-level executives and decision-makers, the key takeaway is the importance of developing a loyalty program that not only rewards purchases but also builds a community of engaged and satisfied customers.

By implementing these effective ecommerce loyalty programs, companies can significantly enhance their customer engagement and sales. A well-crafted loyalty program not only rewards transactions but also builds emotional connections, encouraging customers to return and advocate for the brand.

Key Takeaways and Action Items

  • Personalize the Customer Experience: Leverage data from your loyalty program to offer personalized promotions and products.
  • Engage Across Multiple Channels: Utilize email, mobile, and social media to keep your loyalty program top-of-mind for customers.
  • Offer Exclusive Benefits: Differentiate your loyalty program with unique offers that are not available to regular customers.
  • Foster Flexibility in Redemptions: Provide multiple ways for customers to redeem their rewards, increasing the perceived value of earning points.
  • Continuously Innovate: Regularly assess and evolve your loyalty program to keep it relevant and appealing to new and existing customers.