Shoppers want experiences. Yet only 19% have ever encountered gamified shopping. But from that small group, 86% found it valuable. That’s a whole lot of untapped potential.

Retail gamification is becoming a high-impact lever to shape the overall shopping experience and drive long-term loyalty. And as our latest consumer survey shows, the appetite is there.

Our global shopper survey 2025 reveals what customers really want from gamified experiences. Plus, it dives into the biggest topics in eCommerce like AI, loyalty, omnichannel expectations, and more.

Why Gamified Shopping Drives Results

Gamification taps into core human behavior like challenge, reward and competition. In retail, that means higher engagement, more time on site and repeat purchases.

When shoppers interact with gamification features, the experience becomes more than just transactional. They feel involved, motivated and rewarded. It’s a core pillar of immersive shopping.

A perfect example is SHEIN’s Bonus Point System, which rewards users for daily logins, reviews, and interactive challenges. These points can be redeemed for discounts, turning routine shopping into a game-like experience that encourages repeat visits and ongoing loyalty.

And gamification isn’t just for fast fashion or low-end retail. In a Vogue Business article, Robert EVP of Brand & Customer Engagement at luxury fashion retailer Gucci talks about how gamification is a core part of their strategy:

“The most successful brands today are the ones that create stickiness between the brand experience and the customer, and that stickiness is based on a pleasurable and engaged experience … We believe in every experience we are creating there is the opportunity to bring gamification. It will become increasingly ubiquitous.” 

That’s the value of gamification in eCommerce: it increases customer loyalty, boosts retention, and builds brand awareness without relying solely on discounts.

What the Survey Reveals: Consumer Buying Behavior by Market

Gamification in retail works, but there’s no one-size-fits-all. The global shopper survey shows that consumer buying behavior varies significantly by region.

  • In the UK, 59% of British shoppers love instant rewards. Spin-to-win features outperform point-based systems.
  • French shoppers want playful discovery. They engage earlier, especially during browsing.
  • The US leads in adoption – 1 in 4 consumers has already experienced gamified shopping.
  • In markets like the Netherlands, gamified shopping is already gaining ground, especially when tied to loyalty rewards. 

Understanding your target audience is key. Brands that localize their gamified experiences build stronger engagement and improve the overall shopping experience.

→ Curious how regional behavior impacts your strategy? Our global shopper survey breaks it down, market by market and helps you match gamification to real customer expectations.

What Shoppers Actually Want from Retail Gamification

It’s not about flashy gimmicks but about smart, rewarding mechanics. The survey highlights which features actually resonate:

  • Loyalty tiers that unlock meaningful perks
  • Raffles linked to seasonal events or product discovery
  • Checkout spins that surprise shoppers with instant savings

Most shoppers find gamification in retail most engaging at the beginning of their journey – during browsing or product discovery. Features like spin-to-win or raffles on category or product pages help capture attention early and set the tone for the full experience.

Shoppers want to see progress and feel rewarded for their activity. Whether it’s status, surprise, or savings – the key is aligning features with where your customer is in the funnel.

When done right, loyalty programs build lasting habits, increase retention, and fuel long-term growth.

What It Takes to Build a Winning Setup

Gamification in retail without the right eCommerce tech is just decoration. For it to scale, retailers need infrastructure that supports experimentation and fast rollout.

Build for speed and flexibility

That means:

  • A unified and composable commerce setup to launch features fast
  • API-first architecture to integrate with loyalty, checkout, and personalization flows
  • A system that adapts by region, user behavior, and business goals

But here’s the catch: most gamification efforts still live in silos as isolated campaigns or plugins that don’t feed into the full customer journey. That limits their impact.

Enterprise retailers need more. They need a platform that connects gamified elements to real-time data, content and incentives across all channels and markets. Loyalty tiers, spin-to-win offers and progress tracking should feel native, not bolted on.

Think beyond the checkout

Metrics also matter. Track not just clicks, but repeat engagement, cross-channel behavior, and share of wallet. That’s how retail gamification turns from a feel-good feature into a performance driver.

Gamification shouldn’t stop at the checkout. Post-purchase features like referral rewards, surprise bonuses, or review-based incentives help keep the loop going and give shoppers a reason to re-engage, even after conversion.

Why First Movers Win in Retail Gamification

Most shoppers haven’t experienced gamification – and that’s exactly the opportunity. Brands that start now define the standard. They win attention, loyalty, and market share before others catch on.

Temu shows how powerful this strategy can be. As one of the first movers in the West, the platform used discovery-shopping, in-app games, and group discounts to make shopping feel playful and rewarding. That approach helped Temu skyrocket to success in record time.

For enterprise retailers, the lesson is clear: the first-mover advantage is big. You’re not just competing on features, you’re shaping the entire customer experience. The earlier you test, the faster you learn – and the more likely you are to own the emotional connection shoppers build with your brand.

Gamification isn’t a quick fix. It’s a long game. And the best time to start? Before your competitors do.

→ Ready to Gamify Your Growth? Retail gamification drives loyalty, revenue and customer satisfaction. If you want to stay ahead of evolving shopper behavior, it’s time to get serious about strategy.

Explore the trends and see what real consumers say. Download the global shopper survey 2025 and get your game plan.