Benefits programs strengthen results in e-commerce

The behavior of consumers who take advantage of e-commerce benefits programs has been decisive for the continued growth of revenue in the sector. According to the Fidelimax Sector Study, released in December 2025, retailers who have not yet opted for this approach in online sales no longer have a potential increase in revenue of up to 56%.

The positive impact is billionaire. These strategies were responsible for R$ 21.9 billion in revenues in 2024 in Brazil, an increase of 17.6% compared to the previous year, according to the Brazilian Association of Loyalty Market Companies (ABEMF). This scenario is reinforced by the EY Latin America Loyalty Strategies and Programs 2025 survey. The study shows that more than 82% of consumers state that these approaches directly influence their level of spending.

According to Eduardo Esparza, VP General Manager of Tenerity Iberia and LATAM, a leading international engagement company that increases the value of the relationship between companies and their customers, the numbers show that “ benefit programs positively influence revenue, engagement and increased sales volume, especially in seasonal peaks such as Black Friday and the year-end holidays”.

According to the Brazilian Institute of Geography and Statistics (IBGE), the national retail trade grows on average 4.8% per year in sales volume, but data from Fidelimax indicate that companies investing in benefits programs register an average of 38% of increase in real revenues, 693% more than the national average.

The executive explains that the success of this approach depends on clear goals by retailers.“The first of these is increased recurrence, ensuring that the customer returns to buy with predictable frequency. This consistency is critical to sustain healthy growth and less dependent on specific promotional actions”.

In addition, organic expansion of the consumer base is also favored. Well-reported programs tend to attract new consumers, expanding the reach of the brand without relying solely on advertising investments.

Finally, Eduardo points out that the adoption of benefits programs significantly reinforces the perception of brand. “Companies that offer clear and consistent advantages are more recommended, an essential factor for profitability and competitiveness in the digital environment”, he concludes.