Lately, there has been a lot of buzz about gamification for eCommerce retailers. This concept has been adapted and utilized by many of the top eCommerce retailers to increase sales and customer loyalty, strengthen CRM, and make online shopping experiences more enjoyable for customers.

How is gamification used in eCommerce? Gamification is the concept of applying game-like thinking and mechanics in traditionally non-game settings. Rewarding customer behavior with incentives like badges and reward points does more than just increase onsite engagement.

  • By 2018, the gamification market is estimated to grow from $420 million to $5.5 billion.
  • More than 70% of Global 2000 organizations will have at least one gamified application by 2014.

Influence Behavior & Drive Engagement


  • Nike tested shoppers reflexes to win prizes for completing certain actions onsite. The highest scores were eligible to win a chance to meet a world-class Nike athlete. The brand has even taken to gamifying customers’ everyday life. NikeFuel Missions tracks and monitors user’s everyday movements creating more engagement with the brand.


  • Started as a pant retailer for men, Bonobos has recently grown into one of the largest online clothing brands in the U.S. Their product offering is has expanded to include other male essentials like button-downs and even suits. Realizing that gamification could increase sales and customer retention, the online retailer hid images of models dressed in signature pants around and NotCouture. The first 50 people to find the pants everyday received a $25 Bonobos credit plus free shipping.


  • Gilt Groupe created “Gilt Noir,” a loyalty program for the top 1% of its online shoppers offering early access to flash sales. As a high-end online shopping destination, Gilt has over 6 million users by offering free membership and access to 60% off designer apparel and accessories. Instead of rewarding customers with points or badges, Gilt realized that creating a VIP experience for their customers would attract and retain more shoppers.  Gilt has also recently incorporated a points based rewards program, offering users 500 points just to join.