Gamification is a marketing technique used to encourage engagement that involves adding elements of gameplay to activities that normally don’t have such elements. I noticed this trend as I was doing research about loyalty programs, which there are many different types that involve various techniques to encourage engagement and ways to improve the customer experience, this being the main goal of loyalty programs. Retailers are getting increasingly creative with strategies to incentivize customers to keep coming back as the industry is only getting more and more competitive.
The first examples of gamification in eCommerce that I started to notice through research but mostly just from shopping online, which is something I often do, is the dreaded wheel. On many occasions, as I entered a website with the hopes of finding the perfect product to meet my needs, I would frequently be welcomed by a pop-up of a Wheel of Fortune style game of chance. Usually, the prizes are discounts of varying amounts, who doesn’t love a discount? I wondered how effective these games are in customer retention and engagement. According to data I found from the site Wisepops, compared to the standard pop-up, spin-to-win pop ups are 30% more effective in increasing conversions. I was surprised to find that the thrill of taking the chance on a better discount appeared to be so much more effective than just offering everyone the same one. Clearly, we can see that gamification has its benefits, but this specific kind is only the tip of the iceberg. We’ve got a lot more to talk about, so strap in.
The biggest and probably oldest example of gamification in eCommerce is my favorite website of all time, Ebay. The bidding system creates competition between customers, making every purchase feel like a win. This is one of the most unique ways to improve the customer experience, and increase eCommerce sales too. Let’s discuss a few more examples of different types of gamification in eCommerce.
Points Systems
This type of gamification is one that you probably recognize as it’s a very popular trend in ecommerce. Many loyalty programs such as Starbucks Rewards and Sephora’s Beauty Insider program offer rewards points with every dollar spent that can be redeemed in exchange for discounts and merchandise. Sephora’s Beauty Insider program even has a tiered system where you can rank differently based on the amount you spend each year, the higher the level, the better the perks. These are all ways that brands can make shopping more exciting, leading to higher conversion rates and return customers.
Quizzes
Quizzes allow customers to learn more about your products and receive a customized match to fit their shopping needs. Plus, they can be fun! This option is great for retailers who are looking to push their email newsletters, as once customers come to the end of the quiz, they’re usually prompted to enter an email address to receive their results. Curlsmith, a popular haircare brand, captured 100,000 new emails in 7 months using a quiz.
Challenges
Challenges or quests incentivize customer to purchase a certain amount of product within a period of time, resulting in extra reward points or discounts. This is popular for many loyalty programs that already have a points system, such as Starbucks Rewards as mentioned earlier. There are many examples of challenges used in ecommerce, Duolingo is a great example as they incentivize using the app more by asking customers to set goals for themselves and rewarding them with “gems” when they complete challenges.
The Metaverse and Virtual Storefronts
This one is by far the most innovative of all of these methods, if you’ve been on the internet at all in the past few years, you’re probably aware of the Metaverse and virtual reality. Brands like Walmart, Charlotte Tilbury and Lacoste have implemented virtual storefronts where customers can browse, learn about products and even shop as though they’re in the store. This technology also includes features that allow you to see what glasses will look like on you in real time or the size of a piece of furniture shown in your own living room. The augmented reality shopping experience really is unique, and effective too. A statistic from TehJury states that there will be an estimated 1.73 billion augmented reality users this year
Mini Games
Let’s not forget about actual gameplay in eCommerce as this is becoming increasingly popular. Many retailers are adding mini games where customers can win discounts or points towards purchases as they progress in the games. These can include treasure hunts, puzzles, trivia, or mini games like KFC Japan’s “Shrimp Attack” where users are tasked to slash invading shrimp to protect the KFC Chicken Kingdom’s castle.
Though I haven’t personally experienced many of these strategic gamified shopping experiences, I can clearly deduce that brands are getting more and more competitive to create a shopping experience that is uniquely engaging and fun. Statistics from LinkedIn suggest that gamification in ecommerce can increase customer engagement by up to 30% and increase eCommerce sales and conversion rates by up to 50%. These impressive numbers can only indicate that gamification is a trend to watch, and as always, if you’re looking to add some of these features to your own website, I’ve got a whole team of eCommerce experts just waiting to help. Schedule a consultation today!
Last Updated on February 19, 2026 by Team Virid
