Retention and Loyalty in E-Commerce – a guide 

While most e-commerce brands recognise the importance of customer retention, few have a structured approach to actually improving it. This article outlines some actionable strategies to boost customer loyalty and retention—from first impressions to long-term engagement. 

Perfect the first experience 

Retention starts with the very first purchase. A smooth experience ensures customers return. Key areas to focus on include: 
 
✅ Fast-loading website (especially on mobile) 
✅ Easy product discovery 
✅ Simple and seamless checkout process 
✅ Well-designed, timely delivered first package 

A welcome discount can also encourage first-time buyers to take the leap. However, the real differentiator is delivering on expectations (or surpassing them) — if customers are impressed, they are far more likely to shop again. 

Omnichannel FTW 

Today’s customers often browse on one channel and buy on another. A seamless cross-channel experience strengthens retention. Some good omnichannel ideas:  

✅ Allowing in-store returns for online purchases (boosts upsell opportunities). 

✅ Unifying loyalty programmes across all platforms. 

✅ Ensuring consistent messaging across email, ads, and social media. 

In short, shoppers should feel like they’re interacting with one cohesive brand, no matter how they engage. 

Gather feedback and act on it 

Customers want to feel heard. Asking for reviews, post-purchase surveys, or simple feedback like "How did those jeans fit?" makes them feel valued. And NPS scores and testimonials are important first-party data. Most importantly, brands should listen to feedback and act on it, for instance by: 

✅ Fixing recurring complaints (e.g., slow shipping, product issues). 

✅ Publicly acknowledging changes based on customer input ("You spoke, we listened"). 
Closing the feedback loop fosters trust and increases brand attachment. 

Focus on delivery & unboxing 

Fast, transparent, and flexible delivery options can make or break retention. A bad delivery experience is one of the top reasons customers never return. Best practices include: 

✅ Tracking updates & accurate delivery estimates 
✅ Easy return process 
✅ Delivery options that suit local preferences (home delivery, parcel boxes, click & collect) 

Additionally, the unboxing experience matters. 41% of consumers say branded packaging makes them more likely to reorder, and personalised notes or sustainable packaging can increase loyalty by up to 40%. 

Deliver exceptional customer service 

Excellent customer service directly correlates with higher retention rates. 

93% of customers will return after good service, while 33% of customers are inclined to leave after just one bad experience. What defines great service? 
 
✅ Multi-channel support (chat, email, phone, social media) 
✅ Proactive issue resolution (e.g., fast refunds, compensations for delays) 
✅ Personalised recommendations based on purchase history  

Investing in customer service prevents churn and creates brand advocates. 

Build a community around your brand 

Belonging is a powerful loyalty driver. Customers engaged in a brand’s community spend up to 19% more. This works particularly well in lifestyle brands where shared identity is key and hobby-focused industries (fitness, gaming). 

Encouraging UGC (user-generated content), social engagement, and exclusive events also strengthens emotional ties with customers. 

Implement a loyalty programme that works  

Loyalty programmes can boost retention by 5% and significantly increase spending. For example, Fnac’s loyalty members generate 50% of the company’s sales, demonstrating how well-executed programmes drive repeat business. 

The best loyalty programmes offer: 

✅ Personalisation (tailored rewards). 

✅ Exclusive access (early product releases, VIP events). 

✅ Gamification (tiered memberships, points-based rewards). 

✅ Sustainability incentives (eco-friendly choices). 

 To sum up, loyalty isn’t just about discounts—it’s about experience, engagement, and trust. By optimising every touchpoint, from first interaction to repeat purchase, you can turn your e-commerce customers into long-term brand advocates. Retention isn’t just an afterthought—it should be a core business strategy. 

/David Aler, strategist