What are loyalty benchmarks?

Four key rates for your loyalty program, compared with similar merchants using Smile: redemption rate, order earning rate, reward usage rate and membership rate.

How is each rate defined?

Redemption rate is points redeemed divided by points earned in the last 30 days. Order earning rate is the share of orders in the last 30 days that earned points. Reward usage rate is the share of redeemed rewards used on an order. Membership rate is the share of customers who ordered in the last 30 days who are members.

Who is my program compared with?

Stores of similar size and industry, so the reference point applies to your business rather than an average across all of ecommerce.

What do we do with a below-benchmark metric?

Test and adjust. If redemption or reward usage is low, try new reward types, adjust point values or remind customers how to redeem. A low membership rate may call for more prominent promotion across your store and marketing channels.

Where do we find our benchmarks?

In the analytics dashboard in Smile, inside Shopify admin. Check them regularly to see the impact of each change.

Which plans include benchmarks?

Growth, Smile Plus and Smile Enterprise.

Platform
Loyalty benchmarks

From Growth

Benchmarks. Stores like yours.

Smile benchmarks your program's key metrics against stores of similar size and industry, so you know where you are already winning.

Book a demo

30 minutes with a loyalty strategist.

HHalvardSearchadmin.shopify.com/store/halvard/apps/smile/analytics

Smile / Analytics

Analytics

Last 30 daysCompare: similar stores

OverviewLoyalty revenueProgram healthBenchmarks

Loyalty revenue

$1.24M

Members

48,210

Redemption rate

34%

Repeat purchase rate

41%

Redemption rate vs similar stores

Compared with apparel stores doing 5,000 to 15,000 orders a month.

Members vs non-members

Last 12 months

Average order value

Members$142Non-members$118

Orders per customer, 12 months

Members2.6Non-members1.4

Loyalty revenue by week

Last 90 days

Reports

ROI and CLV insights
VIP and member segment insights
Points and referral insights
Loyalty benchmarks
Financial reports

A 34% redemption rate. Means nothing on its own.

Next to the median for stores of your size and industry, it becomes a verdict.

Performance benchmarks

Four rates, in context.

See your redemption, order earning, reward usage and membership rates next to similar merchants using Smile.

Redemption rate: points redeemed vs earned
Order earning rate: orders that earned points
Reward usage rate: rewards used on an order
Membership rate: recent buyers who are members

Strengths and gaps

Know where to act.

Compare your rates with similar stores to see which areas are thriving and which might need attention.

Low redemption or usage: try new reward types
Adjust point values, or remind customers to redeem
Low membership: promote the program more widely

Track over time

Measure every change.

Check your rates regularly in the analytics dashboard to measure the impact of each change and see how your program improves.

All four rates, month by month
The impact of a change, in the months after it
Part of a routine program review

Customer story

People are very hungry for their rewards because of how generous the program is.

Carson Dowhan, Data & Insights Lead, Burbank Sportscards

62%

membership rate, above the Smile benchmark.

Burbank Sportscards’ loyalty program on Smile. Reviewed as of September 25, 2026.

Read the Burbank Sportscards story

Benchmarks, answered.

Three white eye cream tubes on a black reflective surface, with graduated cylinders and lab flasks in grey behind.

Find out where your program really stands.