Loyalty Module

Loyalty programs increase customer lifetime value (LTV), drive repeat purchases, and build long-term partnerships across B2B, B2C, and marketplace models.

Loyalty can also work at the organization level. In a dealer or outlet program, several managers buying for the same outlet earn points together, and the points belong to the account and stay with it when buyers change. This builds on the company structure in Multi-Account & Company Structure.

Customer retention matters as much as acquisition. Attracting customers alone isn't enough as businesses need mechanisms to keep them coming back. 

Loyalty module is available through Virto’s Commerce Innovation Platform, built for B2B, B2C, and D2C.

Virto Commerce’s loyalty module is a native, fully integrated no-code solution for creating and managing points-based loyalty programs. It provides businesses with capabilities to recognize and reward returning customers, driving behaviours aligned with key business goals—frequent purchases, referrals, upsells, and cross-sells.  

As a native solution, the loyalty module allows businesses to launch programs quickly and scale effortlessly without investing in external tools or integrations. 

• Store managers create and configure loyalty programs with custom conditions and reward rules—fixed points or percentage‑based.

• Transactions for points accrual and redemptions, localized program names, schedules, and program priorities are fully logged.

• Customers with sufficient point balances can pay with loyalty points directly in the cart—alongside their regular currency, not instead of it—or continue to accumulate rewards toward a later purchase.

• Native, no-code loyalty program management: Create, configure, and manage loyalty programs directly in the familiar, user-friendly interface.

• Customizable reward structures: Choose between fixed or percentage-based points, change program names, schedules, and priority settings for tailored customer experiences.

• Full transparency with transaction logging: Complete, auditable records of points earned and redeemed for internal policies and compliance.

• Mixed-currency checkout: Customers can pay with accumulated points alongside their regular currency in the same cart, earning and redeeming points in one checkout, with no separate loyalty flow.

• Multi-model support: Designed to cater to B2B, B2C, and marketplaces, the loyalty module is scalable and enables centralized loyalty management.  

In a dealer or outlet program, the account earns the points. They stay with the outlet when staff change and buyers rotate, where a program tied to individuals loses value every time someone leaves.

• Missions completed by organizations: An organization can complete a mission, not only an individual customer.
• Points earned collectively: Several managers buying on behalf of the same outlet earn points together, and any manager can redeem what the outlet has earned.

Organization-level loyalty builds on the company structure in Multi-Account & Company Structure, and it works alongside personalized pricing and promotional tools.

Missions direct purchasing behavior: buy these products, within this window, and earn a fixed reward. It is a trade promotion expressed as loyalty instead of a discount.

• Set up by a manager in the admin: The goal can be an order value, an order count, or the purchase of specific SKUs. Each mission is scoped to one store, runs between a start and an end date, is offered only to selected customer groups, and awards a fixed number of points on completion.
• Visible in the customer’s account: Open missions appear in the customer’s own account, where they can open any mission and see the goal and how far along they are.

• Increased average order value: Loyalty programs incentivize customers to spend more to earn points, encouraging them to purchase in bulk, add complementary products to the cart, and choose upsell alternatives.
• Boosted customer retention and lifetime value: Repeat purchases stimulated by loyalty programs create a stronger relationship and drive ongoing engagement.
• Improved conversion: Loyalty rewards motivate users to finalize purchases faster, helping drive the conversion rates up.
• Enhanced customer satisfaction: Customers feel valued and recognized by earning points for their activities, creating a more positive purchasing experience.
• Streamlined loyalty management: Native loyalty capabilities eliminate the need for complex and costly third-party integrations, upgrades, and maintenance. 

• B2B companies (such as distributors and contract suppliers) run dealer-incentive and partner-reward programs where points can offset an invoice directly at checkout, not just accrue for later. Award points for renewals, repeat orders, upsells, or program compliance.
• B2C businesses—such as retailers and consumer brands—motivate customers to return and spend more, turning rewards into an integral part of the brand experience.
• Marketplace platform operators utilize loyalty programs to reward customers for repeat orders and referrals, expending rewards to sellers if needed, increasing overall marketplace engagement and retention.
• B2B2C and multi-channel organizations—such as corporate clients and end-customers—make use of layers of loyalty and localized reward rules, enabling centralized management across regions and channels while retaining branding and rules consistency. 

Reward your customers and build lasting loyalty with Virto Commerce’s loyalty module. Boost customer engagement across B2B, B2C, and marketplaces with native reward systems. Learn more about Virto’s loyalty module and other capabilities by visiting the user guide.