Latin America Loyalty Programs Market Intelligence and Future Growth Dynamics - 50+ KPIs on Loyalty Programs Trends by End-Use Sectors, Operational KPIs, Retail Product Dynamics, and Consumer Demographics - Q1 2025 Update

The loyalty market in Latin America is expected to grow by 17.0% on annual basis to reach US$5.09 billion in 2025.

In value terms, the loyalty market in the region has recorded a CAGR of 19.2% during 2020-2024. The loyalty market in Latin America will continue to grow over the forecast period and is expected to record a CAGR of 14.4% during 2025-2029. Loyalty market is expected to increase from US$4.35 billion in 2024 to reach US$8.70 billion by 2029.

This report provides a detailed data-centric analysis of the loyalty market opportunities and risks across a range of end-use sectors and market segments in Latin America With over 50 KPIs at the country and regional level, this report provides a comprehensive understanding of loyalty market dynamics, market size and forecast, and market share statistics.

The publisher’s research methodology is based on industry best practices. Its unbiased analysis leverages a proprietary analytics platform to offer a detailed view on emerging business and investment market opportunities.

This tittle is a bundled offering combining 5 reports, covering regional insights along with data centric analysis at regional and country level:

1. Latin America Loyalty Programs Market Intelligence and Future Growth Dynamics (Databook)
2. Argentina Loyalty Programs Market Intelligence and Future Growth Dynamics (Databook)
3. Brazil Loyalty Programs Market Intelligence and Future Growth Dynamics (Databook)
4. Colombia Loyalty Programs Market Intelligence and Future Growth Dynamics (Databook)
5. Mexico Loyalty Programs Market Intelligence and Future Growth Dynamics (Databook)

Key Insights

Loyalty programs in Latin America are transitioning toward digital-first, mobile-driven, and financial inclusion-focused models. The region is seeing strong adoption of coalition programs, cashback rewards, gamification, and subscription-based loyalty models, with a growing emphasis on sustainability and fintech-led incentives. Over the next few years, businesses that integrate digital wallets, ESG-driven rewards, and AI-powered personalization will lead to customer engagement and long-term brand loyalty across LATAM.

Digital and Mobile-First Loyalty Programs on the Rise

• LATAM businesses are shifting from traditional card-based loyalty programs to mobile-first digital ecosystems. In Brazil, Dotz integrates loyalty points with digital payments, allowing users to earn and redeem rewards across retail, banking, and travel. In Mexico, BBVA Wallet Rewards offers real-time cashback and digital points for mobile transactions. RappiPrime provides app-based loyalty perks in Colombia, such as free delivery and exclusive discounts.
• The rise of mobile commerce, digital wallets, and fintech solutions has driven brands to embrace app-based and real-time loyalty engagement. LATAM consumers prefer mobile-driven experiences, and businesses are leveraging digital platforms to offer instant and personalized rewards.
• More retailers, financial institutions, and service providers will integrate loyalty programs into mobile apps, allowing real-time tracking, AI-driven recommendations, and seamless redemption experiences.

Growth of Coalition Loyalty Programs in Retail and Banking

• Coalition loyalty programs, where multiple brands share a unified rewards system, are gaining popularity in LATAM. Brazil’s Livelo allows users to accumulate and redeem points across retail, travel, and banking partners. Club La Nación provides members exclusive deals across restaurants, shopping malls, and entertainment venues in Argentina. PAYBACK integrates points from gas stations, supermarkets, and airlines in Mexico.
• LATAM's fragmented retail sector makes cross-brand loyalty programs appealing. Consumers prefer flexible rewards that can be redeemed across various industries. Businesses benefit from shared operational costs and expanded customer reach.
• Coalition loyalty models will expand into healthcare, fintech, and mobility services, leveraging AI-driven customer data to provide more personalized rewards and cross-brand benefits.

Cashback and Financial Inclusion-Based Loyalty Initiatives

• Cashback-based loyalty programs are becoming a preferred model in LATAM, especially as part of financial inclusion initiatives. In Brazil, PicPay Rewards provides cashback for digital payments, while in Mexico, Mercado Pago’s loyalty system offers discounts and cashback on purchases. Bancolombia’s credit card rewards in Colombia allow customers to convert spending into real monetary savings.
• LATAM has a large unbanked population, and cashback-based loyalty programs help drive financial inclusion by incentivizing digital transactions and mobile banking adoption. Economic volatility makes cashback incentives more attractive as consumers seek immediate and tangible financial benefits.
• More fintech companies and digital banks will introduce cashback rewards, integrating them with mobile payment ecosystems. Expect partnerships between retailers and financial institutions to enhance cashback offerings.

Subscription-Based Loyalty Models in E-Commerce and Delivery Services

• Subscription-based loyalty models are expanding in LATAM, where consumers pay a fixed monthly fee for exclusive perks. Amazon Prime Mexico offers free shipping and streaming benefits, while RappiPrime in Colombia and Brazil provides discounts on deliveries and access to premium merchants. In Argentina, Mercado Libre’s "Mercado Puntos" allows users to earn extra points for subscribing to its premium service.
• Consumers in LATAM value convenience and premium experiences, and the growth of subscription-based e-commerce and food delivery services has driven demand for paid loyalty memberships.
• More retailers and service providers will adopt tiered subscription loyalty models, bundling free shipping, cashback incentives, and early access to sales to drive long-term customer retention.

Expansion of ESG-Driven Loyalty Programs in Latin America

• LATAM loyalty programs are increasingly integrating sustainability and ESG (Environmental, Social, and Governance) incentives. LATAM Airlines' CO2 compensation program offers extra miles for eco-friendly travel choices in Chile. Carrefour's sustainability rewards in Brazil encourage consumers to buy organic and low-emission products. In Mexico, HSBC's Green Credit Card rewards customers for environmentally responsible spending.
• Governments in LATAM are implementing sustainability initiatives, and eco-conscious consumers are demanding green incentives. Businesses use ESG-driven loyalty as a differentiation strategy to build brand trust and long-term loyalty.
• More travel, retail, and financial services brands will incorporate carbon offset rewards, eco-friendly product discounts, and green finance incentives into their loyalty programs.

Loyalty Integration with Digital Wallets and Cryptocurrencies

• LATAM is witnessing increased integration of loyalty rewards with digital wallets and cryptocurrency-based incentives. In Argentina, Lemon Cash Rewards offers Bitcoin cashback on everyday purchases. Brazil's Nubank Rewards allows users to redeem points for crypto investments. In Mexico, Bitso’s loyalty program provides crypto-based incentives for trading activities.
• The rise of blockchain adoption, digital banking, and cryptocurrency investments encourages businesses to explore crypto-backed loyalty programs. Young consumers, especially in Brazil and Argentina, are more open to alternative financial rewards.
• Depending on regulatory developments across LATAM, more banks, fintech startups, and e-commerce platforms will integrate crypto-based rewards and blockchain-powered loyalty programs.

Gamification of Loyalty Programs in Retail and Financial Services

• Gamification is becoming a popular engagement tool in LATAM loyalty programs. In Brazil, Magalu Rewards rewards customers with spin-to-win games and purchase challenges. Banorte’s gamified banking app incentivizes financial literacy and digital banking engagement in Mexico. Cencosud Points allows members to earn extra points in Chile through interactive challenges and in-app quizzes.
• Young consumers in LATAM prefer interactive, experience-driven loyalty programs over traditional point-based systems. The rise of mobile gaming and social commerce has also encouraged brands to add game-like elements to their loyalty structures.

Competitive Landscape of the Loyalty Market in Latin America

The loyalty market in Latin America (LATAM) is evolving rapidly, driven by fintech innovation, e-commerce expansion, and mobile payment adoption. Unlike Europe, where coalition programs dominate, or Asia-Pacific, where super apps lead engagement, LATAM’s loyalty market is highly fragmented, with banks, retailers, fintech startups, and e-commerce platforms competing for customer retention. Below is an analysis of competitive intensity, market structure, key players, and the outlook for the next 2-4 years.

Competitive Intensity and Market Structure

• Highly fragmented loyalty ecosystem with country-specific competition: Unlike North America and Europe, where loyalty programs have cross-border reach, LATAM’s loyalty landscape is country-specific, with retailers, banks, fintech firms, and digital payment providers competing in each market. For instance, Livelo (Brazil) and Puntos Colombia (Colombia) are strong in their respective markets but have limited regional expansion.
• E-commerce platforms and fintech startups driving loyalty innovation: The rapid growth of digital commerce and mobile banking is reshaping how brands engage customers through loyalty programs. Platforms like Mercado Puntos (Argentina, Mexico, Brazil) and Nubank Rewards (Brazil, Mexico) integrate cashback and digital payment-linked incentives, increasing competitive intensity.
• Retail-driven and telecom-led loyalty programs remain strong in consumer engagement: Traditional and telecom loyalty programs play a significant role in customer retention strategies. Cencosud Points (Chile, Argentina, Colombia) and Claro Club (Brazil, Mexico, Peru) remain competitive, leveraging discounts, tiered rewards, and personalized engagement.

Types of Players in the Loyalty Market

• Retail and supermarket loyalty programs leading consumer engagement: Major retailers such as Carrefour (Brazil, Argentina), Cencosud (Chile, Argentina, Colombia), and Grupo Éxito (Colombia) have strong loyalty ecosystems, offering cashback, personalized discounts, and AI-driven recommendations.
• Fintech and digital banking loyalty programs are rapidly expanding. With low banking penetration in parts of LATAM, fintech startups and digital banks are using loyalty programs to drive financial inclusion. Nubank Rewards (Brazil, Mexico), Mercado Pago Rewards (Argentina, LATAM-wide), and Inter-Bank Rewards (Brazil) offer spending-based cashback, subscription-based benefits, and digital wallet-linked incentives.
• Telecom and travel loyalty programs competing with digital-first models: Telecom companies and airlines still operate strong loyalty networks, with programs such as LATAM Pass (Chile, Argentina, Peru, Brazil) and Claro Club (Brazil, Mexico, Peru) offering cross-industry reward partnerships with hotels, fuel stations, and e-commerce brands.

Market Fragmentation vs. Consolidation

• High fragmentation with limited cross-country coalition programs: Unlike Europe or North America, where coalition loyalty programs offer multi-brand and multi-sector rewards, LATAM has country-specific loyalty ecosystems, making regional expansion challenging. However, programs such as Puntos Colombia (Colombia) and Livelo (Brazil) attempt to create multi-brand partnerships.
• Super apps and fintech platforms drive partial digital loyalty consolidation: Companies like Mercado Libre, Nubank, and Rappi are integrating rewards into digital payments, e-commerce, and financial services, consolidating loyalty engagement within their ecosystems. These platforms are reducing reliance on traditional point-based loyalty models and shifting towards cashback and tiered subscription benefits.
• Retail and travel sectors remain industry-specific, limiting full market consolidation: While fintech and digital payment platforms drive loyalty consolidation, retail and travel industries remain fragmented, with loyalty programs tailored to local market preferences and regulatory frameworks.
• Regulatory complexity and economic instability affecting loyalty adoption: Unlike Europe or North America, where regulations are stable, LATAM’s economic volatility and changing regulatory environment make it challenging for brands to establish long-term loyalty programs. Currency fluctuations, inflation, and digital payment regulations vary across countries, impacting loyalty program scalability.
• Low banking penetration limits traditional loyalty models. Unlike Europe, where credit card-linked rewards dominate, LATAM has a large unbanked population, making subscription-based and premium credit card loyalty programs less effective. To engage a broader customer base, brands must focus on mobile wallet-linked and digital-first loyalty incentives.
• High consumer price sensitivity makes rewards-based models essential: LATAM consumers prioritize discount-driven and cashback loyalty programs over exclusive, tiered benefits. Loyalty programs must focus on high-value, practical rewards rather than status-based or premium-tiered incentives, which are more successful in North America or Europe.

Outlook: Competitive Shifts Over the Next 2-4 Years

• Fintech-driven and mobile wallet-integrated loyalty programs will expand: Digital banks and fintech platforms will lead loyalty innovation, with brands like Nubank, Mercado Pago, and Rappi enhancing spending-based cashback, digital vouchers, and real-time rewards. This shift will make traditional coalition programs less competitive.
• AI-powered personalization and behavioral rewards will gain traction: More brands will use AI and machine learning to optimize loyalty strategies, similar to Carrefour and Cencosud leveraging AI for predictive discounts and real-time engagement. This will drive higher customer retention and purchase frequency.
• Subscription-based loyalty models will expand in e-commerce and digital banking: Programs like Amazon Prime (LATAM), Mercado Puntos (Argentina, Mexico, Brazil), and Nubank Ultra (Brazil) will introduce premium-tier loyalty incentives, combining exclusive shopping deals, free shipping, and priority banking services.

Scope

Regional and country reports in this bundled offering provide in-depth analysis of loyalty programs. Below is a summary of key market segments.

Retail Sector Spend Value Trend Analysis

• Ecommerce Spend
• POS Spend

Loyalty Spend Market Size and Future Growth Dynamics by Key Performance Indicators

Loyalty Spend Market Size and Future Growth Dynamics by Functional Domains

• Loyalty Schemes
• Loyalty Platforms

Loyalty Spend Market Size and Future Growth Dynamics by Loyalty Program Type

• Points programs
• Tier-based programs
• Mission-driven programs
• Spend-based programs
• Gaming programs
• Free perks programs
• Subscription programs
• Community programs
• Refer a friend program
• Paid programs
• Cashback programs

Loyalty Spend Market Size and Future Growth Dynamics by Channel

• In-Store
• Online
• Mobile

Loyalty Schemes Spend Market Size and Future Growth Dynamics by Business Model

• Seller Driven
• Payment Instrument Driven
• Others

Loyalty Spend Market Size and Future Growth Dynamics by Key Sectors

• Retail
• Financial Services
• Healthcare & Wellness
• Restaurants & Food Delivery
• Travel & Hospitality (Cabs, Hotels, Airlines)
• Telecoms
• Media & Entertainment
• Others

Loyalty Spend Market Size and Future Growth Dynamics in Key Sectors by Online

• Retail
• Financial Services
• Healthcare & Wellness
• Restaurants & Food Delivery
• Travel & Hospitality (Cabs, Hotels, Airlines)
• Telecoms
• Media & Entertainment
• Others

Loyalty Spend Market Size and Future Growth Dynamics in Key Sectors by In-Store

• Retail
• Financial Services
• Healthcare & Wellness
• Restaurants & Food Delivery
• Travel & Hospitality (Cabs, Hotels, Airlines)
• Telecoms
• Media & Entertainment
• Others

Loyalty Spend Market Size and Future Growth Dynamics in Key Sectors by Mobile App

• Retail
• Financial Services
• Healthcare & Wellness
• Restaurants & Food Delivery
• Travel & Hospitality (Cabs, Hotels, Airlines)
• Telecoms
• Media & Entertainment
• Others

Loyalty Spend Market Size and Future Growth Dynamics by Retail

• Diversified Retailers
• Department Stores
• Specialty Stores
• Clothing, Footwear & Accessories
• Toy & Hobby Shops
• Supermarket and Convenience Store
• Home Merchandise
• Other

Loyalty Spend Market Size and Future Growth Dynamics by Accessibility

• Card Based Access
• Digital Access

Loyalty Spend Market Size and Future Growth Dynamics by Consumer Type

• B2C Consumers
• B2B Consumers

Loyalty Schemes Spend Market Size and Future Growth Dynamics by Membership Type

• Free
• Free + Premium
• Premium

Loyalty Platform Spend Market Size and Future Growth Dynamics by Software Use Case

• Analytics and AI Driven
• Management Platform

Loyalty Platform Spend Market Size and Future Growth Dynamics by Vendor/Solution Partner

• In House
• Third Party Vendor

Loyalty Platform Spend Market Size and Future Growth Dynamics by Deployment

• Cloud
• On-Premise

Loyalty Spend Market Size and Future Growth Dynamics by Loyalty Platforms

• Software
• Services

Loyalty Spend Market Size and Future Growth Dynamics by Software Use Case Platforms

• Custom Built Platform
• Off the Shelf Platform

Loyalty Spend Market Size and Forecast by Consumer Demographics & Behaviour

• By Age Group
• By Income Level
• By Gender

Reasons to buy

• Insights on Strategy & Innovation: Navigate through future direction of the loyalty programs and platforms market by understanding strategic initiatives taken by key players to gain market share and innovation.
• In-depth Understanding of Loyalty Market Dynamics at Regional and Country Level: Understand emerging opportunities and future direction of the loyalty programs and platforms market, key drivers, and trends. Benefit from a detailed market segmentation with 50+ KPIs.
• Value and Volume KPIs for Accurate Understanding: Value and volume key performance indicators (KPIs) help in developing an accurate understanding of market dynamics.
• Competitive Landscape: Get a snapshot of competitive landscape with key players and market share in your strategy by gaining insights into the current structure of the market.
• Develop Strategies to Gain Market Share: Create and fine tune your targeting strategy in the loyalty sector, identify growth categories and target specific segments across the value chain; evaluate important trends and risks unique to your market.
• Deeper Understanding of Consumer Behaviour: Increase ROI by understanding how consumer attitudes and behaviours are evolving. Get a detailed view on retail spending dynamics across consumer segments.