Balance sheet: PAYBACK achieves new user and collection record

Collecting points with just one card or app at more than 700 partners is part of everyday life for more than 35 million people in Germany – and it pays off: As the current PAYBACK annual review shows, points worth up to 2.5 million euros per shopping day were collected in 2025. The high redemption rate of 95 percent shows how valuable PAYBACK points are to customers. “The many opportunities for collecting and redeeming points are decisive for the popularity of PAYBACK,” says Florian Wolfframm, member of the PAYBACK management board. “There is something for every household and every need – from online shopping at Amazon, Aral, dm-drogerie markt, Edeka, and Netto Marken-Discount to Zalando vouchers. With clever use of coupons, a family can easily save up to 500 euros a year.”  
  • 35 million active users, 6 million new customers in the anniversary year 2025
  • 18 million active PAYBACK app users
  • PAYBACK customers save €2.5 million per day
  • 95% of points are redeemed

Direct savings at partner checkouts 

By far the largest proportion of points are redeemed directly at partner checkouts and deducted from the purchase price, enabling consumers to save money immediately. In second place in terms of point redemption are non-cash rewards – technical products and vouchers are particularly popular here – followed in third place by the conversion of points into Miles & More miles or cash. Donating points to charity is also possible and popular.

35 million Germans collect PAYBACK points

PAYBACK celebrated its quarter-century in 2025, while also gaining nearly six million new customers. The already strong partner network, which includes Aral, Amazon, dm-drogerie markt, OTTO, and TUI, has been joined by Edeka, Netto Marken-Discount, Sparkassen, Galeria, and others. Today, 18 million people already use the PAYBACK app regularly. Thanks to the smart connections between the PAYBACK app and the company's own partner apps, customers benefit from many additional services and companies benefit from a much greater reach.

PAYBACK as a democratic program with card or app

“PAYBACK not only gives customers a choice of many partners and redemption options, but also between card or app,” says Wolfframm. “Unlike many other loyalty models, PAYBACK works both with a card and with the PAYBACK app. Those who wish can also receive personalized offers by mail. We don't exclude anyone, but make cheaper shopping as easy as possible for everyone.”

Regional records: PAYBACK strongholds and multi-partner fans

The current PAYBACK collection atlas also shows exciting regional differences in collecting and redeeming points: Bobenheim Roxheim is the absolute PAYBACK stronghold: 69 percent of residents here collect points. Monschau is home to the most loyal fans: on average, residents have been participating in the bonus program for 15.2 years. Grünwald near Munich is the online shopping capital: here, customers spend an average of 367 euros per year on online shopping that earns points – more than anywhere else in Germany. Kettig (Rhineland-Palatinate) lives the multi-partner principle most intensively: on average, customers here collect points from 6.35 different partners per year – a prime example of successful cross-use.


Facts & figures (Germany, FY 2025)

•    Partner companies:                     > 700 
•    Active PAYBACK customers:         > 35 million
•    Active PAYBACK app users:          > 18 million
•    Annual sales generating points:    €46 billion
•    Brand awareness:                 9 out of 10 Germans
• Total value of points collected (since 2000): 7.2 billion euros
• Redemption rate: 95%
• Coupons redeemed in 2025: 12 per second

You can find a press image here.

 
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