Beyond Checkout: eBay Germany VP on Customer Loyalty in Ecommerce

Customer loyalty in ecommerce: Why trust is increasingly critical

Today’s online shoppers can find almost any product in a matter of seconds. But the easier product search and checkout become, the more critical it is to understand how to keep customers coming back.

In our interview series “Beyond Checkout: Leading Minds in Commerce,” Saskia Meier-Andrae, General Manager of eBay Germany, discusses why trust, community, and special shopping experiences are the foundations of true customer loyalty in ecommerce.

Customer loyalty in ecommerce often implies rewards programs – but what does true brand loyalty mean to you in a world where one click is all it takes to switch platforms?

Today, customer loyalty can’t be gained solely by offering the biggest discounts or a traditional benefits program. Mechanisms like these can certainly be useful, especially for routine purchases where price and convenience are the top priorities and AI handles the search process. But another approach is needed whenever people are hunting for something they’re passionate about.

For us at eBay, the answer lies in trust, community, and uniqueness. For example, someone looking for a rare Pokémon card, a used replacement part for a classic car, or a luxury vintage handbag needs more than just a loyalty account. Certainty about the product’s condition and authenticity is fundamental to the purchasing decision.

That’s precisely the kind of trust we strive to build through targeted services like our Authenticity Guarantee, where we verify the authenticity and condition of luxury items. Specifically for used products, our eBay Extra Protection offer provides coverage above and beyond the statutory warranty. And that’s exactly where true loyalty develops – when people can be sure they’re getting a special, top-quality item, and they feel like they’re part of a community that shares their passion.

Who will set the rules of the game in commerce in the future: platforms, brands or whichever retailers have the best access to customers?

Whoever has the best access to customers, without a doubt. That could be a platform, a brand, or a small shop. In the end, whoever remains relevant to customers and succeeds in building genuine connections will decide the rules of the game.

That’s why at eBay, we focus on areas where shopping is more than just a quick transaction – on recommerce, live events, C2C, and categories like collectibles, motors, and pre-loved fashion. In these situations, it’s not just product availability that matters. Trust, information and support, community, and often the history or condition of an item are key. With collectible sneakers, for example, these are the critical factors: Buyers want to know if they’re authentic, what condition they’re in, and whether they can feel confident about making the purchase. That’s what sets eBay apart – it offers services that keep customers coming back.

Which factors are overrated in marketplace commerce in 2026 – and which still aren’t being taken seriously enough?

We currently place too much faith in the assumption that the most efficient marketplace will win. AI will improve search, comparison, and purchasing processes. When it comes to buying refills of printer paper, this approach makes perfect sense – find it quickly, secure a good price, done. Efficiency is becoming a basic requirement, but it’s not enough on its own to build long-term customer relationships.

One thing that’s underestimated is the value of inspiration, interaction, and the shopping experience itself – these are ultimately the things that keep people coming back. And that’s exactly what we’re experiencing with eBay Live: People don’t tune into the streams to make a quick purchase. They want to see the product, ask questions, join in the bidding, share in the excitement, and be inspired. Especially when it comes to collectibles, pre-loved items, or luxury goods, it’s all about condition, authenticity, and value. In these cases, the decision to buy isn’t driven by the fastest checkout process, but by direct interaction.

What decisions do you still deliberately choose to make without AI?

Ultimately, decisions are always mine to make. But in both my professional and my personal life, I’ve used AI as an important sounding board for some time. I use it to think through my options, grasp complex issues more quickly, or – on a purely practical level – to help with interior design questions.

To give an example: When I was looking for a new dining table recently, I gave the AI a photo of my dining room, experimented with different styles and materials, and had it show me renderings. Step by step, that’s how I found the right table. The AI then suggested some manufacturers. I eventually found a small retailer in the Netherlands that offered exactly what I was looking for – a one-of-a-kind table with the right dimensions.

I think that’s a great demonstration of how AI can democratize visibility in ecommerce to a certain extent. It can be especially helpful to smaller retailers offering very specialized products, as it allows them to be discovered by customers who are looking for exactly those items but might never have found them using traditional search methods.

The takeaway: Customer loyalty in ecommerce calls for more than just discounts

Price, selection, and speed are increasingly becoming minimum entry requirements in ecommerce. What sets businesses apart are the things that can’t be easily replicated: trust, community, and a shopping experience that offers guidance and inspires people. Saskia Meier-Andrae believes that loyalty develops in precisely those situations where commerce is about more than just a transactions – and customers have a reason to keep coming back.

You can hear more insights from Saskia Meier-Andrae on commerce, AI, and customer loyalty on the DMEXCO podcast.

Want to learn more about developments in customer loyalty in ecommerce, recommerce, and community commerce? Then secure your ticket for DMEXCO 2026 now and discuss the future of digital commerce with industry leaders.

Don’t miss any important news from the world of digital marketing, both nationally and internationally! Subscribe to the new DMEXCO newsletter “Digital Digest” and receive the latest information directly in your mailbox every Monday, Wednesday, and Friday.