Payback Expands as Edeka Partnership Adds Two Million New Customers

Germany’s largest bonus program marks its 25th anniversary with record growth and new partnerships.

Payback's active customer base has grown from 31 to 33 million, representing half of Germany's population over 16 years old, following Edeka's January 1 partnership.
The program expects further growth with the planned integration of Sparkassen, enabling automatic point collection through Sparkassen cards and linking local trade to Payback's ecosystem.
In 2024, customers collected points worth €583 million, contributing to a total transactional volume of €39 billion through the platform, with projections for further increases in 2025.
CEO Bernhard Brugger described the Edeka and Netto partnerships as transformative, significantly surpassing the scale of prior collaborations with Rewe and Penny.
Economic pressures are driving consumers to prioritize discounts and coupons, with 95% of collected points redeemed, while discretionary spending on non-essentials like furniture and fashion has declined.