Gamification Patterns in Selected E-Commerce Platforms

Gamification and E-commerce are often combined nowadays to achieve flourishing businesses and engaging experiences for customers. Ascertaining how businesses gain deeper engagement in services and products they offer remains a viable research area. The complex and varied nature of E-commerce businesses makes it unnecessary to search for a one-size-fits-all solution in gamification as a wide variety of E-commerce functions can be gamified. By focusing on three E-commerce applications: shopping and browsing in webshops, product/brand experience and rating systems; this study presents a review of applied gamification in E-commerce. For each of the selected E-commerce domains, a description of the gamified E-commerce functionality is given, a detailed analysis of an existing system is offered and a list of further examples that also used gamification for the same functions is presented. This study shows which different common E-commerce elements can be gamified and in which contexts the gamification is best applied.