91APP (Stock code: 6741), today announced a strategic collaboration with LINE Shopping to become the first solution partner in the market to introduce the LINE Shopping SMB Points Solution. Through 91APP’s services, brands will soon be able to integrate this new feature into their branded shopping apps and official websites, enabling consumers to earn LINE POINTS seamlessly during purchases. By leveraging Taiwan’s most widely adopted cross-channel loyalty points ecosystem, brands can drive first-time app purchases, accelerate new customer conversion, and build long-term member value.
1. 91APP Leads Industry in Launching LINE Shopping SMB Points Solution to Power Brand Point Economy
Loyalty points have become one of the most effective strategies for brands to strengthen customer retention. As Taiwan’s loyalty ecosystems continue to expand and become increasingly interoperable, highly circulated reward points have become valuable marketing assets for retailers.
According to the Mirai Business, Taiwan’s retail loyalty points market reached NT$55.3 billion in 2024 and is projected to grow to NT$77 billion by 2028. Market penetration is expected to increase from 1.14% to 1.42%, highlighting continued growth potential. Loyalty points have evolved beyond simple purchase rewards into strategic tools for strengthening customer relationships, influencing purchase decisions, increasing basket size, and improving repeat purchase rates.
LINE POINTS is one of Taiwan’s most widely adopted loyalty ecosystems, with NT$2.7 billion[1] in outstanding points circulation and more than 710,000 payment locations nationwide. Each point is equivalent to NT$1 and can be redeemed for purchases or products, making it one of the country’s most valuable and actively used loyalty currencies.
With the integrated through 91APP, consumers can receive shopping rewards directly within a brand’s app or official website without leaving the shopping journey. The seamless experience reduces abandonment while enhancing the attractiveness of LINE POINTS, helping brands improve customer acquisition, increase average order value and repeat purchases, and ultimately convert external traffic into first-party member assets that power personalized AI-driven marketing.
2. 91APP and LINE Shopping Deepen Collaboration to Accelerate OMO 2.0
As omnichannel retail evolves, brands are shifting from simply acquiring traffic to converting traffic into member assets and long-term customer value. According to the 91APP Retail Research, although overall retail traffic increased during the first half of 2026, new customer activation declined by 14%, while first-purchase sales weakened. Only repeat purchase sales recorded positive growth, rising 5%, revealing a critical challenge: attracting traffic alone is no longer enough, as brands must convert new shoppers into long-term members.
Ed Wang, Senior Vice President of 91APP, said that the key is not simply generating traffic, but converting it into first-party app membership and long-term customer value that creates sustainable monetization and growth. He added that 91APP and LINE Shopping have maintained a long-standing partnership supporting brand growth, and that 91APP is the first solution provider in the market to integrate the LINE POINTS Reward Assistant, helping brands overcome new customer conversion challenges while extending the customer value chain. Combined with the branded App × LINE operating model and AI Agent capabilities, the solution accelerates the positive growth cycle of OMO 2.0.
Jerry Ku, General Manager of Commerce Business, LINE Taiwan, also noted that LINE’s extensive user ecosystem, together with 91APP’s expertise in branded D2C and omnichannel operations, enables the partnership to connect the three critical stages of traffic, conversion, and membership, helping brands transform one-time visitors into long-term customers.
3. Proven Cross-Category Performance Drives First-Time Buyer Growth and Conversion Efficiency
During the pilot phase, participating brands across fashion, outdoor, beauty, and lifestyle categories, including The North Face, ARWIN/BIOCHEM, Qmomo, and FOOTER, delivered strong conversion results. Compared with the previous year, new member registrations increased by 72.1%, first-time app purchasers grew by 112.9%, first-purchase GMV rose 88.1%, and overall app GMV increased 41.3%. The results demonstrate that integrating LINE POINTS incentives directly into the first-purchase journey not only lowers the barrier to initial conversion, but also improves the effectiveness of turning traffic into completed transactions and long-term membership growth.
LINE Shopping SMB Points Solution will be gradually rolled out to 91APP brand clients, allowing merchants to configure first-purchase reward mechanisms based on their own membership and promotional strategies. The system automatically verifies first-purchase eligibility and distributes LINE POINTS, significantly reducing operational workload and campaign management costs.
4. LINE Shopping SMB Points Solution Helps Brands Capture Peak-Season Growth Opportunities
Unlike traditional customer acquisition models, LINE Shopping SMB Points Solution adopts a performance-based pricing model, enabling brands to allocate acquisition budgets more efficiently based on actual completed transactions.
As Taiwan enters the year’s largest shopping season—including department store anniversary sales, Double 11, Double 12, Christmas, and year-end campaigns, 91APP and LINE Shopping will continue combining their strengths in traffic, technology, and omnichannel operations to help brands capture peak-season demand. Both companies will further expand their collaboration to unlock new growth opportunities in the OMO 2.0 era.
[1] Source: LINE Pay (2026). August 18, 2026 Investor Conference Presentation.