Yandex Refueling continues to bolster its value proposition for a broad network of partner gas stations. Each month, users transfer a substantial 20 million Plus points to fuel purchases at these stations, turning everyday refueling into a more rewarding experience. This stream of points creates new momentum for retailers aligned with the program, enabling them to convert loyalty activity into real sales while keeping customers within the Yandex ecosystem. For the stations involved, the flow of points represents more predictable traffic and a stronger incentive to prioritize Yandex-powered payments at the pump, helping them differentiate in a competitive market and build lasting customer loyalty.
From the perspective of the partner networks, the impact is quantified in liters of fuel sold. The program has translated into approximately 400,000 additional liters moving through partner sites, illustrating how loyalty points can act as a measurable driver of volume. The distribution of points spent reveals a split: about 60% originate from major gas station networks, while the remaining 40% come from independent networks. This balance shows the program’s broad reach, appealing to both large chains and smaller retailers who want to participate in a modern loyalty ecosystem and offer customers a tangible incentive to choose their stations for fueling and related purchases.
Roman Prudnikov, the head of Yandex Gas Stations, notes that the Plus service now includes more than 12 million subscribers. The mechanism is straightforward: Plus subscribers earn points as cashback when paying for goods and services across Yandex platforms, and those same points can be redeemed at gas stations for fuel and related purchases. Prudnikov emphasizes that this dual role of points—earning cash back and spending it at the pump—helps attract a wider audience to partner gas stations. Since joining Plus, users have spent a cumulative total of 330 million points, highlighting the growing participation and the sticky value proposition of the program for everyday errands and longer trips alike.
In practical terms, the program offers flexibility at the pump. Gas stations can either reward customers with points or allow them to settle payments using earned points, effectively turning loyalty currency into a payment method at the point of sale. This dynamic adds another layer of value for both the consumer and the retailer, expanding the reach of the Plus ecosystem beyond online purchases to the physical refueling experience. The momentum built over the past year and a half demonstrates how loyalty programs can evolve into cross-channel engines for customer acquisition, retention, and incremental revenue for partner networks, all while reinforcing the convenience and competitiveness of Yandex-powered services.