The marketing strategy known as “share of wallet” prioritizes strengthening relationships with existing customers rather than acquiring new ones to grow the business. The goal is to cultivate exclusive loyalty in order to gradually increase the proportion of spending customers allocate to the brand’s products or services. Often mistakenly confused with market share, this approach actually aims to automatically increase market share in volume or value through gains in wallet share. Conversely, this “share of wallet” strategy can be contrasted with an approach focused on acquiring new customers. This concept is closely linked to customer loyalty. A concrete example is a brand highlighting its “share of wallet” strategy.