In the earlier days of online shopping, I would use VAN - especially when shopping at a site for the first time. Now, I don’t shop online as much - and when I do, it is mostly at established national chains.
I also don’t use Citi cards that often, since I have other cards that offer higher cash back for different categories. Plus, there are now more options for anonymizing your cc info (e.g. Google Pay, Chase Pay, PayPal, Masterpass, Visa Checkout).