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<p>Ready to elevate your ecommerce brand?</p><p>Get in touch with us at&nbsp;<a href="mailto:info@underwaterpistol.com" rel="noopener noreferrer" style="color: rgb(255, 255, 255);"><strong>info@underwaterpistol.com</strong></a></p><p>or call&nbsp;<a href="tel:+442034677614" rel="noopener noreferrer" style="color: rgb(255, 255, 255);"><strong>+44 203 467 7614</strong></a>.</p><h4><br></h4>

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Charlie Semmence

<p>Subscription ecommerce has revolutionised the way businesses and consumers view transactional relationships. This model is gaining immense traction across a variety of industries, offering a unique blend of convenience and personalisation.</p>
<p>In this blog, we'll explore the fundamentals of <a href="https://www.underwaterpistol.com/shopify-plus-agency/development/subscription-commerce" target="_blank">subscription ecommerce</a>, understand its rising popularity among consumers, and highlight some leading companies that are making waves in this space.</p>
<h2><strong>What is subscription ecommerce? </strong></h2>
<p>Subscription ecommerce refers to a business model where customers pay a recurring fee, often monthly or annually, to receive products or services on a regular basis. This model capitalises on consumers’ desire for convenience and surprise, delivering value through regular, curated experiences that cater to individual preferences and needs.</p>
<p>Subscription ecommerce spans various industries, from food and beauty boxes to streaming services and software. In recent years, brands have also achieved success in the subscription space by venturing into unconventional and niche markets, like performance sportswear brand <a href="https://www.on-running.com/en-gb/collection/cyclon" target="_blank">On Running</a>’s subscription running shoes, and <a href="https://www.underwaterpistol.com/work/omaze" target="_blank">Omaze</a>’s ‘Million Pound House’ draws, which are available on a subscription.</p>
<p>There’s a lot of potential for ecommerce brands when it comes to subscriptions. Sometimes you just have to think outside the (subscription) box.</p>
<h2><strong>Why do customers like subscriptions? </strong></h2>
<p>The appeal of subscriptions to consumers is multifaceted. Firstly, they offer unparalleled convenience; subscribers don’t need to remember to reorder their dog food, or their skincare must-haves.</p>
<p>Secondly, they provide a sense of personalisation and discovery. Many <a href="https://www.underwaterpistol.com/shopify-plus-agency/development/subscription-commerce" target="_blank">subscription services</a> curate their offerings based on individual preferences, making each delivery a tailored experience.</p>
<p>Finally, but perhaps most importantly, subscriptions often come with cost benefits, as companies incentivise long-term commitments with price reductions. If you’re going to be ordering the same product manually anyway, why wouldn’t you sign up for a subscription to get 15% off?</p>
<p>In general, the subscription model aligns well with the modern lifestyle, which values simplicity, personalisation and efficiency.</p>
<h2><strong>Why brands are embracing subscription models </strong></h2>
<p>The ecommerce landscape is more competitive than ever, and subscription models have become a strategic tool for brands to build lasting customer relationships. Quite simply, brands want stable, recurring revenue, and to maximise the lifetime value of their customers.</p>
<p>Done well, ecommerce subscriptions help businesses generate an audience of loyal customers. <a href="https://www.underwaterpistol.com/blogs/ecommerce/best-subscription-ecommerce-brands-shopify" target="_blank">Brands that leverage the subscription model</a> benefit from continuous engagement, ongoing opportunities to upsell or cross-sell, and steady revenue growth.</p>
<p>In the digital age, where consumer preferences rapidly evolve, the ability to maintain a consistent customer base through subscriptions is a significant advantage.</p>
<h2><strong>Get inspired: Leading ecommerce subscription companies </strong></h2>
<p>From tea boxes to beauty products, the industry’s <a href="https://www.underwaterpistol.com/blogs/ecommerce/best-subscription-ecommerce-brands-shopify" target="_blank">leading subscription brands</a> deliver convenience, value and exclusivity. Let's explore the leaders who embrace three distinct approaches: a subscription box, a subscribe-and-save model, and a unique membership programme.</p>
<h3>Bird &amp; Blend: The tea lovers’ ecommerce subscription box</h3>
<div style="text-align: start;"><img style="float: none;" alt="Bird &amp; Blend ecommerce subscription box" src="https://cdn.shopify.com/s/files/1/1472/1782/files/Bird_Blend_1024x1024.jpg?v=1706019752"></div>
<p><a href="https://www.birdandblendtea.com/pages/tea-subscription" target="_blank">Bird &amp; Blend</a> is home to the UK's top-rated monthly tea tasting club, bringing high-quality loose leaf teas to the doorsteps of tea lovers across the country. Each letterbox-friendly package is thoughtfully curated by tea experts, and subscribers can choose from three different box types that align with their preferences.</p>
<p>Bird &amp; Blend’s ecommerce subscription box has gained popularity by inviting subscribers to explore unique and diverse tea flavours on their terms, allowing them to swap out products, pause or cancel their subscription at any time.</p>
<h3>Amazon: The Subscribe &amp; Save pros</h3>
<p>Amazon’s hassle-free <a href="https://www.amazon.co.uk/Subscribe-Save-Health-Beauty-Grocery/b?ie=UTF8&amp;node=423139031" target="_blank">Subscribe &amp; Save</a> option allows customers to set up regular deliveries of their everyday essentials, from groceries to personal care products. Customers are usually offered benefits for selecting this subscription option, including discounts and/or free shipping.</p>
<p>The beauty of this model lies in its simplicity. Amazon's vast product range and robust logistics network make its Subscribe &amp; Save service relatively easy to maintain, offering customers a seamless and reliable way to manage their recurring purchases.</p>
<p>Amazon’s Subscribe &amp; Save service has acted as a blueprint for many other subscription-focussed brands in the ecommerce space.</p>
<h3>Liberty’s ‘The Beauty Drop’: The ultimate beauty membership</h3>
<div style="text-align: start;"><img style="float: none;" alt="The Beauty Drop ecommerce subscription" src="https://cdn.shopify.com/s/files/1/1472/1782/files/The_Beauty_Drop_1_1024x1024.jpg?v=1706019786"></div>
<p>Liberty's <a href="https://www.libertylondon.com/uk/beauty-subscription-box" target="_blank">The Beauty Drop</a> offers a unique twist on the traditional subscription model with its membership-based approach. Members contribute a monthly deposit of £20 into a personal “beauty bank,” which can be used to buy beauty products of their choosing.</p>
<p>Beyond the product selection, members gain access to an exclusive beauty community, early access to special offers, complimentary shipping within the UK, and quarterly Discovery Boxes featuring new products.</p>
<p>This approach helps to generate a sense of exclusivity and community, while also tapping into the psychology of FOMO, enhancing customer loyalty and engagement.</p>
<h3>Next level subscriptions: Your guide to maximising subscriber potential</h3>
<p>Feeling inspired? Whether you’re totally new to subscriptions, or you have an existing offering, we’re here to help you excel in this space.<br data-mce-fragment="1"><br data-mce-fragment="1">Our latest ebook is packed full of strategies to attract and retain loyal subscribers, insights from industry experts, and real-life success stories from growing subscription brands. <a href="https://plus.underwaterpistol.com/next-level-subscriptions" target="_blank">Download your free copy now.</a></p>
<p><a href="https://plus.underwaterpistol.com/next-level-subscriptions" target="_blank" rel="noopener noreferrer"><img alt="" src="https://cdn.shopify.com/s/files/1/1472/1782/files/Email_Subscription_Ebook_01.24_1_1024x1024.jpg?v=1706113278"></a></p>

The rise of subscription ecommerce: 3 brands getting it right