Subscription Box Site Visits Up 30-Fold in Three Years - eMarketer

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Subscription Box Site Visits Up 30-Fold in Three Years

Many visits are coming from mobile devices

March 21, 2016

Subscription boxes like Birchbox, BarkBox and Dollar Shave Club have become popular in the past few years, and today it seems there is a curated box for any need. Indeed, visits to US subscription box sites have grown by almost 3,000% over the past three years.

US Monthly Visitors for Subscription Box Sites, Jan 2013 & Jan 2016 (millions and % change)

Hitwise, a division of Connexity, analyzed activity among 127 subscription box sites on its platform in Australia, the UK and the US. The company defines subscription box sites as websites whose primary or sole focus is on subscription boxes, and excluded sites only offering subscription options on select products.

In January 2013, there were only 700,000 monthly visitors to US subscription box sites. Fast-forward to January 2016 and there were 21.4 million monthly visits—a 2,963% increase.

Hitwise also found that subscription box sites receive a significant share of visits from mobile devices. In the US, more than half (52.8%) of subscription box site visits came mobile. To compare, 42.6% of retail site visits came from mobile.

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