ArticlesPricing

Products

See All Solutions →
By ProductEMARKETER PRO+Analyst Access Program
By Use CaseDetermine Market SizingDevelop StrategiesAllocate BudgetBenchmark PerformanceWin New BusinessDevelop Go-to-Market StrategyStay InformedThought LeadershipSee All Use Cases →
Advertising & Sponsorship
Boost your brand and generate demand with media programs.
Learn More →

Events & Resources

Learning Center
Read through guides, explore resource hubs, and sample our coverage.
Learn More →
Events
Register for an upcoming webinar and track which industry events our analysts attend.
Learn More →
Podcasts
Listen to our podcast, Behind the Numbers for the latest news and insights.
Learn More →

Topics

See All Topics →
Advertising & MarketingSocial MediaContent MarketingEmail MarketingVideoBrowse All →
Ecommerce & RetailEcommerce SalesMcommerceRetail SalesSocial CommerceBrowse All →
Financial ServicesBankingPaymentsFintechWealth ManagementBrowse All →
GeographiesAsia-PacificCentral & Eastern EuropeLatin AmericaMiddle East & AfricaNorth AmericaWestern Europe
HealthValue-Based CareDigital TherapeuticsTelehealthOnline PharmacyBrowse All →
TechnologyConnected Devices5GArtificial Intelligence (AI)Browse All →
More IndustriesReal EstateCustomer ExperienceB2BTravelSmall Business (SMB)Browse All →

Latest Articles

Explore our Research →

The big answers: EMARKETER Daily quiz

Article |
 Aug 1, 2025

Revolut could soon become a full-service US bank

Article |
 Aug 1, 2025

Nano-influencers earn impressive impression, engagement rates

Article |
 Aug 1, 2025

JPMorgan-Coinbase partnership could change customers’ relationship with crypto

Article |
 Aug 1, 2025

Trump intensifies threats against pharma if drugmakers don’t lower US prices

Article |
 Aug 1, 2025

AI streamlines health report filings in Merck, McKinsey collab

Article |
 Aug 1, 2025

United tries time-sensitive travel promotions to boost cardholder bookings

Article |
 Aug 1, 2025

Klarna mulls possible September IPO

Article |
 Aug 1, 2025

Competitive conquesting gains ground among RMNs

Article |
 Jul 31, 2025

Parents prioritize value, convenience during back-to-school shopping

Article |
 Jul 31, 2025
Browse All →

About

Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More →
Our Clients
Key decision-makers share why they find EMARKETER so critical.
Learn More →
Our People
Take a look into our corporate culture and view our open roles.
Join the Team →
Our Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More →
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More →
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us →
EMARKETER

US Subscription Ecommerce 2023

What Will Succeed in the Era of Subscription Fatigue?

Report by Blake Droesch  |  May 23, 2023
Download
Report
Share
Table of Contents
Report Snapshot
Subscription ecommerce is poised for its slowest growth year on record.
Adoption has slowed while consumers have opted for fewer subscriptions.
Amazon is the most popular destination for subscriptions, driving a strong portion of sales growth.
Popular subscriptions for common household goods win when focused on value and convenience.
Retention rates and LTV are both important when weighing the value of subscriptions.
How should brands and retailers approach subscription ecommerce?
Sources
Media Gallery
About This Report
To survive the era of subscription fatigue, brands and retailers need to invest in models that bring customers value and convenience.
Topics
Retail Ecommerce Sales
Ecommerce Sales
US
Table of Contents
Report Snapshot
Subscription ecommerce is poised for its slowest growth year on record.
Adoption has slowed while consumers have opted for fewer subscriptions.
Amazon is the most popular destination for subscriptions, driving a strong portion of sales growth.
Popular subscriptions for common household goods win when focused on value and convenience.
Retention rates and LTV are both important when weighing the value of subscriptions.
How should brands and retailers approach subscription ecommerce?
Sources
Media Gallery

Report Snapshot

In the current era of economic uncertainty, successful subscription models will focus on value and convenience for replenishable household goods. But to earn subscription revenues, brands and retailers will have to go against Amazon and its growing Subscribe & Save business.

Key Question: What are the components of a successful subscription strategy during periods of economic uncertainty and subscription fatigue?

Retention Rates and Lifetime Value Among Subscription Ecommerce Categories Worldwide, 2022
E-Mail ChartDownload

KEY STAT: Home goods subscriptions had the strongest retention rate (51%) in 2022, while food and beverage subscriptions had the highest lifetime value ($356).

Here’s what’s in the full report

1file

Exportable files for easy reading, analysis and sharing.

5charts

Reliable data in simple displays for presentations and quick decision making.

Table of Contents

  1. Report Snapshot
  2. Subscription ecommerce is poised for its slowest growth year on record.
  3. Adoption has slowed while consumers have opted for fewer subscriptions.
  1. Amazon is the most popular destination for subscriptions, driving a strong portion of sales growth.
  2. Popular subscriptions for common household goods win when focused on value and convenience.
  3. Retention rates and LTV are both important when weighing the value of subscriptions.
  1. How should brands and retailers approach subscription ecommerce?
  2. Sources
  3. Media Gallery

Charts in This Report

Retention Rates and Lifetime Value Among Subscription Ecommerce Categories Worldwide, 2022US Subscription Ecommerce Sales, 2022-2027 (billions, % change, and % of retail ecommerce sales)
US Digital Subscription Buyers, 2022-2027 (millions, % change, and % of digital buyers )US Amazon Subscribe & Save Household Penetration, by Consumer Packaged Goods (CPG) Category, 2020-2022* (% of total category purchases)
Product Categories US Subscription Buyers Subscribe to, Sep 2022 (% of respondents )

authors

Blake Droesch

Contributors

Whitney Birdsall
Senior Forecasting Analyst
Sky Canaves
Senior Analyst, Retail & Ecommerce
Andrew Lipsman
Principal Analyst, Retail & Ecommerce
Amy Rotondo
Director, US Research
Already have a subscription?Sign In

Access All Charts and Data

Gain access to reliable data presented in clear and intelligible displays for quick understanding and decision making on the most important topics related to your industry

Become a Client
Unlock Unlimited Insights with PRO+
Schedule a Demo