Subscription E-Commerce Market: Current Analysis and Forecast (2021-2028)


Emphasis on Application (Beauty and Personal Care, Food and Beverage, Clothing and Fashion, Entertainment, Health and Fitness), End-Users (Women, Men, Kids), Payment Mode (Online, Offline) and Region and Country







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Research Methodology

Report Description

Global Subscription E-commerce market was valued at US$ 34.7 billion in 2020 and is anticipated to reach US$ 2,643.6 billion by 2028 displaying explosive CAGR of 72.9% over the forecast period (2021-2028). Subscription e-commerce industry has evolved over the past few years. Ever since its inception, the sector has experienced tremendous growth and popularity and have become increasingly competitive. Considering the subscription-based services, the idea is mainly based on selling product or service on monthly or yearly recurring basis. The business model mainly aims to focus on customer retention over customer acquisition wherein revenue is made in a way that the existing or a regular customer pays multiple payments to have prolonged access to a good or service. According to the survey, it has been estimated that in 2018, subscription-based company websites had about 776 million visitors globally. With approximately 5.7 million customers subscribing the service be it entertainment, food & beverage, healthcare and others. In addition, with over 2,000 subscription-based service providers, the market is gearing up with a purpose to cater to the growing young population across all the domains.


With the consistent and surging world as well as young population paired with simultaneous increase in the disposable income along with changing lifestyles the demand for subscription-based services is expected to take a toll in years to come. Moreover, surging penetration of internet services and launch of various mobile applications by subscription-based companies has further catalysed the market potential of such services. It has been observed that subscription-based service constitutes to be a small trend within e-commerce and is expected to remain niche for next few years. With the prime location being United States comprising of almost 70% of the subscription-based companies, the market has driven considerably on a positive note. In addition, led by numerous start-ups ranging from Dollar Shave Club, Blue Apron meal kits, subscription e-commerce industry is growing at a fast pace and has become an innovative way of buying online. Subscription based services are targeted towards younger and affluent urbanites who demand convenient, personalized product and services often at a lower cost as per their needs and specifications.

Intermediaries Involved in Subscription E-Commerce Market

Fuelled by growing investments by venture capitalists and emerging start-ups, business has been launched in wide range of categories such as beer and wine, kids and baby items, cosmetics, feminine products, pet foods, women and men apparel and health items among others. However, high churn rates and huge cancellation rate by consumers along with lack of awareness among the developing nations constitute as some of the obstacles in the growth path of subscription e-commerce market. Strong growth in subscription e-commerce market has attracted various established consumer brand manufacturers and retailers, which have also entered the space; P&G (Gillette on Demand), Sephora (Play!), and Walmart (Beauty Box) have all launched new subscription businesses to name a few.

“Subscription services subscribed by Women is expected to dominate subscription e-commerce market during the analyzed period.”

Global subscription e-commerce market is segmented based on end users such as women and men and kids. The women as end users occupy largest share and is expected to maintain its dominance throughout the forecasted period 2021-2028. Owing to increasing presence of startups catering to feminine products and cosmetics along with jewellery and accessories, market has boosted considerably.


“Amongst applications, beauty and personal care tends to conquer the market during the forecast period.”

The study further bifurcates the subscription e-commerce market into different applications including, beauty and personal care, clothing and fashion, entertainment, health and fitness, food and beverage and other applications. Beauty and personal care hold the largest share in global subscription e-commerce market. As beauty and personal care application has already experienced explosive growth among young and new brands, it is also witnessing spurring preferences for subscription among the women folk.

“North America 65.5% share dominates the market in terms of revenue sales for subscription-based products”

For a deep dive analysis of the industry, the study also includes regional and country level analysis. The report comprises regions including North America, Europe, Asia Pacific and rest of world. North America dominated the market, majorly driven by widespread adoption of subscription-based services in the United States and numerous emerging players earmarking their footprint in respective domain. Furthermore, changing lifestyle and busy work schedules around the globe also act as influencing factors fostering the industry growth.

“Online Payments held the prime market share in terms of payment mode for subscription e-commerce market.”

Based on payment mode, market is classified into cash on delivery and online payments. Given the government initiative to promote the cashless economy and digitization, online mode of payment is expected to continue its prominence during the forecast period.

Competitive Landscape-Top 10 Market Players

Some of the major players operating in the subscription e-commerce market include Dollar Shave Club, Inc., Blue Apron Holding Inc, Personalized Beauty Discovery, Inc. (Ipsy), Hello Fresh, EdgeWell Personal Care (Harry’s), PetSmart, Inc., Netflix, Flintobox, Nature Delivered Ltd (Graze) and The Walt Disney Company. With an objective to enhance their product portfolio, these players have adopted various strategies to increase the penetration of subscription-based services in various domains among the young population owing to changing lifestyles and increasing disposable income.


Reasons to buy (The research report presents):

  • Current and future market size from 2021 to 2028 in terms of Volume and value (US$)
  • Combined analysis of deep dive secondary research and input from primary research through Key Opinion Leaders of the industry
  • Exhaustive analysis on working model, regulative scenario and value chain analysis
  • A quick review of overall industry performance at one glance
  • An In-depth analysis of key industry players
  • A detailed analysis of regulatory framework, drivers, restraints, key trends and opportunities prevailing in the industry
  • Examination of industry attractiveness with the help of Porter’s Five Forces analysis
  • The study comprehensively covers the market across different segments and sub segments
  • Region Covered: North America, Europe, Asia-Pacific and Rest of World

Customization Options:

UMI understands that you may have your own business need, hence we also provide fully customized solutions to clients. The global subscription e-commerce market can be customized to regional/country level or any other market segment.

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1.1.    Market Definitions
1.2.    Objective of the Study
1.3.    Limitation 
1.4.    Stake Holders 
1.5.    Currency Used in Report
1.6.    Scope of the Global Subscription E-Commerce Market Study


2.1.    Research Methodology for the Global Subscription E-Commerce Market
2.1.1.Main Objective of the Global Subscription E-Commerce Market


10.1.                     Beauty and Personal Care
10.2.                     Food and Beverage
10.3.                     Clothing and Fashion
10.4.                     Entertainment 
10.5.                     Health and Fitness 
10.6.                     Others  


11.1.                     Women 
11.2.                     Men 
11.3.                     Kids 
12.1.                     Online Mode
12.2.                     Offline Mode
13.1.                     North America Subscription E-Commerce Market 
13.1.1.    The U.S 
13.1.2.    Rest of North America
13.2.                     Europe Subscription E-Commerce Market 
13.2.1.    United Kingdom 
13.2.2.    France  
13.2.3.    Nordics          Denmark          Sweden          Norway          Finland 
13.2.4.    Rest of Europe 
13.3.                     Asia Pacific Subscription E-Commerce Market
13.3.1.    China  
13.3.2.    India  
13.3.3.    Japan  
13.3.4.    Rest of Asia Pacific
13.4.                     Rest of the World Subscription E-Commerce Market 
15.1.                     Market Drivers 
15.2.                     Market Challenges
15.3.                     Impact Analysis
17.1.                     Demand Side Analysis
17.2.                     Supply Side Analysis
17.2.1.    Top Product Launches
17.2.2.    Top Business Partnerships
17.2.3.    Top Merger & Acquisitions


21.1.                     Porter’s Five forces analysis
21.1.1.    Bargaining power of Supplier
21.1.2.    Bargaining power of Buyer
21.1.3.    Industry Rivalry
21.1.4.    Availability of Substitute
21.1.5.    Threat of new Entrants
21.2.                     Competitive Landscape
21.2.1.    Company Shares, By Revenue
22.1.                      Dollar Shave Club 
22.1.1.    Key Facts 
22.1.2.    Business Description
22.1.3.    Key Product/Services Offerings
22.1.4.    Growth Strategy 
22.1.5.    SWOT Analysis 
22.1.6.    Key Financials          Revenue Split          Financial Overview of Dollar Shave Club
22.1.7.    Recent Developments          Product Launch          Partnerships          Business Expansion and Investments          Merger and Acquisition
22.2.                     Blue Apron Holdings
22.3.                     Hello Fresh 
22.4.                     Edge well Personal Care (Harry’s)
22.5.                     Personalized Beauty Discovery
22.6.                     PetSmart 
22.7.                     Netflix  
22.8.                     Flintobox 
22.9.                     Nature Delivered 
22.10.                  The Walt Disney Company

Research Methodology

Analysing historical market, estimation of the current market and forecasting the future market of subscription e-commerce market were the three major steps involved in creating and analysing the adoption trend of subscription-based model at global scale. Exhaustive secondary research was conducted to collect the historical market numbers to estimate the current market size. Secondly, to validate these insights, numerous findings and assumptions were taken into consideration. Moreover, exhaustive primary interviews were conducted with industry experts across value chain of the subscription e-commerce industry. Post assumption and validation of market numbers through primary interviews, bottom-top/ top-down approach was employed to forecast the complete market size of subscription e-commerce market at regional/country level. Thereafter, market breakdown and data triangulation methods were adopted to estimate and analyse the market size of segments and sub-segments of the industry. Detailed methodology is explained below:

Seek More Details About Research Methodology

Analysis of Historical Market Size

Step 1: In-Depth Study of Secondary Sources:

Detail secondary research was conducted to obtain the historical market size of the subscription e-commerce market through company internal sources such as annual report & financial statements, performance presentations, press releases, sales figures, subscription figures, number of visits etc., and external sources including trade journals, news & articles, government publications, economic data, competitor publications, sector reports, regulatory bodies publications, safety standard organizations, third-party database and other creditable publications. For economic data collection, sources such as Trading Economics and Trade Map among others were used.

Step 2: Market Segmentation:

After obtaining historical market size of the subscription e-commerce market, detailed secondary research was conducted to gather historical market insights and share for different segments & sub-segments of the subscription e-commerce market at regional/country level. Major segments included in the report are applications, end-users and payment mode.

Step 3: Factor Analysis:

After acquiring the historical market size of different segments and sub-segments, detailed factor analysis was conducted to estimate the current market size of the subscription e-commerce market. Factor analysis was conducted using dependent and independent variable such as purchasing power, consumer behavior, adoption rate of subscription e-commerce model. Demand and supply side scenario was also thoroughly studied by considering top partnerships, top merger and acquisition, top business expansion, top product launches and start-ups.


Current Market Size Estimate & Forecast

Current Market Sizing: Based on actionable insights from the above 3 steps, we arrived at current market size, key players in subscription e-commerce market, market shares of these players. All the required percentage shares, splits, and market breakdowns were determined using the above-mentioned secondary approach and were verified through primary interviews.

Estimation & Forecasting: For market estimation and forecast, weightage was assigned to different factors including market drivers, restraints, trends and opportunities. After analyzing these factors, relevant forecasting techniques i.e. Bottom-up approach was applied to arrive at the market forecast pertaining to 2025 for different segment and sub-segments for major region/country. The research methodology adopted to estimate the market size encompasses:

  • The industry’s market size, in terms of value of subscription e-commerce penetration
  • All percentage shares, splits, and breakdowns of market segments and sub-segments
  • Key players in subscription e-commerce industry in terms of their product portfolio, subscriptions offered as well as market share of each players. Also, the growth strategies adopted by these players to compete in the ever-growing global market

Market Size and Share Validation

Primary Research: In-depth interviews were conducted with the Key Opinion Leaders (KOLs) including Top Level Executives (CXO/VPs, Sales Head, Marketing Head, Operational Head, and Regional/Country Head etc.) Primary research findings were summarized, and statistical analysis was performed to prove the stated hypothesis. Input from primary research were consolidated with secondary findings, hence turning information into actionable insights.

Split of Primary Participants in Different Regions and Stakeholders

Subscription E-Commerce Market
Subscription E-Commerce Market

Market Engineering

Data triangulation technique was employed to complete the overall market engineering process and to arrive precise statistical numbers of each segment and sub-segment pertaining to the subscription e-commerce market globally. Data was split into several segments & sub-segments and countries post studying various parameters and trends in the areas of applications of subscription e-commerce.


Main objective of the Subscription E-commerce Market Study

The current & future market trends of subscription e-commerce market are pinpointed in the study. Investors can gain strategic insights to base their discretion for investments from the qualitative and quantitative analysis performed in the study. Current and future market trends would determine the overall attractiveness of the market not only at regional level but also at country level, providing a platform for the industrial participant to exploit the untapped market to benefit as first mover advantage. Other quantitative goal of the studies includes:

  • Analyse the current and forecast market size of subscription e-commerce market in terms of value
  • Analyse the current and forecast market size of different segments and sub-segments of subscription e-commerce market
  • Segments in the study include applications, end users and payment modes
  • Analyse the value chain involved with the presence of various intermediaries as well as the steps and challenges.
  • Customer and competitor analysis, etc.
  • Define and analysis of the government regulations subscription e-commerce at global scale
  • Analyse the current and forecast market size of subscription e-commerce market, in terms of value for regions countries including North America, Europe, Asia Pacific and Rest of World
  • Define and analyse the competitive landscape of the subscription e-commerce market and the growth strategies adopted by the market players to sustain in the ever-growing market in different countries of the region.

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