In the wake of quarantine and COVID, subscription commerce soared—everyone was staying home and shopping online. 2020 saw droves of subscribers flocking to the market at unprecedented rates.
Online shopping has skyrocketed for a few reasons:
convenience, safety, and preference. Having products delivered directly to their house saved shoppers the time and effort involved with a trip to the store. Plus, with more time at home, many took to online shopping as an activity—awaiting the arrival of a new package was something to look forward to in an uncertain and chaotic time.
While some predicted that the world opening back up would lead to drops in ecommerce activity, we saw the contrary. Between 2020 and 2021, lifetime value (LTV) increased by roughly 15% across all verticals. To better understand the stability of subscriptions, we dove into the data—comparing statistics from 2020 to 2021 and examining changes across seven verticals.
Today, we’ll explore iran phone number list the psychological and social elements that answer the question: Why have subscriptions shown ongoing growth? If you’re curious, you can also read our full report here!
Products became part of our routine
For many people, the morning cup of coffee is a cherished ritual, a moment of time to be with yourself and warm up to the day. Even if you’re not a coffee drinker, you probably have a few routines that feel delightful and important—like reading before bed, going for a walk after work, or nightly skincare. Products quickly become an accessory to ritual, whether it’s the next book or natural moisturizer.
In uncertain times, people crave reliable and repeatable experiences. So, customers began to build habits and routines matt schultz manager around their favorite products. Subscriptions ensure that people always have their preferred items on hand, while also reducing cognitive load. With a subscription, customers automate their shopping and save time putting in orders and picking out products.
In 2021, all seven verticals betting email list saw an increase in customers. Given that many routines coalesce around food and self-care, it’s no wonder that Food & Beverage and Beauty & Personal Care combined accounted for 54% of subscribers.
