How to make subscription models work for your business
August 2025
Subscription models are no longer just the realm of streaming giants; they’ve exploded across categories. In fact, 4 in 5 UK adults are now signed up to at least one subscription service according to subscription service statistics by Finder. For consumers, it’s about ease, value, and discovery benefits. For retailers? It’s all about building loyalty and securing a consistent stream of revenue.
But not all subscriptions are built the same. They can be categorised into three main types, and each type serves a unique purpose and appeals to different consumer preferences.
Let’s break it down:
1. Replenishment
Think everyday essentials; this model is all about convenience. Customers never want to run out, and you never want them to think twice. The goals are to deliver max value, fully automate the purchase journey and make sign-up frictionless.
2. Curation
This is where surprise meets delight. Curation subscriptions emphasize the discovery of new products. From monthly beauty edits to wine clubs and book boxes, it’s about discovery and personalisation. The goals are to Inspire and excite, let customers swap, switch or skip and make onboarding inspirational.
3. Access
We’re talking about exclusivity. Premium content, early drops, and VIP perks. You’re giving them products or facilities that are not available to everyone. The goals of this subscription are to keep it gated and valuable, offer sneak peeks or trials, and make the platform feel like a club, not just a shop.
What’s right for you
Understanding which model (or combo) fits your business helps you prioritise the right features, such as free trials, retention nudges, personalisation, or subscription flexibility. It’s not just about copying what works for others. It’s about building the right journey for your customers—and your commercial goals. Depending on your model, your business may put more emphasis on certain capabilities.
Under the hood
Subscription models involve logic for the order recurrence, card detail handling and recovery of failed payment, and possibly advanced editing capabilities for pausing, cancelling, editing, etc. From there, the system auto-generates orders at the right intervals. No need for the customer to check out each time. It just... happens.
For this reason, you’ll need to nail logic for:
Order recurrence
Card handling and recovery of failed payments
Subscription edits (pause, cancel, tweak deliveries)
Optional extras like free trials, discounts, or swaps
Front-end matters. Especially in the basket, checkout, and account areas.
Check out one of our subscription case studies here.
Final take
Now that you know your replenishment from your access, it’s time to dig into the tech. From off-the-shelf platforms to fully composable setups, there’s a solution to fit every ambition.
