In e-commerce, a subscription system is a feature that can be implemented in virtual stores and marketplaces, in which consumers can subscribe to a recurring purchase service. These recurring purchases can refer, for example, to product restocking or curation, among other things.
For example, the online store Empório Quatro Estrelas, developed by Agência e-Plus, uses this feature. Each of its product pages has a "Buy and Subscribe" button right below the "Buy" button. This allows consumers to decide whether to make a one-off purchase or activate recurring payments.
In fact, e-commerce subscription service has become a trend. Other companies such as Cobasi and Droga Raia, for example, also have the resource. In this way, these brands are able to offer a better shopping experience for the consumer, which generates loyalty and improves the revenue of the virtual store, among other advantages.
STATUS OF E-COMMERCE SUBSCRIPTION SERVICE
It's only worth implementing a subscription service in an online store if there's consumer adoption. In this respect, overall, it seems that consumers have really liked the feature. To give you an idea, according to an infographic from Invesp :
- 50% of e-commerce service subscribers have more than one active subscription;
- 60% of subscriptions are made by women;
- 42% of men versus 28% of women are likely to have three or more signatures;
- 20% of men and 7% of women claim to be enrolled in at least 6 such services.
As you can see, people tend to subscribe to more than one service. This is because the subscription service generates more convenience for the consumer. It is better for him to leave the rebuy on automatic rather than manually reordering.
Invesp's infographic also shows that 32% of people opt for a subscription service for product replenishment. Another 55% for curation and 13% for discounts. Nonetheless, replenishment-based services have a higher conversion rate at 65% versus 52% for curation.
Ultimately, 28% of consumers report that the most important reason to continue using a subscription service is the personalized experience. Meanwhile, 24% do so for convenience and 23% for value for money.
ADVANTAGES OF IMPLEMENTING A SUBSCRIPTION SERVICE IN YOUR VIRTUAL STORE
There are several advantages of implementing a subscription system in your online store. Through this service it is possible, for example:
- Generate more convenience for consumers;
- Generate automatic purchases and thus retain more customers;
- Have a more predictable inventory;
- Get and forecast recurring profit.
But if it's that good, then how to deploy it? That's what you'll find out in the next topic.
HOW TO DEPLOY THE RESOURCE
To implement a subscription system in your store, you need to use an e-commerce platform that provides this feature. VTEX , for example, has a system that allows your customers to generate a subscription order from the checkout or the "My Account" page.
This VTEX subscription system allows customers to edit service frequency, change the period, edit the billing day, change the payment method, edit the delivery address, and add products. Furthermore, it also allows them to pause or cancel the subscription. To implement it, simply install and configure the VTEX subscription app.
If you already own or want to have a VTEX store with a subscription system, remember that you can always turn to a certified agency such as Agência e-Plus. A VTEX partner since 2015, the e-Plus Agency has already produced more than 400 virtual stores for customers in Brazil and in ten other countries. Click on the button below and start a conversation via messenger app with our team right now:
