Global Subscription e-Commerce Market Analysis Report 2023 Featuring Amazon, Unilever, Blue Apron, IPSY, HelloFresh, Netflix, Disney, Femtec Health, Peleton, and Stitch Fix Among Others –

DUBLIN–(BUSINESS WIRE)–The “Global Subscription E-commerce Market: Analysis By Application Type, By End User, By Mode of Payment, By Region Size and Trends with Impact of COVID-19 and Forecast up to 2028” report has been added to’s offering.

The global subscription e-commerce market was valued at US$96.61 billion in 2022. The market value is forecasted to grow to US$2419.69 billion by 2028. The market is anticipated to grow at a CAGR of approx. 71% during the forecasted period of 2023-2028.

Subscription e-commerce is a way of purchasing goods and services online in which customers can sign up for subscriptions to receive the products or services on a recurring basis. Customers who opt for subscriptions receive their products through monthly or weekly boxes, known as subscription boxes. Customers can subscribe to certain products with the seller which are required by them cyclically.

The factors such as growing use of subscriptions among millennials, rapid urbanization, rising popularity of online streaming services, increasing internet penetration and growing use of mobile devices, are expected to drive the overall market growth in the forecasted period.

Market Segmentation Analysis:

Entertainment subscription e-commerce market is the fastest growing segment of global subscription e-commerce market owing to rising penetration of internet, wide variety of exclusive content available in different languages, increased convenience of accessing these services from any device and cost effectiveness in terms of lower price charged as compared to TV cables.

Women subscription e-commerce market is both the largest and fastest growing segment of global subscription e-commerce market owing to rising number of working women, increasing presence of startups which are offering numerous feminine products and cosmetics, increasing penetration of social media trends and expanding e-commerce sector.

Online payment subscription e-commerce market is both the largest and fastest growing segment of global subscription e-commerce market owing to digitalization, increasing trend of online shopping, many digital subscription services complying to online payments, increasing government initiatives to promote cashless economy and rising scope of payment wallets among younger generation.

North America subscription e-commerce market holds the largest share in global subscription e-commerce market owing to expanding e-commerce industry, growing influence of social media platforms & celebrity endorsements on consumer lifestyles, rapid digitalization of businesses and rising adoption of cloud solutions contributing significantly to the expansion of digital commerce in the region.

Whereas, Asia Pacific subscription e-commerce market is the fastest growing region of global subscription e-commerce market owing to large consumer base, rapid urbanization, increasing penetration of internet, massive sales volumes and thriving social and mobile commerce ecosystem along with continuous launch of innovative subscription boxes by leading brands.

The Asia-Pacific subscription e-commerce market is divided into five regions on the basis of geographical operations, namely, China, Japan, India, South Korea and rest of Asia Pacific where China subscription e-commerce market holds the largest share of Asia Pacific subscription e-commerce market.

Impact Analysis of COVID-19 and Way Forward:

COVID-19 brought in many changes in the world in terms of reduced productivity, loss of life, business closures, closing down of factories and organizations, and shift to an online mode of work.

Lockdown policies, imposed by the government to prevent the spread of virus led to the closure of local retail shops, malls and supermarkets, incentivizing consumers to shift towards online shopping and use of e-commerce websites for the purchase of essential items, increasing the demand for e-commerce services and boosting the growth of subscription e-commerce market.

As a result of rising awareness about online shopping and a positive shift in people’s attitude towards the use of subscription services, which were able to offer predictability and convenience in terms of availability and home delivery of essential items, the subscription e-commerce market would grow substantially. Therefore, the global impact of COVID-19 on subscription e-commerce market turned out to be positive.

Competitive Landscape:

The market for subscription e-commerce has been moderately fragmented due to the presence of large number of e-commerce platforms that operate in e-commerce subscription market.

Strategic partnerships and collaborations are the key strategies followed by the companies operating in the subscription e-commerce market as these collaborations enable companies to extend their market share and gain a competitive edge in the market.

For instance, on December 15, 2022, Netflix, Inc. announced that the company teamed up with boAt to launch a first-of-its-kind ‘Stream Edition’ audio range in India. The product range would feature True Wireless Earbuds (TWS), Headphones (On-Ear), and a Wireless Neckband. With the noise cancelling feature, the limited-edition audio range would enable users to enjoy watching Netflix in an enhanced way, by blocking out the sounds that the user don’t want to hear and focusing on those that the user do.

Market Dynamics

Growth Drivers

  • Growing Use of Subscriptions among Millennials
  • Rapid Urbanization
  • Rising Popularity of Online Streaming Services
  • Increasing Internet Penetration
  • Growing Usage of Mobile Devices
  • Rising Purchasing Power
  • Low Cost of Subscription Boxes


  • E-commerce Fraud
  • Low Adoption of Subscription Boxes in Developing Countries

Market Trends

  • Rising Use of Social Media in Marketing
  • Increasing Integration of Artificial Intelligence (AI)
  • Increasing Adoption of Subscription among Men
  • Curation-based and Membership Subscription Models
  • Busy and Hectic Lifestyles

Competitive Landscape

  • Global Subscription E-commerce Market Players by Total Number of Online Visits
  • Global Subscription E-commerce Market Players by Subscription Model

The key players of subscription e-commerce market are:

  •, Inc.
  • Unilever PLC (Dollar Shave Club)
  • Blue Apron Holdings, Inc.
  • Beauty For All Industries (IPSY)
  • HelloFresh SE
  • Netflix, Inc.
  • The Walt Disney Company
  • Femtec Health, Inc. (Birchbox, Inc.)
  • Peloton Interactive, Inc.
  • Stitch Fix, Inc.
  • Loot Crate, Inc.
  • FabFitFun, Inc.

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