全球商务订阅市场调研和分析报告（英文版）-2024年1月上传培训课件

DIGITAL

&

TRENDSSubscriptioncommerceCHAPTER

01OverviewMostpopularpricingmodelsusedbysubscription-basedmerchantsworldwidein2023Toppricingmodelsusedbysubscriptionmerchantsworldwide2023Shareofrespondents0%10%20%30%40%50%60%Flatrate(monthly,quarterly,orannualfee)52%Good-better-best(multiplepricepointswiththepriceincreasingasmorevalueisoffered)42%Usagebased(variablepricebasedonproductusage)31%Perseat(priceisdependentonthenumberofactiveusers)24%4Description:Accordingto52percentofsubscriptioncommercemerchants,aflatratepricingmodelwasthemostpopularwaytochargeconsumersfortheirsubscriptionsin2023.Thiswasfollowedbythegood-better-bestmodel,whereconsumerscanchooseamongmultiplepricepointswherethepriceincreasesasmorevalueisoffered.ReadmoreNote(s):Worldwide;1,500respondents;founders,executives,andproduct,payments,andengineeringleadersSource(s):StripeShareofsubscriptioncommercemerchantsexpectinganincreaseincustomerchurnworldwidein2023,bycountryCustomerchurnincreasebysubscriptionmerchantsworldwide2023,bycountryShareofrespondents0%10%20%30%40%50%60%SingaporeUnitedKingdomUnitedStatesMexicoAustraliaFranceJapanGermany5Description:InSingapore,53percentofsubscriptioncommercemerchantsexpectedanincreaseincustomerchurnasof2023.UK-basedsubscriptioncommmercemerchantsfollowed,with51percentexpectinganincreaseincustomerchurnthatyear.

ReadmoreNote(s):Worldwide;1,500respondents;founders,executives,andproduct,payments,andengineeringleadersSource(s):StripeTrendsamongsubscriptioncommercemerchantsworldwidein2023Trendsamongsubscriptionmerchantsworldwide2023Shareofrespondents0%10%20%30%40%50%60%70%80%WilladdpaymentmethodsExpectanincreaseinchurnPlantooptimizepricing71%43%40%Plantoreplacehomegrownbilling36%6Description:In2023,71percentofsubscriptioncommercemerchantsaroundtheworldplannedonaddingpaymentmethodstotheirplatforms.Additionally,43percentofsubscription-basedbusinessesexpectedanincreaseincustomerchurnthatyear.

ReadmoreNote(s):Worldwide;1,500respondents;founders,executives,andproduct,payments,andengineeringleadersSource(s):StripeSubscriptione-commercesalesintheUnitedStatesfrom2019to2023(inbillionU.Sdollars)Subscriptione-commercesalesintheU.S.2019-202345403530252038.232.6527.6723.2516.49201915105020202021*202220237Description:In2020,e-commercesalesviasubscriptionsurpassed23billionU.S.dollarsintheUnitedStates,andtheywereforecasttobenear28billionin2021.By2023,subscriptione-commerceisexpectedtogeneratemorethan38billiondollarsinrevenue,morethandoubletheamountregisteredin2019.ReadmoreNote(s):UnitedStates;2019and2020;*Startingfromthisyear,figuresareforecastsasofFebruary2021.ReadmoreSource(s):eMarketerNumberofpayingAmazonPrimemembersworldwidefrom2015to2020(inmillions)AmazontotalpayingPrimemembers202025020015020015012510010065465002015201620172018201920208Description:Asof2020,Amazonreported200millionpayingPrimemembersworldwide,upfrom150millionpaidPrimemembersaroundtheworldattheendof2019.Upuntilrecently,officialinformationonthenumberofAmazonPrimemembershasbeenscarce.Itisestimatedthatthereare112millionAmazonPrimemembersintheUnitedStatesasofDecember2019.ReadmoreNote(s):Worldwide;2015to2020Source(s):Amazon;MarketplacePulseCHAPTER

02CategoriesLeadingsubscriptionservicetypesamongconsumersworldwidein2022,bycategoryMostcommonlyusedsubscriptionservicetypesworldwide2022,bycategoryShareofrespondents15%

20%0%5%10%25%30%35%34%40%45%Groceries/food/beveragesPersonalcareproductsHouseholdproductsClothing41%38%32%Toys/games/booksPetproducts26%26%10Description:In2022,justover40percentofgloballysurveyedconsumersusedsubscriptionservicesforgroceries,food,ordrinks,makingitthemostpopularsubscriptionservicecategoryintheworld.Atjustunder40percent,manyconsumerswerealsosubscribedtoservicesthatdeliveredpersonalcaregoodstotheirhomesthatyear.ReadmoreNote(s):Worldwide;February4to10,2022;11,002*;16yearsandolder;*Thesourceaddsthefollowinginformation:"SamplesizeswereUSA(1,001),Canada(1,000),UK(1,000),Spain(1,000),France(1,001),Germany(1,000),TheNetherlands[...]

ReadmoreSource(s):DynataConsumerlifetimevalue(LTV)ofsubscriptioncommerceretailworldwidein2022,byproductcategory(inU.S.dollars)SubscriptioncommerceconsumerLTVworldwide2022,byproductcategoryConsumerlifetimevalueinU.S.dollars050100150200250300350400FoodandbeveragePetsandanimalsOther356250221FashionandapparelHealthandwellnessBeautyandpersonalcareHomegoods20220113012011Description:In2022,theconsumerlifetimevalue(LTV)offoodandbeveragesubscribersrankedthehighestat356U.S.dollars.Petsandanimalssubscribers'LTVwassecondat250U.S.dollars.

ReadmoreNote(s):Worldwide;2022;15,000merchants;8.5millionactivesubscribersSource(s):ReChargeAverageordervalue(AOV)ofsubscriptioncommerceretailworldwidein2022,byproductcategory(inU.S.dollars)SubscriptioncommerceorderAOVworldwide2022,byproductcategoryAverageordervalueinU.S.dollars01020304050605970FoodandbeverageHealthandwellnessOther565353PetsandanimalsBeautyandpersonalcareFashionandapparelHomegoods40352812Description:In2022,theaverageordervalueoffoodandbeveragesubscriptionpurchasesrankedthehighest,withconsumersspendingabout59U.S.dollars.HealthandwellnesssubscriptionorderswassecondwithanAOVof56U.S.dollars.

ReadmoreNote(s):Worldwide;2022;15,000merchants;8.5millionactivesubscribersSource(s):ReChargeMedianchurnrateofsubscriptioncommerceretailworldwidein2022,byproductcategorySubscriptioncommercechurnrateworldwide2022,byproductcategoryChurnrate4%

5%0%1%2%3%6%7%8%9%10%9.9%11%HealthandwellnessFashionandapparelFoodandbeverageOther8.7%8.7%8.7%Homegoods8.4%PetsandanimalsBeautyandpersonalcare8.3%8%13Description:In2022,thechurnrateamonghealthandwellnessretailsubscriberswasthehighest,reachingnearlytenpercent.Incomparison,subscriptionstobeautyandpersonalcareproductshadthelowestconsumerchurnrateat8percent.

ReadmoreNote(s):Worldwide;2022;15,000merchants;8.5millionactivesubscribersSource(s):ReChargeAnnualretentionrateofsubscriptioncommerceretailworldwidein2022,byproductcategorySubscriptioncommerceannualretentionrateworldwide2022,byproductcategoryAnnualretentionrate20%

30%0%10%40%50%60%HomegoodsBeautyandpersonalcareOther51%36%34%Petsandanimals33%FashionandapparelFoodandbeverageHealthandwellness29%27%27%14Description:In2022,homegoodswastheproductcategorythathadthehighestannualretentionrateamongconsumerswhosubscribedtoreceivetheseproductsregularly,at51percent.Beautyandpersonalcaresubscribershadthesecondhighestretentionrateafter12monthswith36percent.ReadmoreNote(s):Worldwide;2022;15,000merchants;8.5millionactivesubscribersSource(s):ReChargeShareofmobileappsadoptingthesubscriptionmodelasprimarymonetizationasofApril2023,bycategorySubscriptionmodeladoptioninselectedappcategories202335%29.5%30%25%20%15%10%5%14.9%13.1%10.8%7.4%6.9%4.6%4.6%4.2%2.4%1.6%0%15Description:AsofApril2023,mobilegamingwasthecategorywiththehighestshareofmobileappsadoptingthesubscriptionmodel,with30percentofgamingappsmonetizingtheircontentviasubscriptions.Utilityandproductivityappsrankedsecond,withover13percentofappsinthiscategoryoperatingviasubscriptionmodel.Healthandfitnessappsfollowed,with11percentofappsinthiscategoryusingsubscriptionsastheirprimarymonetizationmodel.Bycomparison,only2.4percentof[...]

ReadmoreNote(s):Worldwide;April2023;iOSandAndroidappsSource(s):AppsFlyer;Liftoff;VungleCHAPTER

03MealkitdeliveryRevenueofthemealkitdeliveryindustryworldwide2017-2027(inbillionU.S.dollars)Revenueofthemealkitdeliveryindustryworldwide2017-202730252024.7423.4721.8219.7817.815.551513.139.81056.414.974.0102017201820192020202120222023202420252026202717Description:Theglobalrevenueinthe'MealKitDelivery'segmentoftheonlinefooddeliverymarketwasforecasttocontinuouslyincreasebetween2023and2027byintotal6.9billionU.S.dollars(+38.76percent).Afterthetenthconsecutiveincreasingyear,theindicatorisestimatedtoreach24.74billionU.S.dollarsandthereforeanewpeakin2027.Notably,therevenueofthe'MealKitDelivery'segmentoftheonlinefooddeliverymarketwascontinuouslyincreasingoverthepastyears.

ReadmoreNote(s):Worldwide;2017to2027Source(s):DigitalMarketInsightsNumberofactivesubscribersofHelloFreshandBlueApronfrom2016to2022(inmillions)GlobalnumberofactivesubscribersofHelloFreshandBlueApron2016-2022HelloFreshBlueApron8765432107.227.115.292.972.041.450.860.880.750.560.350.350.340.3201620172018201920202021202218Description:Whilehavinganearlyequalcustomerbasein2016,everyyearhasacceleratedBlueApron'slossofcustomersandHelloFresh'sgains.Attheendof2022,HelloFreshhadroughly7.1millionactivecustomerswhileBlueApronhadonly298,000.IntheU.S.alone,theonlycountrywhereBlueApronoperates,HelloFreshhasapproximately3.4millionactivesubscribers.ReadmoreNote(s):Worldwide;2016to2022Source(s):BlueApron;HelloFreshNumberofordersfromHelloFreshworldwidefrom2016to2022,byquarter(inmillions)GlobalnumberofordersfromHelloFreshfrom2016-2022,byquarter4035302520151034.5732.2630.9829.2829.4729.2829.0327.592219.4918.114.7410.548.9

8.93

9.117.426.6

6.76.345.424.67

4.634.2503.233Q3

Q4

Q1

Q2

Q3

Q4

Q1

Q2

Q3

Q4

Q1

Q2

Q3

Q4

Q1

Q2

Q3

Q4

Q1

Q2

Q3

Q4

Q1

Q2

Q3

Q4'16

'16

'17

'17

'17

'17

'18

'18

'18

'18

'19

'19

'19

'19

'20

'20

'20

'20

'21

'21

'21

'21

'22

'22

'22

'2219Description:Inquarterfourof2022,themealkitdeliveryservicecompanyHelloFreshreceivedapproximately29.3millionordersworldwide.Thetotalnumberofordersin2022wasroughly125million,muchhigherthanduringanyofthepreviousyears.

ReadmoreNote(s):Worldwide;2017to2022Source(s):HelloFreshMoneyraisedthroughfundingroundsbyGoustofrom2014to2023(inmillionGBP)Goustofunding2014-202320018016014012010080SoftBankSoftBank60Barclays,HSBCPerwyn40PerwynJul2019HargreaveHale20BGFVentures,PerwynApr2020

Nov2020

Jan2022

Jan2022(2)

Feb2022*

Feb2023

Mar20230Sep2014

Dec2015

Nov2016

Mar2018

Jan201920/statistics/1284280/gousto-fundingGousto,oneoftheUK'smostpopularmealkitservices,hasbeensecuringinvestorfundsonaregularbasissincetheirSeriesAfundingin2014.Mostrecently,onMarch5thof2023,Goustosecured20millionGreatBitishPoundsinadebtfinancinground.ReadmoreNote(s):Worldwide;2014to2023Source(s):CrunchBase;Dealroom.co;CHAPTER

04Digitalmedia&entertainmentNumberofNetflixpaidsubscribersworldwidefrom1stquarter2013to3rdquarter2023(inmillions)QuarterlyNetflixsubscriberscountworldwide2013-202330025020015010050022Description:Netflixhadaround247.2millionpaidsubscribersworldwideasofthethirdquarterof2023.Thismarkedanincreaseofovereightmillionsubscriberscomparedwiththepreviousquarter.MostNetflixsubscribersarebasedintheEMEAregion(Europe,MiddleEast,andAfrica),accountingformorethan83millionofNetflix`stotalglobalsubscriberbase.ReadmoreNote(s):Worldwide;Q12013toQ32023;excludingfreetrialsSource(s):NetflixNumberofDisneyPlussubscribersworldwidefrom1stquarter2020to4thquarter2023(inmillions)QuarterlyDisney+subscriberscountworldwide2020-2023180160140120100164.2161.8157.8152.1150.2146.1137.7129.8118.1116103.694.973.780604020060.557.554.55033.526.5Q12020Q2

2020

April2020May2020June2020Aug

Q42020Q1

2021Q2

2021Q3

2021Q4

2021Q1

2022Q2

2022Q3

2022Q4

2022Q1

2023Q2

2023Q3

2023Q4

2023202023Description:Inthefourthquarterof2023,thenumberofglobalDisney+subscribersincreasedto150.2million.However,thismarkedadeclineof14millioncomparedwiththesamequarterofthepreviousyearastheIndianbrandDisney+Hotstar,inparticular,reportedsubscriberslosses.ReadmoreNote(s):Worldwide;December2019toSeptember30,2023;fiscalyearendslateSeptember/earlyOctoberofthecorrespondingcalendaryearSource(s):MediaPlayNews;WaltDisneyNumberofSpotifypremiumsubscribersworldwidefrom1stquarter2015to2ndquarterof2023(inmillions)Spotify'spremiumsubscribers2015-20232502001502202102051951881821801721651581551441381301241131081009610050087837571625952484036302824221824Description:Asofthesecondquarterof2023,Spotifyhad220millionpremiumsubscribersworldwide,upfrom188millioninthecorrespondingquarterof2022.Spotify`ssubscriberbasehasincreaseddramaticallyinthelastfewyearsandhasmorethandoubledsinceearly2017.ReadmoreNote(s):Worldwide;Q12015toQ22023Source(s):SpotifyNumberofpayingYouTubeMusicandYouTubePremiumsubscribersworldwidefrom2020to2022(inmillions)YouTubepayingsubscribers2020-20229080708060505040302010030Oct2020Sep2021Nov202225Description:InNovember2022,YouTubecountedapproximately80millionpaidsubscribersacrossitsMusicandPremiumservices.Thisrepresentsanincreaseof50millionpayingsubscribersacrosstheplatform'sservicesfromOctober2020.In2021,therewereanestimated23.6millionYouTubePremiumsubscribersintheUnitedStatesalone.ReadmoreNote(s):Worldwide;2020to2022;YouTubeMusicandYouTubePremiumsubscribersSource(s):Variety;YouTubeCHAPTER

05ConsumerbehaviorConversionratesforsubscriptioncommerceworldwidein2022,byverticalSubscriptioncommerceconversionratesworldwide2022,byverticalShareofrespondents0%5%10%15%20%25%30%35%40%45%50%DigitalmediaandentertainmentEducation43.3%42.1%BusinessandprofessionalservicesTravel,hospitality,andentertainmentSoftware39.4%38%35.8%Consumergoodsandretail34.3%27Description:In2022,subscriptionstodigitalmediaandentertainmentplatformshadthehighestconversionrateamongdifferentsubscriptionbasedindustries,at43.3percent.Educationservicesfollowedwith42.1percent.Incomparison,consumergoodsandretailsubscriptionshadthelowestconversionrateat34.3percent.ReadmoreNote(s):Worldwide;2022;2,200merchants*;65millionuniqueactivesubscribersSource(s):RecurlyShareofsubscriptioncommercetransactionsmadewithalternativepaymentmethods(APM)worldwidein2022,byverticalSubscriptioncommercetransactionswithAPMworldwide2022,byverticalShareofrespondents0%5%10%15%20%25%Business&professionalservicesConsumergoods&retailDigitalmedia&entertainmentEducation6.8%16.1%23%17.5%Software15.5%28Description:In2022,subscriptionstodigitalmediaandentertainmentplatformshadthehighestshareoftransactions(23percent)donewithalternativepaymentmethodssuchasAmazonPay,ApplePay,PayPal,SingleEuroPaymentsArea(SEPA),andVenmo.Theeducationindustryandconsumergoodsandretailindustryfollowedwith17.5percentand16.1percent,respectively.ReadmoreNote(s):Worldwide;2022;2,200merchants;65millionuniqueactivesubscribersSource(s):RecurlyShareofconsumerswhocanceledortookoutanewsubscriptioninselectedcountriesworldwideinMay2022Consumerswhocanceledortookoutanewsubscription2022,bycountryShareofrespondentsCanceledmin.onecurrentsubscription10%

15%

20%Takenoutmin.onenewsubscription0%5%25%30%35%40%45%45%50%MexicoChina27%41%25%35%India32%29%29%GreatBritainUnitedStatesSpain6%12%13%26%23%22%Italy9%10%9%GermanyFrance19%29Description:AccordingtoaMay2022study,consumersworldwidewerecancelingsubscriptionsnearlytwiceasfastastheyweretakingoutnewones.InMexico,forinstance,45percentofrespondentsreportedcancelingatleastonesubscriptioninthepreviousmonth,versus27percentwhosaidtheyhadsubscribedtoatleastasinglenewoneinthatperiod.InboththeUnitedStatesandtheUK,29percentofconsumershadterminatedacurrentmembership.

ReadmoreNote(s):Worldwide;May2022;18yearsandolderSource(s):YouGovChangeofmonthlyspendingpercustomerondigitalcontentandsubscriptionsintheUnitedKingdom(UK)fromSeptember2022toFebruary2023Y-o-ypercentagechangeofmonthlyspendingondigitalcontentintheUK2022-20236.0%4.8%5.0%4.0%3.0%2.0%1.0%0.0%-1.0%-2.0%2.3%2.2%1.6%-0.1%-1.3%Sep2022Oct2022Nov2022Dec2022Jan2023Feb202330Description:Thebeginningoffallmarksthestartofmediasubscriptionsformanyusers.IntheUnitedKingdom(UK),consumerspendingondigitalcontentandsubscriptionsgrewby4.8percentinOctober2022,thehighestvalueinthemonthsbetweenSeptember2022andFebruary2023.December2022showedanegativetrend,withdigitalspendingdecliningby1.3percentagepoints.ReadmoreNote(s):UnitedKingdom;January21toFebruary17,2023Source(s):BarclaysLeadingfeaturesthatdrivesubscriptionretailsign-upsbyconsumersintheUnitedStatesasofApril2023Topfeaturesdrivingretailsubscriptionsign-upsintheU.S.2023Shareofrespondents0%

5%10%15%20%25%30%35%40%45%FreeshippingTheabilitytocancelthesubscriptionatanytimeatnocostTheabilitytomakechangestothesubscriptionfrequencywithouttheneedto…TheabilitytosetupmyprofilewithanexistingonlineorsocialmediaprofileAddedbenefitstobeingasubscriberTherenewalofthesubscriptionrequiringmyapprovalOptionstopauseorskipthesubscriptionAvailabilityofBNPLoptionsResponsivecustomerserviceTheabilitytosignupusingoneofmyexistingsocialmediaprofilesAvailabilityofafreetrialAvailabilityofpersonalizedrecommendationsOptionstopersonalizetheproductstobeaddedtoorremovedfromthe…TheabilitytochangetheproductsaftersigningupAclearsatisfactionguaranteeorrefundandcancellationpolicy31Description:Freeshippingwastheleadingfeaturedrivingretailsubscriptionboxsign-upsamongconsumers.Atotal38.5percentofrespondentsinasurveyrevealedthatthiswastheleadingfeaturethatattractedconsumerstobecomeretailsubscribers.Theabilitytocancelasubscriptionatanytimewasrankedsecond,with30.7percent.ReadmoreNote(s):UnitedStates;April3-10,2023;2,094respondentsSource(s):PYMNTS;sticky.ioLeadingflexibilityfeaturesvaluedinretailsubscriptionboxe-commerceplansbyconsumersintheUnitedStatesasofApril2023,byproductcategoryTopfeaturesforretailsubscriptionboxconsumersintheU.S.2023,bycategoryBeautyproductsFoodandbeveragesClothingandaccessoriesPetsuppliesToysandentertainmentAlcoholicbeverages30%25%20%15%10%5%0%TheabilitytocancelthesubscriptionanytimeatnocostTheabilitytomakechangesto

OptionstopauseorskiptheOptiontopersonalizetheproductstobeaddedtoorTheabilitytochangetheproductsincludedinthethesubscriptionfrequency(e.g.,monthly,weekly)atanygivenmomentwithouttheneedtounsubscribefirstsubscriptionremovedfrommysubscription

subscriptionboxaftersigningboxup32Description:AsurveyconductedinApril2023revealedhowsubscriptionboxconsumersvaluedifferentfeaturesrevolvingaroundflexibilitywhenitcomestotheirsubscriptions.Forbeautyproducts,subscribersvaluedtheabilitytocancelthesubscriptionanytimeatnoadditionalcoststhemost,with26.1percentofsurveyrespondentscitingthisfeature.ReadmoreNote(s):UnitedStates;April3-10,2023;2,094respondentsSource(s):PYMNTS;sticky.ioLeadingreasonsconsumerscancelretailproductsubscriptionsintheUnitedStatesasofApril2023ReasonsforretailsubscriptioncancellationsintheU.S.2023Shareofrespondents10%

15%0%5%20%25%30%35%40%45%FreeshippingisdiscontinuedInabilitytopauseorskipSubscriptionwasrenewedwithoutapprovalBadexperiencewithcustomerserviceMisinformationaboutrecurringchargesMerchantrefusestoprovidearefundfordislikedproductLoyaltyofferingsarediscontinuedLackofdisplayofsecuritycertificationNotreceivingapromiseddiscountExcessivepromotionalmaterialsSamepriceasifindividualpurchasesweremadeInabilitytopersonalizetheproductsInabilitytochangethesubscriptionfrequencyLackofinformationabouttheproductsInaccurateordeceptiveratingsandreviews33Description:With42.4percentofsurveyrespondentscitingsuch,discontinuedfreeshippingwasthetopreasontocancelaretailsubscriptionintheUnitedStates.Thesecondmostcitedreasontocancel,with32.1percentofrespondentslistingthis,wastheinabilitytopauseorskipthesubscription.ReadmoreNote(s):UnitedStates;April3-10,2023;2,094respondentsSource(s):PYMNTS;sticky.ioInfluenceofincreasingcosts,productavailability,andirregulardeliveriesondirect-to-consumer(D2C)subscriptioncustomerloyaltyintheUnitedStatesin2022D2CsubscriptionconsumerloyaltyintheU.S.2022Havenotseentheseissues9.1%Decreasedloyaltyduetoatleastoneofthestatements31.0%Didnotdecreaseloyalty60.4%34Description:Direct-to-consumer(D2C)subscriptionshavebeenimpactedbyrisingcosts,productavailability,andirregulardeliveriesintheUnitedStates,accordingtoasurveyconductedinearly2022.Theseissuesnegativelyaffectedover30percentofcustomers,leadingtoadecreaseinloyaltytoD2Csubscriptions.Ontheotherhand,60percentofcustomerssaidtheyhadnotbeenimpactedbysuchproblems.

ReadmoreNote(s):UnitedStates;February24toMarch21,2022;1,919respondentsSource(s):PYMNTS;sticky.ioCHAPTER

06U.S.markethighlightsShareofconsumerswithatleastoneretailproductsubscriptionintheUnitedStatesasofApril2023,bygenerationalcohortU.S.consumerswithatleastoneretailproductsubscriptionin2023,bygeneration45%39%39%40%35%30%25%20%15%10%5%27%22%9.4%0%BabyboomersandseniorsGenXBridgemillennialsMillennialsGenZ36Description:AnApril2023surveyrevealedthatbothBridgeMillennialsandMillennialswerethemostlikelygrouptobesubscribedtoreceiveatleastoneretailproductinthemail,with39percentofrespondentsfromeachcohortreportingthis.Babyboomersweretheleastlikely,at9.4percent.ReadmoreNote(s):UnitedStates;April2023Source(s):PYMNTS;sticky.ioTypesofplanchangesofferedbymerchantstoretailproductsubscribersintheUnitedStatesasofApril2023TypesofplanchangesofferedbymerchantstosubscribersintheU.S.2023Top30merchantsMiddlerankingmerchantsBottom30merchants120%100%80%60%40%20%0%96.7%96.7%93.3%73.6%55.7%44.3%10%6.7%0%ProductplanchangesforsubscribersFrequencyplanchangesforsubscribersSubscriptionpausefeature37Description:AsurveyconductedinAprilof2023revealedthattopmerchantsthatofferedsubscriptionbasedretailtotheirconsumersalsoofferedanoptiontochangetheproductconsumersweresubscribedto,with96.7percentofmerchantsofferingthistypeofchange.Thesamepercentageoftopmerchantsofferedtheirconsumersasubscriptionpausefeature.ReadmoreNote(s):UnitedStates;January27toFebruary10,2023;200merchantsSource(s):PYMNTS;sticky.ioShareofsubscriptionmerchantsofferingselectfeaturesintheUnitedStatesasofFebruary2023FeaturesofferedbysubscriptionbusinessesintheU.S.2023100%87%90%80%70%60%50%40%30%20%10%0%68%59%12%ProductdetailsPausefeatureBuybuttonsBuyNow,PayLater38Description:AsofFebruary2023,87percentofmerchantsoffereddetailsabouttheirproductstoconsumers.Anotherkeyfeatureofferedbysubscriptionbusinesseswasapausefeature,with68percentofmerchantsofferingtheabilitytopausesubscriptionstotheirconsumers.ReadmoreNote(s):UnitedStates;February2023Source(s):PYMNTS;sticky.ioEstimatednumberofconsumerswithmassmerchants'membershipsintheUnitedStatesin2022NumberofU.S.consumerswithmassmerchantmemberships2022Numberofconsumers(inmillions)60

80

10002040120140160180AmazonPrimeCostco16673Sam'sClubWalmart+6938