Subscription-based models have long since moved beyond digital entertainment. Once synonymous with streaming services, they now extend into household goods, beauty boxes, and meal kits to name just a few.
In the UK, adoption has surged. Around four in five adults are signed up to at least one service. Whether driven by convenience or cost-saving, the appeal is clear. And, from a business perspective, the promise of predictable revenue and stronger retention is hard to ignore.
This growth has triggered a wave of investment from retailers aiming to embed subscription functionality into their ecommerce set-ups. But the challenge lies less in launching a subscription offer and more in making it work, both for customers and behind the scenes. To do that, a business first needs clarity on the type of model they’re running.
Different models, different mechanics
Most subscription strategies fall into one of three camps. Replenishment services cover essentials like toiletries or pet food and rely on automation. Curation models offer tailored discovery, often built around novelty or scarcity. Access-based subscriptions unlock exclusive content or perks, such as members-only pricing or early releases. Each model places different pressures on technology, from sign-up journeys and trial logic to editing, pausing or retention features.
What unites all three is the need to manage an ongoing relationship with the customer. That means storing and acting on a new set of data: from plans and preferences to payment methods and scheduling.
Unlike one-off purchases, orders are automatically triggered at set intervals. While this streamlines things for users, it introduces added technical complexity, both in how the system handles recurrence and how the experience plays out across basket, checkout and account areas.
Choosing the right technical route becomes a strategic call
There’s no one-size-fits-all when it comes to implementing subscription functionality. The right choice depends not only on a business’s current platform but also on how central subscriptions are to the proposition and how much flexibility is needed going forward. Broadly speaking, there are four main approaches: using the built-in capabilities of your e-commerce platform, adopting a specialist off-the-shelf tool, integrating a billing platform, or building something custom.
For some retailers, the built-in route proves sufficient, particularly where simplicity and speed to market are priorities. Shopify’s native app, for example, is designed to handle subscriptions end to end, offering customers a dedicated interface while giving brands control through a built-in admin panel and accessible APIs. SAP Commerce Cloud takes a slightly different approach, supporting recurring replenishment orders that can be extended or adapted depending on business needs. Platforms like Adobe Commerce and BigCommerce tend to steer users towards third-party plugins to unlock similar capabilities. Meanwhile, Salesforce Commerce Cloud weaves subscriptions into its broader billing infrastructure, appealing to businesses already embedded in its wider ecosystem.
Choosing between these paths is rarely just a technical consideration. It hinges on everything from how easily teams can manage plans and pricing to how well the solution integrates with other business systems like CRM, ERP or analytics. Each route comes with its trade-offs, between cost, control, speed, and scalability.
Where specialist tools earn their keep
If native functionality isn’t enough, off-the-shelf solutions offer a flexible next step. Recharge, commonly used with Shopify and BigCommerce, manages everything from plan creation to retention workflows, with room for custom builds via API. Ordergroove takes a platform-agnostic approach, offering strong promotional tools and CRM integrations. While fast to deploy, these tools usually come with fixed fees or revenue-based pricing.
Billing platforms are another option, particularly for businesses with more advanced needs. Stripe Billing combines hosted checkout with smart retry logic and payment handling. Chargebee offers wide integration support and custom workflows, while Maxio blends Chargify’s subscription tools with deeper finance reporting. These platforms suit businesses that want to keep subscription services separate from the e-commerce core or have more complex billing models to manage.
When custom build is the right fit
Custom development appeals to businesses with either very simple or very unique needs. Adobe Commerce and SAP Commerce Cloud can support tailored modules directly. SaaS platforms like Shopify or BigCommerce may require building an external service that connects to the front-end via API. While this brings flexibility, it can increase long-term maintenance and support needs. And savings from avoiding third-party tools can quickly be offset by ongoing development costs or transaction fees.
There’s no universal answer, just a best fit for each business. Subscription success depends not just on features, but on how well the service blends into the wider experience. That includes how easily customers can start, pause or switch plans, and how quickly the business can respond with trials or retention nudges. For many, subscription is no longer an add-on; it’s a key part of the offer. Choosing the right solution is less about feature lists, more about long-term fit.
Carole Breetzke is business solutions director at Brave Bison
Be the first to comment on "Subscriptions are easy; getting them right takes effort"