Subscriptions 101 for Shopify brands
Which products sell well on subscription, how much to discount, and how to keep customers subscribed.
Read articleKey takeaways
- Repeat customers usually cost far less to win back than new ones cost to acquire.
- The first 30 days after the first order decide most of the relationship.
- Subscriptions turn a repeat purchase into a default instead of a decision.
- A post-purchase offer is the earliest possible second sale.
Why the second order matters most
A first purchase is a trial. A second purchase is a habit starting. Customers who come back once are much more likely to come back again, which is why the gap between order one and order two is where most of your future revenue is decided.
Nail the first experience
Nothing brings a customer back like a product that arrives fast and matches what they expected. Before thinking about discounts or emails, make sure:
- Your product page shows exactly what they'll receive.
- Shipping times are clear and kept.
- The unboxing tells them how to use the product and when to reorder.
Offer subscribe & save from day one
For anything people use up (skincare, coffee, supplements, pet food), the easiest repeat purchase is the one they don't have to think about. Offering subscribe & save next to the one-time option on the product page lets customers choose it at the moment they are most convinced.
Keep the choice simple: one-time purchase or subscription, with the saving clearly shown and two or three delivery frequencies.
Make the subscription easy to manage. Customers commit more willingly when they know they can skip, change or cancel without contacting support.
Use the moment right after checkout
The thank-you page is seen by every customer, and it is the moment their trust is highest. A one-click post-purchase offer, a refill or a complementary product, can turn one order into two before the customer has even left your store.
Remind at the right time
If a product lasts about 30 days, a reminder on day 25 is useful. A generic newsletter on day 3 is noise. Base your follow-ups on how long the product actually lasts.
Put it together with Amose
Amose Subscription adds subscribe & save options to your product pages, and Amose Bundle, Cart & Upsell handles the post-purchase offer. Together they cover the two moments that matter most for a second order.
