The new SubscriptionX 2025 report, launched at RetailX Event’s Spring Festival in May, has highlighted that experiences lead the way for the modern consumer.
Unsurprisingly in this service-dominated time, the most popular service offered by subscription retailers is access to an experience or service (such as gym membership), rather than simply a product. This is followed by digital content.
This reflects a broader trend in the subscription economy (and the retail economy in general), where value is increasingly derived from ongoing engagement, service and exclusive experiences, rather than one-off transactions.
Millennials seek stability
The data shows significant generational differences in the adoption of paid online shopping premium services. Younger consumers are more comfortable with, and see greater value in, subscription-based retail models. Millennials are the most likely segment to make use of subscriptions, followed by Gen Z and Gen X. However, unsurprisingly, Baby Boomers and the Silent Generation show markedly lower uptake.
Subscription uptake also, unsurprisingly, correlates strongly with income. So those higher-income groups are substantially more likely to pay for online shopping premium services, with the highest income bracket showing the greatest penetration.
Middle-income groups are nonetheless keen, while lower-income respondents are less likely to subscribe. This pattern indicates that disposable income is a key enabler for participation in premium retail subscriptions.
Ecommerce infrastructure makes a difference
The prevalence of paid subscriptions to online shopping premium services varies widely by country. The highest rates are observed in developed markets with mature ecommerce sectors, such as the UK, Germany and France.
In contrast, some Southern and Eastern European countries report lower subscription rates but this reflects differences in digital infrastructure, consumer trust and disposable income.
What makes people subscribe?
The results show several primary drivers for signing up to a subscription service. The most frequently cited reason offered is the convenience offered by subscriptions, such as automatic deliveries and streamlined shopping experiences.
Cost savings are also important. Many consumers subscribe to access free or discounted delivery, exclusive deals, or bundled offers that provide tangible financial benefits. The research shows that subscribers do place considerable value on access to members-only products, early releases, or unique experiences unavailable to non-subscribers.
Some respondents are motivated by the opportunity to receive tailored recommendations or curated selections, enhancing the relevance of their purchases.
When asked about the benefits they actually receive, respondents most commonly cite free or discounted delivery. This is the single most cited benefit, showing how important logistics and cost savings are to driving subscription value. In a time of global turbulence and ever-changing tariff decisions, delivery and postage is something subscription retailers need to have constantly front of mind.
Subscribers also say they frequently receive special discounts or early access to sales, reinforcing their sense of being valued customers and the importance of loyalty.
Unique content is crucial
Many premium services offer enhanced support, which is particularly valued by frequent online shoppers and access to special content or experiences. For some, the appeal lies in unique content, events, or experiences that are not available to the general public.
This is an excerpt from the RetailX Subscription Report 2025 provides an in-depth look at the ever-evolving subscription economy, offering retailers a roadmap to tap into this growing trend.
Whether it’s curated meal kits, fitness programs, or access to exclusive digital content, the subscription economy is reshaping how consumers engage with brands—and this report aims to help you harness its potential.
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