Subscriptions have become one of the most powerful tools for driving growth on Shopify. For many direct to consumer (DTC) brands, offering products on a recurring schedule doesn’t just create predictable revenue—it also strengthens customer relationships and increases long term value.
In 2025, subscriptions aren’t just a “nice to have.” They’re quickly becoming an essential piece of the eCommerce playbook.
Why Subscriptions Matter
When a customer subscribes, they’re not just buying a product—they’re committing to your brand. That commitment means higher margins, more repeat purchases, and a deeper connection over time.
And the numbers back it up:
- 57% subscription growth CAGR on Shopify compared to 18% global eCommerce CAGR
- $20 billion in subscription GMV on Shopify, representing 6% of all Shopify GMV in 2025
- 56% more revenue per customer from subscription products compared to one-time purchases
- 90% year-over-year growth in subscription GMV on Shopify
This growth signals that the subscription model is no longer niche. It’s becoming a dominant revenue driver for leading Shopify merchants.
How to Add Subscriptions to Your Shopify Store
Shopify gives you multiple paths to implement subscriptions depending on your brand’s needs and complexity:
- Free Shopify Subscriptions App – A built-in solution that works for simple subscription setups.
- Shopify App Store – With over 30 subscription apps available, merchants can find options that add features like advanced discounting, bundling, and customer portals.
- Custom Solutions via APIs – For brands with unique requirements, APIs allow for fully tailored subscription experiences.
Building a Custom Subscription Solution
For merchants that outgrow off-the-shelf apps, a custom subscription build can unlock more control and flexibility. At Ambaum, we typically work with three key Shopify APIs to make this happen:
- Selling Plan APIs – Define different purchase methods (weekly, monthly, etc.) and delivery policies (fulfillment schedules).
- Subscription Contract APIs – Manage recurring billing relationships, essentially the digital contract between merchant and customer.
- Customer Payment Method APIs – Securely store and reuse customer payment details for recurring charges.
Together, these APIs make it possible to design subscription flows that fit your exact business model—whether that’s a monthly replenishment program, seasonal subscription box, or a hybrid model with flexible delivery options.
The Bottom Line
The most successful DTC brands on Shopify are leaning into subscriptions as a core part of their strategy. If you’re not offering them yet, you’re leaving both revenue and long term customer loyalty on the table.
