Products

EMARKETER delivers leading-edge research to clients in a variety of forms, including full-length reports and data visualizations to equip you with actionable takeaways for better business decisions.
Reports
In-depth analysis, benchmarks and shorter spotlights on digital trends.
Learn More
Forecasts
Interactive projections with 10k+ metrics on market trends, & consumer behavior.
Learn More
Charts
Proprietary data and over 3,000 third-party sources about the most important topics.
Learn More
Industry KPIs
Industry benchmarks for the most important KPIs in digital marketing, advertising, retail and ecommerce.
Learn More
Briefings
Client-only email newsletters with analysis and takeaways from the daily news.
Learn More
Analyst Access Program
Exclusive time with the thought leaders who craft our research.
Learn More

About EMARKETER

Our goal at EMARKETER is to unlock digital opportunities for our clients with the world’s most trusted forecasts, analysis, and benchmarks. Spanning five core coverage areas and dozens of industries, our research on digital transformation is exhaustive.
Our Story
Learn more about our mission and how EMARKETER came to be.
Learn More
Methodology
Rigorous proprietary data vetting strips biases and produces superior insights.
Learn More
Our People
Take a look into our corporate culture and view our open roles.
Join the Team
Contact Us
Speak to a member of our team to learn more about EMARKETER.
Contact Us
Newsroom
See our latest press releases, news articles or download our press kit.
Learn More
Advertising & Sponsorship Opportunities
Reach an engaged audience of decision-makers.
Learn More
Events
Browse our upcoming and past events, recent podcasts, and other featured resources.
Learn More
Podcasts
Tune in to eMarketer's daily, weekly, and monthly podcasts.
Learn More

More US consumers likely to continue shopping via ecommerce subscription models

As retailers explore new strategies in H2 2021 and beyond, they will need to gain greater understanding of which consumer behaviors have shifted permanently, which will revert to those of pre-pandemic times, and which will settle somewhere in the middle.

One segment of ecommerce that retailers can look further into is subscriptions—an especially helpful retail model for replenishment items (e.g., consumer packaged goods or beauty and personal care). Subscription ecommerce sales took off amid the crisis, with 41.0% growth, per our estimates. We forecast that 3.0% of US retail ecommerce sales will come from subscriptions in 2021, totaling $27.67 billion and up more than $10 billion from just two years ago.

This trend is reflected in the newly released "FutureBuy 2021" study from GfK, which found that 23% of respondents (a 7 percentage-point increase over 2020) said they are trying and are likely to continue shopping via subscription services. When broken down by generation, 34% of millennials (up by 16 percentage points) said they are likely to continue this shopping behavior. That was the highest percentage among all cohorts, followed by Gen Xers at 24%.

Additionally, GfK found that many of those who use a subscription shopping service are incentivized to engage with the brand through surveys and quizzes that match them with personalized products. Some 22% of all respondents, and 29% of millennials, said they are likely to continue engaging this way.

So, while subscription services may have gotten a pandemic boost, they have certainly found consumers to continue their ascent.