The One Thing the Best Subscription Brands Do Different (And Why It Matters for Your Shopify Store)

If you’ve been around the Shopify world long enough, you’ve probably heard all the hype around subscriptions. Everyone wants recurring revenue, LTV that climbs, and predictable cash flow. Sounds great, right?

But here’s the thing: not all subscription models are created equal. And after seeing behind the curtain of thousands of Shopify subscription brands (some that went on to get acquired for over $100 million, and some that… well, let’s just say never made it past launch day), I noticed one key difference the best ones share.

They don’t stick to just one type of subscription model. They blend three.

Let’s break that down.

The 3 Types of Subscription Models (According to McKinsey)

Years back, McKinsey defined three main types of subscription businesses:

1. Replenishment – Think razors, vitamins, coffee. A predictable, recurring product delivered on a set schedule.

2. Curation – Surprise and delight. Subscription boxes with handpicked items each month. Think FabFitFun or BarkBox.

3. Access – Exclusive deals, content, or VIP experiences for members. Think Amazon Prime, or a membership that gets you discounts and early access.

According to McKinsey, 51% of subscriptions fall into the replenishment category, 38% are curation-based, and just 13% are access-driven. But here's where it gets interesting...

The Best Shopify Subscription Brands Don’t Pick One

We ran a study at Bold Commerce looking at the top 100 subscription brands using Shopify and compared them to the bottom 100. We wanted to see what the winners were doing differently.

One thing stood out immediately: the top brands weren’t sticking to just one type of subscription. They were blending all three.

Take a coffee subscription, for example. You get your regular roast each month (replenishment). But maybe you also get a surprise seasonal blend from the head roaster (curation). And as a subscriber, you unlock VIP pricing on accessories like mugs and syrups (access). You might even get access to private Zoom calls with the founder, exclusive behind-the-scenes content, or members-only products.

That’s a subscription program that’s sticky.

Why It Works: Subscription Fatigue Is Real

Every subscription eventually faces the same enemy: fatigue.

Maybe your customer goes on vacation and now has a backlog of protein powder. Maybe they switched skincare routines. Maybe their pet suddenly decides they hate the new kibble. Whatever the reason, if the only value your subscription offers is more of the same product, you’re one skipped shipment away from a cancellation.

But when your program also gives them curated experiences and exclusive perks, they think twice before hitting cancel. You’re no longer just selling a product, you’re offering a membership. That’s a massive psychological shift.

What This Means for Your Shopify Store

Here’s how you can apply this to your own subscription program right now:

1. Add a Curation Element

Even if your product is replenishable, find a way to introduce surprise or personalization. Seasonal flavors, expert picks, or curated bundles can create excitement and anticipation.

2. Introduce Access Perks

Give your subscribers something others can’t get. That could be:

• Early access to new drops

• Exclusive member-only products

• VIP pricing

• Founder's updates or behind-the-scenes content

• Live Q&A sessions or Zoom calls

3. Make Replenishment Seamless

Obviously, the core of your program still has to work. Easy customization, flexible pause or skip options, and frictionless management are table stakes now. If your subscription experience feels like a hostage situation, you’re going to lose them.

Final Thought

If you’re running a Shopify store and you're still offering just a basic “Subscribe and Save” option, you’re leaving serious money on the table. The top brands don’t just offer subscriptions, they offer memberships with value layered across product, experience, and access.

The more reasons your customers have to stay, the less likely they are to leave.

And trust me, when you nail all three elements, you’ll start to see what the best subscription brands already know: blending replenishment, curation, and access isn’t just smarter, it’s the future of subscriptions on Shopify.

Stay tuned, because I’ve got more on this coming soon.

— Jay