2026 State of Subscriptions: Ecommerce

Ecommerce growth is changing as the market recalibrates, but brands investing in the entire subscriber lifecycle are already seeing the returns.

• Found money: Learn how ecommerce brands recovered $169.4 million in revenue through dunning and payment recovery in a single year.
• Seasonal signals: Learn why pause activity peaks in October and how to time your reactivation outreach to capture the predictable March rebound.
• The win-back gap: Only 1 in 7 new ecommerce sign-ups is a returning customer — discover the underleveraged growth channel your competitors are missing.

The 2026 State of Subscriptions combines Recurly’s analysis of 2,200+ subscription businesses like FabFitFun, Nuuly, and Scentbird, along with 76 million subscribers and proprietary consumer survey data, to deliver the insights you need to succeed.