Many consumers are clamoring for subscriptions, making subscription products and services smart digital options for brands that want to reach more consumers and capitalize on ecommerce revenues. Companies that sell meal kits saw big upticks during the pandemic while consumers were cooking at home instead of going out. And, many CPG brands, like Pepsi, launched direct-to-consumer (DTC) offerings that are likely to include a subscription option eventually. 

These distinctions likely indicate that many start-ups and younger brands embrace the subscription trend. And, alternatively, that big, successful brands can capture a share of revenue from subscriptions without it impacting their bottom line very much if it goes south, allowing for experimentation. As ecommerce continues to surge and consumer behaviors shift, brands that are willing to leverage subscription offerings with existing customers, or take calculated risks to reach new audiences, may find themselves in better positions now and in the future.