The way e-commerce works is changing fast. More brands are moving away from one-time transactions and looking to build long-term relationships. One of the most powerful tools in this shift is the membership model. It’s not just about loyalty points or free shipping anymore. It’s about real community, exclusivity, and consistent value exchange. In this article, we break down the top 30 growth stats driving this trend and show you how to act on them today.
1. Over 75% of DTC brands launched some form of membership or loyalty program by the end of 2024
Direct-to-consumer brands are leading the charge. By the end of 2024, three out of four had some form of membership or loyalty initiative.
Why DTC Brands Are Doing This
These brands typically operate with tighter margins, leaner teams, and a heavier reliance on customer relationships. They don’t have retail intermediaries. That means everything rides on how well they can turn a buyer into a repeat customer. Membership programs are the shortcut to achieving that.
They offer:
- Predictable recurring revenue
- More personalized marketing
- An excuse to collect better data
- Stronger emotional bonds with customers
And once a customer joins, it’s no longer about just selling. It’s about keeping them engaged week after week.
Tactical Advice for Founders
Start simple. A basic “members-only” tier that gives access to limited edition drops, faster shipping, or exclusive product bundles can be enough to drive loyalty. Use tools like Shopify’s native customer accounts or apps like Recharge or Bold Memberships to get started in under a day.
Monitor churn rates and NPS monthly. If members aren’t sticking around past month three, it’s not working. Run exit surveys. Don’t just guess.
Segment members based on behavior. Not all members are the same. Reward your top 10% with surprise gifts or handwritten notes. You’ll be shocked at the ROI of small, thoughtful touches.
2. Amazon Prime has over 230 million members globally as of 2025, with over 80% penetration in U.S. households
Amazon set the blueprint. Prime isn’t just a shipping perk. It’s a full ecosystem designed to make shopping feel effortless and addictive.
What This Tells Us About Consumer Behavior
People are willing to pay for convenience, speed, and exclusive access. Prime delivers on all three—and bundles it with streaming and other perks to make it feel indispensable.
But what’s more important is the loyalty effect. Prime members spend far more on Amazon annually than non-members. They also start their product searches on Amazon rather than Google.
What You Can Learn From Prime
Think ecosystem. Even if you can’t build a streaming service, you can bundle value in creative ways. Offer:
- Educational content around your product
- Early access to seasonal sales
- Member-only events (online or local popups)
Don’t rely only on discounts. Amazon doesn’t sell Prime as a way to save money. It’s about unlocking something special. Position your offer that way too.
If you’re in a niche like skincare or fitness, add expert Q&As, workshops, or mini-courses to your membership. That adds stickiness that discounts never can.
3. 60% of consumers say they are more likely to buy from a brand offering exclusive membership perks
This stat is a game-changer. More than half of shoppers are saying, “If you give me access to something others don’t get, I’m in.” That’s a major signal. It shows consumers are not just interested in products—they want experiences and insider status.
What Makes a Perk Actually Valuable?
The keyword here is exclusive. This doesn’t mean flooding your site with discount codes. Instead, think in terms of perceived privilege. That could be:
- A first look at new products
- Limited-run items available only to members
- Invite-only virtual events or founder Q&As
- Priority customer service or faster support responses
These kinds of benefits tap into emotion, not just logic. And they make your brand feel more like a club than a storefront.
How to Build This into Your Store
Start by understanding your most loyal customers. What do they care about? Do they want to feel heard? Recognized? Get things first? Then build your program around that.
Test perks gradually. You don’t need a full-blown program on day one. You can launch a hidden product collection link for your email subscribers. Or run a one-month “early access” campaign for holiday drops.
Use scarcity intentionally. When a customer sees that only members are getting the best offers or limited editions, it creates FOMO. That emotion drives action far more than a coupon ever could.
4. Retention rates are 2x higher for e-commerce brands with paid membership programs versus those without
Retention is the single biggest driver of profitability in e-commerce. If you can double it through memberships, you’re not just growing revenue—you’re building a much more valuable business.
Why Paid Models Work So Well
Once someone pays for access, they mentally commit. They want to get their money’s worth. That’s powerful. It shifts the relationship from transactional to ongoing. Each time they return to your store, it feels like they’re using a benefit they earned.
It’s also about removing friction. If free shipping or returns are included, there’s one less reason to hesitate before clicking “buy.”
Execution Tips for Founders
Price it right. Start low—$5 to $10 per month is enough to drive value perception without scaring off shoppers. If you’re in a high-margin category like supplements or apparel, even $25/month is possible if you offer real perks.
Overdeliver in the first 30 days. Most churn happens early. This is where you need to wow your new members. Include a welcome kit. Send a thank-you video from the founder. Offer double rewards points in their first month.
Use tech to track engagement. If a member hasn’t visited in 10 days, send them a surprise credit. If they abandon a cart, remind them they have a perk they haven’t used.
And always test retention levers. Free shipping might get them in. But deeper value—community, content, connection—is what keeps them around.
5. Paid memberships grew 50% year-over-year from 2021 to 2024 among mid-sized online retailers
This stat shows that it’s not just giants like Amazon winning here. Mid-sized brands are also seeing real traction with memberships. And that means the model works across different verticals and sizes.
Why Mid-Sized Brands Are Seeing This Growth
Smaller brands have tighter feedback loops. They can test new ideas faster, pivot offers, and build personal relationships. That makes them ideal candidates for membership experiments.
They also tend to serve more niche audiences. That’s a huge advantage. The more specific your customer’s identity, the easier it is to create a program that feels like it was made just for them.
How to Capitalize on This Growth
If you’re a mid-sized brand, think about how to turn your community into something that feels like an inner circle. Focus on depth, not breadth.
For example:
- A fitness gear brand can offer personalized workout plans to members.
- A clean beauty brand can create a members-only skincare routine builder.
- A pet supply store can offer custom treat boxes based on breed and age.
Also, leverage memberships to smooth your cash flow. If you’re offering consumables or seasonal items, consider bundling them into a prepaid subscription. You get upfront revenue, and the customer feels committed.
And if you’re growing fast, a membership tier can also help prioritize your most loyal buyers with faster service and access to limited inventory.
6. 39% of Gen Z consumers prefer brands that offer tiered memberships or exclusivity benefits
Gen Z has different expectations. They grew up with access, speed, and digital personalization. They don’t just want to shop—they want to belong. And they’re more likely to reward brands that treat them like VIPs.
What Gen Z Actually Cares About
For Gen Z, exclusivity doesn’t mean luxury. It means identity. They want to feel like they’re part of something curated, unique, and aligned with their values.
They’ll pay for:
- Products that feel rare or limited
- Content that speaks directly to them
- Recognition and involvement in the brand story
And they love to share what they’re part of. A good membership experience becomes free marketing.
Action Plan for Brands Targeting Gen Z
Offer visible tiering. Let your members show off. Give badges, unlockable status, or custom packaging. Think of it like gamifying brand loyalty.
Use their language. Make your membership copy fun, short, and socially native. Don’t say “premium experience.” Say “your backstage pass.”
Add personalization. Offer product bundles based on their order history. Give early access to product lines that match their interests.
Most importantly, make them feel like insiders. Let them vote on new product ideas or join beta tester groups. The more involved they feel, the longer they stay.
7. Customer lifetime value (CLV) increases by up to 120% for members of subscription-based commerce programs
This is the stat that matters to your bottom line. When someone joins your program, they don’t just buy once—they become far more profitable over time.
Why CLV Spikes So High
A member doesn’t shop from scratch every time. They already trust you. They’ve paid to be closer to you. So when they need something, they don’t compare—they return.
They’re also more likely to refer others, engage with upsells, and explore new products because they already see the value in your brand.
Steps to Maximize CLV Through Membership
Build a post-signup journey. Don’t just take the payment and disappear. Have a 90-day onboarding series that introduces perks, recommends products, and celebrates their loyalty.
Track member behavior weekly. Who’s buying most? Who’s slipping? Segment accordingly. Send surprise gifts to high-spenders. Re-engagement nudges to low activity members.
Upsell smartly. Your members already trust you. Offer bundle upgrades, early drops, and invite-only categories. But always focus on relevance over quantity.
And never stop delivering value. The moment someone feels they’ve seen everything, they churn. Keep the experience fresh—new content, limited deals, sneak peeks.
8. Only 28% of retailers had membership models in 2020; by 2024, that number surpassed 65%
In just four years, the percentage of retailers offering membership models more than doubled. That kind of growth doesn’t happen by accident. It shows a shift in how businesses think about revenue and how consumers think about value.
What Triggered This Rapid Adoption?
The pandemic accelerated e-commerce. But more importantly, it highlighted a need for stability. Memberships brought predictability—for both retailers and customers.
For brands, memberships mean recurring revenue. That’s easier to forecast and manage than seasonal spikes or random flash sales.
For customers, it means knowing what to expect—benefits, access, and trust. In uncertain times, that kind of reliability matters.
How to Catch Up If You’re Late to the Game
If you’re not among the 65% yet, don’t worry. The best time to build a membership model is now—because you can learn from what others have done right and wrong.
Start with a simple question: What’s one thing I can offer that’s worth paying for every month?
It could be:
- Refill products delivered automatically
- Monthly store credit that encourages use
- Access to drops before the general public
Then test it. Create a pilot group. Launch it quietly to your top customers. Get feedback. Improve. Expand.
Use urgency to drive signups—limited founding member slots, special pricing, or added gifts. And once you’re live, make sure every communication reinforces the value of being in the club.
9. Churn rates drop by 30–50% among customers enrolled in paid membership tiers
This stat is one of the clearest arguments for why membership works. Paid members don’t leave as often. Why? Because they’ve made a commitment. That small financial stake turns passive buyers into active, loyal customers.
What Makes Members Stick Around?
When people pay to join something, they shift mentally. They don’t see themselves as casual shoppers anymore. They see themselves as insiders. Part of the brand.
That means they:
- Forgive small shipping delays
- Don’t comparison-shop as often
- Are less tempted by competitor discounts
They’ve already bought into you.
How You Can Reduce Churn With the Right Strategy
Step one: onboard well. That first week after someone joins is crucial. Give them something immediate—a reward, a welcome message, a small surprise. Reinforce their decision.
Step two: keep reminding them of the value. Use emails to say, “Here’s what your membership got you this month.” Make it feel tangible.
Step three: make usage visible. Let members track their perks used—dollars saved, products accessed, events attended. The more they see the value, the less they’ll think about canceling.
Finally, survey members who cancel. Find out where the friction is. Often, a single pain point—confusing redemption rules, lack of communication, stale offers—can cause unnecessary churn.
Fix that, and you’ll keep far more of your customers.
10. 79% of loyalty program members say the ability to unlock exclusive pricing is the top motivator for joining
Forget points. Forget games. When asked why they join loyalty or membership programs, most people say one thing: better pricing.
Why Pricing Perks Work So Well
Everyone wants a deal. But not everyone wants to dig through emails or wait for seasonal sales. Exclusive pricing simplifies the benefit. It’s clear. It’s direct. And it feels like a reward for being “on the inside.”
It also flips the mindset. Instead of thinking, “Should I buy this?” the customer starts thinking, “If I don’t buy it, I’m wasting my membership.”
That changes behavior.
How to Use Pricing Strategically (Without Becoming a Discount Brand)
The trick is to make exclusive pricing feel like a privilege, not a markdown. Don’t call it a “discount.” Call it “member pricing” or “insider access.”
Only offer these prices to logged-in members. Make them feel earned.
You can also time them smartly:
- Offer member pricing a week before general sales go live
- Run exclusive BOGO or bundling events just for members
- Give monthly store credits that reset if unused (like ClassPass or some travel memberships)
This not only drives urgency but also makes your members feel smart for joining.
The more they save—and the more you remind them of those savings—the longer they’ll stay loyal.
11. Costco’s annual renewal rate in the U.S. and Canada exceeded 92% as of 2024
Costco is one of the most successful membership-based businesses in the world. And the fact that more than 9 out of 10 members renew every year says a lot about what they’re doing right.
What Costco Teaches Us About Loyalty
It’s not fancy UX or influencer campaigns. Costco wins by offering real, tangible value every time a customer shops. The savings are clear. The perks are consistent. And the experience feels like a benefit of being part of something.
Even though it’s a physical retailer, Costco’s model translates directly to e-commerce.
They:
- Charge an upfront fee
- Offer better prices and access in return
- Deliver enough ongoing value to make members feel foolish for quitting
How to Bring This Mentality to Your E-commerce Brand
Don’t worry about bells and whistles. Focus on what your customers buy most often—and offer to improve how they get it.
Create bundles that save them money and time.
Reward consistent purchases with cashback or product credits.
Offer a flat shipping fee (or free shipping) as a membership perk—this alone is often enough to drive repeat orders.
And here’s a tip from Costco: don’t discount the membership itself. Costco rarely lowers the price of their membership tier. They don’t need to. They let the value do the talking.
If your offer is strong, your customers will feel the same way.
12. Members contribute over 65% of revenue for top-performing e-commerce brands with loyalty ecosystems
This stat is critical. It shows that once a brand builds a real ecosystem around its loyalty or membership model, members become the main engine of growth.
Why Members Spend More (and More Often)
They’ve committed. That commitment makes them feel more connected. They also feel like their purchases are part of a larger story—building status, unlocking perks, gaining access.
That leads to higher:
- AOV (average order value)
- Purchase frequency
- Engagement with upsells and cross-sells
It also means lower CAC (customer acquisition cost) because these members tend to refer others or buy organically—no retargeting ads needed.
Steps to Build a Real Loyalty Ecosystem
First, stop thinking of loyalty as a point system. Think of it as an environment where your best customers:
- Are treated like insiders
- Get access others don’t
- Are regularly engaged, not just sold to
Create layers—free loyalty for everyone, and paid tiers for those who want more. Offer non-monetary perks like early access, branded gifts, or even co-creation opportunities.
Design flows where every action (purchase, review, share, subscribe) feeds into something greater. This turns everyday activity into status.
And make sure your backend tracks everything—so you can see who your true whales are, and serve them accordingly.
13. Referral rates increase 3x for brands with VIP-style member perks compared to general promotional offers
People love to share what makes them feel special. That’s why VIP-style membership perks don’t just boost sales—they boost referrals too.
Why VIP Drives Word-of-Mouth Better Than Discounts
When someone gets a coupon, they feel like they’re getting a deal. When they get access to something others don’t, they feel powerful.
That power creates stories. Stories drive shares.
A VIP-style membership gives people something to talk about:
- “I get to buy these before anyone else.”
- “This product was only available for members.”
- “They sent me a gift for being a top-tier member.”
These little experiences become social currency.
How to Design for Shareability
Make it easy to refer. Create a one-click referral link that gives both parties a benefit—but position it as an invite, not a code.
Use scarcity. Let members invite only a few people. That creates FOMO.
Celebrate referrals. Show a badge or status level tied to how many people someone has invited. Let them earn exclusive products or experiences.
And always ask your members to share—especially after a good experience. A simple “Enjoyed this box? Invite a friend to join you next month” CTA can go a long way.
The more special your members feel, the more likely they’ll spread the word.
14. 57% of consumers are willing to pay for a membership if it provides fast shipping and priority access
Fast shipping and early access to products aren’t just nice-to-haves anymore—they’re expected. More than half of consumers are ready to pay for these benefits. That says a lot about how much convenience and exclusivity matter.
Why Speed and Access Are Worth Paying For
People don’t like to wait. In a world where Amazon delivers next-day, anything slower feels like a compromise. Add to that the fear of missing out on limited-edition drops or hot product releases, and the value of being “first” becomes very real.
When you combine these into a membership model, you’re not just selling logistics. You’re selling peace of mind.
Your customer isn’t paying for faster shipping—they’re paying to avoid frustration. They’re paying to feel taken care of.
How to Package These Perks in Your Membership
Make it clear. Your offer shouldn’t be buried in fine print. Spell out exactly what members get: “2-day delivery. Guaranteed access to product launches. No backorders.”
Build tiers if possible. Offer free shipping for all members, but priority access for premium members. This creates motivation to upgrade.
Make early access real. Don’t just say it—enforce it. Release products to members 24–48 hours before your general audience.
And follow through. If a member doesn’t get their product on time or misses a promised drop, apologize with a store credit or future guarantee. That builds trust.
The smoother you make their buying experience, the more they’ll buy.
15. E-commerce brands with memberships report average order values (AOV) that are 25–45% higher than non-members
This is where the membership model really pays off. When a customer joins your program, they don’t just buy more often—they spend more each time. That boost in AOV can change your entire growth trajectory.
Why Members Spend More
Part of it is psychology. Once someone is a member, they feel more connected. That makes them more confident. More open to trying new products. More likely to see value in bundles or higher-end options.
There’s also a feeling of “getting your money’s worth.” If shipping is free or store credits are included, spending more just makes sense.
And if perks like gifts or free items unlock at certain thresholds, customers naturally buy a little extra to qualify.
Ways to Increase AOV Through Membership Strategy
First, use bundle logic. Offer member-only packs that make each item cheaper when bought together. This encourages bulk buying and feels like a reward for membership.
Next, tier your perks by spend. “Spend $100 this month and unlock next month’s surprise gift.” Or “Reach $200 this quarter to get exclusive merch.”
Add limited-time boosts. Once a month, run a 48-hour window where orders over a certain amount get upgraded (free expedited shipping, double loyalty points, or a bonus item).
And most importantly, recommend relevant upsells in-cart that are exclusive to members. Make it feel like an insider deal—and they’ll take it.
16. 46% of U.S. shoppers say they prefer brands with some form of exclusivity, such as early product drops
Nearly half of American shoppers are drawn to exclusivity. That means if you’re not giving your customers something special, you’re missing a massive opportunity.
Why Exclusivity Feels So Powerful
Exclusivity taps into human emotion. We want what’s rare. We like feeling like we’re part of something not everyone can access. It validates our taste and status.
In e-commerce, this can show up in many ways:
- Early access to collections
- Limited-edition products
- Invitations to private sales or events
- Personalized shopping experiences
It turns your brand into more than a store—it becomes a place people want to belong to.
Tactics to Add Exclusivity to Your Brand (Without Alienating Others)
Create members-only drops. Launch a limited batch of items to members first. Don’t announce it everywhere—email or SMS your members directly.
Offer exclusive variants. Keep your core product public, but offer a colorway or bonus item that only members can buy.
Use waitlists strategically. Let members skip the line or get guaranteed restocks. This builds excitement and urgency.
Let your best customers vote. Involve them in product naming, design tweaks, or final decisions. That sense of influence is incredibly sticky.
Just make sure that exclusivity doesn’t come across as elitism. The tone should be “thanks for supporting us,” not “you’re not good enough.” When done with warmth and generosity, exclusivity builds community—not walls.
17. 80% of retailers that implemented a membership model post-2020 saw improved margins within 18 months
Membership models don’t just drive more revenue—they make your business more profitable. Four out of five retailers who launched these programs after 2020 reported better margins in under two years.
Why Profit Margins Improve With Memberships
It’s simple math. Memberships increase order volume, improve customer retention, and lower the cost of acquiring new customers (since you’re keeping the old ones longer).
But they also:
- Create a recurring revenue base that smooths out seasonal dips
- Encourage bulk buying, which reduces shipping costs per item
- Reduce reliance on deep discounts or aggressive advertising
Over time, this adds up to healthier books and a more scalable model.
How to Improve Margins With a Smart Membership Strategy
Charge for access. Even a low monthly fee helps cover costs and builds predictability.
Offer digital perks. Content, early access, community events—these don’t carry physical costs but offer real value.
Use upsell-friendly flows. Once someone is a member, they’re warmer. Offer bundles, priority products, and surprise unlocks that gently raise their spend.
Reduce dependency on ads. Focus on email, SMS, and community channels for re-engagement. Paid ads can get someone in the funnel—but your membership program should do most of the lifting afterward.
And track everything. Measure CAC, AOV, LTV, churn, and margin per cohort. See how your members differ from non-members. Use that to shape your next offer and double down on what’s working.
18. Subscription e-commerce revenue reached $38 billion in 2024, up from just $15 billion in 2019
That’s more than double in five years. Subscription e-commerce isn’t a niche trend anymore—it’s a massive market shift. And it’s showing no signs of slowing down.
Why Subscriptions Have Exploded
Convenience is king. Customers love getting what they need, when they need it—without having to remember to reorder.
But subscriptions also offer predictability for businesses. They stabilize cash flow, help with inventory planning, and provide more data to improve forecasting and marketing.
Brands from every sector are tapping in:
- Meal kits and groceries
- Beauty and skincare
- Pet supplies
- Clothing
- Supplements
If it’s something that runs out or changes frequently, it’s a candidate for subscription.
How to Join the Subscription Boom (Without Becoming a Commodity)
Offer value beyond the product. Add educational content, personal notes, or samples to keep each delivery fresh and exciting.
Let people skip, pause, or customize. Flexibility reduces churn. People hate being locked in. Give them control, and they’ll stick around longer.
Use subscriptions to introduce new products. “This month, we’re adding a member-exclusive flavor.” This keeps things from feeling stale.
Start with a low-commitment offer. Let customers try one box or one cycle before subscribing fully. Lowering friction increases adoption.
And always over-communicate. Remind customers of their next delivery. Make it easy to swap items. Celebrate membership milestones. Treat your subscribers like VIPs—and they’ll treat your brand like home.
19. 60% of Shopify Plus stores now use gated content or members-only product launches
Shopify Plus powers some of the most successful e-commerce brands—and 60% of them are gating content or product drops. That shows how mainstream the membership-first mindset has become.
Why Gated Content Works
It creates curiosity. It adds value to signing up. It helps segment your audience into warm buyers and superfans.
Gating also allows you to:
- Test new ideas before public release
- Gather deeper feedback from engaged users
- Create a sense of “club” that drives more sharing and loyalty
It’s not just about hiding things—it’s about rewarding people for getting closer to your brand.
How to Add Gated Elements to Your Store
Start small. Create a password-protected product page that only members can access. Offer exclusive content—videos, guides, interviews, or digital tools.
Gate early access. Don’t just put everything on the homepage. Tease what’s coming. Let members in first. Show countdowns to others.
Use content as a perk. If you’re in beauty, share expert tutorials. In food, include recipes or cooking classes. In fashion, give behind-the-scenes design looks.
You don’t need a full app to do this. Use Shopify’s native features or plugins like Locksmith or ReConvert to manage access.
Make the gated experience feel premium—clean layout, clear perks, and personalized messaging. This is where your best customers will spend time. Treat it like a lounge, not a pop-up ad.
20. Average membership fees across fashion and beauty brands range from $15 to $49/month, often offset by loyalty rewards
Fashion and beauty brands are proving that customers will pay monthly fees—as long as the perceived value matches or exceeds that price. And many are using store credits or points to sweeten the deal.
Why This Price Range Works
$15–$49 is a sweet spot. It’s high enough to feel exclusive. Low enough to feel accessible. And if you offset it with a reward—say, a $20 monthly credit—the customer feels like they’re getting paid to stay loyal.
This structure also filters your best customers. Those who sign up tend to spend more, engage more, and stick around longer.
Building a Price Model That Drives Value
Decide what you’re offering. Is it just credits? Or do members also get early access, faster shipping, and exclusive content?
Build the tier around that. If it’s mostly credits and convenience, stay closer to $15–$25/month. If you’re adding premium perks like 1:1 styling, limited editions, or content series, you can push into the $40–$50 range.
Add breakage logic. Offer a monthly credit that expires if not used. This encourages spending and increases margin without feeling like a loss.
Give options. Monthly vs. annual pricing lets customers choose. Offer 1–2 months free for annual sign-ups to boost cash flow.
And communicate ROI clearly. Every month, show members what they saved or unlocked by being part of the program. It keeps the fee from feeling like a cost—and turns it into a smart investment.
21. Grocery e-commerce memberships saw a 3x increase in adoption post-2020, led by players like Walmart+
Groceries have always been a high-frequency, low-margin business. But since 2020, everything changed. More consumers started shopping online, and grocery brands began to realize the power of membership. That’s how programs like Walmart+ found their footing—and changed the game.
Why Grocery Customers Love Membership
Convenience. Plain and simple. People don’t want to think about delivery fees, scheduling windows, or whether their items will be in stock. A membership gives them priority treatment, faster delivery, and—most importantly—peace of mind.
It also builds habit. When customers get into the rhythm of ordering weekly or biweekly with benefits, it becomes second nature. They stop comparing. They stop browsing other options. They just click and confirm.
How to Implement Membership in Grocery or CPG
If you’re in grocery or fast-moving consumer goods (FMCG), memberships can offer:
- Free delivery on orders over a threshold
- Reserved delivery windows during peak times
- Bonus points or free items for frequent shoppers
- Surprise-and-delight packs once per month
You can also layer in content. Offer recipe cards, meal planning tools, or live chef events. These small touches build brand stickiness and give people more reasons to stay.
Finally, use AI to personalize the experience. Recommending reorder items or bundling based on past behavior makes shopping easier and faster. And that keeps customers coming back—especially when it’s paired with the perks of membership.
22. 44% of consumers state that paid memberships build deeper emotional brand loyalty
This stat isn’t about savings or perks. It’s about emotion. Nearly half of consumers say joining a paid membership makes them feel more loyal—not just more likely to buy, but more attached to the brand itself.
Why This Emotional Loyalty Matters
When a customer feels emotionally connected to your brand, they:
- Buy more often
- Stay longer
- Defend your brand when there’s a problem
- Recommend you enthusiastically
And paid membership creates that bond. Because it’s not just a purchase—it’s a choice. A small leap of faith that your brand is worth betting on.
How to Build Emotional Loyalty Through Membership
Make them feel seen. Personalize your communication. Send birthday notes. Refer to past purchases. Use first names in emails and packaging.
Welcome them properly. A thoughtful welcome message—ideally from a real person or founder—goes a long way. Add a surprise like a freebie or access to something hidden.
Tell your story. Let members in behind the scenes. Talk about your values, your wins, your journey. This makes the relationship more human.
Celebrate milestones. “You’ve been a member for 3 months—here’s something special.” Even a thank-you email can deepen the bond.
Remember: membership is a relationship. The more you invest in it emotionally, the more your customers will too.
23. Mobile app retention increases by 20–40% when membership benefits are embedded in the UX
Mobile is where many customers interact with your brand most frequently. When you bring membership perks into the app—not just as emails or pop-ups—you keep users engaged longer. This directly impacts retention.
Why In-App Perks Work So Well
Out of sight, out of mind. That’s the risk with many membership programs—they live in email folders or account dashboards no one checks.
But if a customer opens your app and immediately sees:
- Their rewards balance
- Early access buttons
- Member-only banners
- Saved shipping perks
They’re reminded that they’re getting value. And that keeps them coming back.
What to Embed in Your App
Show their status. Let members see what tier they’re on and what benefits they have unlocked. Visual reinforcement works.
Make perks actionable. Let them tap once to apply a member discount, use a free shipping token, or access an exclusive product.
Push smart notifications. “Your member credit expires in 3 days.” “New drop live now—members get early access.” These drive urgency and value perception.
Add gamification. Progress bars, streaks, badges—all of these make the app experience more engaging and give members something to interact with.
Don’t let your membership program live only in your emails. Bring it into your app where customers live. The payoff in retention is huge.
24. Personalization accuracy improves by up to 55% with membership data compared to anonymous user behavior
Membership unlocks better data. You know who the person is, what they’ve bought, what they browse, what they skip, and how they interact with your content. That leads to smarter recommendations, better timing, and higher conversion.
Why Membership Makes Personalization Easier
Anonymous traffic gives you signals, but they’re limited. Cookie-based behavior can be helpful, but it’s not always reliable. A logged-in member, on the other hand, gives you a full history.
And because they expect personalization as part of the membership experience, they’re more likely to engage with recommendations and curated offers.
How to Use Membership Data to Improve Personalization
Tailor your emails. Send dynamic content based on what they’ve purchased, browsed, or reviewed. Use data to adjust tone, imagery, or offer type.
Customize product suggestions. Show bundles based on past behavior. Highlight bestsellers in categories they explore often.
Adjust frequency. Some members love frequent communication; others want just one curated message per week. Use behavior to set the cadence.
Predict next purchase windows. If a member buys every 30 days, don’t wait until day 35 to remind them. Use machine learning or simple rule-based triggers to stay ahead.
Personalization isn’t just about recommendations—it’s about making every message feel like it was written for them. Membership makes that possible.
25. One in three new DTC brands in 2024 launched with a membership-first revenue strategy
This stat shows a bold shift in go-to-market thinking. Instead of building an audience and then layering on a membership model, brands are starting with it from day one.
Why This Strategy Is Smart
It changes the conversation. When a customer lands on your site and sees a membership option right away, they understand that your brand is about more than products—it’s about belonging.
It also gives you upfront revenue. Instead of hoping for repeat purchases, you’re creating recurring cash flow from the start. That can be crucial in your first year.
And it attracts a different kind of customer. Early adopters who sign up for a membership believe in your mission. They’re your best evangelists.
How to Launch With a Membership-First Model
Start with scarcity. Offer a “Founding Member” tier for your first 100 customers. Include lifetime discounts, merch, or other VIP perks.
Build hype pre-launch. Tease the benefits, show behind-the-scenes product dev, and let people join a waitlist for early access.
Use community. Whether it’s a Discord group, private Instagram close friends list, or gated content hub—make your early members feel part of something.
Design your entire funnel around membership. From your homepage to your thank-you email, make sure everything reinforces the value of joining.
Launching with membership isn’t just a pricing strategy—it’s a positioning strategy. It tells customers what kind of relationship you want with them.
26. Members are 4x more likely to opt into SMS and email communications
Your membership program isn’t just a revenue engine—it’s a communication engine. Members want to hear from you. They’re invested. And that means your messages won’t go ignored.
Why Members Engage More
They see value. When someone is part of your program, they don’t view your texts or emails as spam. They view them as reminders of perks, drops, or opportunities.
They also trust you more. A paid relationship feels different than a one-time purchase. It gives you permission to stay in touch.
How to Leverage This for Better Engagement
Use different messaging for members. Don’t send them the same emails as everyone else. Make them feel like insiders. Use phrases like “For members only” or “Your early access link.”
Time it right. Send SMS alerts for:
- Restocks
- New drops
- Expiring credits
- Milestone rewards
Make emails feel personal. Use names, reference past purchases, and celebrate time-based achievements. Keep messages short and punchy.
And don’t overdo it. Members engage more, but they also expect quality. One great message a week beats five filler promos.
Treat SMS and email like a two-way relationship. Ask for feedback. Run member-only polls. Share updates before the public hears about them. This makes your members feel included—and keeps them engaged for the long haul.
- More than 70% of Black Friday 2024 revenue for top DTC brands came from existing members
Black Friday is known for big spending and bigger competition. But in 2024, most of the action didn’t come from cold audiences. It came from people who were already part of the brand—members.
Why Members Drive Holiday Revenue
They’re warmed up. They’ve bought before. They trust the brand. And they know the kinds of offers to expect. That means when the biggest sale of the year comes around, they’re already leaning in.
Brands also reward them better. Members often get early access, deeper discounts, or special bundles. That drives urgency and FOMO—and results in faster conversions.
How to Maximize Peak Season Sales With Membership
Launch early. Give members access 24–48 hours before the public sale. Make it clear this is one of their perks.
Offer bundles just for them. These can be limited, curated, or even include holiday-exclusive products. The goal is to make them feel like the best deal isn’t available to everyone.
Use countdowns. Remind members how long their early window lasts. Use urgency smartly—it works.
Make checkout frictionless. Members should never have to re-enter info or wait in long queues. Prioritize their speed and experience.
And don’t forget post-sale. Use the momentum from Black Friday to reward your best buyers and invite others to upgrade to membership before the new year.
28. Net Promoter Scores (NPS) are typically 30–50% higher among active members vs general customers
NPS measures how likely someone is to recommend your brand to others. It’s one of the most powerful indicators of loyalty. And active members consistently score much higher than one-time buyers. That gap—30 to 50%—is massive.
Why Members Become Better Promoters
They’ve had more experiences with your brand. They’ve received perks. They feel invested. And because they see continued value, they want to share it.
When someone becomes a member, they stop thinking like a customer and start thinking like part of a tribe. That makes them more enthusiastic, more forgiving when things go wrong, and more eager to recruit others.
How to Turn Members Into Promoters
Ask them. Sounds simple, but many brands don’t ask members for reviews, feedback, or referrals. After a good delivery or milestone, nudge them to share.
Give them a toolkit. If you run a referral program, make it easy—personal links, simple CTAs, and clear benefits. Let them track their invites and get rewards for helping grow your community.
Incentivize advocacy. Create tiered rewards for members who refer multiple friends. Offer exclusive products, merch, or experiences instead of just discounts.
Show appreciation. Highlight your top promoters. Feature them in a “Member Spotlight” email. Send them surprise thank-you gifts. The more you recognize their effort, the more they’ll promote you organically.
And finally, close the feedback loop. When members share suggestions or complaints, respond. When they feel heard, they become even more loyal.
High NPS among members isn’t an accident—it’s the result of consistent value, recognition, and trust.
29. Over 80% of food & beverage startups use subscriptions or memberships as a primary GTM approach
In one of the most competitive categories—food and beverage—startups are choosing memberships as their first move. It’s not just a growth tactic. It’s their go-to-market strategy.
Why F&B Brands Go Membership-First
These brands often sell consumables. Items people use daily or weekly. That makes them perfect for subscriptions—low friction, high repeat purchase behavior, and easy bundling.
But beyond convenience, memberships help these startups:
- Lock in customers early
- Reduce marketing overhead
- Smooth inventory and supply chain planning
They also help build a fanbase fast. A well-run membership program gives founders a direct line to customers, which is invaluable in the first year.
How to Build a Strong Membership from Day One
Offer simplicity. Customers don’t want to build their own box from scratch. Start with pre-set bundles based on lifestyle or goals.
Include flexibility. Let members skip, swap, or pause orders without friction. That keeps churn low.
Add community. A private group, a founder’s note, or user-generated content around recipes or meal routines gives members something beyond the product.
Surprise regularly. Throw in new flavors, samples, or gifts for anniversaries. In F&B, delight is currency.
Collect feedback constantly. Ask your early members what they want more of, what they’d cut, and what would make them stay longer. This feedback is gold for product and retention.
If 80% of your category is doing something, it’s not a trend—it’s the standard. And if you’re not doing it, you’re falling behind.
30. Membership-based checkout conversions are up to 2.5x faster, reducing cart abandonment significantly
Speed kills friction. And when a customer is part of your membership program, they don’t hesitate. They convert faster. They check out with confidence. And they abandon their carts far less often.
Why Membership Speeds Up the Sale
There’s no uncertainty. Members know what to expect—free shipping, exclusive pricing, first access. There’s no second-guessing.
They’re logged in. Checkout forms are pre-filled. Their credit card is saved. Their preferences are remembered.
And they feel urgency. If they know a perk might expire, or stock is limited for members, they move fast.
All of this adds up to quicker decisions and higher conversion rates.
How to Optimize Checkout for Members
Auto-apply perks. Don’t make them enter codes. If shipping is free, apply it automatically. If a discount is available, show it right away.
Remove unnecessary steps. Members shouldn’t have to re-enter shipping addresses, phone numbers, or preferences every time.
Use a floating member bar. On every page—including cart—remind them what they’re getting: “As a Gold Member, you get free shipping + early access.”
Add one-click reordering. Especially for consumables, letting members reorder with a single tap removes decision fatigue.
Track exit behavior. If a member still abandons cart, follow up immediately with a personal message—not a generic abandoned cart email. A short, honest message like “Was there something missing?” can bring them back faster than a discount.
Speed isn’t just about load times. It’s about decision clarity. The clearer and more frictionless your experience, the more your members will convert—and keep coming back.
Conclusion
The rise of membership models in e-commerce isn’t a fad. It’s a full-scale evolution in how brands build relationships, generate revenue, and grow sustainably.
From loyalty and retention to revenue and referrals, membership unlocks deeper value at every stage of the customer journey. It helps you predict behavior, reward loyalty, and create a sense of belonging that turns shoppers into fans.
