The subscription business model in e-commerce

Desislava Grozdeva ()
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Desislava Grozdeva: University of Economics - Varna, Varna, Bulgaria

Izvestia Journal of the Union of Scientists - Varna. Economic Sciences Series, 2025, issue 2, 66-76

Abstract: The accelerated development of digitalization and the continuous expansion of e-commerce are associated with the implementation of an increasing variety of business models by online retailers, aimed at generating higher revenues and enhancing customer satisfaction in the digital environment. In recent years, the subscription model has gained significant popularity, establishing itself as a profitable and preferred approach to product exchange in the online marketplace. The aim of the study is, based on the theoretical presentation of the characteristics and advantages of the subscription model in e-commerce, as well as on the brief analysis of the state of subscription-based online commerce, to identify the main challenges this model faces in the virtual environment. The essence and specifics of the different types of subscription business models in online commerce are clarified. Furthermore, data on subscription services in e-commerce are analyzed on a global scale and within the EU-27.

Keywords: e-commerce; subscription business model; replenishment model; curation model; access model (search for similar items in EconPapers)
JEL-codes: L81 (search for similar items in EconPapers)
Date: 2025
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