Subscription market: why is e-commerce still not taking full advantage of the potential?

The subscription market in Brazil has been consolidating itself as one of the most effective strategies to ensure financial predictability, customer loyalty and sustainable growth. But, even with all the positive signs, many e-commerce companies are still failing to take more advantage of this alternative sales and payment.

While the model is widely explored in digital services (such as streaming, telephony and the internet), physical products still have a lot of room to grow. Wine subscriptions, books and specialized clubs have gained strength, but still represent a small portion in the face of potential.

The great advantage of the recurring model in e-commerce is in three pillars:

• Predictable and scalable revenue
• Continuous relationship with the customer
• Greater knowledge of consumer behavior

These points strengthen strategies such as upsell, cross-sell, average ticket increase and less dependence on seasonal sales.

“Offering a subscription goes beyond practicality. It is about building a relationship with the customer. Here, personalization and convenience are keywords. The consumer wants control: he needs to be able to edit his signature, pause deliveries, change payment method and, of course, be treated exclusively”, states Mariana Coltro's, Sales Manager at Lyra.

Platforms such as the Cyclopay they already work with this vision ¡n integrating flexible plans management, multiple payment methods (credit card / Pix / ticket), communication rule and unified reports. This not only facilitates the operation but also gives autonomy to the end customer.

“Signature is more than revenue: it is relationship. At Cyclopay, we believe that the subscription model is a bridge between financial efficiency and proximity to the customer. The market is ready, the consumer is already accustomed, and now e-commerce is lacking to adapt, invest in technology and turn this opportunity into a competitive advantage”, complements Mariana.

The advantages and functionalities of recurring payments can be seen at Bett Brasil, the largest innovation and technology event for education in Latin America, in the Cyclopay space (stand Q 170), which will be held from April 28 to May 1, at Expo Center Norte in Sao Paulo, with free admission.