Comprehensive data compiled from extensive research on subscription memberships, loyalty program performance, and exclusive access strategies for DTC brands
Early access membership programs represent one of the fastest-growing revenue models in ecommerce today. The subscription commerce market has exploded from $15 billion in 2019 to a projected $450 billion by 2025, while customer acquisition costs have increased 222% since 2013. This combination makes membership programs essential for brands looking to build sustainable, retention-focused businesses.
With Rivo, ecommerce brands can easily build, launch, and optimize early access programs that tap directly into these trends — boosting retention, increasing customer lifetime value, and creating VIP experiences without relying on heavy discounting.
Key Takeaways
- Subscription commerce is exploding – The subscription ecommerce market is projected to reach $450 billion by 2025, up from $15 billion in 2019, representing 30x growth in just six years
- Early access drives customer demand – 60% of shoppers want early access to sales and 51% want early access to new products, making exclusivity a primary loyalty driver beyond discounts
- Membership programs generate massive revenue – Amazon Prime's subscription revenue exceeded $20 billion annually, proving the paid membership model at scale
- Retention beats acquisition economics – Acquiring new customers costs 5-25x more than retaining existing ones, while 65% of company revenue comes from repeat business of existing customers
- Members spend significantly more – Walmart+ members spend $79 per online visit versus $62 for non-members, a 27% AOV lift that compounds with increased visit frequency
- Loyalty programs are now table stakes – Over 90% of companies offer some type of loyalty program, and 79% of consumers participate in at least one, making differentiation through early access critical
- Customer behavior shifts for benefits – 66% of customers modify which brands they shop with to maximize benefits, indicating that well-structured membership perks directly influence purchasing decisions
- Technology investment is accelerating – 68% of business leaders predict increased data management investments, with 76% citing headless commerce for greater flexibility in membership program delivery
Subscription and Membership Market Growth
1. Subscription ecommerce generated over $38 billion in revenue in 2023
The subscription commerce model has doubled over the past four years, reaching $38 billion in 2023. This growth reflects shifting consumer preferences toward ongoing brand relationships rather than one-time transactions. Brands implementing paid membership programs through solutions like Rivo capture recurring revenue while building deeper customer connections that increase lifetime value and reduce reliance on expensive acquisition channels. Source: Statista
2. The subscription ecommerce market is projected to exceed $450 billion by 2025
From $15 billion in 2019 to a projected $450 billion by 2025, subscription commerce represents one of the fastest-growing segments in retail. This 30x growth trajectory signals that membership-based revenue models are transitioning from optional strategy to competitive necessity for DTC brands. Shopify Plus brands can launch membership programs using checkout extensions and stackable discounts to capture this growth without requiring complex custom development. Source: U.S. Census Bureau Ecommerce Statistics
3. Global retail ecommerce sales are expected to reach $8.1 trillion by 2026
The broader ecommerce market continues expanding, with projections reaching $8.1 trillion globally by 2026. Within this growth, brands offering exclusive membership benefits and early access programs capture disproportionate market share by building loyal customer bases that competitors struggle to penetrate. Membership programs create switching costs that protect revenue even as overall market competition intensifies. Source: Shopify
4. Over 90% of companies now offer some type of customer loyalty program
Loyalty programs have become standard across industries, with more than 90% of companies offering some form of rewards or membership structure. This saturation makes program differentiation essential. Brands that offer unique early access benefits and VIP tiers stand out in crowded markets where basic points programs no longer create competitive advantage. Rivo enables brands to layer early access benefits on top of points and referral programs for multi-dimensional value propositions. Source: Queue-it
Consumer Demand for Early Access
5. 60% of shoppers want early access to sales
Six out of ten consumers rank early access to sales as a desired loyalty benefit, making it the second most requested perk after discounts. This demand creates opportunities for brands to structure VIP tiers that reward top customers with first access to promotions, flash sales, and seasonal events. Rivo Memberships enables brands to segment these benefits directly at checkout, creating seamless early access experiences without manual customer tagging or complex discount code distribution. Source: Queue-it
6. 51% of shoppers want early access to new products
More than half of consumers specifically want early access to new product releases. For brands with regular product drops or limited editions, this represents a powerful membership incentive that costs nothing beyond operational coordination. Exclusive first access transforms launches into member engagement events that drive both sales and program enrollment, creating self-reinforcing growth loops for membership programs. Source: Queue-it
7. About one-third of consumers find exclusive or early product access valuable
Beyond discounts and rewards, roughly 33% of consumers explicitly value exclusive or early access to products as a loyalty program feature. This indicates that scarcity and status hold significant appeal independent of price savings. Brands can leverage this psychology through member-only product previews and pre-sale windows that make customers feel like insiders rather than just transaction recipients. Source: Mckinsey & Company
8. 60% of consumers join loyalty programs for rewards, discounts, or cashback
The primary motivation for loyalty program enrollment remains financial benefit, with 60% of consumers attracted by earning potential. Successful early access programs combine these monetary incentives with exclusivity benefits, creating multi-layered value propositions that address both price-sensitive and status-driven customer segments. This combination delivers higher enrollment rates than single-benefit programs. Source: Statista
Revenue and Performance Impact
9. Top loyalty programs see a 15-25% annual revenue increase from participating customers
Brands with effective loyalty programs report 15-25% higher annual revenue from customers who engage with the program. This lift stems from increased purchase frequency, higher average order values, and reduced price sensitivity among members. Programs with compelling early access benefits typically outperform basic points-only structures by creating ongoing reasons for customers to return and maintain engagement between purchases. Source: Queue-it
10. Amazon Prime's subscription revenue exceeded $20 billion annually
Amazon's membership program demonstrates the revenue potential of paid subscriptions at scale. Beyond the direct subscription income, Prime members exhibit dramatically higher lifetime values through increased purchasing frequency and expanded category engagement. This model validates paid membership programs for brands with strong value propositions, even for DTC brands operating at much smaller scale than Amazon. Source: Queue-it
11. 65% of company revenue comes from repeat business of existing customers
Nearly two-thirds of revenue originates from existing customers rather than new acquisition. This statistic underscores why retention marketing and membership programs deserve substantial investment. Early access programs strengthen repeat purchase behavior by giving customers ongoing reasons to return and maintain engagement, directly impacting this critical revenue component. Source: Queue-it
12. Acquiring new customers costs 5-25x more than retaining existing ones
The economics of customer acquisition continue to favor retention strategies, with new customer costs running 5-25x higher than retention efforts. Membership programs with early access benefits represent high-ROI investments that reduce dependency on expensive paid acquisition channels while building sustainable revenue foundations. This cost differential has widened as digital advertising competition has intensified across platforms. Source: Harvard Business Review
13. Customer acquisition costs have risen 222% since 2013
The cost of acquiring new customers has more than tripled over the past decade, making retention economics increasingly favorable. This trend accelerates the business case for membership programs that maximize existing customer value. Brands that delay investment in retention infrastructure face compounding disadvantages as acquisition costs continue rising across paid social, search, and other digital channels. Source: SimplicityDX
Customer Behavior and Spending Patterns
14. 75% of loyalty program members purchase more from brands with programs
Three-quarters of consumers enrolled in loyalty programs report buying more from those brands. This behavioral shift demonstrates that loyalty programs don't simply reward existing behavior—they actively influence and increase purchasing activity. Early access benefits amplify this effect by creating time-sensitive engagement opportunities that drive incremental purchases beyond customers' normal buying patterns. Source: Queue-it
15. 66% of customers modify which brands they shop with to maximize benefits
Two-thirds of consumers actively switch brands to optimize their loyalty benefits. This behavior creates both opportunity and risk: brands with compelling membership programs can capture competitor customers, while brands without strong programs lose customers to more rewarding alternatives. The switching behavior validates that loyalty program design directly impacts market share, not just customer satisfaction scores. Source: Bond Pathways to Growth Guide
16. 65% of customers modify spending amounts to maximize rewards benefits
Beyond brand selection, customers actively adjust how much they spend to hit reward thresholds. This behavior benefits brands with well-designed tier structures that incentivize increased spending. VIP tiers offering early access at specific spend levels drive customers toward higher annual values by creating clear targets that feel achievable and worthwhile. Source: Bond Pathways to Growth Guide
17. Walmart+ members spend $79 per online visit versus $62 for non-members
Membership creates measurable AOV lift, with Walmart+ members spending 27% more per transaction than non-members. This premium persists across purchase occasions, compounding into substantial lifetime value differences. Similar patterns emerge across industries when membership benefits create perceived value worth protecting through continued spending. Source: Queue-it
18. Walmart+ members shop 29 times per year versus 18 for non-members
Beyond higher transaction values, membership drives increased visit frequency. Walmart+ members return 61% more often than non-members, demonstrating how membership benefits create ongoing engagement beyond initial enrollment. Early access to sales and products provides recurring reasons to return, creating habitual shopping patterns that compound over time. Source: Queue-it
19. 57% of consumers spend more with brands they're loyal to
Over half of consumers consciously increase spending with brands they feel loyal toward. This emotional connection, built through consistent positive experiences and exclusive treatment, translates directly to revenue. Early access programs reinforce loyalty by making customers feel recognized and valued, strengthening the emotional bonds that drive increased wallet share. Source: Queue-it
Customer Experience and Trust
20. 78% of consumers say loyalty programs make them more likely to do business with a brand
Nearly eight in ten consumers report that loyalty programs positively influence their brand selection. This effect extends beyond transactional benefits—programs signal that brands value customer relationships and invest in recognition. Early access benefits particularly reinforce this perception of special treatment, creating emotional connections that transcend purely economic calculations. Source: Bond Pathways to Growth Guide
21. 74% of consumers are more likely to recommend brands with good loyalty programs
Loyalty programs drive word-of-mouth in addition to direct revenue. Three-quarters of consumers show increased referral likelihood when satisfied with a brand's program. This creates compounding benefits where strong membership experiences generate organic acquisition through customer advocacy, reducing overall customer acquisition costs while building community around the brand. Source: Queue-it
22. Customers who feel value alignment are 9.8x more likely to go out of their way to shop with a brand
When customers perceive shared values with a brand, their loyalty intensifies dramatically. Membership programs that communicate brand values and create community around shared interests generate this multiplier effect. Exclusive access creates an in-group dynamic that strengthens value alignment perception, making members feel part of something larger than transactional commerce. Source: Bond Pathways to Growth Guide
Technology and Platform Considerations
23. 76% of businesses using headless commerce cite greater flexibility and customization
Modern commerce architecture enables membership experiences impossible on legacy platforms. Brands using headless approaches report enhanced ability to customize member journeys, integrate loyalty data, and deliver personalized early access experiences across channels. Rivo's Shopify-native architecture provides this flexibility without requiring full headless migration, enabling brands to launch sophisticated membership programs on their existing tech stack. Source: ResearchGate
Frequently Asked Questions
What are the primary benefits of early access memberships for customers?
Early access memberships provide customers with exclusive first access to sales, new products, and limited releases. Beyond the practical benefit of securing desired items before sellout, members gain status recognition and feel valued by the brand. Research shows 60% of shoppers want early access to sales and 51% want early access to new products, making these benefits highly compelling enrollment drivers that differentiate programs from basic discount-only loyalty structures.
How do early access memberships impact a brand's long-term revenue and retention?
Early access memberships drive measurable revenue improvements through multiple mechanisms. Top loyalty programs report 15-25% annual revenue increases from participating customers. Members also demonstrate higher AOV, with Walmart+ members spending 27% more per visit, and increased purchase frequency of 61% more visits annually. With 65% of company revenue coming from repeat customers and acquisition costs rising 222% since 2013, membership programs represent essential retention infrastructure that compounds value over time.
What technical requirements matter most for launching early access membership programs on Shopify Plus?
Successful membership programs require seamless checkout integration, proper tier segmentation, and real-time benefit application. Shopify Plus merchants should prioritize platforms using checkout extensions and stackable discounts rather than deprecated Shopify Scripts. Integration with email platforms like Klaviyo enables automated member communications, while Shopify Flow compatibility allows custom tier progression rules. Rivo provides these capabilities natively for Shopify Plus brands without requiring custom development or complex integrations.
Can early access memberships work alongside existing loyalty or referral programs?
Early access benefits integrate naturally with points-based loyalty and referral programs. Many brands structure early access as a VIP tier reward earned through points accumulation or spend thresholds. Referral programs can offer early access as advocate incentives, while loyalty programs can include exclusive product previews for top-tier members. This layered approach maximizes engagement across customer segments with different motivations, creating comprehensive retention ecosystems rather than single-purpose programs.
What common mistakes should brands avoid when launching early access memberships?
Common pitfalls include overcomplicating tier structures, failing to communicate benefits clearly, and offering early access without sufficient inventory allocation. Brands should also avoid technology platforms that create friction at checkout or require workarounds for basic functionality. Starting with simple, high-value early access benefits and expanding based on customer response produces better results than launching complex programs that confuse members. Clear communication and seamless execution matter more than benefit quantity."
