The Untold History of Subscription Boxes (And The Platform It Created)

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How did we get from one-time sales to the subscription-first revolution? This video dives deep into the untold history of the subscription business model, from the early pioneers like Graze and Dollar Shave Club around 2012 to the complex, hybrid businesses of today.

Discover why traditional ecommerce platforms struggled to keep up, leading to "Plugin Soup," poor customer experiences, and failed subscription models. Learn how this entire evolution revealed the need for a new kind of platform—built not for transactions first, but for subscriptions from the ground up.

Timeline Highlights:

2012: The first wave of direct-to-consumer subscription pioneers emerges.

2014-2020: The "subscription boom" and gold rush, with models like curation and replenishment taking off.

2020: The pandemic accelerates online retail and subscription adoption.

The Problem: Transactional and subscription commerce collide, creating fragmentation, bad UX, and failed executions.

The Realization: A new type of business isn't transactional OR subscription-based—it's Subscription-First™.

This is the story of why Subbly was built and the philosophy that guides it. If you're building a modern business focused on recurring revenue and customer relationships, this history is your foundation.

Ready to be part of the next chapter? Learn more about the subscription-first approach with the link below.

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