Capitalize on the Culture of Laziness: Five Subscription and E-Commerce Trends for 2021

The growth of subscription and direct consumer electronic commerce (DTC) is driven by the social economy, consumer demand for convenience, and an “I want it now” culture.

Although the subscription and DTC models are different (a DTC brand does not have to be subscriber-based), both enjoy the same benefits from technological and cultural advances:

  • widespread use of social media by consumers and, consequently, easy, immediate, and generally inexpensive access for these consumers through advanced segmentation
  • Access unprecedented consumer behavior data previously lost in traditional third-party distribution models
  • The willingness of consumers to immediately pay a premium for delivery, convenience, and service
  • A common culture of laziness makes consumers reluctant to leave the house and cross stores (DBC and subscription services simplify over-choice and purchase decision-making).

Market conditions are certainly favorable and subscription services, but with new competitors every day – including big brands like Nike showing off – the industry is evolving rapidly.

What does this mean for the market approaching 2020? Here are five trends to watch out for.

  1. More brands, more products

More than half (54%) of online shoppers have subscribed to a subscription service, so there is no doubt that more items and brands will be switching to this model. There is already a wide variety, including personalized vitamins, razors, pet toys, toothpaste, and even sports clothes and shoes.

In fact, almost any product or service can become a subscriber, and I hope to see new creative and fun visitors.

  1. Emphasis on exclusivity and unique experience

Subscription or DTC companies must focus on surprising and satisfying their customers if they want to compete with traditional offers in their respective categories.

Casper Mattress is an excellent example: although it is not a recording service, the company has turned an entire industry upside down, known for being shrouded in mystery, high margins, and complicated prices. Casper customers appreciate not only convenience but also simplicity, transparency, and a much better experience with a long test at home, as opposed to a high-pressure sales environment with minutes to make a decision.

  1. Personality and personal approach

Consumers also know that companies have access to their personal and behavioral data and, therefore, expect a personalized experience. They really want personalized service with a personal touch.

As consumer expectations rise, companies will have to find a way to deliver the experiences they want.

  1. Focus on the data

In the era of personalization, customer data prevail. Subscription and DTC companies have a huge advantage over conventional distribution models, leaving the middleman without direct access to who, what, when, and why consumers are buying.

Engagement frequency data and additional products or services are essential for using predictive analytics and machine learning to make “real” suggestions to surprise and delight customers (this is a positive circle).

  1. Discovery promotes loyalty

Consumers are looking for products and experiences that they can’t find anywhere else and, to some extent, status with their peer groups to be at the forefront of new product discovery. This, together with the need to satisfy the personal taste and the desire of consumers to have new experiences that they would not otherwise have, is the reason (55% of subscription services are experienced.


The subscription and DTC market is experiencing a perfect storm of consumer trends: ever-changing interests, short attention spans, demand for convenience and ultra-personalization, and lazy laziness.

To meet these needs and requirements, traditional DTCs / sign-ups and resellers who start DTCs / sign-up services can take the opportunity to delight customers with unique experiences and personalized services that will increase loyalty and retention for years to come.