Custom isn’t cutting it anymore. The most innovative brands are leaving behind bloated legacy builds for Shopify + Recharge to move faster, personalize deeper, and unlock scalable, flexible growth. And the results speak for themselves: Brands using Shopify + Recharge have generated over $30 billion in subscription revenue.
Shopify’s commerce infrastructure delivers reach, checkout performance, and omnichannel scale, while Recharge adds deep subscription functionality, real-time analytics, and AI-powered retention. Together, they form a composable growth engine that powers the full customer lifecycle from first click to long-term loyalty.
Innovate faster with composable tech
Forget brittle workarounds and multi-year dev cycles. Shopify + Recharge are fully integrated, endlessly extensible and enterprise-ready from day one. Brands can launch new storefronts in minutes using Shopify’s Hydrogen framework, then deploy tailored ion experiences with Recharge’s developer-friendly APIs and SDKs. You get the speed of SaaS and the flexibility of custom with none of the baggage.
Experiment at scale with a unified growth platform
Recharge does more than power subscriptions. It’s a fully integrated growth engine built to optimize every stage of the customer journey. From churn prevention and loyalty programs to upsells, cross-sells, and referrals, all the tools you need are native to the platform—freeing you up to test, iterate, and optimize faster. AI-driven analytics surface what’s working so you can double down, turning experimentation into a repeatable growth motion.
Deliver world-class CX with an AI-powered retention engine
With Recharge, personalization and scale go hand in hand. Features like Failed Payment Recovery and Concierge SMS, our text-based subscription management tool, are powered by best-in-class AI models to drive retention without piling on headcount or complexity. From day one, out-of-the-box flows and retention automations help reduce churn, boost LTV, and simplify subscription management, ensuring that your subscribers return again and again.
Built for migration at scale
Replatforming a mature business is a big decision, even when the benefits of SaaS are clear. Through countless joint migrations, Shopify + Recharge have built proven, battle-tested playbooks to guide enterprise brands through every step.
Brands like quip and Apothékary have moved from homegrown, legacy systems with zero downtime, zero data loss, and immediate performance gains. The result? A future-proof foundation that lets your team focus on scaling, not rebuilding.
The right tech can transform your business. Take a look at how leading brands have used Shopify + Recharge to decomplicate their tech, customize their experiences, and fuel subscription-led growth.
How to build a holistic growth engine
Apothékary’s natural remedies and herbal droppers have helped the brand cultivate an ardent following. Their products inspire long-term loyalty that makes them a natural fit for the subscription model.
Far from taking that at face value, Jen Lewis, Director of Retention, and the Apothékary team used insights from Recharge’s analytics tools to validate their assumptions and optimize their subscription program.
“Recharge has helped us improve key KPIs like LTV and purchase frequency. Recently, we pulled a report comparing subscriber LTV to that of one-time purchasers, which gave us clarity on where to focus our 2025 roadmap. Subscriber LTV was over 60% higher, so our 2025+ strategy is heavily centered on growing our subscriber base.”
Jen Lewis, Director of Retention, Apothékary
Armed with evidence of subscribers’ value to the business, the next decision to make was how to maximize that value: acquiring new subscribers or retaining existing ones.
“After confirming that subscribers are our highest LTV customers, I knew we had to double down on retention. We implemented Recharge’s Cancellation Prevention tool, which turned out to be one of our most successful rollouts. It’s been live for 8 months and has delivered a save rate of nearly 20%.”
Jen Lewis, Director of Retention, Apothékary
When customers move to cancel their subscriptions, Cancellation Prevention presents a survey to find out why they’re leaving, then incentivizes them to stay with compelling, personalized retention offers. In Apothékary’s case, the offers worked—20% of customers opted to keep their subscriptions open instead of cancelling.
But Cancellation Prevention’s value isn’t limited to the cancellations it stops. The data it collects can show a brand where prices exceed customer expectations, which products ship too frequently or in too great a quantity, or any other factor upstream that causes churn downstream.
“By diving into analytics and listening to customer feedback, we made changes that enhanced the overall experience and boosted retention. We used cancellation data to guide front-end improvements—like updating order frequency options and optimizing the subscription experience.”
Jen Lewis, Director of Retention, Apothékary
Recharge’s tools don’t live in a vacuum. They form a unified ecosystem that aggregates customer insights, then uses them to improve themselves (and each other). Brands that use Rewards to power their loyalty programs, for example, can integrate it with Cancellation Prevention—the cancellation flow can be configured to display customers’ remaining rewards balances, reminding them of what they’ll miss out on by cancelling.
That holistic integration is how brands like Apothékary are setting themselves apart. They start with real insights, then apply them everywhere in the business that they can make an impact. The result is constant improvement based on a keen understanding of their customers.
Expanding capabilities at lower cost
When oral care innovators quip first launched their subscription-based ecommerce program, the tech options for DTC brands were still in their infancy. quip filled the gap by investing in a homegrown ecommerce platform that would propel them to the top of their market.
Eventually, though, two things changed. First, quip began to outgrow their platform. As the company scaled, maintaining their custom tech required more and more resources that otherwise could have gone toward forward-looking ventures like R&D or subscription feature development.
Second, the tech market caught up. A custom platform had originally been the best way to deliver the subscriber experience quip envisioned. But before long, SaaS platforms like Shopify and Recharge had not only reached feature parity with the custom platforms built by early DTC pioneers like quip, they had surpassed them—and continued delivering features faster than any in-house team could.
“While we were proud to have built an incredibly savvy model when quip launched in 2015, we know there was immense opportunity to level up our functionality—specifically as we migrated to become a Shopify-platformed business. SaaS allows us to not only ensure we are providing best-in-class functionality, but also allows us to have a more predictable spend and reduce the amount of resources spent on building and maintaining custom tech.”
Meredith Glansberg, CEO, quip
Like many brands in the same position, quip selected Shopify as their ecommerce platform. But as a subscription-led brand, they would also need a subscription platform that not only integrated seamlessly with Shopify, but enabled them to customize their subscription program and quickly launch new features.
“At a minimum, we needed a subscription solution that not only captured the capabilities we had built and were proud of, but also allowed for us to quickly roll out new functionality that we didn’t already have. Recharge’s flexibility helps ensure we are meeting unique consumer and product needs. Additionally, we were evaluating different ecommerce platforms and we ended up going with Shopify, so we wanted a solution that worked seamlessly with the platform.”
Meredith Glansberg, CEO, quip
They selected Recharge. Within 90 days, millions of current and past customer’s subscription data was imported with zero data loss and quip was ready to launch. This new SaaS-based platform simultaneously accelerated the rollout of new storefront and subscription features and granted quip a more predictable, manageable cost structure than an expensive in-house platform could offer.
“At this point, we are up and running better than ever with Recharge and the entire migration was a success because of how well everything translated over to the new platform. This partnership allows us to continue to do what we do best: provide the best and most enjoyable experiences for our subscribers and drive better oral health outcomes”
Meredith Glansberg, CEO, quip
Crafting custom experiences with off-the-shelf tools
Breakfast mainstays and long-time Recharge users Oats Overnight have been subscription-first since their early days, a strategy that’s paid dividends for them: 90% of the brand’s DTC sales come from their enthusiastic subscriber base.
In 2023, Oats Overnight identified that their customer portal held untapped potential for engaging subscribers. They planned to overhaul it with custom branding and a slew of new features for customers—all of which were possible with Recharge’s API and SDK.
“In addition to creating a really good product that customers love, providing a subscription experience that is personalized has contributed to our success. Using the Recharge API and SDK, we revamped our customer portal back in 2023 to create a beautifully branded unique customer portal. Not only does the upgraded portal allow customers to manage their subscriptions with the typical skips, swaps, and cancellations, but it provides exclusive benefits to subscribers including perks, tasting notes, and year-round access to seasonal flavors.”
Thomas Keller, Director of Ecommerce, Oats Overnight
The new portal not only made it easier than ever for Oats Overnight’s subscribers to manage orders, it saved their team time by taking order management issues off of their plates and freeing them up to focus on their real mission: delivering the breakfast their customers love.
And the enhancements didn’t end with the portal itself. The Oats Overnight team even implemented Recharge’s passwordless login feature to remove every possible bit of friction from their account management experience. And once they implemented Failed Payment Recovery to cut down on passive churn, they’d smoothed away some of the most common pain points for their customers and their team—all with tools built right into Recharge.
“There are so many ready-to-use tools that have been small but mighty improvements to our business. For example, using Recharge’s passwordless login solution, we were able to simplify our customer portal’s authentication flow making it that much easier for customers to log in. And on the payments end, Recharge’s Failed Payment Recovery flows have helped us reduce unintentional churn. It’s a lot of these easy levers that Recharge provides that add up, helping us make significant gains.”
Thomas Keller, Director of Ecommerce, Oats Overnight
Modernizing the stack for global growth
As one of Europe’s most iconic subscription brands, Estrid had built a devoted customer base and a standout brand in the hair removal and body care space—offering premium razors, deodorants, and more. But behind the scenes, their legacy tech was holding them back. Scaling new features was slow, cross-market agility was limited, and their platform couldn’t keep pace with the business’s momentum.
“To keep innovating at the pace we move, we needed a platform that wouldn’t slow us down. Shopify and Recharge gave us the flexibility to build faster, test smarter, and scale our subscription experience across markets without friction.”
Alva Hemer, Senior Product Manager, Estrid
To future-proof their growth and improve operations across regions, Estrid partnered with ecommerce experts Woolman to replatform to a new stack: Shopify + Recharge.
Together, the teams executed a large-scale migration—successfully moving millions of customers with zero disruption to the subscriber experience.
With Shopify and Recharge, Estrid finally has the freedom to experiment without relying on engineering. Their teams can move fast, test new ideas, and hone in on the strategies that drive long-term subscriber value. A sleek, self-serve customer portal empowers users to manage subscriptions with ease, reducing CX overhead while maintaining a premium experience.
Freed from maintaining complex systems, Estrid is now focused on growth—refining journeys, responding to customer needs, and scaling with confidence.
“Now we’re truly built for scale. With Recharge, we can launch and iterate without relying on dev support, which has created real momentum. Retention flows are now core to how we operate.”
Alva Hemer, Senior Product Manager, Estrid
Explore what’s possible—or talk to our team about rethinking your subscription stack.
