I don’t know about you, but I have had many friends subscribe to e-commerce products and they ultimately cancel. Dollar Shave, Blue Apron, etc. Nonetheless, the category is growing and the big boys are entering. The following article written by Tony Chen, Ken Fenyo, Sylvia Yang, and Jessica Zhang discusses the consumer trends associated with the online subscription lifestyle.

https://www.mckinsey.com/industries/high-tech/our-insights/thinking-inside-the-subscription-box-new-research-on-ecommerce-consumers?cid=other-eml-nsl-mip-mck-oth-1803&hlkid=ad3c24476d134b9e86e7370258d93881&hctky=9296650&hdpid=3df7d81d-ff63-43da-962a-3e1df023d749