Blog · Reval report · 2026
State of subscriptions in LATAM 2026
Data from 50 brands that sell subscriptions on Shopify, billed with Mercado Pago, across 5 countries and 7 verticals. How much revenue already comes from subscriptions, how well it retains and how much more a subscriber spends.
Published October 30, 2026
15-page PDF, 6.4 MB. The report is in Spanish.
- of revenue comes from subscriptions, depending on the vertical
- 25% to 50%of revenue comes from subscriptions, depending on the vertical
- retention at 3 months
- 85%retention at 3 months
- subscriber order value vs. one-time buyer, in wellness
- 2xsubscriber order value vs. one-time buyer, in wellness
- adoption growth between month 1 and month 3
- x3adoption growth between month 1 and month 3
For repeat-consumption brands that sell on Shopify and bill with Mercado Pago, subscriptions already account for 20% to 50% of revenue depending on the vertical. 84.6% of subscriptions are still active after three months, and in every vertical subscribers spend more per order than one-time buyers.
How we read the market
We analyzed 50 Shopify stores that sell subscriptions with Reval and bill with Mercado Pago: about 4,000 active subscriptions. Period: Q3 2026, with early Q4 data.
Data is aggregated and anonymized: no individual brand metrics are reported.
- 5 countries: Argentina, Brazil, Chile, Colombia and Mexico.
- 7 verticals: wellness and supplements, food and beverage, coffee and yerba mate, wine, pets, electrolytes, skincare and cosmetics.
1. Subscriptions already carry real revenue weight
In electrolytes, half of revenue comes from subscriptions. In wellness and supplements, 40%. In daily consumption, subscriptions are no longer an extra: they are a core part of the business.
| Vertical | % of revenue |
|---|---|
| Electrolytes | 50% |
| Wellness and supplements | 40% |
| Pets | 35% |
| Coffee and yerba mate | 30% |
| Skincare and cosmetics | 25% |
| Food and beverage | 20% |
| Wine | 20% |
2. Adoption grows fast
In the first three months, most verticals multiply their recurring share. Electrolytes goes from 10% of revenue in month 1 to 50% in month 3.
| Vertical | Month 1 | Month 2 | Month 3 |
|---|---|---|---|
| Electrolytes | 10% | 25% | 50% |
| Wellness and supplements | 15% | 20% | 40% |
| Pets | 12% | 19% | 35% |
| Coffee and yerba mate | 11% | 18% | 30% |
| Skincare and cosmetics | 10% | 17% | 25% |
| Food and beverage | 10% | 15% | 20% |
| Wine | 10% | 15% | 20% |
3. High, sustained retention
84.6% of subscriptions are still active after three months: more than 8 in 10. Wellness and supplements leads with 94%; skincare and cosmetics comes last with 75%.
| Vertical | 3-month retention |
|---|---|
| Wellness and supplements | 94% |
| Electrolytes | 91% |
| Pets | 90% |
| Coffee and yerba mate | 85% |
| Food and beverage | 80% |
| Wine | 77% |
| Skincare and cosmetics | 75% |
4. Local billing holds the base together
Some cancellations are not customer decisions: they are failed charges from expired cards, insufficient funds or limits. That is involuntary churn. Local billing with Mercado Pago approves more than international processing, and its native retries recover a good share of declines.
Mercado Pago retries a declined charge within a 10-day window, with up to 4 attempts. The subscription is cancelled only after several declined installments.
With Reval, every declined charge becomes an event sent to Klaviyo, Shopify Flow or your webhooks, to trigger email or WhatsApp flows that lead the customer to update their card from the portal.
Involuntary churn: how to recover declined charges with Mercado Pago5. Subscribers are worth more
In every vertical, subscribers spend more per order than one-time buyers. In wellness and supplements, average order value goes from USD 50 to USD 100. Subscriptions don't cannibalize sales: they raise order value.
| Vertical | Subscription (USD) | One-time purchase (USD) |
|---|---|---|
| Wellness and supplements | 100 | 50 |
| Skincare and cosmetics | 75 | 50 |
| Food and beverage | 60 | 35 |
| Pets | 55 | 30 |
| Wine | 50 | 35 |
| Electrolytes | 45 | 20 |
| Coffee and yerba mate | 35 | 20 |
6. What makes it work: boxes, add-ons and frequency
A portal where customers build their box, add extras and choose how often they receive helps retention. Being able to pause or skip a delivery also lowers churn. Brands that let customers build their box and add extras retain and bill more.
| Vertical | Use add-ons | Use build-a-box |
|---|---|---|
| Skincare and cosmetics | 67% | 53% |
| Pets | 63% | 45% |
| Wine | 60% | 65% |
| Wellness and supplements | 55% | 33% |
| Food and beverage | 50% | 50% |
| Coffee and yerba mate | 35% | 45% |
| Electrolytes | 35% | 40% |
The most chosen delivery frequency
Frequency follows each product's consumption rhythm: 15 days in food and beverage, 30 in wellness and electrolytes, 60 in skincare.
| Vertical | Most chosen frequency (days) |
|---|---|
| Food and beverage | 15 |
| Wellness and supplements | 30 |
| Electrolytes | 30 |
| Coffee and yerba mate | 45 |
| Wine | 45 |
| Pets | 45 |
| Skincare and cosmetics | 60 |
Five takeaways
- Subscriptions are already a real share of revenue in LATAM for repeat-consumption brands.
- Adoption grows fast: in three months, most verticals multiply their recurring share.
- Retention is high (85% at three months) and local billing with Mercado Pago is key to sustaining it.
- Subscribers spend more than one-time buyers, and product levers (build-a-box, add-ons, different frequencies per product) move the needle.
- Subscribers stay because they feel part of something: early launches, VIP access and exclusive benefits retain them beyond the product.
FAQ
Frequently asked questions
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