Trends Report

Paid Membership Programs In Commerce: Build Your Business Case For Success

February 7th, 2023
With contributors:
Fiona Swerdlow , Mary Pilecki , Taylor Hansen , Connor Weathers


More consumer-facing businesses are launching paid membership programs, and Forrester expects this trend to continue. Why? Customers who are members spend more (and more often), are more engaged, and feel better about the company. That’s especially appealing to brands, which love the consistent and recurring revenue on their books. Paid memberships help B2C companies achieve a differentiated offering that many consumers will find appealing. In this report, we give digital business professionals an overview of consumer behaviors and attitudes around paid memberships, as well as guidance on how to put together a business plan to launch a paid membership program.

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Forrester helps business and technology leaders use customer obsession to accelerate growth. That means empowering you to put the customer at the center of everything you do: your leadership strategy, and operations. Becoming a customer-obsessed organization requires change — it requires being bold. We give business and technology leaders the confidence to put bold into action, shaping and guiding how to navigate today's unprecedented change in order to succeed.