--- title: "Subscription share of sales of consumer brands, from annual reports" description: "The subscription share of sales 3 US-listed consumer companies report: a median of 68.5%, from 62.6% (PetMed Express) to 83.3% (Chewy). Each links to its filing." url: https://offersuite.io/benchmarks/subscription-share updated: 2026-10-13 --- # Subscription share of sales of consumer brands, from annual reports The subscription share of sales 3 US-listed consumer companies report: a median of 68.5%, from 62.6% (PetMed Express) to 83.3% (Chewy). Each links to its filing. Subscription share of sales, 3 of the 60 companies in the dataset: each from its latest annual report. 1. Chewy 83.3% 2. Peloton 68.5% 3. PetMed Express 62.6% Median 68.5%, marked on each bar. Each company’s figure, what the report prints, and the report itself | Company | Vertical | Subscription share of sales | | --- | --- | --- | | Chewy CHWY [Form 10-K for the year ended 1 February 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1766502/000176650226000034/chwy-20260201.htm) | [Pet](https://offersuite.io/benchmarks/pet) | 83.3% Autoship customer sales as a percentage of net sales 83.3% 79.2% 76.2% | | Peloton PTON [Form 10-K for the year ended 30 June 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1639825/000163982526000038/pton-20260630.htm) | [Outdoor gear, fitness and electronics](https://offersuite.io/benchmarks/gear-and-electronics) | 68.5% Subscription 1,675.6 1,673.7 1,708.7 Total revenue 2,446.0 2,490.8 2,700.5 | | PetMed Express PETS [Form 10-K for the year ended 31 March 2026, read 13 October 2026 (opens in a new tab)](https://www.sec.gov/Archives/edgar/data/1040130/000104013026000019/pets-20260331.htm) | [Pet](https://offersuite.io/benchmarks/pet) | 62.6% approximately 62.6% of our sales were generated via our AutoShip and membership program in our 4th quarter ended March 31, 2026 | ## How it is read The share of a year's sales that came from subscriptions or scheduled repeat orders, where the annual report states it or reports subscription revenue as its own line. Across the 3 companies that report it, the median is 68.5%, from PetMed Express at 62.6% to Chewy at 83.3%. ## By vertical | | | | --- | --- | | [Pet](https://offersuite.io/benchmarks/pet) | Median 73.0% of 2 companies, from 62.6% to 83.3% | | [Outdoor gear, fitness and electronics](https://offersuite.io/benchmarks/gear-and-electronics) | 68.5%, Peloton alone | ## Embed this chart Paste this where you want the chart. It carries its sources and a link back to this page. **Show the embed code** ``` ``` ## Related - [Benchmarks **DTC benchmarks from public filings** Gross margin, order value, returns, subscription share and fulfilment cost at 60 US-listed consumer companies, each figure linked to its annual report.](https://offersuite.io/benchmarks) - [Calculator **Offer option calculator: profit per visitor** Compare up to three offer options on profit per visitor, margin per order times conversion, and see the conversion lift each one needs to match the best.](https://offersuite.io/calculators/offer-option-profit-per-visitor) - [Glossary **Subscribe and save: definition, formula and example** A standing discount for buying on subscription, often with a deeper first-order discount. Its cost has to be priced over the renewals, not the first order.](https://offersuite.io/glossary/subscribe-and-save) - [Benchmark **Gross margin of consumer brands, from annual reports** The gross margin 60 US-listed consumer companies report: a median of 48.4%, from 28.1% (PetMed Express) to 79.4% (ThredUp). Each links to its filing.](https://offersuite.io/benchmarks/gross-margin) - [Benchmark **Average order value of consumer brands, from annual reports** The average order value 10 US-listed consumer companies report: a median of $130, from $31.06 (BARK) to $2,082 (Brilliant Earth). Each links to its filing.](https://offersuite.io/benchmarks/average-order-value) - [Playbooks **Offer playbooks by vertical** Bundles, subscriptions, samples, gifts, free shipping and quantity breaks for coffee, supplement, beauty, pet, apparel, fashion, footwear, jewelry, household, home goods and outdoor gear brands, on sourced costs.](https://offersuite.io/playbooks)