The subscription club market is booming in Brazil, and it holds strong potential for international merchants looking to expand into the region.
This business model—which is built around recurring sales of products or services, where customers sign up and pay a monthly, quarterly, or annual fee to receive their order on a regular basis—works well across a variety of verticals thanks to its flexibility. In Brazil, it’s especially popular in segments like wine, coffee, books, cosmetics, underwear, pet products, and more.
Whether you’re planning to enter the Brazilian market or are already selling here and want to explore new revenue streams, this article will break down the most common subscription club segments in the country and show you why this model could be a smart move for your e-commerce business.
We’ll cover:
- The growth potential of subscription clubs in Brazil
- Which segments have the highest market penetration in Brazil’s subscription economy, backed by exclusive research from PagBrasil
- The key benefits of subscription clubs—for both online retailers and consumers
- Explore how PagStream®, PagBrasil’s subscription management platform, can help grow your business, with real success stories.
Brazil’s Subscription Market in Numbers
Based on research by Betalabs using data from the Brazilian Association of Electronic Commerce (Abcomm) and reported by Forbes, the subscription market in Brazil generates around R$1 billion annually. While this may seem small compared to the United States—where the market reaches approximately R$50 billion—it still marks a significant opportunity for international retailers looking to expand into the country.
Additionally, according to NielsenIQ Ebit, Brazil’s overall e-commerce revenue hit R$254 billion in 2023—a 36.2% increase compared to R$187.1 billion in 2022, according to the Ministry of Development, Industry, Commerce and Services (MDIC).
In other words, there is enormous potential for growth in Brazil’s subscription club market.
The Most Popular Industries in Brazil’s Subscription Economy
An exclusive study conducted by PagBrasil, in partnership with research firm On The Go, sheds light on a valuable opportunity for global e-commerce businesses eyeing the Brazilian market: consumer demand for subscription-based offerings is alive and well—and growing.
The in-person survey, conducted between March 4 and 12, 2024, included men and women aged 18 and older, all residents of São Paulo.
The findings reveal the top three segments that Brazilian consumers are actively seeking in subscription clubs—insights that can help international brands tailor their strategy for maximum impact:
1st Place: Health and Wellness
This category includes products and services such as massage, supplements, vitamins, medication, and personal care items.
30% of survey respondents said they subscribe to one or more clubs in the health and wellness segment—making it the leading category in Brazil’s subscription market.
For international merchants, this points to a high-potential opportunity: Brazilian consumers are actively seeking convenient, recurring access to wellness-focused products. Brands offering quality, customization, or niche solutions in this space could find strong demand and long-term customer loyalty.
2nd Place: Entertainment
This category includes subscriptions for books, magazines, games, and movies.
29% of survey respondents said they subscribe to one or more entertainment-related clubs—putting this segment in a close race for the top spot. When broken down by gender, men are the majority in this category. In fact, 44% of all male respondents said they subscribe to entertainment products or services.
For international merchants, this signals a strong and growing demand for digital and physical entertainment experiences in Brazil. Whether offering curated book boxes, game subscriptions, or streaming-related services, there’s a clear appetite for recurring content—especially among male consumers. Merchants that tap into local interests and deliver consistent value have a real chance to build a loyal subscriber base.
3rd Place: Beauty
This category includes makeup, salon and barbershop services, perfumes, and hair and skincare products.
22% of survey respondents said they subscribe to one or more beauty-related clubs.
According to a report by the Brazilian Association of the Personal Hygiene, Perfumery, and Cosmetics Industry (ABIHPEC), Brazil ranks second globally in new product launches in the beauty sector—trailing only the United States—and is the fourth-largest beauty consumer market in the world.
In Latin America, Brazil leads the online sales rankings for the Health & Beauty segment. A study by Flywheel Latam shows that while online sales accounted for 10% of total sales in the region in 2022, Brazil stood out with 14.9%.
Looking ahead, Brazilian digital sales in this category are projected to reach 18.2% of total sales by 2027—jumping from US$3.4 billion to US$5.8 billion in net revenue.
For international merchants, the message is clear: Brazil is a powerhouse market for beauty and personal care, with strong consumer demand and high digital adoption. Subscription models offer an excellent entry point for brands looking to build long-term relationships with Brazilian consumers through curated, high-quality beauty experiences.
Why Invest in the Brazilian Subscription Market?
Investing in the subscription model offers clear benefits for both businesses and consumers.
For merchants, the advantages are especially compelling in Brazil—a rapidly growing e-commerce market with a strong appetite for recurring, curated experiences. From increased customer loyalty to more predictable revenue, subscription models can help international brands build a sustainable presence in the country.
Here are some of the key benefits for online retailers:
Reduced Churn
A subscription club makes it easier to build long-term relationships with your customers, helping reduce churn. Also known as the cancellation rate or customer turnover rate, churn refers to the percentage of customers who stop doing business with a company over a given period—usually monthly or annually.
Revenue Predictability
With a steady and recurring cash flow, financial planning becomes much easier. You can forecast future earnings more accurately and make more confident decisions about growth and expansion.
Time to Focus on Acquiring New Customers
With an established customer base, you can dedicate more time to prospecting, planning marketing campaigns, and promotions that attract new buyers.
Stronger Brand Presence
Loyal customers are less likely to leave your brand and can even help spread the word through word-of-mouth marketing, leading to a stronger brand presence in the market. You can increase your brand loyalty by leaning into the benefits it brings to your customers, including:
- Convenience: Customers know their products will be delivered regularly without needing to visit the store’s website or go to a physical location to make a purchase.
- Savings: It’s common for stores to offer discounts on recurring purchases or reduce shipping costs for subscribers.
- Surprise Factor: For subscribers to product boxes, it’s common for brands to include gifts or extras. This means that beyond receiving a curated box of exclusive items, there’s always a little something extra that encourages members to stay subscribed.
PagStream® and Automatic Pix: A Localized Solution for Your Subscription Club
To help you tap into the potential of this market, PagBrasil created PagStream®, an intelligent recurring billing and payment platform. Fully customizable, PagStream® offers features tailored to different types of businesses—without requiring any development work. Integration with your e-commerce site is seamless with support from a dedicated team.
Here are a couple of success stories from brands using PagStream®:
Coffee++, a specialty coffee producer, averages a single one-time purchase per customer each year. But when you compare that to the buying frequency of their subscribers, that number jumps by 294%. Their lifetime value (LTV)—which measures total profit generated by a customer during their relationship with the brand—is eight times higher with PagStream®.
SetYou, a company that develops personalized health and body care formulas, enjoys more predictable revenue thanks to over 900 recurring customers. They also record up to 18 recurring sales from a single customer—something that simply doesn’t happen with one-off buyers.
To maximize the success of your subscription club in Brazil, choosing the right payment method is crucial. That’s why PagStream® integrates seamlessly with Automatic Pix—the leading local solution for recurring payments in Brazil.
Automatic Pix combines the speed, ease, and 24/7 availability of traditional Pix with built-in automation for recurring billing. Unlike credit card subscriptions, which can suffer from expired cards or failed authorizations, Automatic Pix ensures consistent payment collection through pre-authorized, automated transfers. It’s a frictionless experience for consumers—no need to manually approve each charge—and a reliable, cost-effective solution for merchants.
By pairing PagStream® with Automatic Pix, your business is equipped with a local-first, future-ready subscription infrastructure designed to maximize conversion, reduce churn, and scale revenue in Brazil’s rapidly growing digital economy.
Ready to take advantage of the booming subscription market in Brazil?
