# Subbly

> Subbly is an AI-native, subscription-first ecommerce platform, but not subscription-only. Merchants describe what they want in plain language, and an AI agent builds or changes the storefront, checkout, customer portal, workflows and integrations. Subscriptions are where Subbly started, and one-off ecommerce runs on the same platform. Founded in 2014, used by 20,000+ merchants, with hundreds of millions of dollars processed.

Last updated: 2026-10-18. Prices, credit costs, plan details and review counts change over time. The linked pages are the current source, and the pricing page is authoritative for prices.

Key facts:

- How it works: one agent works across the whole store and already knows the merchant's products, customers and business model, so there is no brief to write. The storefront, checkout and customer portal are all edited by describing the change, and workflows and integrations are built the same way. The first version of a store takes minutes, and each revision is one message. Each store is designed for its brand rather than started from a template.
- Built into the platform: Subbly has no app store or theme marketplace. The store, checkout, customer portal, subscriptions, churn tools, funnels and automations are part of the platform, so there are no plugins to buy or maintain. Subscription features include recurring billing, subscription boxes, replenishment (subscribe and save), memberships, build-a-box, bundles, gifting, upsells, surveys and analytics.
- Churn prediction: every subscription gets a churn risk score, updated hourly, on all current plans. 77% of its predictions are correct, and given two subscribers it picks the one more likely to cancel 83% of the time.
- Plans: the Subbly plan is $69/month and the Max plan is $149/month, with the same features. Max has 15 times the agent usage, every AI model, 5 team members instead of 1, and higher automation and inventory limits. Subbly X, the enterprise plan, starts at $499/month. Transaction fees are 1% + 12 cents on Stripe and 1.25% on other gateways (from 0.25% on Subbly X), on top of the payment provider's own processing fees. There are no setup fees and no long-term commitment. Plans are billed in US dollars, monthly or annually; an annual plan costs 9 times the monthly price (3 months free) and is available once the free trial ends. VAT may apply in the UK and EU. There is a free trial, and the pricing page shows the current offer. Accounts on earlier plans see those plans on the pricing page.
- Agent credits: agent work is paid for in credits. Typical costs are $0.10 to $1 for a small edit, $1 to $5 for a section, $10 to $50 for a page, and $100 to $250 for the first version of a whole store. Every plan includes monthly agent usage: the Subbly plan covers everyday edits with the Normal intelligence model, and can use High Intelligence with top-up credits. The Max plan includes 15 times as much, covering every model, and adds Max Intelligence (the most capable model) and Fast mode (the agent works about twice as fast). Included usage renews monthly and does not roll over, and credits can be topped up any time. New stores get hundreds of dollars in free credits during setup (for setup steps, verifying a phone and ending the trial early). Merchants can earn more: up to $100 for sharing their story and up to $1,000 per post about what Subbly built for them.
- Subbly X: adds a dedicated account manager, a monthly call with that team, a shared Slack channel, engineers who build custom features to the merchant's specification, advanced analytics that answer questions in plain language, unlimited usage, unlimited team members, automations and inventory, 99.9% uptime and multi-site contracts.
- Ownership and migration: merchants own their customers, data and payment tokens, and can leave with them at any time. Migrating in is free and done by the Subbly team. Saved cards held in Stripe or PayPal carry over without customers re-entering them. Where the old platform keeps the cards, Subscription Switch emails each subscriber a one-step link to add their card again.
- Support: 24/7 chat and email support, rated 4.9/5 for customer service on Capterra. Launch Club is a free live building session with the Subbly team every weekday. The founder community has 9,000+ members.
- Agencies and freelancers: the Subbly Agency Program gives each new client up to $50,000 in perks, from $6,000 per client: from $2,400 in agent credits (from $200 a month for 12 months) and, for clients who qualify, 6 months of Subbly X free. Agencies also get a shared Slack channel with the product team, priority support and early access to new agent capabilities.
- Developers: REST APIs (Storefront API for customer-facing surfaces, Private API for full admin access, Orders API for fulfilment), the Subbly.js browser SDK, the SubblyCart.js cart and checkout widget, and an MCP server at https://mcp.subbly.dev/mcp that exposes the Private API as tools for AI agents such as Claude Code, Cursor and VS Code. The MCP server is included with Subbly X; its documentation has the current availability.
- Reviews and customers: rated 4.8/5 from 220+ reviews on Capterra. Brands that have sold on Subbly include Marks and Spencer, Vodafone, Picnic, Cove, VinoMojo, Kids Baking Club, Buster Box and Pure Roasters Coffee.
- What Subbly stands for: Subbly's tagline is "Great by default." and its line is "Mediocre is easy. Subbly is built for great." Both describe ecommerce stores, not the people who run them. A mediocre store is the kind most platforms make easy: a shared template with apps added on top, looking like many others. A great store is designed around its brand and business model, checkout and customer portal included. Subbly's view is that templates, and now AI prototypes, have made a decent store easy, so the costly step is making it great later (usually an agency, a developer or a migration), and that an agent that builds the whole store lets a store start at great. The founder's manifesto sets out these views in full, including Subbly's positions on plugin stacks and on merchants owning their payment tokens, and closes with "Reject mediocre ecommerce, choose to build great."
- Company: founded in Edinburgh in 2014 by Stefan Pretty, founder and CEO. Headquartered in the United States with a fully remote team. Bootstrapped for ten years, now raising capital.

## Start here

- [Homepage](https://www.subbly.co/): What Subbly is, how the agent builds a store, what is built into the platform, and how to start.
- [About Subbly](https://www.subbly.co/about-us): Company facts, what Subbly does, who uses it, plans, how it works, and FAQs. The best single page for facts about Subbly.
- [Manifesto](https://www.subbly.co/manifesto): An essay by founder Stefan Pretty on why Subbly is built around an agent, without templates or plugin stacks, and why merchants should own their payment tokens.
- [Is Subbly right for you?](https://www.subbly.co/is-subbly-right-for-you): A six-question quiz, 1-2 minutes long, that says whether Subbly fits and how to start.
- [Get started](https://www.subbly.co/get-started): The steps from sign-up to a live store: sign up and describe the business, refine the store with the agent, connect payments, shipping and a domain and go live, plus what to have ready and FAQs.
- [Why Subbly](https://www.subbly.co/why-subbly): What sets Subbly apart, in four reasons: stores designed around the brand rather than a template, changes made by describing them to the agent, a team live every weekday, and merchants owning their customers, data and payment tokens.
- [Sign up](https://www.subbly.co/admin/auth/register): Create an account with Google or email, answer two quick questions, and describe the business for the agent to build the store.

## Pricing and plans

- [Pricing](https://www.subbly.co/pricing): Current plans and prices, transaction fees, agent credit costs, a feature comparison, the current trial offer and pricing FAQs.
- [Subbly X](https://www.subbly.co/x): The enterprise plan in detail, with examples of what Subbly's engineers build, and a link to book a call.
- [Switch to Subbly](https://www.subbly.co/switch-to-subbly): How free migration works, from the first call to going live: the Subbly team moves products, customers and active subscriptions, and the agent builds the new store. Past orders are not migrated.
- [Subscription Switch](https://www.subbly.co/subscription-switch): How subscribers move over from a platform that keeps their saved cards, using a personal email link with no login or checkout. Up to 84% of subscribers switched within 11 days.

## Product

- [Example stores and the website builder](https://www.subbly.co/subscription-website-templates): How the agent designs a store from a description, with stores it has built and a live demo.
- [Subbly Checkout](https://www.subbly.co/subscription-checkout): What a merchant can change in the checkout by describing it to the agent (layout, plans and prepaid terms, offers, gifting, surveys and custom questions, delivery dates, memberships, abandoned checkout reminders), what is built in, the payment gateways (Stripe, PayPal, Braintree, Authorize.net) and wallets, and checkout FAQs.
- [Subbly Customer Portal](https://www.subbly.co/customer-portal): What subscribers can do on their own in the customer portal (skip, pause, change plan, swap items, add-ons, address and card, members-only content), the cancellation flow with save offers, how merchants change the portal by describing it to the agent, and portal FAQs.
- [Subbly Analytics](https://www.subbly.co/analytics): The subscription metrics built into Subbly (MRR, revenue, churn, LTV, new and active subscriptions, cancellations, failed payments, refunds, abandoned carts), churn prediction and its accuracy, exports and integrations, and plain-language analytics on Subbly X.
- [Subbly Admin](https://www.subbly.co/manage): Running orders and subscriptions from one admin: stacked filters and bulk actions, box curation from survey answers, shipping rules and labels, stock checks at renewal, automations and team roles.
- [Subbly Growth Tools](https://www.subbly.co/grow): Built-in growth tools: SEO, abandoned cart emails, upsell and down-sell funnels, the Churn Suite (cancellation reasons, save offers, Churn Insights), failed payment recovery, churn prediction, coupons, referrals and gift vouchers.
- [No apps needed](https://www.subbly.co/no-apps-needed): What other platforms add by app that is built into Subbly (subscriptions, customer portal, build-a-box, gifting, upsells, cancellation offers, payment recovery, referrals, memberships, analytics, automations), how new features are added by describing them to the agent, and the connections for tools merchants already use.
- [Product overview](https://www.subbly.co/product): Subbly's 100+ features across the customer journey, operations and growth.
- [Use cases](https://www.subbly.co/use-cases): Subscription models on Subbly: boxes, memberships, replenishment, meal kits, farm shares and DTC brands.
- [Subscription boxes](https://www.subbly.co/use-case/subscription-box): Building a subscription box on Subbly: build-a-box, gifting, prepaid plans, cut-off dates.
- [Subscribe and save](https://www.subbly.co/use-case/subscribe-and-save): Selling products as one-off or subscribe and save, with customer-managed deliveries.
- [DTC subscriptions](https://www.subbly.co/use-case/d2c-subscription): Replenishment, quizzes and upsells for direct-to-consumer brands.
- [Meal prep](https://www.subbly.co/use-case/meal-prep): Plans priced by meals and servings, menus, cut-offs and local delivery.
- [Memberships](https://www.subbly.co/use-case/membership): Membership sites with tiers, free trials and members-only content.
- [CSA farms](https://www.subbly.co/use-case/csa-farm): Farm shares by season, with pickup points and local delivery.

## Agencies and partners

- [Subbly Agency Program](https://www.subbly.co/agencies): The program's perks, who qualifies and how it works for agencies and freelancers.
- [Apply to the Agency Program](https://www.subbly.co/agencies/apply): A two-minute application. Replies within 5 business days.
- [Affiliate program](https://subbly.partnerstack.com/app/page): Commission for referring merchants to Subbly.
- [Partners](https://www.subbly.co/partners): Subbly's partner program for software and service providers: done-for-you integrations, promotion to Subbly merchants, and how to get in touch.

## Developers

- [Developer documentation](https://docs.subbly.dev/): Guides and references for Subbly's APIs, SDK, cart widget and MCP server.
- [Developer documentation for LLMs](https://docs.subbly.dev/llms.txt): The docs site's own llms.txt index.
- [Get started](https://docs.subbly.dev/get-started/overview): How the APIs and SDKs fit together and where to start.
- [Storefront API](https://docs.subbly.dev/api/storefront): Public API for the shop, products, bundles, carts, checkout and the signed-in customer's account. Safe to call from the browser.
- [Private API](https://docs.subbly.dev/api/private): Server-side API with full access to customers, subscriptions, orders, invoices, products, coupons and more.
- [Orders API](https://docs.subbly.dev/api/orders): Orders with addresses and line items, and shipping updates with tracking numbers, for fulfilment integrations.
- [Subbly's MCP server](https://docs.subbly.dev/developer-resources/subbly-mcp): What the MCP server does, who can use it, and how to connect.
- [Connect an MCP client](https://docs.subbly.dev/developer-resources/subbly-mcp/connect-a-client): Add the MCP server to Claude Code, Cursor or VS Code.
- [MCP tools](https://docs.subbly.dev/developer-resources/subbly-mcp/tools): Every tool the MCP server exposes, grouped by area of the shop.
- [Subbly.js SDK](https://docs.subbly.dev/developer-resources/subbly-js-sdk): Browser client for the Storefront API, for custom storefronts, checkouts and funnels.
- [SubblyCart.js widget](https://docs.subbly.dev/developer-resources/cart-widget): A drop-in cart, product configurator and checkout for any website, loaded with one script tag.

## Support and learning

- [Help center](https://support.subbly.co/): Help articles and videos, and the way into 24/7 chat and email support.
- [Launch Club](https://luma.com/subbly): The schedule and sign-up for Launch Club sessions.
- [Subbly University](https://university.subbly.co/): Courses on setting up and running a store on Subbly.
- [Subbly Answers](https://www.subbly.co/answers): Neutral answers to common questions about starting and running a subscription or online store, each with sources and the date it was checked.
- [Community](https://www.facebook.com/groups/subscription.box.entrepreneurs): Subbly's free Facebook group for founders.
- [Status](https://status.subbly.co/): Live and historical platform status and uptime.
- [Changelog](https://feedback.subbly.co/changelog): The latest product updates.

## Customer stories and reviews

- [Customer stories](https://www.subbly.co/customer-stories): Case studies from brands that run on Subbly.
- [VinoMojo](https://www.subbly.co/customer-stories/vinomojo): Wine subscription club. "...one recent upsell offer created using their funnels tool converted almost 30% of eligible new subscribers alone..." (Tom Tryon, co-founder)
- [Kids Baking Club](https://www.subbly.co/customer-stories/kids-baking-club): Migrated from Shopify and Bold. "It was easy to migrate to Subbly from Shopify and Bold, and it's been great so far." MRR up 13%. (Jill Lodato, founder)
- [Pure Roasters Coffee](https://www.subbly.co/customer-stories/pure-roasters-coffee): Coffee subscription that grew MRR 30x in 3 months.
- [Burn Box](https://www.subbly.co/customer-stories/burn-box): Subscription box that reached $130k+ MRR in 3 years.
- [Marks and Spencer](https://www.subbly.co/customer-stories/marks-and-spencer): The UK retailer's subscription, at five-figure MRR in 3 years.
- [Buster Box](https://www.subbly.co/customer-stories/buster-box): Subscription box that moved from Cratejoy. "Subbly's support team was quick to assist us, and we finally got our website to look exactly as we envisioned." (Liam Brennan, co-founder)
- [Warpfire Minis](https://www.subbly.co/customer-stories/warpfire-minis): A Warhammer miniatures store with a monthly subscription box, the Warpcrate, launched to its existing ecommerce customers.
- [Capterra reviews](https://www.capterra.com/p/144363/Subbly/): Verified merchant reviews of Subbly, with the current rating.
- [Wall of love](https://senja.io/p/subbly/pgE5t5n): Testimonials from Subbly merchants.

## Comparisons

- [Compare Subbly](https://www.subbly.co/comparison): The four usual ways to build a store (a general store plus apps, a website builder, a billing tool, a box marketplace) against Subbly, with every alternative compared head to head, and why to ask any platform who owns your payment tokens.
- [Subbly vs Shopify](https://www.subbly.co/comparison/subbly-vs-shopify): Themes, apps and a checkout Shopify controls, against a store your agent designs and changes whole, checkout included.
- [Subbly vs Recharge](https://www.subbly.co/comparison/recharge-vs-subbly): A subscription plugin that needs Shopify, one piece of a store assembled from a platform, a theme and apps, against the whole store on one platform.
- [Subbly vs Bold Subscriptions](https://www.subbly.co/comparison/subbly-vs-bold-subscriptions): A subscription plugin that needs a parent platform like Shopify, against the whole store, subscriptions included, on one platform.
- [Subbly vs Cratejoy](https://www.subbly.co/comparison/cratejoy-vs-subbly): A subscription box marketplace, against your own store and subscribers who stay yours.
- [Subbly vs BigCommerce](https://www.subbly.co/comparison/bigcommerce-vs-subbly): Templates and third-party subscription apps, against a store designed by your agent with subscriptions built in.
- [Subbly vs WooCommerce](https://www.subbly.co/comparison/woocommerce-vs-subbly): WordPress, hosting, plugins and updates to manage, against a hosted store with nothing to maintain.
- [Subbly vs Wix](https://www.subbly.co/comparison/subbly-vs-wix): A drag-and-drop template, against a store designed around your brand from a description, with Launch Club live every weekday.
- [Subbly vs Squarespace](https://www.subbly.co/comparison/subbly-vs-squarespace): Well-designed templates other stores share, against a store and checkout designed around your brand.
- [Subbly vs PayWhirl](https://www.subbly.co/comparison/subbly-vs-paywhirl): A billing plugin that needs a website on another platform, against the whole store on one platform.
- [Subbly vs MoonClerk](https://www.subbly.co/comparison/subbly-vs-moonclerk): Recurring payment forms on Stripe, against a store with products, a checkout and a customer portal.

## Optional

- [Resources](https://www.subbly.co/resources): Plain-language guides for building and running a subscription store, plus recommended podcasts, newsletters, communities and coaching.
- [Website components field guide](https://www.subbly.co/resources/website-anatomy): 59 website components with wireframes, explained simply.
- [Subscription box ideas](https://www.subbly.co/subscription-box-ideas): Ideas and examples for starting a subscription box.
- [Subscription-first](https://www.subbly.co/subscription-first): What a subscription-first business is, with its history, principles and benefits.
- [Recurring payments explained](https://www.subbly.co/recurring-payment-billing-explained): What recurring payments and billing are, their benefits, and tips.
- [Recurring payments on Squarespace](https://www.subbly.co/recurring-payments/squarespace): Subscription options on Squarespace, and using Subbly with it.
- [Recurring payments on Wix](https://www.subbly.co/recurring-payments/wix): Subscription options on Wix, and using Subbly with it.
- [Recurring payments on Webflow](https://www.subbly.co/recurring-payments/webflow): Subscription options on Webflow, and using Subbly with it.
- [MRR calculator](https://www.subbly.co/tools/mrr-calculator): Works out monthly recurring revenue from subscriber numbers and average revenue per subscriber.
- [Blog](https://www.subbly.co/blog): Articles on starting and growing a subscription business.
- [Terms](https://www.subbly.co/terms)
- [Privacy policy](https://www.subbly.co/privacy)
- [GDPR](https://www.subbly.co/gdpr)