Advertise to 40,692 E-Commerce Businesses
Promote your tool, service or upcoming event - Reach Founders
Good morning,
A bigger subscription discount will not help if customers are worried about receiving more product than they can use.
Who Gives A Crap tackles that fear across its product page, subscription page and policy. It helps customers choose the right schedule, then makes skipping, delaying and cancelling feel safe.
Today:
We break down how to remove the fear of overstocking, examine Ritual’s pre-sale opt-in and share the latest ecommerce news and insights.
Today’s Deep Dive
Why Customers Refuse to Subscribe
Price is often the first thing brands change when customers refuse to subscribe.
But a larger discount cannot answer the question sitting in the customer’s head:
“What if I receive more than I need?”
Once deliveries begin piling up, the subscription stops feeling convenient. It becomes another commitment the customer needs to manage.
Who Gives A Crap tackles this objection throughout its subscription journey.
It helps customers choose the right schedule
The product page does not ask customers to guess how often they need another box.
It connects each delivery frequency to household size:
One month for five to six people
One and a half months for three to four people
Two months for one to two people
Customers can also select “Find your perfect delivery schedule” for more help.
That small feature changes the decision.
The customer is no longer asking, “How often should I order this?”
The brand helps them calculate it.
They have a dedicated landing page to tackle the objection
The subscription landing page mentions the $15 saving.
But the strongest section is Why subscribe?
No surprises
No need? No problem
No scary commitment
These are not generic subscription benefits.
Each one answers a version of the same concern: “What happens if I do not need the next delivery?”
The page sells control over the next order, not just a discount on this one.
Futher down the same page the acknowledge the common concern.
“We’ve all been burnt before”
The policy proves the promise
The marketing page makes the subscription feel safe. The subscription policy confirms that the promise is real.
It commits to:
Emailing customers three days before billing.
Letting them change their delivery frequency or product mix.
Allowing them to skip a delivery.
Allowing cancellation at any time.
The promise continues after the customer subscribes.
What to copy
If you sell a replenishable product, do not rely on “Subscribe and save.”
Help customers answer three questions before they commit:
How quickly will I use this?
When will the next order arrive?
What can I do if I am not ready for it?
Recommend a delivery schedule based on real usage. Remind customers before charging them. Make skipping, delaying and cancelling easy to understand.
A discount makes the subscription cheaper.
Giving users control makes it easier to say yes.
BFCM
What top advertisers are doing differently this Black Friday
Join ADWEEK on Sept 16 at 1:00 PM ET for a live session digging into how top brands and agencies are approaching Black Friday and Cyber Monday. This session features research from Tatari, the CTV advertising platform that surveyed marketers across the industry on timing, budget, and channel strategy.
Highlights from the survey:
• 50%+ of brands are launching holiday campaigns by October
• 6 in 10 brands are increasing BFCM budgets this year
In addition to the survey results, this session will feature specific takeaways from a marketing leader at MANSCAPED, breaking down their channel mix and approach. If you want the playbook before the season hits, now's the time to grab a seat.
The How-To
How to Know When to Reorder Inventory
Running low is not the signal to reorder.
You need to order early enough for new inventory to arrive before the current stock runs out.
Shopify already estimates how many days each product has left.
1. Open the inventory report
In Shopify, go to Products.
At the top of the page, click Days of inventory remaining.
Shopify calculates this using your remaining inventory and recent daily sales.
2. Find your supplier lead time
Ask how many days pass between placing an order and receiving sellable inventory.
Include production, shipping, customs and warehouse receiving.
For example:
Supplier lead time: 21 days
3. Add a safety buffer
Give yourself additional time for delays or an unexpected increase in sales.
For example:
21-day lead time + 7-day buffer = 28 days
4. Compare the two numbers
If Shopify shows fewer than 28 days of inventory remaining, it is time to reorder.
A product with 19 days left may look well stocked.
But if replenishment takes 28 days, you are already nine days late.
Your reorder rule
Reorder when days of inventory remaining are equal to or lower than your lead time plus your safety buffer.
Check this report once a week.
It is easier to prevent a stockout than recover the sales it costs.
While You Were Building
In the Headlines
Meta has introduced Meta One, a new subscription combining more than 50 paid features across its apps. Business plans start at $14.99 per month and include verification, enhanced profiles, automatic follow invitations, more access to Meta’s WhatsApp Business Agent and, on higher tiers, links in organic posts and Reels.
Eligible sellers will be able to reach customers across multiple European markets from one Seller Center account. The expansion lowers the cost of testing new markets, but sellers remain responsible for local compliance, fulfilment and returns.
Prime Big Deal Days and Target Circle Deal Days will start the holiday discount cycle early. Brands advertising during that week should expect heavier promotional competition across paid media, email and shoppers’ inboxes.
On Socials
Consolidation is about concentrating signal, not simply keeping the account tidy.
The learning phase happens at the ad-set level. Split the same audience across several ad sets and you divide the conversion data Meta needs to optimize them.
Ideas Worth Stealing
Run an Opt-In Before the Sale
Ritual asks customers to enter their phone number for early access.
The opt-in captures interested shoppers before the sale begins, giving Ritual a direct way to notify and convert them the moment it goes live.
Daily Growth Rep
📈 Today’s Growth Rep: “Consolidate One Meta Ad Set”
Find two ad sets targeting the same customer with the same objective.
Move the strongest creatives into one ad set and pause the weaker duplicate.
Why this works:
Meta learns at the ad-set level
Splitting conversions across similar ad sets weakens the signal
Consolidating gives Meta more data in one place
A stronger signal can produce more stable delivery and performance
Your rep:
Find two overlapping ad sets
Choose the stronger one
Move over any winning creatives
Pause the duplicate
Report “Ad Set Consolidated.”
One audience. One stronger signal. Less fragmented learning.
In Case You Missed It
Learn how AI can uncover your true hero product by combining repeat-purchase data with the Wilson score to find which first purchase reliably drives the most returning customers.