Home » All You Need to Know About Continuity Subscription Merchants & Recurring Billing

The e-commerce landscape has evolved dramatically, with the subscription-based billing model becoming increasingly popular. This model allows customers to receive regular shipments or access products and services without making individual purchases. To succeed, continuity subscription merchants must navigate the complexities of managing risks. SecureGlobalPay provides continuity merchant services with a merchant account for recurring billing specifically designed to help navigate through the subscription economy when accepting credit cards and debit cards. From providing the basics of continuity subscription merchant accounts while managing risk to staying ahead of the game, SecureGlobalPay has you covered.

In 2020, the global digital subscription business reached an impressive market size of 650 billion U.S. dollars, with cloud service subscriptions making up approximately 45 percent of this total, valued at around 292 billion USD. As the subscription market continues to grow, the e-commerce segment is projected to reach a staggering 687 billion U.S. dollars by 2025. This ever-expanding market highlights the importance of understanding and adapting to the evolving landscape of digital subscriptions and e-commerce.

Table Of Contents

What is Subscription Billing?

Subscription billing is a business model where customers pay a recurring fee (e.g., monthly or annually) to access products or services. This is common in industries such as software, streaming services, and online publications. Continuity merchant services and subscription based recurring billing offers customers the convenience of uninterrupted access to services and helps businesses maintain a steady revenue stream.

Subscription boxes

Subscription boxes are curated packages that cater to a specific theme or interest. They offer a personalized experience to subscribers, who receive a selection of products at regular intervals (e.g., monthly or quarterly).

What are Continuity Merchants?

Continuity merchants are similar to merchant accounts for recurring billing but focus on physical goods, such as subscription boxes or replenishable items. Customers receive regular shipments based on their preferences, and the company charges them at predetermined intervals. Continuity billing is prevalent in beauty, fitness, food, and media services.

Advantages of Continuity Subscription for Customers and Businesses

There are several advantages of continuity subscription billing for customers and businesses. Customers benefit from regular shipments, convenience, and membership discounts. Meanwhile, businesses can enjoy a steady revenue stream and predictable cash flow. Furthermore, continuity merchants can optimize the customer experience by leveraging data-driven insights to personalize their offerings.

Advantages for Customers

Convenience

One of the most significant benefits of continuity subscription services for customers is convenience. Subscribers no longer need to worry about making individual purchases or running out of their favorite products. Instead, they receive regular shipments or access to services, ensuring a seamless and hassle-free experience.

Personalization

Continuity subscriptions often provide a personalized experience for customers, as businesses can use data to tailor their offerings to individual preferences. This level of personalization enhances the value of the service and helps to create a strong customer-business relationship.

Exclusive offers

Subscription services frequently include limited edition or hard-to-find products, attracting customers seeking unique and exclusive items. Additionally, many reputable continuity subscription merchant providers offer special promotions, discounts, or early access to new products for their subscribers, further incentivizing customers to join.

Cost savings

Continuity subscriptions can also offer cost savings for customers. By committing to a subscription, customers often receive discounts on products or services compared to one-time purchases. The predictable billing structure can help subscribers manage their budgets more effectively.

Advantages of Merchant Services and Accepting Credit Cards

Predictable revenue

One of the most significant benefits of continuity subscription services for businesses is the predictable revenue stream of recurring billing. Subscribers provide a steady source of income, allowing businesses to manage cash flow more effectively and forecast future revenue with greater accuracy.

Customer retention and loyalty

Continuity subscription merchant services help foster customer retention and loyalty by providing a personalized and convenient experience. Regular shipments or access to services keep customers engaged, and the ongoing relationship allows businesses to better understand their customers and tailor their offerings accordingly.

Lower marketing and acquisition costs

Subscription-based businesses like telemedicine providers often have lower customer acquisition costs due to their focus on long-term customer relationships. Instead of constantly seeking new customers, subscription businesses can concentrate on retaining existing subscribers and maximizing their lifetime value. This approach can lead to lower marketing and acquisition costs, boosting profitability.

Upselling and cross-selling opportunities

Continuity subscription services provide ample opportunities for upselling and cross-selling. By offering complementary products or services or tiered subscription plans, businesses can increase the average revenue per subscriber, further enhancing profitability.

Data and analytics

A continuity subscription merchant processor generates valuable data on customer preferences, purchase patterns, and engagement. This data allows businesses to make data-driven decisions, optimize their offerings, and identify areas for growth or improvement.

Getting a Continuity Subscription Merchant Account for Billing

To utilize continuity and recurring billing for subscription merchants, businesses must first possess a subscription merchant account that permits credit card acceptance. Failure to adopt recurring payments can cause businesses to overlook various opportunities. An experienced and reliable merchant account provider such as SecureGlobalPay can help businesses set up and manage subscription billing, giving them a competitive edge in the marketplace.

Challenges Behind Continuity Merchant Accounts

There are unique challenges associated with continuity merchant accounts that businesses must understand and overcome to succeed.

Chargebacks and Fraud

One of the primary challenges faced by continuity subscription merchants is their high-risk classification. The recurring nature of continuity billing can lead to higher chargeback rates as customers may dispute charges if they are unaware of or dissatisfied with the billing practices. Additionally, continuity subscription businesses may be more susceptible to fraudulent activities, further contributing to their high-risk status.

Regulatory Scrutiny and Compliance

Subscription businesses must comply with various regulations and industry standards, such as the Payment Card Industry Data Security Standard (PCI DSS) and consumer protection laws. Non-compliance can result in fines, penalties, and reputational damage, making it crucial for businesses to stay up-to-date with the latest requirements and best practices.

Mitigating Risks with Continuity Merchant Services

Continuity subscription businesses can minimize their risks by utilizing the right payment processing solutions.

Establish Clear Terms and Conditions

To reduce the risk of chargebacks and disputes, businesses should provide transparent and easily accessible information about their subscription service, including pricing, billing cycles, and cancellation policies. This helps manage customer expectations and minimize misunderstandings.

Implement Fraud Prevention Measures

Robust merchant fraud prevention measures, such as secure payment processing methods, data encryption, and transaction monitoring, can help protect businesses and customers from financial losses and reputational damage. By investing in fraud prevention tools and strategies, businesses can mitigate the risks associated with their high-risk classification.

Continuity Merchant Services – Understanding the Process

Utilizing continuity merchant accounts can help businesses maximize their profitability and customer retention. It’s important for businesses to understand the process of obtaining a continuity billing merchant account, including the associated risks and challenges, in order to maximize success.

Chargebacks: Customer Rights and Flexibility

Customers have the right to file chargebacks without any prerequisite or specific conditions. They can request a chargeback at any time and for any reason they deem valid.

Handling Chargeback Disputes: Attention to Detail Matters

Contesting a chargeback involves numerous technicalities, such as the accuracy of specific documents, numbers, and names. As a merchant, you must be diligent and cautious when handling chargeback disputes, as an oversight could lead to the claimant winning the case.

Financial Impact of Chargebacks: Costs and Consequences

If a claimant successfully proves that they deserve the chargeback, the financial impact on the merchant can be significant. Not only will the merchant lose the monetary value of the product or service sold, but they may also incur additional fees for transactions and processing, depending on the bank.

Worst-Case Scenario: Losing Your Merchant Account

In the most severe cases, a merchant may lose their continuity merchant account entirely. This underscores the importance of properly handling chargeback disputes and maintaining a good relationship with customers.

How to Cancel a Continuity Subscription Merchant

To cancel ongoing payments for customers subscribed to continuity billing, you need to access the separate menu item named “continuity” or “subscription billing” in your payment gateway application. This will show you a list of all individuals with their weekly, monthly, or yearly payments. You must opt-out each customer individually by choosing to cancel ongoing payments. This is the standard process.

The interface of every online payment gateway differs from one another, and it may also vary based on whether you are using a mobile application or a web view. If you need help canceling continuity, you will have to refer to the customer service department of the specific gateway you are using.

How can SecureGlobalPay Help?

SecureGlobalPay is a trusted provider of continuity merchant accounts and subscription billing services. We make it easy to set up a recurring billing merchant account, manage customer subscriptions, and even provide an online platform for customers to view their payment history and cancel subscriptions. Our team of experts can help you select the right merchant account for your business needs and walk you through the process of setting up a continuity merchant account.

Final Words

Continuity subscription merchants offer numerous benefits for businesses and customers, making them attractive in today’s e-commerce landscape. By understanding the challenges and best practices, you can capitalize on the potential for growth and success in the subscription economy. Staying informed, adapting to new trends, and providing exceptional customer experiences will set your subscription-based business apart from the competition.