Recharge
- Company typePrivate
- Founded2014
- HeadquartersSanta Monica, United States
- Headcount501–1,000
- GTM typeB2B
- OfferingSoftware
What Recharge does
Recharge Payments, Inc., founded in 2014 and headquartered in Santa Monica, California, provides subscription management software purpose-built for Shopify merchants. Its platform processes subscriptions for more than 20,000 brands and 100 million subscribers, handling over $30 billion in cumulative gross merchandise volume and powering 71% of subscriptions sold on Shopify stores. The company's go-to-market combines product-led self-serve onboarding (a 60-day free trial on the Starter tier) with field sales for Plus and Custom tiers, and routes inbound largely through the Shopify App Store and a network of 1,700+ agency implementation partners.
The core technology stack centers on a foundational subscription engine, an Affinity customer portal with Shopify Theme Editor integration, and a modular retention suite including Cancellation Prevention, Failed Payment Recovery (Smart Retry), Win Backs, Bundles, Upsell/Cross-sell, Rewards, Referrals, Concierge SMS, and Analytics. RechargeAI powers predictive churn analytics, payment retry timing, and the Concierge SMS conversational assistant, drawing on payment, behavioral, and message-interaction data at platform scale. Developer access is provided through a JavaScript SDK (@rechargeapps/storefront-client) and a REST API (v2021-11) that handles roughly 50 million API requests per day and 5,000 webhook deliveries per minute, with 12,000+ active developers. Strategic acquisitions include ElectricSMS in June 2021 (rebranded to ReChargeSMS) and Skio in April 2026 for $105 million in cash, consolidating a direct competitor that had reached $32 million in ARR.
Revenue is generated through three primary streams. Platform subscription fees are tiered at $99/month (Starter), $499/month (Plus), and volume-based (Custom, sold on 12-month terms). Transaction processing fees add 1.49% + $0.19 per transaction on Starter and 1.34% + $0.19 on Plus, scaling with merchant GMV. SMS messaging generates usage-based revenue at approximately $0.03 per US/Canada segment and $0.06 internationally. Customers span eight industry verticals — Health & Wellness (3,000+ brands, $14B GMV), Food & Beverage (9,000+ brands, $10B GMV), Beauty & Personal Care (5,000+ brands), Home Goods, Pets, Meal Kits, Digital Subscriptions, and Direct Selling — with named enterprise references including Quip, Harry's, Dr. Squatch, Oats Overnight, and Bobbie.
Recharge firmographics
Firmographics- Name
- Recharge
- Legal name
- Recharge Payments, Inc.
- Website
- https://getrecharge.com
- Company type
- Private
- Founded year
- 2014
- Operating status
- Operating
- Headcount range
- 501–1,000 employees
- Ownership category
- akta.pro rank
Recharge industry classification
Industry- Product category
- Subscription Management Software
- NAICS
- Computing Infrastructure Providers, Data Processing, Web Hosting, and Related Services (518)
- SIC
- Services-Prepackaged Software (7372)
- akta.pro primary industry
- Consumables Replenishment Subscriptions (CRAFAIAG)
Keywords
Where Recharge is headquartered
LocationHeadquarters
- HQ city
- Santa Monica
- HQ country
- United States
- HQ region
- North America
Offices1 record
Markets served
Recharge business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Infrastructure, Operations
Revenue model
- Subscription Platform Fees: Monthly platform fees based on tier: Starter ($99/mo), Plus ($499/mo), Custom (volume-based). Recurring revenue from SaaS platform access.
- Transaction Processing Fees: Per-transaction fees: 1.49% + $0.19 per transaction for Starter tier; 1.34% + $0.19 for Plus tier. Volume-based for Custom. Revenue scales with merchant GMV processed.
- SMS Services: Concierge SMS at $0.03 US/Canada per message segment, $0.06 international. Additional revenue from AI-powered SMS management services.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Subscription | Monthly | For emerging brands launching their subscription program - $99/mo plus transaction fees |
| Subscription | Monthly | For scaling brands ready to optimize their subscription strategy - $499/mo plus reduced transaction fees |
| Subscription | Multi-year contract | For high-volume subscription brands looking to improve subscriber retention - custom volume-based pricing |
Go-to-market motion3 records
Distribution channels5 records
Marketing channels9 records
Recharge product offering
Product offeringCore offering
Recharge provides a subscription management platform built natively for Shopify, enabling e-commerce merchants to launch, manage, and scale subscription programs. The platform combines subscription billing, a self-service customer portal (Affinity), retention tools (cancellation prevention, failed payment recovery, win backs), revenue tools (upsell/cross-sell, bundles), loyalty (rewards, referrals), AI-powered Concierge SMS, and analytics into a unified retention stack.
Product overview
Recharge is a unified subscription commerce platform and modular product suite built for Shopify merchants. The core offering consists of the Subscription Management Platform powering subscription creation, billing, and retention, paired with the Affinity Customer Portal for subscriber self-service. The product portfolio includes add-on modules: Cancellation Prevention, Failed Payment Recovery, and Win Backs for churn management; Upsell & Cross-sell and Bundles for revenue growth; Rewards and Referrals for loyalty; Concierge SMS for AI-powered customer support; and Analytics for insights. RechargeAI powers predictive capabilities across the suite. The platform serves eight industry verticals (Health & Wellness, Beauty, Food & Beverage, Pets, Home Goods, Meal Kits, Digital Subscriptions, Direct Selling) and offers Enterprise Solutions with dedicated support. Three pricing tiers (Starter $99/mo, Plus $499/mo, Custom volume-based) include tiered feature access. Acquired brands include ElectricSMS (now ReChargeSMS, 2021) and Skio (2026). Developer tools include JavaScript SDK, REST API, and Theme Engine. The platform processes $30B+ in GMV across 20,000 brands and 100M subscribers.
Differentiator
Problem solved
Functional benefit
Brands
- Affinity: Advanced and intuitive customer portal for subscription management
- Concierge SMS
- RechargeAI
- Retain
- ReChargeSMS
Products and services
- Recharge Subscription Management Platform Core subscription management platform enabling Shopify brands to launch, manage, and scale subscription programs. Powers 71% of subscriptions sold on Shopify stores, processing $1B+ per month with 95%+ customer satisfaction.
- Affinity Customer Portal Advanced, intuitive customer portal for subscription self-service with no-code customization, Shopify customer accounts integration, multi-language and multi-currency support.
- Cancellation Prevention Retention tool that turns cancellations around by offering personalized reasons to stay based on subscriber behavior, traits, and shopping history, with AI-powered churn insights.
- Failed Payment Recovery Smart passive churn tool recovering revenue from temporary payment issues using AI-driven smart retry optimization across the merchant base. Recovers up to 88% of failed transactions.
- Win Backs Re-engagement solution for lapsed subscribers with no-code landing pages, password-free reactivation, and built-in drip campaigns with custom notifications.
- Upsell & Cross-sell Subscription-first upsell and cross-sell tools increasing revenue per customer across product page, cart, checkout, and post-purchase touchpoints.
- Bundles Product bundling solution for curated or customizable bundles supporting both recurring and one-time purchases, with fixed or dynamic pricing and tiered discounts.
- Subscription Analytics Subscription analytics and reporting with dashboards providing intelligent data, industry benchmarks, forecasting, and personalized recommendations for growth and retention.
- Rewards Loyalty program for subscription brands offering mix-and-match incentives including account credits, free gifts, and discounts with behavior-based triggers and A/B testing.
- Referrals Referral marketing tool enabling word-of-mouth growth through customer advocacy, with advocates earning credits for successful referrals applied automatically at checkout.
- Concierge SMS AI-powered SMS customer support for subscription management via text conversation, deflecting 86% of cancel requests and handling standard requests automatically.
- Recharge Enterprise Solutions Enterprise-grade subscription platform tier with dedicated priority technical support, custom implementations, solution architecture review, and enterprise business reviews.
- Recharge Storefront API & JavaScript SDK REST API (v2021-11) and JavaScript SDK enabling developers to manage subscriptions, addresses, discounts, collections, and webhooks with built-in authentication, handling 50M+ API requests per day.
Quantifiable outcome
- 11% higher subscriber conversion with Recharge tools
- +8 more outcomes
Companies that use Recharge
Customer profileNamed customers29 records
Segments8 records
Ideal customer profiles3 records
Recharge technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- Yes
- API docs
- API detail
Core technology
AI maturity
App detail
Integration50 records
AI capability10 records
Feature9 records
Recharge partnerships and signals
Strategic signalPartnerships
21 partnerships are on record, tiered core, featured, general and elite.
- SkiocoreRecharge acquired Skio for $105 million in cash on April 30, 2026 - the largest private acquisition ever in Shopify's subscription tools space. Skio was a Y Combinator alum that achieved $32M ARR and processed $4B in payments while raising only $8M. The acquisition created a combined entity serving 20,000+ merchants and processing $20B+ in GMV annually.
- ElectricSMScoreReCharge acquired ElectricSMS, a subscription management platform enabling customers to control subscriptions via SMS, in a multi-million dollar cash and equity deal. ElectricSMS had helped 220,000 users and processed $25M+ in revenue for 56 merchants. Rebranded to ReChargeSMS with continued SMS capability expansion.
- ShopifycoreRecharge is the #1 subscription app on Shopify and the only platform for Shopify Hydrogen. Deep native integration with Shopify Checkout, Shop Pay, Shopify Markets, and Shopify Plus. Powers 71% of subscriptions sold on Shopify stores. Joint go-to-market as the proven platform pairing behind $30B+ in recurring revenue.
- KlaviyofeaturedFeatured integration with Klaviyo for email and SMS marketing automation. Enables hyper-targeted messages at scale, order reminders, and product cross-sells. Recharge embeds quick action URLs in emails allowing customers to take action easily.
- GorgiasfeaturedFeatured integration with Gorgias for customer service. Enables displaying ReCharge subscriptions alongside support tickets, quick updates to customer details, and automatic responses with subscription management links.
- AttentivefeaturedFeatured integration with Attentive for SMS marketing. Enables personalized marketing updates based on ReCharge subscription data with creative SMS messages, gifs, custom short links, and emojis.
- AvalarafeaturedFeatured integration with Avalara for tax and accounting automation. Increases efficiency and accuracy by automating tax compliance across subscription transactions.
- StripegeneralPayment processing integration with Stripe for secure, flexible payment support and end-to-end payment flexibility with safe vaulting.
- ShipBobgeneralShipping and logistics integration with ShipBob for real-time order and inventory tracking and dynamic shipping rates.
- Swanky (Elite Agency Partner)eliteElite agency partner specializing in building innovative, high-performing subscription experiences for clients globally. Known for custom, complex use cases with API-first platform flexibility.
- Iamota (Elite Agency Partner)eliteElite agency partner for Recharge implementations and subscription strategy.
- Woolman (Elite Agency Partner)eliteElite agency partner specializing in Recharge implementations and subscription commerce strategies.
- Anatta (Elite Agency Partner)eliteElite agency partner for Recharge subscription commerce implementations.
- Domaine (Elite Agency Partner)eliteElite agency partner helping brands build recurring revenue engines and deeper, long-term consumer relationships through subscription programs.
- CQL (Elite Agency Partner)eliteElite agency partner building flexible, scalable subscription experiences with API-first platform for custom, high-performing solutions.
- Ehouse (Elite Agency Partner)eliteElite agency partner for Recharge implementations.
- Superco (Elite Agency Partner)eliteElite agency partner for Recharge implementations and subscription commerce.
- GainfulgeneralGainful partnered with Recharge to power smarter subscriptions for personalized nutrition products.
- quipgeneralquip uses Recharge for subscription growth in the oral health space, powering better oral health habits.
- Harry'sgeneralHarry's selected Recharge as enterprise subscription solution to power growth and retention for their grooming products.
- Tomorrow Brand Challenge Winners (Inspired Go, Fuzzball, Bioligent)generalRecharge's Tomorrow Brand Challenge winners - Inspired Go (Food & Beverage), Fuzzball (Pets), and Bioligent (Health & Wellness). Each received $100,000 prizes, marketing funds, and event tickets to foster customer retention and growth.
Scale indicators25 records
Recent moves6 records
Expansion highlights6 records
Recharge competitors and assessment
Company assessmentDirect peers
- Skio: Pre-acquisition Shopify-native subscription management platform and the closest direct competitor to Recharge. Acquired by Recharge in April 2026 for $105M, illustrating product/market overlap.
- Ordergroove: Enterprise subscription and retention platform serving large CPG and retail brands. Comparable in customer profile (enterprise merchants) and focus on subscriber LTV expansion.
- Bold Commerce: Shopify-focused subscription and checkout platform (Bold Subscriptions) competing head-to-head with Recharge for Shopify merchants, especially mid-market and enterprise.
- PayWhirl: Recurring billing and subscription management app available on the Shopify App Store. Direct substitute for Recharge at the SMB end of the market.
- Subbly: Subscription commerce platform targeting SMB and mid-market DTC brands. Comparable in target customer and product surface, though typically positioned for non-Shopify or earlier-stage merchants.
Broad incumbents
- Stripe Billing: Native subscription billing infrastructure embedded in Stripe Payments. Competes with Recharge's billing and retry layer for merchants willing to assemble their own storefront.
- Recurly: Subscription billing and management platform for digital media, SaaS, and consumer subscription businesses. Comparable in subscription-lifecycle tooling but skewed toward digital rather than physical DTC.
- Chargebee: Enterprise subscription billing management (SaaS, SaaS+OTT) platform. Adjacent rather than direct — overlaps on subscription/billing/recurring-revenue management but serves non-Shopify SaaS more heavily.
- Shopify Subscriptions (native): Shopify's first-party subscription functionality built into the Shopify admin/checkout. Most important competitive threat given Shopify's control of platform rails and 71% share of Recharge's footprint.
Emerging players
- Loop Subscriptions: Shopify-focused subscription app targeting merchants that need a lighter-weight, lower-cost alternative to Recharge — relevant as a churn/challenge competitor for Starter-tier SMB accounts.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat6 records
Key risks6 records
Key highlights6 records
Customer concentration
Recharge social profiles
Digital presenceRecharge compliance and trust
Trust signalCompliance1 record
Recharge financial estimates
Financial estimateRevenue estimate
Valuation estimate
Recharge leadership team
Management profileNumber of profiles
Profiles5 records
Recharge subsidiaries and ownership
Company hierarchySubsidiaries2 records
Recharge funding detail
Funding detailFunding overview
Funding rounds2 records
Investors4 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Recharge M&A and investment
M&A and investmentM&A2 records
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Recharge
What does Recharge do?
Recharge provides a subscription management platform built natively for Shopify, enabling e-commerce merchants to launch, manage, and scale subscription programs. The platform combines subscription billing, a self-service customer portal (Affinity), retention tools (cancellation prevention, failed payment recovery, win backs), revenue tools (upsell/cross-sell, bundles), loyalty (rewards, referrals), AI-powered Concierge SMS, and analytics into a unified retention stack.
Is Recharge a public or private company?
Recharge is a private company. It is classified as venture growth investor backed and is currently operating.
When was Recharge founded?
Recharge was founded in 2014. It employs 501 to 1,000 people.
Where is Recharge based?
Recharge is headquartered in Santa Monica, United States, in the North America region.
How does Recharge make money?
Three revenue lines are on record. Subscription Platform Fees are the primary driver. The others are transaction Processing Fees and SMS Services.
Who are Recharge's main competitors?
Direct peers on record are Skio, Ordergroove, Bold Commerce, PayWhirl and Subbly. Broad incumbents are Stripe Billing, Recurly, Chargebee and Shopify Subscriptions (native). Loop Subscriptions is listed as an emerging player.
Does Recharge have an API?
Yes. Recharge offers a REST API (v2021-11) and JavaScript SDK for storefront customizations. The API enables developers to manage subscriptions, addresses, discounts, collections, and webhooks. The JavaScript SDK (@rechargeapps/storefront-client) provides built-in authentication for storefront customizations without exposing sensitive administrative functions. Platform processes 50M+ API requests per day, delivers 5K webhooks per minute, with 6K stores and 12K+ developers using the API. Developer documentation is at developer.recharge.com/2021-11.
What industry is Recharge in?
Recharge's product category is Subscription Management Software. Its primary akta.pro industry code is CRAFAIAG, Consumables Replenishment Subscriptions. Its NAICS code is 518 and its SIC code is 7372.