Oats Overnight: Building a Subscription Platform That Drives 94% of E-commerce Revenue

Oats Overnight set out to transform its business with a subscription platform that now drives 94% of its online revenue. Facing the challenge of managing over 40 flavors and hundreds of thousands of subscribers, they needed more than a basic subscription tool — they needed a full ecosystem that would let customers customize orders, enjoy exclusive perks, and keep coming back month after month. By reimagining the entire experience — from how people sign up and manage their oats to how orders are packed, shipped, and billed — the brand has grown to more than 250,000 active subscribers and built a loyalty machine that fuels a lmost all of its sales.

The Challenge: Systems Breaking Under Growth

Before this overhaul, Oats Overnight's legacy systems were creaking under the weight of the business. Customers could neither tweak their deliveries nor explore new flavor releases without a phone call or email. Behind the scenes, staff wrestled with manual bundling, poor visibility into inventory, and limited marketing tools. Any change —l ike skipping a shipment or swapping a flavor — meant hours of support time, and one-off purchasers slipped through the cracks because there was no seamless path to subscription. The result was slower growth, frustrated customers, and operational bottlenecks that throttled efficiency.

The Solution: A Complete Platform Redesign

To tackle these issues, the team built a sleek subscriber portal where people can skip, swap, or pause their oats with a few taps. A member-only dashboard unlocks seasonal flavors and lets subscribers vote on new ideas, turning passive buyers into active brand advocates.

Backend Optimization and Admin Tools

On the back end, custom admin tools automate pick-and-pack workflows, provide real-time inventory insights, and surface opportunities for targeted upsells. Meanwhile, an optimized checkout flow spots first-time buyers and offers them subscription incentives at just the right moment, ensuring higher conversion and richer customer feedback.

Implementation: Mobile-First, Security-First

Rolling out this platform meant integrating deeply with Shopify and Klaviyo, building robust APIs, and prioritizing mobile-first design — because busy customers often adjust their boxes on the go. Security was non-negotiable: data encryption, secure log-ins, and continuous monitoring keep subscriber information safe.

Measurable Impact and Performance Metrics

The payoff was immediate and measurable: churn dropped by nearly a third, average subscription duration jumped by over 40%, and warehouse errors fell dramatically. Better yet, first order subscriptions climbed toward the 90% mark, meaning the vast majority of new customers now join the monthly program right away.

The Results: From Oatmeal Seller to Subscription Leader

Today, Oats Overnight's platform isn't just a tool — it's the backbone of their business and a springboard for future growth. Its scalable architecture can handle more flavors, more subscribers, and new markets without breaking a sweat. By turning subscribers into co-creators, the brand has built a community that stays engaged and tells their friends. And because every interaction feeds into powerful analytics, Oats Overnight can spot trends, personalize offers, and innovate faster than ever. In short, this platform has moved them from a simple oatmeal seller to a subscription-commerce leader, ready for whatever comes next.