OneBlade Increased Subscription AOV 49% and Doubled Conversions with Skio

Premium Razor Brand Built on Recurring Revenue

OneBlade launched in 2015 with unique value proposition: lifetime-warranty razors funded by recurring revenue from recyclable, platinum-coated Japanese steel blades plus grooming products. Based in Austin and targeting ~$7.3M annual revenue, their business model required subscription reliability.

Charlie Pyles joined as VP of Operations with clear understanding: subscriptions weren't just part of the model—they were the model. Without reliable subscription engine, OneBlade couldn't sustain long-term profitability against competitors selling disposable razors.

The brand invested heavily in product development, spending over $1 million perfecting premium razor technology. That investment only paid off through recurring blade subscriptions that justified lifetime hardware warranties.

Recharge Was Bleeding Revenue Through Broken Flows

OneBlade's Recharge setup was hemorrhaging money through disjointed checkout flows and technical limitations. Recharge wasn't compatible with Shopify, so discount codes from email or SMS couldn't apply to subscriptions—cutting conversion opportunities and frustrating new customers.

Failed promotions created operational chaos. A free-trial razor campaign designed to drive growth turned into disaster when Recharge's clunky SKU swap system led to billing errors, support floods, and fraud. Customers gamed trials with worthless debit cards, costing OneBlade tens of thousands in inventory. The program was scrapped after one month.

Support felt increasingly disconnected as OneBlade's unique needs weren't prioritized. Revenue leakage made it clear the platform had outgrown startup focus.

"It felt as if Recharge had grown past the point of focusing on startups and smaller companies like OneBlade. The way they operated signaled that our unique needs just wouldn't be met."

Skio Delivered White-Glove Engineering and Partnership

The failed free-trial campaign was the final straw. After evaluating Ordergroove and Chargebee, OneBlade chose Skio based on strong peer recommendations and platform flexibility that felt startup-focused.

Skio's white-glove onboarding addressed OneBlade's technical complexity through custom engineering work delivered at no extra cost. The team built custom discount offers for razors bundled with blade refills at checkout—requiring 4-5 weeks of backend development.

They adjusted OneBlade's custom Shopify frontend to match Skio's login and dashboard UI, ensuring seamless branded experience. Individual subscriber migrations handled technical hurdles without derailing launch timeline.

"Going in, we knew we had technical needs that required extra attention to ensure things worked properly, but it wasn't an issue since the Skio team's focus on us—especially the founder's—was very reassuring."

Skio felt nimble enough to address OneBlade's specific needs while offering growth potential of long-term partnership rather than vendor relationship.

Consolidated Checkout Unlocked Conversion Growth

Skio's Shopify-native checkout eliminated friction that was killing subscription conversions. Discount codes from marketing campaigns could finally apply to subscriptions, removing major barrier to recurring revenue acquisition.

Custom bundling offers encouraged customers to purchase razors with blade refills at checkout, driving higher average order values while increasing customer lifetime value through immediate subscription commitment.

The consolidated experience meant customers no longer faced disjointed flows between one-time purchases and subscription signup—creating seamless path from product discovery to recurring revenue.

Platform reliability eliminated the support chaos and billing errors that plagued promotional campaigns under Recharge, enabling OneBlade to confidently run growth initiatives.

Subscription Economics Transformed in Three Months

2x increase in average monthly conversion rate (0.48% → 1.27%)

49% increase in AOV year-over-year ($76.59 → $114.14)

+7% increase in subscription share of orders (32.5% → 39.4%)

330% lift in daily subscription revenue ($232 → $773)

The transformation was immediate and measurable. Within three months, conversion rates doubled as Shopify-native checkout removed friction from subscription acquisition. Average order value climbed 49% through improved bundling and smoother purchase flows.

Subscriptions captured larger share of total checkout volume, rising from 32.5% to 39.4% between Q3 and Q4 2021. Daily subscription item purchases grew 330% in under a quarter.

"When you take a look at the time period where we switched to Skio alongside our growth periods in AOV, refill rates, etc.—a lot of that significant subscription growth occurred at the same time."

Subscription Engine That Scales Premium Business Model

OneBlade transformed subscription liability into durable growth engine that supports their premium razor business model. Backed by Skio's engineering team and merchant success support, they gained peace of mind that subscriptions would drive profitability rather than create operational headaches.

The platform partnership enabled OneBlade to focus on their core mission: delivering lifetime-quality razors supported by reliable recurring refill revenue that justifies premium positioning and lifetime warranties.