A subscription-based online service (SOS) refers to an e-business that provides periodic delivery of a customized box of merchandise directly to the consumer's home for a weekly, monthly or annual fee. By curating products to suit individual customers' needs and likes, SOSs offer consumers a new way of acquiring the latest products from the comforts of their home. Today, SOSs in the US successfully sell a variety of products including art (e.g., Art in a Box), entertainment (e.g., Netflix, Spotify), food/meals (e.g., Carnivore Club, Blue Apron), and pet treats and toys (e.g., BestFriendBox)

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