About the store
Manuka Honey Direct is a family business founded in 2008 by two friends who started with a beehive in a bedroom. Both families still run it from Burrows Lea Farm in the Surrey Hills.
The store is the official UK distributor of Wedderspoon Mānuka honey. It also sells Queen Bee honey, its own Natural Health range of aloe vera, throat syrups and joint care, and Power Health supplements.
Its positioning rests on traceability: honey tracked from New Zealand hive to jar, tested by third-party labs and sold raw and unheated.
The challenge
Honey, supplements and wellness products run out on a schedule. Without a subscription, the customer has to remember to reorder each time, and any gap is a chance to buy elsewhere.
A 2017 McKinsey survey of US online shoppers, reported by Retail Dive, found that nearly 40% of subscribers cancel. More than a third cancel within three months, which makes the first deliveries the riskiest period.
That puts weight on two choices: which products to offer on subscription, and how to reward customers who stay past the first delivery.
Use case 01: Subscribe and save across most of the catalogue
On the Wedderspoon KFactor 16 page, a Purchase options block sits under the price. Shoppers choose One-time purchase at £27.99 or Subscribe & Save Up to 10% – Never Run Out at £26.59, with a green “Save 5%” pill.
The option appears on 41 of the store’s 49 products, which are split into two discount groups:
- Up to 10%: 18 products, including honey, drops and aloe vera
- Up to 5%: 23 products, including supplements, balms and soap
The eight products without a plan are multipacks and a starter pack, which are already priced as bundles. In TA Subscriptions App, each group is a pay-as-you-go selling plan with its own discount and delivery frequencies.
Use case 02: A discount that grows after the first order
Under the honey widget, a line explains the offer: 5% off the first subscription order and 10% off every repeat delivery. The supplement group follows the same pattern with 3% stepping up to 5%.
The larger discount goes to customers who keep their subscription going. A shopper who signs up only for a one-off saving gets the smaller rate.
This uses the discount-by-billing-cycle setting in TA Subscriptions App, which changes the discount from a set order onwards. The widget also links to Subscription details, which says subscribers can modify, pause or cancel at any time.
What merchants say
Manuka Honey Direct moved to the app from a subscription app that was closing, bringing its existing subscribers across. The review below refers to the app by its former name, easto.
My Favourite App it makes passive sales a no brainer
Try it on your store
The setup for subscribe and save is covered in Turn one-time buyers into subscribe-and-save customers. For discounts that reward longer subscriptions, see Reduce early cancellations and failed renewals.
TA Subscriptions App is available on the Shopify App Store.
Observed on the live storefront on October 13, 2026. Store settings, prices and stock may have changed since. Product counts come from the public product pages, and Manuka Honey Direct did not supply data for this case study.
