How positiv.a Slashed Subscription Churn by 35% using VTEX Agentic CX Platform

For positiv.a, a B-Corp certified pioneer in sustainable essentials, scaling their subscription model meant tackling a high-stakes friction point: accidental renewals. By deploying the VTEX Agentic CX Platform, the brand transformed its recurring revenue stream into a proactive, transparent ecosystem, allowing customers to manage their orders before fulfillment ever begins.

In the competitive e-commerce landscape, subscription fatigue is a silent margin killer. Positiv.a faced a common hurdle: customers missing renewal windows, leading to:

• Logistics Bloat: High return rates and wasted reverse logistics costs.
• Revenue Leakage: Avoidable cancellations affecting CAC/LTV ratios.
• Trust Erosion: A lack of perceived control during the billing cycle.

To empower the modern consumer, positiv.a integrated VTEX Agentic CX to bridge the gap between automated billing and human decision-making:

• Predictive Alerts: Customers receive a touchpoint 48 hours before credit card processing.
• Frictionless UX: Confirmations or modifications happen instantly via WhatsApp/SMS.
• Pre-emptive Optimization: Shipping only triggers once the customer is aligned.

"By introducing proactive notifications, we intervene before the fulfillment cycle starts. This directly correlates to our 35% churn reduction and has a massive impact on our logistics efficiency."

— Giovana Takuno, E-commerce Coordinator at positiv.a.

The precision of the VTEX Agentic CX Platform delivered high-impact numbers in the first quarter of 2025:

• Drastic Churn Reduction: A 35.19% decrease in automatic subscription cancellations, preserving revenue before the charge occurred.
• High-Intent Engagement: A 54% message open rate, with 23.87% of users clicking through to actively review and manage their subscriptions.
• Support Efficiency: Zero support tickets ("Contact Us") regarding subscriptions from customers who received the proactive notification.

By centering the customer journey on autonomy and leveraging VTEX Agentic CX as a strategic guide, positiv.a has demonstrated that direct, proactive communication is the most effective lever for a sustainable and profitable e-commerce model.

In an era where retention is the new growth, eliminating fulfillment friction isn’t just a logistical win—it’s a competitive edge.

Your e-commerce operation can be leaner and smarter. Reduce logistics overhead and elevate your Customer Lifetime Value (LTV) with the VTEX Agentic CX Platform.