Dunning
The automated process of recovering failed subscription payments.
Definition
Dunning refers to the automated retry and communication sequence triggered when a subscription payment fails. A dunning flow retries the payment multiple times and notifies the customer to update their payment method.
Why It Matters for Shopify Brands
Failed payments are a primary driver of involuntary churn for subscription brands. A well-configured dunning flow recovers 20–40% of initially failed payments that would otherwise result in cancellation.
Benchmarks
Standard dunning: retry 3 times over 7 days. Best-in-class: intelligent retry timing based on failure reason, combined with SMS + email customer notification.
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