Case study
Babyloop: a custom online store with a subscription model for renting baby gear
Babyloop is an online store for premium baby products with a subscription model: parents rent strollers, car seats, and accessories by the month instead of buying them. In 2024 we built the complete store, including the subscription system with flexible terms, the product catalog with more than 80 products, a checkout designed around renting, and the blog section. The store is live at babyloop.nl and handles the entire rental process, from choosing a product to the monthly subscription.
- Industry
- E-commerce, baby products, rentals
- Market
- Netherlands
- Services
- Custom online store with subscription system, product catalog, and blog
- Scope
- 80+ products (count as of September 2026)
- Period
- 2024
- Tech stack
- WordPress with WooCommerce and Elementor, custom work for the subscription system
Why an online store with a rental model doesn't fit a standard template
A rental model for baby products doesn't fit a standard online store template. The subscription system had to handle flexible terms, the product catalog had to support both renting and informing, and the whole thing had to feel as familiar to young parents as any regular online store.
Standard platforms assume “buy and check out.” Babyloop's flow is “choose, set the term, pay monthly, return or renew.” Every step in that process had to be built.
How the Babyloop subscription store was built
We built the online store fully custom: a subscription system that lets parents rent products by the month, a clear product catalog, and a blog section for search visibility. The checkout is designed around the rental model, so subscribing is as easy as checking out.
What building the Babyloop online store involved
- 01Store built on WordPress with WooCommerce and Elementor, with custom work for the subscription system and the checkout.
- 02Subscription system with flexible terms, monthly billing, and renewals.
- 03Product catalog with more than 80 products: strollers, car seats, and accessories, each with a monthly rental price.
- 04Checkout designed for renting instead of a one-time purchase.
- 05Blog section for organic visibility, with an SEO foundation (structure, metadata, load time).
The result: an online store that handles the entire rental process
The store is live at babyloop.nl and supports the entire rental process, from choosing a product to the monthly subscription.
- 80+
- products in the catalog, for rent by the month or for sale (count as of Sept 2026)
- 2024
- built and live
- 1 checkout
- designed for monthly rentals instead of one-time purchases
Which online stores with an unusual business model this applies to
Babyloop is an example of an online store that doesn't fit a standard template. The same approach works for any business model that departs from “buy and check out”: subscriptions, rentals, rent-to-own, bundles, or a checkout that has to be custom-built. Besides Babyloop, we used the same approach to build the booking application for De Silent Disco and the website and content engine for Noisely.
See it for yourself
The work is live at Babyloop
Publicly available on the client’s own domain.
FAQ
Frequently asked questions about building an online store with a subscription model
What does it cost to build an online store with a subscription model?+
More than a standard online store, because the subscription system, the terms, and the checkout are custom-built. The price depends on the number of products, the payment integration, and whether a blog or SEO foundation is included. Tell us about your business model and we'll give you a fixed price.
Can a standard e-commerce platform handle a rental model?+
Usually not without workarounds. Standard platforms are built for one-time purchases; a rental model needs terms, monthly billing, renewals, and returns. For Babyloop, we custom-built all of that, so subscribing is as easy for parents as checking out.
How long does it take to build a custom online store?+
The timeline depends on the number of custom components: a subscription system takes more time than a standard catalog.
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Need an online store that fits your business model?
Subscriptions, rentals, or a custom checkout: we build what your model needs.