Thrive Market

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Thrive Market is a U.S.-based online marketplace that sells natural and organic groceries and household items through a membership model. Founded in 2014, the company markets itself as a cost-effective alternative to traditional retailers by offering discounted prices for members. For every paid membership, Thrive Market claims to donate one to a low-income family under its Thrive Gives program.

Thrive Market

Basic information
Founded	2014
Legal Structure
Industry	E-commerce (membership-based)
Official website	https://www.thrivemarket.com/

The platform has grown in popularity among consumers seeking specialty or health-conscious goods, but it has also faced criticism for its subscription cancellation process and add-on fees.

Consumer-impact summary

Business model

• Thrive Market requires a paid subscription: US $59.95/year (annual plan) or US $12/month (when available).
• Members receive access to discounted products and free shipping on qualifying orders.
• Non-members cannot browse the full product catalog; account creation is required to view pricing and inventory.

Cancellation and Refund Policies

• First-time annual members can cancel within 30 days for a full refund of the membership fee.
• After the first 30 days, membership fees are non-refundable, but cancellation will prevent auto-renewal.
• California residents have access to one-click online cancellation per state law.
• Non-California residents must cancel via an AI chatbot, taking numerous text prompts to cancel. Offers of Thrive Cash and lower subscription fees (down to $9.95/year) are all offered to incentivize users to stay.

Freedom

Multiple consumer reports highlight recurring themes:

• Difficult cancellation process: Non-California users have documented needing to repeat cancellation requests multiple times before termination is processed. Retention offers (discounts, Thrive Cash) are often repeatedly presented before cancellation is confirmed.
• Add-on “employee health & safety” fee: Some users have raised concerns over an optional surcharge added at checkout. While opt-out is possible, critics argue that safe working conditions should be standard company responsibility, not funded via consumer guilt-driven add-ons.
• Opaque browsing: Requiring membership sign-up just to view products or pricing has been criticized as a “dark pattern” that reduces consumer choice and informed decision-making before purchase.

These issues are systemic in that they affect broad groups of customers, not isolated incidents, and have been the subject of numerous complaints to Trust Pilot, the Better Business Bureau, and consumer forums.

Incidents

This is a list of all consumer-protection incidents this company is involved in. Any incidents not mentioned here can be found in the Thrive Market category.

Thrive Market settles lawsuit for $1.5M (April, 30, 2024)

Thrive Market allegedly violated parts of California’s Automatic Renewal Law and False Advertising Law. As part of the settlement, Thrive Market will pay $1,004,000 in civil penalties, $96,000 in investigative costs, and $450,000 in restitution.

See also

• Instacart