Subscription and billing
How /tools billing works: £89 per month per store via Stripe, the per-store subscription model, what's included, and what happens to your feed if a subscription lapses.
/tools costs £89 per month per store, billed through Stripe. Each store carries its own subscription, so if you run three stores you have three subscriptions, and one account can hold them all. Every subscription includes all three modules (Optimise, BidSmart and CSS) with nothing held back for a higher tier. You can change or cancel any store's subscription independently, and if one lapses that store's feed stops serving until you reactivate.
What you pay
/tools is £89 per month, per store. Billing runs through Stripe, and each store has its own subscription: the plan is attached to the store, not to your account. If you manage one store you have one subscription; if you manage five, you have five, all sitting under a single login.
A single subscription includes everything:
| Included in every £89/store subscription | |
|---|---|
| Optimise | Feed enrichment, Feed Health Score, disapproval prediction, change monitoring |
| BidSmart | Product-level bid recommendations, incubator campaign, approval queue |
| CSS | RPCSS activation for ~20% CPC reduction |
There is no higher tier to unlock features and no per-product metering. The price is flat regardless of catalogue size: a 50-SKU store and a 50,000-SKU store pay the same.
Why billing is per store
Stores are independent: each has its own feed, its own Google Merchant Center account, and often its own Google Ads account. Tying the subscription to the store keeps them cleanly separated: you can pause one store without touching another, hand a store (and its billing) to a different owner, or run a seasonal store for three months and cancel just that one. See Multi-store setup for how stores sit under one account.
Changing or cancelling
Billing is managed per store from that store's settings:
- Update your card or billing details: handled through Stripe's secure billing portal; /tools never stores your card number.
- Cancel a store's subscription: cancels that store only. Your other stores keep running on their own subscriptions.
- Reactivate: restart a lapsed store at any time; its feed URL and enriched data are preserved, so it picks up where it left off.
Only a store's owner can change or cancel its subscription. Members have access to the store but not to billing. See Team members and roles.
Deep dive What actually happens when a subscription lapses
A lapse isn't destructive, but it does have live consequences for that store, so it's worth understanding the sequence:
- Enrichment and writes pause. New enrichment runs and any BidSmart approvals stop executing for that store. Nothing you've already built is deleted.
- The feed URL stops serving enriched data. Google Merchant Center fetches your feed on a schedule. Once a subscription lapses, that fetch returns an error instead of your feed. Google tolerates a transient error, but a sustained one leads it to drop the affected products from Shopping: so a long lapse quietly costs you impressions.
- Your source data is never touched. Enrichment is a supplemental layer over your Shopify (or feed URL) data: see Your feed serving URL. Cancelling never edits or deletes anything in your store.
- Reactivating is seamless. The same feed URL, the same enriched fields and the same settings come back the moment the subscription is active again. You don't re-connect or re-enrich from scratch.
Deleting a store is different from cancelling: deleting removes the store from /tools and cancels its subscription, and is not reversible. That's covered in Team members and roles.
If a payment fails
Stripe retries a failed payment automatically over several days before the subscription lapses, and you'll be emailed each time. Updating your card in the billing portal during that window keeps the store active with no interruption to your feed. If the retries run out, the store lapses as described above: but reactivating restores it intact.
Frequently asked questions
Is the £89 per account or per store?
Per store. One account can own several stores, and each store is billed £89 per month on its own subscription. Adding a second store doesn't upgrade an existing plan; it starts a separate subscription.
Are all the modules included, or is there a higher tier?
Everything is included. Optimise, BidSmart and CSS all come with the single £89 per store subscription. There is no premium tier and no per-feature upsell.
What happens to my feed if I stop paying?
Enrichment and writes pause for that store, and its feed URL stops serving enriched data. Your source store data is untouched, so nothing is lost; reactivating the subscription brings the same feed URL back. But while it's lapsed, Google will fetch an error and can drop those products from Shopping.
Do I get charged separately for CSS?
No. RPCSS activation is included for every paying subscriber at no extra cost.