Health and Wellness Ecommerce in 2025

Introduction

Health and wellness ecommerce is a booming digital vertical transforming how consumers approach well-being, personal care, and fitness. As health becomes more integrated into daily routines, ecommerce platforms have become the primary access point for wellness products, including supplements, personal care, and sustainable living goods.

Businesses are adapting to this shift by building seamless shopping experiences that cater to the rising demand for convenience, personalization, and transparency. The digital wellness industry is being redefined by a new generation of wellness brands that value community, education, and innovation.

From personalized vitamin subscriptions to AI-powered diagnostics and ethical sourcing, ecommerce in the wellness space is more advanced and user-driven than ever before. Evolving needs, growing consumer trust in online platforms, and strategic digital transformation shape the market. For businesses, understanding the trajectory of the health and wellness ecommerce industry (and who is winning in it) is vital to stay relevant, scalable, and profitable in a rapidly growing sector.

Key highlights

• Subscription-based wellness products now account for over 40% of all repeat purchases in the health ecommerce market.

• Direct-to-consumer offerings have driven a significant increase in customer lifetime value across top wellness brands.

• Ethical sourcing and transparency drive brand loyalty and customer retention.

• AI, automation, and customer data are central to marketing strategies and logistics efficiency.

• The global wellness industry is expected to reach $9 trillion by 2028, driven by ecommerce innovation.

Health and wellness ecommerce trends & stats in logistics

As digital adoption accelerates across sectors, the health and wellness industry has found a stronghold in ecommerce logistics. The need for timely deliveries, cold-chain support, and secure packaging has made logistics a crucial part of wellness ecommerce strategies. The right e-commerce strategy now involves not just product listings and UX, but backend systems that ensure a seamless customer journey from order to doorstep. Here are the data-backed trends every business should know in 2025:

10 best health and wellness ecommerce sites to watch in 2025

These 10 brands have redefined what health and wellness ecommerce means in 2025, setting new benchmarks in customer relationships, product innovation, and logistics excellence.

1. iHerb

iHerb has built a global wellness empire by offering over 30,000 health and wellness products across categories like vitamins, skincare, and sports nutrition. Serving over 12 million customers across 180 countries, their ecommerce platform is built to scale globally. With a focus on quality assurance and educational content through their Digital Wellness Hub, iHerb delivers both value and trust.

Their robust logistics network supports multilingual storefronts and localized warehousing, ensuring timely and accurate fulfillment. Repeat orders form a large part of their business, supported by loyalty programs and exclusive discounts for returning customers. Their ability to combine global reach with customer-centric marketing strategies makes them a model to study.

2. Vitacost

Owned by Kroger, Vitacost stands out with its personalized ecommerce experience. Offering 40,000+ items (from immune support supplements to organic foods), they use behavioral analytics to recommend health and wellness products tailored to individual customer needs. Their live chat and accessible customer service enhance support beyond purchase.

Vitacost’s e-commerce strategy revolves around creating a one-on-one digital experience. Using Quantum Metric, they refine UI and UX based on customer feedback. Their educational content and customized promotions create engaged customers who appreciate both affordability and relevance.

3. Thrive Market

Thrive Market thrives on curation, affordability, and sustainability. With a paid membership model, they offer exclusive access to ethically sourced, organic, and non-GMO wellness products. Their ecommerce site includes categories that align with wellness goals, such as keto, paleo, gluten-free, and more.

Thrive also champions accessibility through its “Give One” model, offering free memberships to families in need. Their use of customer data to tailor product offerings and ad placements ensures high conversion rates and a deep understanding of customer expectations. The platform also fosters community through member reviews, forums, and recipes.

4. The Vitamin Shoppe

A legacy brand in the wellness industry, The Vitamin Shoppe blends trend forecasting with product innovation. Their Health & Wellness Trend Report guides their ecommerce assortment, bringing cutting-edge supplements like NAD+ and mushrooms to mainstream customers.

With a reputation for transparency and trust, their product pages include scientific research, dosage information, and verified reviews. Their omnichannel experience and rewards-based loyalty programs build strong customer relationships and support lifetime engagement.

5. Onnit

Onnit is rooted in the philosophy of Total Human Optimization. Their ecommerce platform offers brain-enhancing nootropics, protein supplements, fitness tools, and more. With a masculine, performance-focused aesthetic, they appeal to both amateur athletes and wellness seekers.

Their brand identity is backed by a strong digital content strategy, like blogs, podcasts, and challenges that drive customer acquisition. Product pages include testimonials and user-generated content, building social proof. The seamless shopping experience is powered by Shopify and bolstered by clear categorization and smart recommendations.

6. Grove Collaborative

Grove Collaborative leads with transparency and purpose. A certified B Corp, they offer personal care, cleaning, and wellness products that are PFAS-free, plastic-neutral, and ethically sourced. Their ecommerce store is easy to navigate, featuring real-time product availability, subscriptions, and sustainable swaps.

Grove’s customer base is highly loyal and driven by shared values and consistent communication. Their mobile-first design and use of educational content create high-intent audiences and improve retention. Integrations with Snow Agency strategies helped scale their DTC operations while maintaining digital privacy and trust.

7. Hum Nutrition

Hum Nutrition excels through personalization. Their ecommerce strategy starts with a wellness quiz that builds a customer profile and recommends targeted supplements for skin health, gut health, and hormone balance. Their clean, science-backed approach appeals to wellness-minded millennials.

Their product pages offer detailed ingredient transparency, clinical research, and customer reviews. By using recurring subscriptions and educational email series, Hum drives high customer lifetime value. Their availability on platforms like Sephora also supports omnichannel brand discovery.

8. Hubble Contacts

Hubble transformed the way customers buy contact lenses. With an online eye test and recurring subscription, the brand makes eye health affordable and accessible. Their ecommerce logistics model emphasizes speed, compliance, and quality control.

They leverage Shopify Audiences to improve targeting, reduce ad spend, and drive conversions. Their subscription flow is frictionless, and packaging is recyclable, adding sustainability to convenience. Hubble’s customer-centricity makes it a standout in both health and wellness ecommerce and DTC logistics.

9. 310 Nutrition

310 Nutrition is more than a wellness product company; it is a wellness community. Their ecommerce site offers shakes, detox teas, and supplements, supported by a 400,000-member Facebook group that boosts customer engagement. This community focus enhances brand loyalty.

Their marketing strategy integrates user-generated content, expert guidance, and recipe-sharing to create meaningful relationships. With subscription bundles and loyalty points, they turn first purchase customers into repeat buyers. The site’s layout prioritizes simplicity, trust, and immediate value.

10. BUBS Naturals

BUBS Naturals is a tribute to performance and legacy. Their ecommerce brand is built around collagen protein and MCT oil, focused on athletes and wellness enthusiasts. Their Shopify-driven platform uses automation and tiered discounts to improve sales velocity and customer satisfaction.

After adopting Shopify Audiences and automating discount flows, they saw a 100% increase in conversion rate and an 84% repeat buyer rate. Their educational content and commitment to giving back (10% of profits to charity) build trust and distinguish them in the supplement market.

How ClickPost helps health and wellness brands?

In the health and wellness ecommerce industry, where timely, safe, and customer-first delivery is non-negotiable, ClickPost plays a crucial role in transforming logistics into a competitive advantage. For wellness brands that deal with cold-chain goods, subscription-based models, and strict fulfillment windows, ClickPost offers the technology to deliver reliability at scale.

Key ClickPost features for health and wellness brands:

• Multi-Carrier Shipping: Seamlessly integrate multiple courier partners to optimize shipping based on region, weight, or delivery speed.

• Branded Tracking Pages: Enhance customer relationships with white-labeled tracking updates that align with your wellness brand identity.

• NDR Management: Leverage AI to reduce delivery failures and proactively resolve order exceptions.

• Returns Automation: Simplify exchanges for wellness products with a user-friendly, no-contact return process.

• Fulfillment Support: Automate recurring deliveries, track logistics performance, and improve subscription experience.

With a deep understanding of wellness ecommerce needs and a data-driven approach to logistics, ClickPost helps brands build trust, reduce cart abandonment, and elevate customer satisfaction. Ready to power your wellness journey? Book a free demo with ClickPost today.

Closing thoughts: The wellness revolution is just getting started

The health and wellness ecommerce revolution is not about fleeting trends or short-term market bursts. It is about meeting a new kind of consumer: one who is informed, intentional, and deeply invested in their well-being. In 2025, wellness is a lifestyle, and the most successful e-commerce brands are those that reflect this in their systems, messaging, and customer journeys.

Technology will continue to play a central role in shaping this industry. From leveraging AI for personalized vitamin subscriptions to optimizing post-purchase logistics, the future of wellness ecommerce is rooted in tech-powered personalization and operational excellence. Brands that can translate these innovations into simplified and joyful shopping experiences will earn trust, repeat purchases, and lifetime loyalty.

For businesses eyeing the next phase of growth, now is the time to align your ecommerce strategy with the evolving needs of your customer base. Whether through ethical sourcing, seamless checkout, or faster fulfillment, every touchpoint matters. Health and wellness ecommerce is more than a market trend; it is a movement. And the future belongs to those who choose to lead it.