Health & Wellness
A Health & Wellness eCommerce Agency That Earns Trust Before It Asks for the Sale
Catalog, education, acquisition, conversion and replenishment for supplement, nutrition and wellness brands — run by one team that understands the category is regulated, researched and repeat-purchase.
- Merchandised by goal and ingredient, with claims kept inside the line
- Education and third-party evidence treated as conversion assets
- Subscription and replenishment designed around real dosage cycles
+61%
Wellness revenue growth
+2.4x
Subscriber growth
-26%
Subscription churn
3.6x
Blended ROAS
The problem
Health & wellness challenges we solve
Wellness is the category where trust does the selling. Regulation limits what you can say, competitors say it anyway, and the customer is trying to work out who is credible before they part with any money.
Claims you cannot legally make
The most persuasive sentence is usually the one you are not allowed to write, so the copy has to work harder inside a narrower boundary.
Credibility is the conversion barrier
Shoppers are sceptical by default. Without sourcing, testing and evidence made visible, price becomes the only differentiator.
Products sold by ingredient, bought by goal
People search for sleep, energy or joint support. Catalogs organised by ingredient never meet that search.
Replenishment left to chance
A thirty-day supply has an obvious reorder date. Most brands do nothing with it and pay to reacquire the same customer.
Ad account restrictions
Health advertising policies are strict and inconsistently enforced, so campaigns get disapproved and accounts get flagged.
Results take time to feel
Benefit arrives after weeks of consistent use, which means churn happens before the product has had a chance to work.
Format and dosage sprawl
Capsules, powders, gummies and multiple strengths multiply SKUs and confuse the shopper about what to buy.
Stacks sold as single items
Wellness is bought as a regimen. Selling one bottle at a time leaves both order value and adherence on the table.
What we run
Our eCommerce services for wellness brands
The same eight disciplines we run for every client, applied to a regulated, evidence-led, repeat-purchase category. Each card links to the service page.
This page covers how those services change for health and wellness. The service pages hold the full methodology, deliverables and pricing.
The journey
The wellness customer journey
Wellness buying starts with a goal and a good deal of scepticism. Somebody wants to sleep better, researches what works, decides who to believe, tries it, and only reorders if they felt something.
Goal
Research
Compare
Trust
Purchase
Adhere
Reorder
Goal
Organic search, creators and paid media meet the shopper at the moment a health goal becomes a purchase intention.
Research
Ingredient, dosage and evidence content answers the research question in your words rather than a forum thread.
Compare
Format, strength, sourcing and price are compared across brands, usually in three open tabs.
Trust
Testing, certifications, sourcing and reviews decide who gets the order once the shortlist is set.
Adhere
Onboarding and reminders keep the customer taking the product long enough to feel the benefit.
Reorder
Replenishment timing, subscription and loyalty turn one bottle into a habit.
Merchandising
Product education, trust & responsible merchandising
In a category where you cannot promise an outcome, the way you present evidence is the product page. Merchandising and credibility are the same job here.
We organise the catalog around the goals people actually shop for, then build the evidence layer underneath it: sourcing, testing, dosage rationale and third-party validation, written to be both persuasive and defensible.
- Goal-led collections — sleep, energy, immunity, joints — alongside ingredient categories
- Dosage, format and strength presented so a first-time buyer can choose confidently
- Sourcing, manufacturing and testing surfaced as merchandising, not buried in an FAQ
- Certifications and third-party test results made visible where the decision happens
- Claims reviewed against the regulations in your selling markets before publication
- Stacks and regimens merchandised as a system rather than as isolated SKUs
- Contraindication and suitability information written clearly, not hidden
- Responsible promotion: no exaggerated outcomes, no invented urgency
Evidence presented well is the highest-converting content a wellness brand owns.
Acquisition
SEO, paid media & social commerce
Wellness demand starts with a question that has enormous search volume and very little brand loyalty attached to it. That is an opportunity, provided the advertising survives policy review.
Organic
Goal and ingredient queries are researched heavily and converted slowly. Owning them is the cheapest durable demand in the category.
- Goal-led and ingredient category SEO
- Evidence and dosage content built to rank
- Product SEO across formats and strengths
- Internal linking from research content into collections
- Visibility tracked by goal cluster, not just keyword
Paid
Health advertising policy is the constraint that decides what is possible. We write to it deliberately instead of getting disapproved and guessing.
- Google Shopping and Performance Max
- Search on goal, ingredient and competitor terms
- Meta creative written inside health ad policy
- Retargeting segmented by research depth
- Landing pages built to pass review the first time
Social & creator
Practitioners, coaches and long-form creators carry disproportionate weight here because credibility transfers.
- Creator partnerships with credible voices
- Educational long-form content that earns trust
- TikTok Shop where you sell there and policy allows
- Affiliate programmes built on real usage
- UGC licensed and reused across channels
The underlying method lives on eCommerce marketing, eCommerce SEO and paid advertising.
Conversion
Conversion & the wellness shopping experience
Three questions decide a wellness sale: is this the right product for my goal, do I believe it works, and is this brand worth trusting with something I put in my body.
Goal matching
Getting a shopper from a broad health goal to a specific product with confidence.
- Goal finders and suitability quizzes
- Regimen builders that populate a cart
- Filtering by goal, ingredient, format and dietary need
- On-site search tuned to goal language
- Mobile-first browsing throughout
Evidence & trust
The page where scepticism is either resolved or converted into an exit.
- Sourcing, testing and certification made prominent
- Dosage and usage explained plainly
- Reviews filtered by goal and duration of use
- Expert and practitioner endorsement where genuine
- Honest expectation-setting on time to benefit
Cart & checkout
Removing friction and framing subscription as a benefit rather than a trap.
- Subscribe-and-save presented transparently
- Bundle and stack upgrades at the right moment
- Checkout tested on mobile before desktop
- Payment and wallet options matched to your markets
- Clear cancellation terms, because hiding them costs more later
Every change is measured on conversion rate, subscription take-up and churn together.
Retention
Retention, adherence & customer lifetime value
In wellness, retention starts with adherence. A customer who stops taking the product after ten days never feels the benefit and never reorders, whatever the email programme says.
First purchase
Onboarding
Adherence
Benefit felt
Reorder
Regimen expansion
Lifecycle messaging
- Welcome and how-to-take onboarding
- Adherence nudges through the first cycle
- Benefit check-ins timed to realistic onset
- Win-back built on supply length, not a generic window
Adherence
- Expectation-setting on time to benefit
- Reminders that suit the dosing schedule
- Progress and habit content through month one
- Support routed to a human when it matters
Regimen expansion
- Next-product recommendations by goal and stack
- Cross-sell into complementary goals
- New launch targeting by purchase history
- Sampling used to open the next regimen step
Measurement
- Repeat rate by cohort, product and format
- Subscription retention and stated churn reasons
- Lifetime value against acquisition cost by channel
- Contribution margin after discounts and free shipping
Subscription
Subscription & replenishment
A thirty-day supply has an obvious reorder date. Whether that becomes recurring revenue or a lapsed customer is decided by how the programme is designed, not by whether one exists.
Recurring revenue is won in the first cycle and lost in the cancellation flow.
Most wellness subscription programmes fail in the same three places: the cadence does not match the supply, the onboarding does not survive the first month, and cancellation is made hard enough that the customer never comes back. We fix all three.
- Cadence modelled per product, format and serving size
- Subscribe-and-save framed on convenience and value, not lock-in
- Pause, skip, swap and delay offered before cancellation is
- First-cycle onboarding designed to carry a subscriber past the drop-off point
- Failed payment and dunning recovery handled properly
- Churn reasons captured, categorised and acted on
- Subscriber-only benefits that are actually worth having
- Reported on active subscribers, retention curve and contribution — not sign-ups
Platforms
Platforms & marketplaces for wellness brands
Wellness sells across three layers of the stack, each with its own rules on claims, ingredients and advertising. We run them on one catalog and one margin logic.
DTC commerce
Where subscription, customer data and the full evidence story all belong to you.
Marketplaces
High-intent demand with stricter compliance review than your own storefront.
Selling on several at once? Marketplace management & marketing covers the multi-channel side, and platforms lists everything we support.
By business model
Growth solutions by wellness business model
A single-SKU supplement brand and a multi-brand health retailer are in different businesses that happen to share a shelf.
Your business model
Where we focus
Supplement & nutrition brands
Goal-led merchandising, evidence content, compliant acquisition and a subscription programme built around dosage cycles.
Multi-brand health retailers
Catalog governance across many brands, goal-led category SEO at scale, and merchandising that copes with thousands of variants.
Emerging wellness brands
Launch mechanics, credible creator partnerships, and an acquisition model that survives health ad policy.
Established brands
Conversion depth, regimen expansion, subscription retention and margin recovery from discounting.
Marketplace sellers
Listing quality under strict supplement rules, catalog structure, marketplace advertising and account health.
Functional food & drink
Taste and format-led merchandising, sampling, and replenishment timing that matches genuine consumption.
Fitness & performance nutrition
Goal and training-phase merchandising, stack building, and community-led acquisition.
Practitioner & clinical lines
Professional and consumer channels handled separately, with the right evidence depth for each audience.
How we work
Our wellness eCommerce growth framework
The same six-stage method we run for every client, with regulatory and adherence realities built into each stage rather than discovered later.
01
Understand
Your category, customer, formulations, claim boundaries, selling markets and margin structure.
02
Audit
Store, catalog, evidence content, ad account health, technology and performance including repeat rate.
03
Strategize
Prioritise growth opportunities by expected contribution and by what will actually clear policy review.
04
Execute
Management, marketing, creative and technology delivered by one team against one plan.
05
Optimize
Data, testing and iteration on the pages, campaigns and flows that move revenue and retention.
06
Scale
Push the winning goals, channels and markets, and stop funding what only looks good on a dashboard.
Why us
Why health & wellness brands choose us
Because we treat the constraints of the category as the starting point rather than as an obstacle discovered in month three.
eCommerce-first expertise
Every discipline here exists to move a commerce number in a regulated category.
Claim-aware from day one
Copy, creative and landing pages written inside your claim boundary, not corrected after a disapproval.
Multi-channel growth
Store, marketplaces and social commerce run by one team and reported as one blended number.
Management plus marketing
The people running your catalog and the people buying your media sit in the same standup.
Evidence presented properly
Sourcing, testing and certification turned into merchandising rather than left in a PDF.
Subscription that retains
Programmes designed around dosage cycles and first-cycle adherence, not around sign-up counts.
Conversion-focused thinking
Every brief ends with the number it is supposed to change.
Scalable systems
Catalog structure, feeds, flows and reporting built to grow without doubling headcount.
Results
Health & wellness results
Three wellness engagements, written the way we report internally. Figures are rounded and named brands are withheld under NDA.
Sleep and recovery supplements
Strong first-order volume from paid social, subscription churn above 40% in the first two cycles.
Challenge
Subscribers cancelled before the product had been taken long enough to work, so acquisition never paid back.
Strategy
Rebuilt first-cycle onboarding around adherence and realistic onset, added pause and swap ahead of cancel, and fixed dunning.
Services
Email & retention, CRO, development, store management.
-26%
Churn
+2.4x
Active subscribers
+1.9x
Lifetime value
Multi-brand supplement retailer
Eleven thousand SKUs organised by ingredient, invisible for the goal-led searches customers actually run.
Challenge
Category pages matched the warehouse, not the customer, so non-brand organic traffic was negligible.
Strategy
Built goal-led category architecture, wrote evidence and dosage content, and reworked internal linking and the product feed.
Services
eCommerce SEO, store management, paid advertising, development.
+134%
Non-brand sessions
+61%
Organic revenue
3.6x
Blended ROAS
Functional drinks brand
Repeated Meta disapprovals, an unstable ad account and no reliable acquisition channel.
Challenge
Creative kept being rejected under health policy, so spend could never stabilise long enough to learn.
Strategy
Rewrote creative and landing pages inside policy, rebuilt account structure, and moved proof into UGC rather than claims.
Services
Paid advertising, creative & content, CRO.
0
Disapprovals in 90 days
+3.1x
Monthly spend
+58%
Revenue
Insights
Health & wellness insights
Three pieces from The Margin Memo that come up in almost every wellness conversation we have.
SEO
Customers search for the outcome they want. Catalogs organised by ingredient never appear in that search.
Conversion
How sourcing, testing and third-party validation can carry a product page inside a strict regulatory boundary.
Retention
Adherence, not pricing, is what decides whether a wellness subscription survives long enough to be profitable.
FAQs
Health & wellness eCommerce FAQs
The questions supplement, nutrition and wellness brands ask us most often, answered properly.
What about health supplements, food and beverage, and sports brands?
They share a constraint set — regulated claims, evidence-led buying, repeat consumption — and diverge on almost everything else. Supplements live or die on subscription and adherence. Functional food and drink depend on taste, format and sampling. Sports nutrition is bought by training phase and community. We scope them separately rather than running one wellness playbook across all three.
How do you handle regulated claims?
By writing inside the boundary from the start. We work from the claim set your regulatory contact has approved for your selling markets, build copy and creative that persuade without stepping outside it, and route anything genuinely borderline back to you rather than guessing. We are not your regulatory advisers, but we will not knowingly publish something that creates a compliance problem later.
Our ads keep getting disapproved. Can you fix that?
Usually, yes. Most health disapprovals come from three things: implied outcome claims, before-and-after framing, and landing pages that contradict the ad. We rewrite creative and landing pages to clear review the first time, rebuild account structure where the account itself has been damaged, and shift proof into user-generated content and third-party validation, which policy treats very differently from a brand making the same statement.
Do you set up subscriptions?
Yes, and we design them around the dosage cycle rather than a default thirty days. The programme includes first-cycle onboarding built for adherence, pause and swap offered ahead of cancellation, proper dunning recovery, and churn-reason capture. We report on active subscribers and the retention curve rather than on sign-ups, because sign-ups are easy to inflate and mean nothing on their own.
Can you manage our marketplace channels as well as our own store?
Yes. Supplements sell heavily on Amazon and the regional marketplaces, each with its own compliance review, listing rules and registration requirements. We run them alongside the DTC store and report one blended contribution number. Marketplace management & marketing covers that in full.
How do you build trust on a product page?
By making the things you already do visible. Where the ingredients come from, how the product is tested, which certifications apply, what the dosage rationale is, and what customers with the same goal said after eight weeks. Most wellness brands have all of this and hide it in a PDF or an about page instead of putting it where the decision is made.
What platforms do you work on?
Shopify and Shopify Plus, WooCommerce, BigCommerce, Adobe Commerce, Wix and Squarespace on the storefront side, plus the marketplaces listed above. Subscription tooling matters more than usual in this category, so platform advice takes your recurring-revenue requirements into account rather than defaulting to whichever platform is easiest for us.
How long before we see results?
Conversion and evidence work usually shows inside six to eight weeks. Paid stabilises over a similar period once creative clears policy consistently. Goal-led SEO compounds over three to six months. Subscription retention takes at least two cycles to read honestly, because the first cycle is where most of the churn happens.
Tell us about your range
Send us your store, your catalog and the number you want to move. We will come back with where trust and retention are leaking, and what we would fix first.