The health and wellness industry represents one of the fastest-growing e-commerce sectors, with global supplement sales alone expected to exceed $300 billion by 2028. For brands selling vitamins, supplements, fitness products, and wellness goods, choosing the right e-commerce platform is critical to success.
Shopify has emerged as the leading platform for health and wellness brands, powering thousands of successful supplement companies, vitamin brands, and wellness retailers. From startups launching their first protein powder to established brands scaling to eight figures, Shopify provides the infrastructure, flexibility, and ecosystem these businesses need.
This guide covers everything health and wellness brands need to know about building, launching, and scaling on Shopify.
Why Health and Wellness Brands Choose Shopify
Before diving into implementation details, let's understand why Shopify dominates the health and wellness e-commerce space.
Industry-Specific Advantages
Subscription capabilities: Health and wellness products naturally lend themselves to recurring purchases. Shopify's native subscription features and robust app ecosystem make setting up and managing subscription programs straightforward.
Compliance-friendly infrastructure: The platform supports the complex labeling, disclaimer, and documentation requirements that supplement and wellness brands face.
Scalability: From a few hundred orders monthly to tens of thousands daily, Shopify scales seamlessly. Many of the largest DTC supplement brands run on Shopify Plus.
App ecosystem: Hundreds of apps specifically designed for health and wellness needs, from subscription management to loyalty programs to quiz-based product recommendations.
Success Stories in Health and Wellness
Major health and wellness brands thriving on Shopify include:
- Athletic Greens (AG1): The greens powder phenomenon scaled to a billion-dollar valuation on Shopify Plus
- Ritual: Transparent vitamin subscriptions disrupting the supplement industry
- OLLY: Gummy vitamins brand that sold to Unilever while running on Shopify
- Vital Proteins: Collagen supplements that grew to acquisition by Nestle
- Beam: CBD and sleep products with sophisticated subscription models
These brands demonstrate that Shopify can support health and wellness companies from startup through acquisition or IPO.
Getting Started: Setting Up Your Health and Wellness Store
Choosing the Right Shopify Plan
For health and wellness brands, plan selection depends on your stage and needs:
| Plan | Best For | Key Features |
|---|---|---|
| Basic Shopify | New brands, <$50K/year | Essential features, 2 staff accounts |
| Shopify | Growing brands, $50K-$500K/year | Professional reports, 5 staff accounts |
| Advanced Shopify | Scaling brands, $500K-$2M/year | Advanced reporting, lower transaction fees |
| Shopify Plus | Enterprise, $2M+/year | Custom checkout, dedicated support, automation |
Most supplement and wellness brands should start with Basic or Shopify and upgrade as they scale. The transaction fee savings at higher tiers justify the increased monthly cost once you reach sufficient volume.
Essential Store Setup Steps
1. Domain and branding
- Register a professional domain that reflects your brand
- Set up branded email (support@yourbrand.com)
- Configure your brand colors, logo, and visual identity
2. Legal pages
- Privacy policy (required)
- Terms of service
- Refund policy
- Shipping policy
- FDA disclaimer page (for supplements)
3. Theme selection Choose a theme optimized for health and wellness products:
- Clean, trustworthy design aesthetic
- Strong product photography support
- Mobile optimization (70%+ of health traffic is mobile)
- Support for detailed product information
- Subscription integration compatibility
4. Product organization Structure your catalog logically:
- Categories (Vitamins, Supplements, Protein, etc.)
- Collections (Goals: Energy, Sleep, Immunity, etc.)
- Tags (Vegan, Non-GMO, Third-Party Tested, etc.)
Product Page Optimization for Health and Wellness
Your product pages must accomplish multiple goals: convert visitors, build trust, and maintain compliance. Here's how to optimize them.
Essential Product Page Elements
Above the fold:
- High-quality product images (multiple angles)
- Clear product name and key benefit
- Price and subscription options
- Trust badges (certifications, testing)
- Add to cart button
Product description structure:
- Primary benefit statement
- Key ingredients with amounts
- Why this formulation
- Who should take it
- How to use/dosage
- Quality and testing information
Supplement facts panel:
- Full ingredient disclosure
- Amounts per serving
- Percent daily values
- Other ingredients list
- Allergen statements
Trust elements:
- Third-party testing certificates
- Manufacturing certifications
- Customer reviews
- Clinical research citations (if applicable)
Compliance and Disclaimers
Every supplement product page must include appropriate disclaimers:
*These statements have not been evaluated by the Food and Drug Administration.
This product is not intended to diagnose, treat, cure, or prevent any disease.
Position this disclaimer prominently on product pages, typically below the product description or near the add-to-cart button.
Additional compliance considerations:
- Avoid disease claims ("cures," "treats," "prevents")
- Use structure-function claims only ("supports immune health")
- Include allergen warnings prominently
- Display proper supplement facts panels
- Note any drug interaction warnings
Building Trust Through Transparency
Health and wellness consumers are increasingly skeptical. Build trust through:
Ingredient transparency:
- Full disclosure of all ingredients
- No proprietary blends (show exact amounts)
- Explain why each ingredient is included
- Note ingredient forms and bioavailability
Testing and quality:
- Third-party testing documentation
- Certificate of Analysis (COA) availability
- Heavy metal testing results
- Potency verification
Manufacturing information:
- GMP certification display
- Made in USA/origin information
- Facility certifications
- Quality control process overview
Subscription Models for Wellness Products
Subscriptions are essential for health and wellness brands. They provide predictable revenue, increase customer lifetime value, and align with how consumers naturally use these products.
Setting Up Subscriptions on Shopify
Native Shopify Subscriptions: Shopify now offers built-in subscription functionality. This works well for brands with straightforward subscription needs and want to minimize app dependencies.
Popular subscription apps:
- Recharge: The market leader for complex subscription needs
- Bold Subscriptions: Strong customization options
- Yotpo Subscriptions: Integrated with loyalty and reviews
- Loop Subscriptions: Growing option with competitive pricing
- Skio: Modern interface, strong Shopify Plus features
Subscription Strategy for Health Products
Optimal subscription intervals:
| Product Type | Recommended Interval | Reasoning |
|---|---|---|
| Daily vitamins (30-day supply) | 30 days | Matches product size |
| Protein powder | 30-45 days | Usage varies by person |
| Pre-workout | 30-45 days | Consumption rate varies |
| Greens powder | 30 days | Standard serving cycle |
| Specialty supplements | 30-60 days | Depends on dosage |
Subscribe-and-save discounts: Most successful health brands offer 10-20% off for subscribers:
- 10% off: Conservative, protects margins
- 15% off: Sweet spot for most categories
- 20% off: Aggressive, builds subscriber base faster
Subscription management features:
- Easy skip functionality
- Swap products within subscription
- Adjust delivery frequency
- Add one-time products to subscription orders
- Pause without canceling
Reducing Subscription Churn
Wellness subscriptions have inherent churn challenges. Combat this with:
Proactive communication:
- Upcoming delivery reminders (7 days out)
- Easy modification options
- Health tip content between deliveries
- Progress tracking and motivation
Flexibility:
- No minimum commitment requirements
- Easy pause options
- Frequency adjustment
- Product swapping
Value reinforcement:
- Monthly savings summaries
- Loyalty points accumulation
- Subscriber-exclusive products
- Educational content
Certifications and Compliance Documentation
For health and wellness brands, certifications aren't optional—they're essential for both compliance and conversion.
Required Certifications
FDA Facility Registration: If you manufacture or distribute supplements in the US, your facility must be registered with the FDA. This applies to both domestic and international facilities.
GMP Certification: Good Manufacturing Practice certification ensures your products are produced consistently and meet quality standards. This is legally required for supplement manufacturing.
Third-Party Testing: While not legally required, third-party testing has become a market expectation:
- NSF International
- ConsumerLab
- USP (United States Pharmacopeia)
- Informed Sport (for athletic products)
- BSCG (Banned Substances Control Group)
Value-Add Certifications
These certifications can increase conversion rates and justify premium pricing:
| Certification | Impact | Best For |
|---|---|---|
| USDA Organic | High trust, premium positioning | Whole food supplements |
| Non-GMO Project | Growing consumer demand | Broad appeal |
| Certified Vegan | Essential for vegan products | Plant-based formulas |
| Gluten-Free Certified | Important for sensitive consumers | Wide audience |
| NSF Certified for Sport | Required by many athletes | Sports nutrition |
| Certified B Corp | Brand values alignment | Mission-driven brands |
Displaying Certifications on Shopify
Create dedicated certification trust sections:
Homepage: Certification logo bar above the fold or in hero section Product pages: Certification badges near add-to-cart Footer: Comprehensive certification listing Dedicated page: Full certification documentation and COAs
Payment Processing for Health Products
Most health and wellness products process through standard Shopify Payments without issue. However, some categories require attention.
Standard Health Products (No Issues)
- Vitamins and minerals
- Protein powders and sports nutrition
- General wellness supplements
- Fitness equipment and accessories
- Healthy foods and snacks
Higher-Risk Categories (May Need Special Processing)
CBD and hemp products: Shopify Payments doesn't support CBD. You'll need a specialized processor like:
- Square
- PayKickstart
- Authorize.net with CBD-friendly merchant account
Weight loss supplements: Some aggressive weight loss claims can trigger payment issues. Keep claims compliant and evidence-based.
Sexual wellness supplements: May require specialized processing depending on marketing claims.
Prescription-adjacent products: Products that mimic prescription medications may face scrutiny.
Optimizing Payment for Health and Wellness
Offer multiple payment options:
- Credit/debit cards (standard)
- Shop Pay (increases conversion)
- PayPal (trust factor for new customers)
- Apple Pay/Google Pay (mobile conversion)
- Buy now, pay later (Affirm, Klarna, Afterpay)
Subscription-specific considerations:
- Ensure your processor supports recurring billing
- Set up proper dunning management for failed payments
- Implement card updater services
Marketing Health and Wellness Products on Shopify
Marketing health products requires navigating advertising restrictions while building a compelling brand story.
Channels That Work for Health Brands
Email marketing (Essential):
- Welcome sequences educating about products
- Replenishment reminders
- Educational content newsletters
- Subscriber retention campaigns
Content marketing (High ROI):
- Blog posts about ingredients and benefits
- Educational guides and resources
- Research summaries and citations
- Customer success stories (carefully worded)
Influencer marketing (Category-dependent):
- Fitness influencers for sports nutrition
- Wellness influencers for supplements
- Healthcare practitioners for clinical products
- Micro-influencers for authenticity
SEO (Long-term foundation):
- Target ingredient-specific queries
- Capture "best [product type]" searches
- Build topical authority in your category
Advertising Restrictions and Workarounds
Facebook/Instagram:
- No disease claims in ads
- Before/after restrictions for weight loss
- Supplement ads face additional scrutiny
- Focus on lifestyle and benefits, not cures
Google Ads:
- LegitScript certification required for supplements
- Healthcare and medicines policy compliance
- Limited targeting options for health products
- Consider Google Shopping for compliant products
Alternative channels:
- Podcast advertising (highly effective for supplements)
- YouTube sponsorships
- Native advertising platforms
- Affiliate marketing programs
Building a Health and Wellness Brand
Beyond tactics, focus on brand building:
Transparency as differentiation: In a category plagued by dubious claims, radical transparency stands out:
- Full ingredient disclosure
- Visible testing and certification
- Honest benefit claims
- Acknowledgment of limitations
Education-first approach: Position your brand as a trusted resource:
- Comprehensive ingredient guides
- Research-backed content
- Expert partnerships
- Community building
Customer community: Health products create communities:
- Facebook groups for customers
- User-generated content programs
- Ambassador and affiliate programs
- Customer success story features
Scaling Your Health and Wellness Shopify Store
Once you've validated your products and found product-market fit, Shopify provides the infrastructure to scale.
Operational Scaling
Fulfillment options:
- In-house fulfillment (control, but limits scale)
- 3PL partnerships (most common for scaling brands)
- Shopify Fulfillment Network (for qualifying brands)
- Hybrid approaches
Inventory management:
- Use Shopify's inventory features or apps like Stocky
- Plan for supplement shelf life considerations
- Implement lot tracking for recalls
- Consider climate-controlled storage needs
Customer service scaling:
- Implement helpdesk integration (Gorgias, Zendesk)
- Build comprehensive FAQ and self-service
- Create subscription management portals
- Develop clear escalation procedures
Technology Stack for Growing Brands
| Function | Recommended Tools |
|---|---|
| Email/SMS | Klaviyo, Postscript |
| Subscriptions | Recharge, Skio |
| Reviews | Yotpo, Okendo, Junip |
| Loyalty | Smile.io, LoyaltyLion |
| Quiz/Personalization | Octane AI, Typeform |
| Analytics | Triple Whale, Northbeam |
| Support | Gorgias, Zendesk |
Shopify Plus for Health and Wellness
When you reach $1-2M+ in annual revenue, consider Shopify Plus:
Key Plus benefits for health brands:
- Custom checkout (add trust elements, upsells)
- Shopify Scripts (subscription discounts, bundles)
- Lower transaction fees
- Dedicated support
- Wholesale channel
- Multiple expansion stores
Health-specific Plus advantages:
- Custom checkout compliance messaging
- Subscription optimization tools
- International expansion support
- B2B wholesale for practitioner sales
International Expansion Considerations
Health and wellness products face unique international challenges.
Regulatory Variations by Market
European Union:
- Novel Food regulations for many supplements
- Different permitted health claims
- Country-specific import requirements
- EFSA-approved claims only
United Kingdom (Post-Brexit):
- Separate regulatory framework from EU
- Different novel food assessments
- UK-specific labeling requirements
Canada:
- Natural Health Product regulations
- NPN (Natural Product Number) requirements
- Health Canada approval process
Australia:
- TGA (Therapeutic Goods Administration) oversight
- ARTG listing requirements
- Restricted import quantities
Shopify Markets for International
Use Shopify Markets to manage international expansion:
- Multiple currencies and payment methods
- Duties and import tax calculation
- Localized content and pricing
- Country-specific product availability
International Fulfillment
Consider your fulfillment strategy for international orders:
- International 3PL partners
- Regional warehousing
- DDP (Delivered Duty Paid) shipping options
- Customs documentation automation
Common Mistakes to Avoid
Compliance Mistakes
Making disease claims: Never claim your product "treats," "cures," "prevents," or "diagnoses" any disease. This violates FDA regulations and can result in enforcement action.
Missing required disclaimers: The FDA disclaimer must appear on all supplement products. Missing it creates legal exposure.
Inadequate testing documentation: Keep thorough records of all testing. You may need to produce these for customers, retailers, or regulators.
Operational Mistakes
Ignoring shelf life: Supplements have expiration dates. Build inventory management around FIFO (first in, first out) and avoid overstocking.
Underestimating subscription complexity: Subscription management requires dedicated attention. Failed payments, modifications, and churn need systematic handling.
Scaling too fast without infrastructure: Rapid growth with inadequate fulfillment, support, or inventory management damages brand reputation.
Marketing Mistakes
Overpromising results: Health consumers are increasingly skeptical. Overpromising leads to returns, chargebacks, and negative reviews.
Ignoring customer education: Health products require explanation. Invest in content that helps customers understand and properly use your products.
Neglecting retention: Acquisition costs in health are high. Focus equally on retention, subscriptions, and customer lifetime value.
Future Trends in Health and Wellness E-commerce
Stay ahead by understanding where the industry is heading:
Personalization and Testing
DNA-based supplementation: Companies are connecting genetic testing with personalized supplement recommendations.
Biomarker tracking: Integration with wearables and blood testing to optimize supplement protocols.
AI-powered recommendations: Quiz and recommendation engines becoming more sophisticated.
Sustainability Focus
Sustainable packaging: Consumers increasingly demanding eco-friendly packaging options.
Ingredient sourcing transparency: Full supply chain visibility becoming expected.
Carbon-neutral operations: Climate-conscious consumers evaluating brand environmental impact.
Channel Evolution
Social commerce: TikTok Shop and Instagram shopping creating new discovery channels.
AI shopping assistants: ChatGPT, Perplexity, and other AI tools influencing product discovery.
Practitioner channels: B2B sales to healthcare practitioners growing alongside DTC.
Getting Started Today
Ready to launch or scale your health and wellness brand on Shopify? Here's your action plan:
Week 1: Foundation
- Choose your Shopify plan
- Set up domain and basic store configuration
- Create essential legal pages including FDA disclaimers
- Select and customize your theme
Week 2: Products
- Build out product pages with complete information
- Add supplement facts panels and certifications
- Configure subscription options
- Set up collections and navigation
Week 3: Operations
- Configure shipping and fulfillment
- Set up payment processing
- Implement email marketing flows
- Test complete purchase experience
Week 4: Launch
- Final compliance review
- Payment processing verification
- Soft launch to test systems
- Full marketing launch
Ongoing Optimization
- Monitor subscription metrics and reduce churn
- Continuously gather and display reviews
- Expand content and SEO presence
- Test and optimize conversion rates
- Scale acquisition channels that work
Conclusion
Shopify provides health and wellness brands with everything needed to build, launch, and scale successful e-commerce businesses. The platform's flexibility, ecosystem, and scalability make it the clear choice for supplement companies, vitamin brands, and wellness retailers.
Success in this category requires more than just great products. It demands compliance rigor, transparency that builds trust, subscription sophistication, and marketing that educates while it sells.
The health and wellness e-commerce opportunity continues to grow. Consumers increasingly buy supplements online, subscription models create predictable revenue, and brands that master the channel can build significant value.
Whether you're launching your first wellness product or scaling an established supplement brand, Shopify provides the foundation for growth.
Building a health and wellness brand and want to improve your AI visibility? Run a free AI visibility audit to see how AI shopping assistants currently recommend products in your category.