Why Online Retailers and Direct Marketers Are the Go-To Source for Health Supplement Products


Online retailers offer several benefits for consumers looking to purchase supplements. It’s easy, convenient, and provides access to various products. However, consumers should be aware that not all online retailers are created equal. Here are some things to consider when shopping for health supplement products online: 

Access to a Wider Variety of Products

While it’s recommended that healthy individuals meet their nutritional needs primarily through diet, there are situations when dietary supplements are appropriate. Supplements can address nutrient deficiencies, conditions causing malabsorption, and some life stages like pregnancy. Because the FDA regulates dietary supplements less closely than drugs, it’s sometimes difficult to determine which products are high quality, which may be a waste of money or even dangerous. A growing number of MLM companies offer a wide variety of supplement products that are advertised as supporting various aspects of health and wellness. While some MLM products are third-party tested and certified safe and effective, many still need to. Shoppers want to feel confident about their safety and know they are purchasing a high-quality product. Fortunately, online retailers can help shoppers identify reputable manufacturers and select the right products for them. They can also inform shoppers about using a Vitacost promo code and tips for storing and handling certain products, such as liquids or pills requiring refrigeration. These details are important because many supplements must be stored in a cool, dry place, and some can be sensitive to light or temperature.


Purchasing health supplements online is a convenient and time-saving option. You can avoid the hassle of fighting traffic and finding parking while having the products delivered straight to your doorstep. Some sites even offer free shipping to further save on costs. In addition, many websites feature customer reviews, allowing you to see other people’s experiences with a particular supplement before purchasing. This is especially helpful if you’re trying something new for the first time.

In contrast, health and vitamin stores have lost sales since 2011 due to declining consumer demand. IRI notes that consumers rely less on these specialized retailers to teach them about the value of products and instead rely on pictures and nutritional information available online. Consequently, the pandemic has prompted health and supplement brands to ramp up educational programs for retail partners. This includes training staff and hosting online webinars.


When customers shop for supplements, they look to improve their health practically. These products may not be a cure-all, but they can help support the body in areas where it’s weakest, including providing essential vitamins and minerals to combat deficiencies, boosting energy levels, supporting weight loss efforts, or even improving sleep quality.

As you build your e-commerce store, it’s important to consider the value you offer your customers. A strong value proposition focuses on both alleviating pain points and adding delights to the customer experience. For example, your website might offer free and fast shipping to reduce the stress of ordering supplements online.


Much of the e-commerce research has focused on how trust influences customer behavior. Specifically, studies have shown that the degree to which consumers are willing to trust Web store merchants is determined by their general impression of the credibility of online shopping, their level of confidence in the individual website, and whether they have been previously exposed to a particular Web site or merchant.

However, a large proportion of the experts who participated in this canvassing expect that trust will decline in the next decade. This is due to many factors, including the fact that Corporate business strategies are geared at profitability and that government priorities typically revolve around national security, with privacy issues receiving less attention. In addition, Since trust-building was not a priority when internet technologies were developed, criminal exploitation and other manipulation of networks are expected to rise significantly over time.


Unlike medications, which must go through rigorous FDA testing to be approved for sale in the US, supplements are largely unregulated. The Dietary Supplement, Health, and Education Act restricts the FDA’s ability to monitor dietary supplement safety or efficacy. As a result, consumers must be wary of what they buy online and often turn to their healthcare professional for guidance on which products are safe.

Many retailers are embracing transparency to build trust with their consumers. For instance, an online, membership-based grocery store makes it easy for shoppers to find high-quality vitamins and supplements at reasonable prices. Thrive offers an extensive collection of organic, non-GMO, sustainable supplements, which customers can filter by ingredient, dietary requirement, or certification. While IRI believes health food stores will continue to play a role in purchasing nutritional supplements, it’s clear that they need to gain their grip on the shopper base. Consumers are comfortable with and open to buying regimen products like supplements in dollar stores and value chains, where they’ve become accustomed to researching and shopping for items.