Eat Pray Sell:
Breathe new life into your health and wellness
small business

In this guide, we’re going to take a deep dive into the world of health and wellness eCommerce with one goal: to sell smarter, faster, and more consistently.

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First, we’ll unearth the major trends shaping the industry, including the digital disruption at the international and local levels, the needs and expectations of today’s consumers, and the opportunities and threats for DTC brands.

After that groundwork, we’ll explore best practices and tactics for:

  • Ethical supply chains to build trust, without hurting profits
  • Mastering multichannel in a “buy anywhere” retail environment
  • Purchasing, pricing, and inventory strategies for operational success
  • Advertising and marketing tactics to stand out from (big or small) competitors

As we go through each of these sections, we’ll provide real-world examples, ideas, and lessons to take with you as you continue to build an amazing business.

Table of Contents

  1. Introduction: Health and wellness’ big picture
  2. State of health and wellness online retail today
  3. Global trends shaping health and wellness
  4. Meet the new health and wellness consumer
  5. Ethics and sustainability to build trust
  6. Mastering multichannel to sell anywhere
  7. Purchasing, planning, and operational execution
  8. Inventory management, pricing, and demand
  9. Advertising, merchandising, and promotions
  10. Conclusion: A smarter (healthier) way to grow

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Health and wellness’ big picture

According to the Global Wellness Institute, the health and wellness industry ballooned from $3.7 trillion in 2015 to over $4.2 trillion in 2017—a staggering 12.8% increase. What’s more, in 2019, 2020, and beyond it shows no signs of slowing down.

The opportunities are especially ripe for direct-to-consumer (DTC) retailers who have devoured the vast majority of new growth. This growth isn’t isolated to brick-and-mortar sales, either:

The global digital health market generated $368 billion in 2018,
and is expected to generate $418B by 2020.


In eCommerce, a few specific niches are seeing much stronger gains than others:

  • Personal care and beauty products
  • Traditional and complementary medicine
  • Wellness tourism and other experiential services

While the primary focus of this guide will be on product-based eCommerce, we’ll also touch on the importance of providing an overall positive experience to your customers—regardless of what you offer them.

Read next

Chapter 2: State of health and wellness online retail today