The Future of Health and Wellness E-commerce: Trends Illustrated by iHerb’s Growth

The future of health and wellness e-commerce is marked by strong growth, increasing consumer demand for accessible and diverse wellness products, and innovation in service delivery, as illustrated by iHerb’s recent performance. In 2024, iHerb achieved a record $2.4 billion in net sales with 37 million orders fulfilled globally, reflecting a 14.5% year-over-year growth, demonstrating the expanding market for vitamins, supplements, and health products through e-commerce.

Key trends shaping this future include:

• Rising health consciousness and preventative care: Consumers, especially Millennials and Gen Z, prioritize wellness products spanning nutrition, fitness, sleep aids, and mindfulness, driving e-commerce growth in these categories.
• Expansion of product lines and fulfillment capabilities: iHerb is investing in new fulfillment centers to reduce delivery times and support customer growth, highlighting the importance of logistics in customer experience.
• Digital innovation and personalized shopping: Enhanced search and discovery tools, AI-powered recommendations, and seamless user experiences are critical to meeting evolving consumer expectations in health e-commerce.
• Global reach with localized service: iHerb’s ability to serve 180 countries with tailored offerings and efficient delivery exemplifies the globalization of health and wellness retail.

Despite some projections of slower growth in iHerb’s largest online store (0-5% growth expected in 2025), the overall sector remains robust, with iHerb maintaining strong conversion rates (3.5-4.0%) and average order values around $100-$125, supported by a mix of desktop and mobile sales channels.

These trends indicate that health and wellness e-commerce will continue to expand by leveraging consumer health priorities, technological advancements, and operational excellence, with companies like iHerb leading the way in shaping the market’s future.