E-commerce and Design Trends for Vitamin and Supplements Brands

With increasing focus on health and wellness in the post-pandemic era, the vitamin and supplement industry has seen a significant boom. In fact, the market for vitamin and mineral supplements in the United States is expected to grow to a whopping 30.5 billion U.S. dollars by 2025 (Statista). 

This trend is heavily dominated by online sales. To put this into perspective, supplement sales see 54% year-over-year growth on Amazon (ClearCut).

As more brands come up in this space, it becomes extremely crucial to be able to stand out in a crowded market. 

In this blog post, we'll explore the latest e-commerce and design trends that vitamin and supplement brands can leverage to enhance their online presence, engage customers, and ultimately boost conversions.

E-commerce trends for Vitamin and Supplements brands

Here are some e-commerce trends that your vitamin and supplements Shopify brand should definitely look into -

1. Personalized Nutrition

Consumers look for tailored solutions to enhance their health and wellness journeys.

Brands have a significant opportunity to leverage this trend by offering hyper-personalized supplement suggestions. By considering factors such as age, lifestyle, health status, and genetic makeup, brands can curate personalized combinations of existing products or develop new formulations. 

This strategy not only meets the rising demand for personalization but also fosters brand loyalty through unique and value-added services.

For instance, brands can offer custom product bundles or delivery schedules that match individual usage patterns. This ensures consumers receive the right products at the right time, maximizing the use of their existing product range. 

Today, this is easier to execute than one can imagine. All you need to do is smartly leverage AI models like GPT.

2. Subscription Services

Subscriptions are becoming a key revenue driver in the supplement industry due to their naturally recurring nature, which lends itself well to automation. Although customers might already purchase supplements regularly, subscriptions typically result in a higher lifetime value (LTV) for even the best customers.

3. Sustainability and Transparency

50% of US and UK consumers want online brands to create products with less packaging, while a third of US consumers would be willing to pay a surcharge for eco-friendly delivery.

Furthermore, consumers are now more mindful than ever about what they ingest. Hence, they demand to know what’s exactly in their supplements. 

To cater to this, brands should prominently display relevant certifications or labels on packaging, provide transparent ingredient lists, create educational content, etc.

These efforts help consumers easily identify products that align with their preferences and build trust in brands that prioritize clean-label standards.

4. Vegan Options

According to  Sainsbury’s Future of Food report, vegetarians and vegans will make up a quarter of the population by 2025. They reported a 24 percent increase in customers searching for vegan products online and a 65 percent increase in sales of plant-based products year-on-year.

If your products can be made vegan, consider doing so and highlight this as a key selling point. This demonstrates your commitment to inclusivity and catering to diverse dietary needs, helping to build trust and loyalty among consumers.

5. Focus on Gut Health and Mental Well-Being

In recent years, there has been a growing recognition of the interconnectedness between physical and mental health, leading to an increased demand for products that support overall well-being. Responding to this trend, vitamin and supplement brands are expanding their product lines to include offerings specifically targeting gut health and mental well-being. 

Gut health supplements, such as probiotics and digestive enzymes, have gained popularity as consumers become more aware of the crucial role the gut plays in overall health and immunity. 


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Similarly, supplements formulated to support mental well-being, including adaptogenic herbs, omega-3 fatty acids, and vitamins like B12 and D, are in high demand as people seek natural solutions to manage stress, anxiety, and cognitive function. 

Ecommerce design trends for Vitamin and Supplements brands

Here are some e-commerce design trends that your vitamin and supplements Shopify brand should definitely look into -

1. Minimalist Design

Vitamin and supplement brands are embracing minimalist design principles to create a clean, uncluttered shopping experience for their customers. 

This approach prioritizes clear, high-quality product images and essential information, allowing the products themselves to take center stage. By utilizing ample white space, brands can enhance readability and ensure that visitors can easily focus on the most important details without being overwhelmed by visual clutter. 

This minimalist aesthetic not only aligns with modern design trends but also contributes to a sense of simplicity and purity that complements the health-conscious ethos of the vitamin and supplement industry.

2. Vibrant and Natural Colors

Color plays a crucial role in the visual identity of vitamin and supplement brands, with many opting for hues that evoke themes of health, wellness, and nature. 

Earthy tones like greens, blues, and warm neutrals create a sense of tranquility and organic vitality, resonating with consumers seeking products that align with a natural, holistic lifestyle. 

Brands are strategically incorporating bright, vibrant colors for calls to action, such as buttons and promotional banners, to draw attention and guide users through the purchasing journey.

3. Interactive Elements

The one thing common among all the online shoppers, which the eCommerce store owners, have found over the years analyzing shopper behaviour, is that consumers don’t want to spend more time researching, discovering, and buying products and services online. Designers can help these customers with the help of very well placed micro animations.

Micro animations like hover effects help consumers find many views or variations of the same product in the least possible time. Shoppers can easily find the interactive parts of the store, and micro animations also provide shoppers with easy access to popular actions such as add-to-cart, share, etc. Hover animations allow users to quickly compare products and make a decision, showing how micro animations add to the positive shopping experience.

4. Mobile-First Design

More and more online shoppers moved from desktop to mobile in the last 3 years, and the trend is only set to grow. While a majority of these shoppers have only used the mobile option to browse for products, the tides are slowly changing and more and more mobile visitors are now turning into paying customers. 

Supplement eCommerce websites in 2024 will most likely offer these visitors an experience similar to what the customers are used to on a mobile app. Adding headers, floating buttons, bottom bars etc are some of the easiest ways of doing this. We’re also estimating that there will be an increase in the adoption and implementation of progressive web apps to deliver the app-like shopping experiences. 

5. Personalization Features

Adding a simple and small belt of recommended/similar products in all product pages is a great opportunity to upsell and cross-sell. Adding a hint of personalization to this section with the use of Artificial Intelligence (AI) like Jacked Factory does, you can enhance the usability and likeability of your Shopify vitamin and supplements store exponentially.

You can also create personalized landing pages to enhance the experience for repeat customers. These personalized landing pages not only showcase products that align with the customer's specific needs and interests but also foster a sense of exclusivity, making the repeat customer feel valued and understood.

Ecommerce design trends for Vitamin and Supplements brands

6. Humanize the brand

One emerging design trend from the pandemic is that creating a personalized user experience has matured to a point where brands are showing their thoughtfulness and sensitivity. Brands now are communicating authentic brand values to users, and are showcasing their “human” side by providing a more personalized approach to buying than ever before. 

We’re seeing an uptick in the setup of About Us pages, as well as an increase in pages that help them share their vision and mission with the audience. 

7. Trust Signals

It's understandable to be skeptical about buying vitamins and supplements online.

Your website should be designed to eliminate this hesitation right from the homepage. Building trust and credibility is essential, and your website’s design is a critical part of this effort.

An effective approach is to showcase strong social proof. Featuring testimonials from happy customers who share their positive experiences with your products can help potential buyers feel more confident and trust your brand.

Here’s examples from BulletProof -


8. Engaging Content

For long-term customer engagement and establish themselves as trusted authorities in the health and wellness space, vitamin and supplement brands are investing in creating rich, informative content. 

This includes integrating blogs on their websites, featuring articles on health tips, product benefits, and industry news. 

Additionally, brands are leveraging the power of visual content by producing educational videos and visually appealing infographics that explain product usage, highlight key ingredients, and break down the science behind their offerings. 


Setting up a high-converting vitamin and supplement online store is no easy task. 

To build and design an impressive store, you need to work with Shopify design experts who understand what you are looking for and have industry knowledge of the changing trends and consumer preferences.

Also read: Why Your Shopify Store Design Is Important to Increase Conversion Rates

We help you bring your ideas to life with Shopify web design, development, marketing, and support services from experts. Our team of Shopify experts works with Shopify merchants like you to design a store that reflects the personality of your brand and caters to the functionalities you require. Whether you want to revamp your existing design or build a new one from scratch, we will help you create a positive shopping experience on your Shopify store design. 

Reach out to us at and we’ll help you set up your Shopify store design!

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