How Health & Wellness Retailers Can Embrace Social Media & Get To Market Faster

Consumers care about their health. Plain and simple. 73% of consumers plan to eat and drink more healthily in 2025. 82% of U.S. consumers now consider wellness a top or important priority in their everyday lives. These numbers aren’t just showcasing a trend of attempting to be healthy, but rather are indicative of the nearly $7 trillion Health & Wellness market. 

But the reality is, this meteoric 20% YoY rise in Health & Wellness eCommerce is fueled by social media. Social platforms feature thousands of “influencers” working tirelessly to promote supplements, beauty brands, fitness apps, and more. New brands emerge daily on TikTok Shop, Shopify, and Amazon fueling growing trends like macro-supplements, workout care routines, and skincare products. 

Health & Wellness retailers need to not only be on these shops, but also have access to the thousands of new suppliers daily to capture a greater market share of these ever-growing trends. Gone are the days where trends could last upward of a year, giving traditional retailers time to monetize what they could. In today’s market, speed is everything. Luckily, that’s where multi-vendor commerce comes in.

There are three key influences impacting Health & Wellness retailers, and in this article, we will look at real-world examples of how retailers and brands are utilizing Logicbroker to capitalize on these trends. 

Trend #1 – Social Media

As we’ve discussed, social media is playing a larger role in the overall health of U.S. & global consumers alike. 60% of consumers the content they find on social media about food and nutrition has encouraged healthier choices. However, that’s just the tip of the iceberg for established H&W retailers. The reality is, social media’s largest impact has been dramatically changing the definition of Health & Wellness itself. 

Now, instead of H&W in the traditional sense—a variety of products, services, and techniques that help people maintain their health and well-being—the modern consumer has adopted this vertical to include all accompanying products as well. Health & Wellness isn’t just about fitness, healthy eating, or supplements, but rather homeopathic products, athletic apparel, or home-grown cures for common ailments.

Because of this, H&W retailers and brands need to think strategically about how they can expand their assortment to support their customer through the whole wellness journey—not just part of it. 

And the story here begins on Shopify, one of the world’s largest eCommerce selling environments. With over $100M GMV running through the platform yearly, Shopify is the natural home to many of these smaller, home-grown suppliers looking to capitalize on social media trends. This is where Multi-Vendor Commerce comes into play for retailer partners.

Logicbroker enables Shopify merchants to operate a curated marketplace on their existing Shopify webstore, while also allowing Shopify merchants to expand their sales channels with direct integration to over 400+ certified global retailers and marketplaces. For retailers, this means that any new supplier brought into your Logicbroker network can natively connect into the Logicbroker portal with no additional lift on either the retailer or supplier. 

Because these suppliers are naturally smaller organizations, this native connection has provided a unique way for major retailers to quickly onboard trending suppliers and delight their customers. One organization currently capitalizing on this trend is The Vitamin Shoppe. A unique brand that focuses almost entirely on supplements, The Vitamin Shoppe utilizes its Logicbroker connection to get new suppliers and assortment up and running in hours, not days or weeks legacy providers typically require. 

Health & Wellness retailers need to capitalize on social media. The way to do that is through rapid onboarding provided by Logicbroker’s Multi-Vendor Commerce platform.

Trend #2 – Trust

Consider that 90% of business executives think customers highly trust their companies, while only 30% of consumers actually do. Trust is a vital component of any business, but especially in Health & Wellness. Because the products retailers sell have the opportunity to dramatically impact their overall well-being, consumer trust in H&W is a vital component of any selling strategy. 

Customers need to trust the products you sell, they need to trust that these products will arrive on time, and they need to trust that you’ll back up your brand promise when there is an issue. These layers of trust are often at odds with the overall need to get to market as fast as possible on open marketplaces like Amazon, Walmart, or Target. However, there is one easy… cure. Curated marketplaces. Retailers who build a curated marketplace of goods, with proven suppliers that have been run through rigorous testing before going live, have the opportunity to build a brand that is unmatched in its reliability. 

One of the most unique brands utilizing this curated marketplace strategy is Logicbroker client Orangetheory Fitness. Orangetheory built a proprietary B2B marketplace for their franchisees to provide a one-stop-shop of all approved and vetted products from trusted suppliers. Because the franchisees often need to provide paper towels, cleaning supplies, water bottles, and more to their customers, Orangetheory’s curated marketplace provides a great opportunity to ensure quality control and consistency across their 1,600 U.S. locations.

The other aspect of trust for consumers is trust in product availability. As we’ve discussed, consumers are on social media. 56% of Gen-Z shoppers have made a purchase on TikTok Shop in 2024. 81% of customers on TikTok Shop are repeat buyers. These numbers showcase one important fact, customers will only trust your brand if you are available where they are shopping. 

Having native access to TikTok Shop through the Logicbroker Portal gives retailers a unique opportunity to expand their fulfillment options. The flexibility Multi-Vendor Commerce provides to rapidly shift products between owned inventory, dropship, and marketplace fulfillment gives health and wellness  retailers the ability to meet consumers both on TikTok Shop & Amazon, and their own storefront, all running through the Logicbroker portal seamlessly. 

Consumers don’t trust most organizations. Being the retailer that they do trust leads to increased sales, larger shopping carts, and the ability to build brand awareness beyond your own digital storefront. 

Trend #3 – eCommerce Execution

When you consider the previous two trends, what really sets apart those surging in H&W and those struggling is eCommerce execution. It may seem simple, but quickly onboarding new suppliers, building a complete test environment, and having a commerce program that can effortlessly shift products around different fulfillment models is not as common as one would hope. 

Really, the driver here is flexibility. The flexibility of your commerce program determines how easily you can adopt social media trends and build consumer trust. 

Our first step into flexibility is fulfillment flexibility. 

H&W brands know that not every flavor of protein powder, or every color of eye shadow is going to be popular all at once. Having the flexibility in your commerce program to quickly shift products between owned inventory and dropshipping, for example, makes or breaks margins in any given week, month, quarter, or year. The difference for H&W brands, however, is you need to have those protein powders and eye shadows available somewhere. 

That’s where dropship & marketplace fulfillment comes into play. Logicbroker can help bridge the technology and flexibility gap needed for H&W brands to effortlessly provide those products consumers sometimes want, while also ensuring top-selling and tending products are kept in your owned inventory model, ensuring the highest possible margins. 

This complete eCommerce ecosystem flexibility gives you the power to compete. Compete with the market. Compete for consumer attention. And, ultimately, compete against your competitors who are lagging, and therefore unable to capitalize on every available opportunity. 

There is also a hidden fourth party you’re competing with—the platforms themselves. Selling on TikTok Shop, Amazon, Target, and Walmart are great inroads to build brand awareness, but these brands are also selling their first-party products on their marketplaces. With Logicbroker behind you, setting up fast deliveries, shipments, and returns makes it easier for consumers to buy from you, rather than relying on Amazon Prime or Walmart Marketplace.

Finally, this level of flexibility gives you the power to compete against programs that offer various niche add-ons like buy online, pick up in-store or in-store returns. Consumers demand ease in the modern shopping landscape. Ensuring your program can offer those add-ons will likely make the difference between a one-time shopping experience, and repeat customers. 

It’s Better Late Than Never

If you’re reading this realizing you don’t have this level of flexibility in your commerce program, it’s better late than never. The difference between being first to market and second is astronomical in the minds of consumers. Reach out to Logicbroker today to set up a one-on-one consultation call that, regardless of intent, can help you better understand where multi-vendor commerce can help your organization. 

Whether it’s in social selling, building consumer trust, or executing on your eCommerce goals better, Logicbroker has built our multi-vendor commerce platform to help retailers and brands capitalize on what makes Health & Wellness great—eager consumers. 

About Logicbroker

Logicbroker is a premier multi-vendor commerce platform that seamlessly connects trading partners regardless of integration types. Our modern solutions empower retailers and brands to take control of their customer experience by harnessing and analyzing vital first-party data, reducing inventory risk, and curating their expanded assortment. By improving the visibility into our client’s commerce programs, Logicbroker can better position retailers and brands for transformative growth.

As business needs and demand shift, Logicbroker provides the ability to quickly switch suppliers and product fulfillment between 3P to 1P and responsibly find new sources of inventory that uphold your brand integrity and meet your delivery promise. ​We work with mid-market and Enterprise manufacturers and retailers across a number of verticals including Health & Wellness, Home Improvement, Consumer Electronics, Toys & Babies, and Consumer Packaged Goods and service brands such as Samsung, Victoria’s Secret, The Vitamin Shoppe, Walgreens, Ace Hardware, and BBQ Guys.