For health and wellness brands, e-commerce has become less of an opportunity and more of an imperative. The kale chips, immunity boosters, and mindfulness apps of the world are competing not only for shelf space but also for screen space in a digital space that grows noisier by the day.

The good news? Wellness brands are uniquely positioned to thrive online. Health is personal, aspirational, and, increasingly, digital. But to succeed, brands must translate their offline ethos into seamless, effective online experiences.

At Moontide, I’ve spent nearly a decade helping wellness, beauty and aesthetics brands navigate this shift. While the tactics vary, the principles remain the same: clarity, consistency, and a deep understanding of your audience.

Here’s how health brands can win in the e-commerce game.

1. Simplify the Customer Journey

The path from interest to purchase should feel less like a triathlon and more like a leisurely stroll. Unfortunately, too many wellness sites overwhelm shoppers with cluttered navigation, unclear CTAs, and too much jargon.

Take a step back. Can your customers find what they need in three clicks or less? Are you presenting your products in a way that feels intuitive and inviting?

For example, our work with HydraFacial involved redesigning their website to focus on simplified navigation and an educational funnel. We introduced features like a “Find a Provider” tool and intuitive booking options, ensuring customers could connect with services effortlessly. These updates improved user engagement and drove significant increases in conversions​.

Your products may promise simplicity, balance, or vitality—your e-commerce experience should reflect that.

The path from interest to purchase should feel less like a triathlon and more like a leisurely stroll. Unfortunately, too many wellness sites overwhelm shoppers with cluttered navigation, unclear CTAs, and too much jargon.

2. Don’t Underestimate the Power of Storytelling

Wellness is deeply emotional. People want to feel connected to what they consume, whether it’s a daily vitamin or a skincare routine. Your e-commerce platform isn’t just a store—it’s a stage for your story.

For InBrace, a revolutionary orthodontic solution, Moontide helped reposition the brand to emphasize personal transformation. Through a strategic campaign showcasing real stories of confidence and life-changing outcomes, we elevated the brand from a product to a movement​.

Think about what your products mean to your customers. Are they a step toward more energy? A solution to chronic fatigue? A way to feel more confident? Lead with those stories.

3. Data Is Your Secret Weapon

Wellness brands pride themselves on understanding their customers’ bodies, minds, and needs. But how well do you understand their online behavior?

Every click, bounce, and scroll is a clue. Are leads clicking through from a digital ad to your website? Are they spending time on product pages but not converting? Dive into your analytics to uncover roadblocks.

With Revance Aesthetics, we used behavioral data to optimize mobile checkout experiences, including autofill and simplified payment options. These updates led to a substantial lift in mobile conversions.

Your customers’ health journeys are personal. Their e-commerce journeys should feel personal, too.

4. Build Trust at Every Touchpoint

The health and wellness space demands trust. Customers are putting your products in their bodies or building their routines around them. Skepticism is natural. Your job is to dissolve it.

Certifications, clinical data, and ingredient transparency are table stakes. But don’t stop there. Include testimonials, user reviews, and even live Q&A sessions on your site. Make it easy for customers to contact you to ask questions and see your commitment to their well-being.

5. Focus on Retention Through Automation and Loyalty

Innovation fuels the wellness industry, and your e-commerce strategy should reflect a commitment to long-term customer relationships. Retention is as critical as acquisition, and smart tactics can make all the difference.

Marketing automation can help you stay connected with your audience at key moments. For example, cart abandonment emails or push notifications remind customers of the products they loved but left behind. By offering incentives like free shipping or a limited-time discount, you can re-engage and convert those potential buyers.

Product education is another powerful tool. Use email campaigns or post-purchase flows to show customers how to maximize the benefits of their purchase, whether it’s a supplement or a skincare product. Engaged customers are not only more likely to return—they’re more likely to recommend your brand.

Finally, loyalty programs and exclusive campaigns help reinforce your customers’ connection to your brand. Offering points, perks, or access to early launches encourages repeat business while fostering a sense of belonging. This isn’t a new concept–Bain and Company have been talking about it since 2001. Wellness isn’t a one-time transaction—it’s a lifestyle.

The Takeaway

Health and wellness brands don’t just sell products—they sell the possibility of lifestyle solutions. Whether it’s a healthier gut, clearer skin, or a better night’s sleep, your customers come to you because they want to feel better.

E-commerce should feel like an extension of that promise: clear, supportive, and designed with their needs in mind. If you can simplify the journey, tell your story, and build trust along the way, you’ll not only thrive in the digital marketplace—you’ll build relationships that last far beyond the first purchase.

At Moontide, we’re here to help you make that happen.

About the Author
Cherice Tatum is the Vice President of Client Services at Moontide Agency. With nearly a decade of experience in health, beauty, and wellness, Cherice specializes in crafting strategies that help brands connect meaningfully with their audiences and thrive in competitive markets.