How To Sell Supplements Online: A Complete Guide

The global health and fitness revolution has gained rapid momentum in the recent decades. With the rise of fitness influencers, and the products that they promote–it is no wonder the demand for supplements has skyrocketed. 

According to a report by Statista*, the global market for supplements is expected to be worth $30 Billion by 2028. 

As the demand and supply for supplements grows, many sellers are eager to join the booming market. But that raises the question “How to sell supplements online?”. 

This guide has it all, from the basics of understanding legal requirements to setting up your ecommerce business. 

Let’s dive right in! 

TLDR: 

To start selling supplements online:

• Ensure regional regulations like FDA (USA) or EFSA (EU).
• Source quality products from manufacturers with GMP certifications.
• Choose a platform to sell (Amazon, Shopify, eBay, etc.). Get the proper permits and licenses.
• Use SEO, PPC and email marketing to drive traffic. Focus on honest marketing.

Legal Requirements for Selling Supplements Online 

To be a successful supplement seller (or reseller), you must understand the legal requirements before you start selling. Is it legal to sell supplements online? Yes, but regulations vary by country and state, so compliance is crucial.

It’s important to note that if you are buying inventory from a licensed manufacturer, most legal requirements would be taken care of by the manufacturer. Sellers would bear the responsibility of accurate representation and the state (your locality) regulations. 

We have highlighted different scenarios for better understanding: 

Scenario	Manufacturer’s Responsibility	Seller’s Responsibility
Private Labeling	GMP compliance, basic quality control.	Verify legal compliance, labeling, and claims.
Pre-Branded Products	Full legal compliance and branding.	Ensure authorized resale and compliant ads.
White Labeling	GMP compliance, no custom formulations.	Branding, labeling accuracy, and marketing claims.

This scenario would change if you are importing your inventory. 

Now mind you, these requirements differ from region to region. This section will cover the key regulations of the US, EU and Asia. 

USA Regulations To Sell Supplements 

The Food & Drug Administration (FDA) and Federal Trade Commission (FTC) are two main regulatory bodies in the United States. They both work in tandem to regulate various aspects of the supplement market. 

The Role of FDA

Within the regulatory role of FDA, sellers must understand how The Dietary Supplement Health & Education Act (DSHEA) of 1994 and Current Goods Manufacturing Practices (CGMP) come into play and form the foundation of the regulatory environment for the dietary supplement industry in the US. 

Let’s break it down for better understanding: 

FDA (Regulatory Body) sets the rules for safe consumption of supplements, the labelling on the products and the manufacturing process. It monitors your products after they are being sold on the market for safety and compliance. 

DSHEA (Regulatory Framework) explicitly defines what a supplement is (a food, not a drug) and allows sellers to sell it without approval from the FDA. It provides FDA with appropriate regulatory authority and enforcement tools to protect consumers—while still allowing desired access to safe and high quality supplement products. 

CGMP (Regulatory Standard) concerns itself with operational and quality standards for the manufacturing of your supplements. It ensures the products are consistent, safe and properly labeled. CGMP is a set of standards established by the FDA and is enforced by them. 

“Do you need FDA approval to sell supplements?” The short answer is no. As a seller you do not require pre-market approval for dietary supplements. So sellers are not expected to submit their product information or labels to the FDA. However, there are some exceptions and responsibilities that sellers must know about. FDA approval and intervention is applicable if:  New Dietary Ingredients (NDI) Adverse Event Reporting System (AERS) – Consumer reports adverse side effects linked to your product. This has to be reported to the FDA. Improper labelling Inspection of manufacturing facilities

Now that you understand how these regulatory aspects play out together. Let’s quickly discuss the important information you need to know: 

• Ensure supplements are safe for consumption with no harmful ingredients

• Notify the FDA contains a New Dietary Ingredient (NDI) 

• Ensure accurate labelling – Labels should state that it is a “dietary supplement”, the name and place of manufacture, distributor, packer, list of ingredients, serving size and the net contents of the products. Nutritional labelling should also be listed. Disclaimers like “This product is not intended to diagnose, treat, cure, or prevent any disease.” must be included. Avoid disease claims (e.g. “cures diabetes”). 

*Some labels require FDA premarket approval, especially those making health or qualified health claims. 

• Report any serious adverse effects to the FDA
• Be prepared for the FDA to inspect or take action if safety concerns arise. FDA monitors your product post sale. 
• Partner with GMP certified manufacturers if possible. Remember the FDA can inspect your facility at any given time.

The Role of FTC 

The Federal Trade Commission (FTC) concerns itself with the regulation of advertising including infomercials, for dietary supplements. FDA and FTC share responsibility for the oversight of dietary supplements and promotion—however FTC is generally more responsible for advertising.

The FTC aims to protect consumers from false or exaggerated claims that are often observed in ‘gimmick marketing’. All advertising claims must be truthful, non-deceptive and backed by reliable scientific evidence (e.g. clinical studies). 

A brief overview on the regulations by the FTC that sellers must know when it comes to promotion and advertising of their supplements. 

Promotions cannot include: 

• Dietary supplements cannot be promoted as cures for diseases. This includes suggestions as well.
• One product cannot claim to cure a wide range of health problems.
• The promotion should not use misleading scientific-sounding terms.
• Undocumented testimonials or doctors making claims of miraculous results.
• Limited availability 
• Promises of no risk or money back guarantee

For more detailed information, read FTC’s official documentation. 

Please note: Structure and function claims such as “Supports bone health”, “Promotes immune function”, or “Helps maintain healthy digestion”, etc requires a claim notification to the FDA. It must be submitted 30 days of marketing the product with the claim. Ps – This is only a notification process and not a request or approval. For more information, read here.

EU Regulations & Directives To Sell Supplements 

The main player in the regulatory body in the EU for supplements is The European Food Safety Authority (EFSA) and Food Information to Consumers (FIC). However, it’s important to note that individual countries in the EU may have additional requirements–thus it’s essential to research or consult national regulations and competent authorities. 

Here is a brief overview of the important regulations sellers in the EU should follow: 

• The EU’s Food Safety Website explicitly defines food supplements as products meant to add nutrients or other beneficial substances to your diet. They should be in pills, capsules or liquids (and should be marketed in “dose” form). 
• Supplements should be vitamins, minerals, or herbal extracts. 
• They should be safe, adequately labeled and cannot claim to cure or treat diseases.
• The product labels should have a recommended dosage, a statement that food supplements should substitute a balanced diet, a statement that recommends storing it out of the reach of young children, allergen information, and names of nutrients & substances.
• Labels should not only be in English but also in the official language of the customer. A peel of sticker is permissible (Read FIC’s detailed regulations here).
• Manufacturers must follow Good Manufacturing Practices (GMP). 
• Sellers/businesses must notify relevant national authorities before marketing the product in said member state. Procedures different country to country. 

Note: Some of these are Regulations and some Directives.  A regulation is enforceable in all member states. A directive is a goal or requirement member states must achieve but allows them to decide how to implement them through their own national legislations.  It is recommended sellers do their own further research to clarify which is which.

Asia Regulations To Sell Supplements

The Asian continent comprises the 10 ASEAN member states, and 39 countries. The section will be highlighting a broad overview of supplements selling supplements in Asia. Sellers are advised to do their own independent research for where they are selling. 

• Each country has its own rules for ingredients restrictions, labels, and health claims. For example, China considers supplements as “health foods” with strict registration systems, while India categorizes them as “nutraceuticals” under FSSAI. 

• Many countries require supplements to be registered or notified with the relevant regulatory body before sale. 

[Key reading resources listed at the end of this blog]

Online-Specific Compliance Needs

Once you have cleared the legal requirements, it’s time to move onto setting up your online store. Most online platforms further have their own terms and policies concerning supplement sales. 

Here it is important to remember that regardless of the online marketplace, the country you are selling supplements in requires you to abide by their rules and regulations. In fact, you will find the policies of online platforms are also closely related to region specific regulations. 

With online platforms again, it depends where you are selling, eg – Amazon US vs Amazon UK will have different policies despite it being the same platform. Not to say, the policies will not have commonalities. 

This section will detail the mandatory rules found across all regions of popular online marketplaces. 

On Amazon sellers are expected to adhere to these policies: 

Sellers are expected to adhere to Amazon’s new dietary supplement policy. It requires sellers to verify that products meet their policy via third-party testing on an annual basis. 

Beyond this, provide a Certificate of Analysis (COA) and a valid good manufacturing practice (GMP) certificate issued by an accredited third-party certification body, certain ingredients cannot be used (Ephedra and its derivatives, Kratom, DMAA (1,3-Dimethylamylamine) and Sibutramine). 

Proper labeling (expiration date is a must), product safety, prohibited claims, cannot sell restricted products (weight loss supplements, testosterone boosters, and energy drinks marketed as supplements), no counterfeit products, customer safety & reporting, and accurate product listings. 

On eBay sellers are expected to adhere to these policies: 

The sale of prescription or over the counter medicines is strictly prohibited, product listings must adhere to eBay’s policies and local laws, no health claims, eBay closely evaluates cases closed without seller resolution, no counterfeit products, expiration dates must be on the label or product, vitamins and supplements must be in new and unused condition, and no injectable substances. 

Shopify does not explicitly mention that supplement sales are permissible. According to our research (largely from reading Shopify community), we have found that you can sell supplements–however it is recommended that sellers go through Shopify’s Acceptable Use Policy. This policy details certain products which cannot be sold on the platform. 

Upon reading the policy, we found that: prescription medicines are not allowed, certain dietary supplements are not allowed, accurate labelling is mandatory, legal compliance and regulatory approvals are required beforehand. 

Further, under Shopify’s payment terms, certain products are restricted. Sellers are then recommended to use a third party payment gateway like Stripe. *Seek legal advice if you want to sell dietary supplements on Shopify.

Notable third party certifications sellers might consider getting (not legally required, but might be required by certain platforms):  Banned Substances Control Group (BSCG) Good Manufacturing Practices (GMP) Certification The U.S. Pharmacopeia (USP)The National Sanitation Foundation (NSF)

Registering Your Business & Setting Up Your Online Store

Alright, now that you are done with all the legal red tape–you’re nearly ready to sell. But first things first, let’s register your supplement business, acquire necessary permits and licenses, and quickly look into important policies for cross-border online sales. 

An overview of registering your business: 

• Choose your business structure – Limited Liability Company (LLC), sole proprietorship or partnership. 
• Register your business name 
• Obtain a Tax Identification Number – This will differ from country to country. 
• Get a business license or permit(s)
• Sales tax permit

Setting Up Your Online Store 

• Source your products (look into dropshipping)
• Choose a suitable eCommerce platform (refer here) 
• Check regulations (refer here) 
• Sign up and choose a suitable seller plan 
• Start listing your products 
• Set up payment and shipping options
• Implement security measures (if needed) 
• Launch and market your store (refer here)

The next step is to configure your import and export policies. This could be if you export items for sales, or importing items for inventory. 

Import & Export Policies For Cross-Border Sales

There are two scenarios under this context: 

• Importing of supplements from a manufacturer 

• Exporting of supplements to an international customer

In the case of importing, ensure you verify supplier credentials i.e. they should comply with international trade standards. Familiarize yourself with the import regulations of your country, including tariffs, duties, and restrictions—certain products may require permits. You will have to prepare for customs clearance as well, which could require a set of documents. 

In the case of exporting, understand the import regulations of the destination country and prepare customs clearance documents (in some cases, sellers should inform customers if they are to bear any customs duties or if it is borne by the seller). Manuals/labels might need to be translated as well. Choose a freight forwarding company. 

Now let’s move on to selecting the best platforms to sell supplements on. 

Best Places to Sell Supplements Online 

Sellers have a wide range of e-commerce platforms to choose from. They can opt to sell on multiple platforms as well. 

The other option is to choose a single platform like Shopify, and then run ads on popular platforms like Google Shopping, Facebook or Instagram ads, and etc. This process would be facilitated through a product feed and is known s multichannel marketing. 

Let’s explore the best places to sell supplements online. We have already briefly mentioned the rules of these platforms in the above section. 

Selling on Amazon

Average Profit Margin: 57% of Small to Medium Businesses see a profit margin of higher than 10%

Amazon is an e-commerce platform with approximately 9.7 million sellers worldwide, with 1.9 of them active. 

The platform has an excellent global reach and has services like Fulfillment By Amazon (FBA) which makes this a particularly lucrative marketplace. 

Step 1: Sellers must sign up for a seller account (individual or professional account) to start their journey of selling on amazon. 

Step 2: Source quality supplements. It is advised to partner with suppliers/manufacturers that have GMP certification. 

Step 3: Prepare COA, cGMP, invoices and photographs of products as per Amazon’s requirements. 

Step 4: Initiate testing from ‘Manage your compliance’. You can choose a TIC (Testing, Inspection, Certification) organization to complete the testing of your products. After the test results are submitted, your products will be eligible for sale. 

Step 5: Apply for category approval. You have to submit the required documentation through Amazon Seller Central to request approval for selling in the dietary supplement category. 

Please await Amazon’s review and approval before listing your products. 

Step 6: List your products 

Step 7: Choose fulfillment method: Fulfillment By Amazon (FBA) or Fulfillment By Merchant (FBM)

For selling supplements in particular, check ‘Manage your compliance’ dashboard in Seller Central. Here you can see which documents and testing results you need to provide to Amazon. 

In this dashboard, sellers will also find a list of approved third party testing, certification verifiers and inspection that your products must meet under Amazon’s dietary supplements policy. If you fail to follow this policy, listings will be removed or selling privileges may be suspended. 

Read More: How To Sell On Amazon

Selling on Shopify 

Average Profit Margin: The rough estimate of the profit margin is around 10%. High performing stores can reach up to 20% while low-end stores sit at 5%. 

Shopify is estimated to have around 700 million customers! Shopify is one of the most preferred cloud based e-commerce platforms by multiple sellers. 

One of the main reasons Shopify is preferred by many is because of its direct-to-consumer (DTC) approach. Essentially, the platform enables merchants to sell directly to customers. 

You can create your own shop with customizations, create Shopify markets to sell to international customers, run ads on popular marketplaces, integrate tools for upselling/crosselling and much more!

Here’s how you can start selling supplements on Shopify: 

Before you sell on Shopify, ensure you have all the necessary permits and licenses required by your locality to sell supplements and to run an online business. Read Shopify’s Acceptable Use Policy thoroughly as well, consult Shopify community for more insights, and seek legal expertise if needed. 

Step 1: Sign up for Shopify. Choose a pricing plan 

Step 2: Choose a theme 

Step 3: Add products 

Step 4: Configure payment gateway and shipping options (remember that some supplements are not supported by Shopify’s payment gateway and may require a third party one)

Step 5: Set up legal pages: privacy policy, terms of service and refund policy

Step 6: Purchase or connect domain name

Step 7: Test & launch your store!

Selling on eBay

Average Profit Margin: The average gross profit margin on eBay has been reported to be around 75.5%. 

eBay provides access to a large customer base and can be a good opportunity for niche markets. It has over 132 million active users, over 18 million sellers. 

It is said that eBay has a less saturated market for supplements–what this means is that it is often overlooked by many sellers. eBay does have a “Buy Now” button which enables buyers to quickly make purchases. This is outside the standard auctioning and bidding model that might come to mind when thinking of eBay. 

Also, eBay allows sellers to first 250 free listings, after which it charges $0.35 per listing (this is dependent on the category though). eBay does charge a commission on the sale of items–it is referred to as a ‘final value fee’. 

Step 1: Register as a seller on eBay (you must have a verified address in one of the countries or regions permissible to sell on eBay)

Step 2: Set up your account 

Step 3: Create a listing 

Step 4: Optimize your listing 

Step 5: Select shipping and delivery 

Step 6: Promote your listing 

Other Online Platforms

Beyond the platforms listed above, sellers have more options as well. Yes, you can opt to sell your supplements on one or two platforms, but please do consider the fees involved. 

Your Own Website 

To create your own website, you can either choose an ecommerce platform that allows you to create your own website like a) Shopify b) Wix c) WooCommerce; then you have the option of using website builders like a) Godaddy b) Bluehost c) Namecheap. 

You will have to hire a developer and designer to get you started. Look into secure payment gateways as well. One reason to consider this option is that you don’t have to share profits with the platform. Check other costs for all before considering. 

Walmart Marketplace 

Walmart Marketplace allows third-party sellers to sell and market their products on Walmart.com. The retailer is not Walmart but the seller itself. Sellers must register on the platform to start selling. Your products will appear alongside Walmart-owned items. 

Walmart charges a referral fee for each product sold. It ranges from 6% to 15%. 

Sellers can choose between Self Fulfillment or WFS (Walmart Fulfillment Services). WFS charges a fee. 

To sell supplements on the platform, ensure you comply with FDA regulations and Walmart’s specific guidelines. 

Walmart also prohibits certain ingredients such as high concentrations of caffeine or yohimbine exceeding 4mg per serving. 

Direct Sales Through Social Media 

A few other platforms and marketplaces you can sell on:

• Etsy – for niche supplement sellers
• Facebook and Instagram Shop
• TikTok Shop 

Choose the right platform based on costs, your budget, audience demographics and ease of set up. Certain platforms like Shopify support multi-channel selling (this is done by using a product feed or a Shopify integration app to either sell or run ads on other platforms). 

Types of Supplements to Sell

The demand for supplements is magnanimous! As a seller, it’s easy to get baffled with the sheer amount of options available. 

It is recommended that sellers conduct market research and the demand for popular products. 

For example, in the US, the rise of collagen supplements is on the rise. It is projected that the Collagen Supplements industry will grow to USD 3 Billion Dollars by 2032. 

To identify which supplements are worth investing in, check out Google Trends, Keyword research tools, and best sellers on e-commerce platforms. 

Let’s quickly go over the different categories of supplements sellers can possibly sell. 

Categories of Supplements

Vitamins and Minerals

Vitamins and minerals are consumed by all age groups. They support general health and address deficiencies. Popular options include Multivitamins, Vitamin A,B, C,D,E, K, Omega-3, Zinc, Calcium, Iron, Manganese, 

Herbal and Botanical Supplements

These are often plant-based organic products that provide health benefits such as energy boosts, stress relief and anti-inflammatory properties. They are made from plants, plant extracts, or plant parts. Popular options include Ashwaganda, Ginseng, Turmeric, Chamomile, Lavender, Milk Thistle, Elderberry and Gingko.

Protein and Fitness Supplements

These are commonly used by athletes or individuals looking to boost their athletic performance, aid in recovery and support muscle growth. The US protein supplements market size is expected to grow from $9.88 billion in 2024 to $22.58 billion by 2032–demonstrating the popularity of this category 

Popular options include Whey protein, Creatine, Branched-chain amino acids (BCAAS), Soy Protein, Protein Powders, Beta-alanine, etc. 

Weight Management Supplements

These types of supplements promote weight loss through fat metabolism or appetite control. It is important to remember that these supplements in particular have stringent marketing and legal regulations because of misleading claims, safety risks and higher potential for misuse. In the past, the FDA and EFSA have cracked down on weight loss supplement companies. 

Popular options include, Green tea extract, Garcinia Cambogia, Conjugated linoleic acid (CLA), Glucomannan, Chitosan, etc.

Specialty Health Supplements

These types of supplements target specific health areas, like gut health, skin health, sleep management or stress management. 

Popular options include Collagen, Probiotics, Adaptogens, Melatonin, Biotin, Coenyzme Q10, Glucosamine, etc. 

Now let’s move on to the cost analysis of selling supplements online. 

Cost Analysis for Selling Supplements Online

1. Cost of Products

ExpenseType	Description	Estimated Cost Range
Sourcing Method	Manufacturers: Purchasing generic supplements directly.	Low range – $2k to $5kHigh range – $50k to $100kPrivate Labeling: Customizing products with your brand, $0.50 to $2.00 per unit.
Bulk Purchase Costs	Purchasing supplements in large quantities to reduce per-unit costs.	Varies based on product type and quantity; significant initial investment required.
Custom Branding Costs	Expenses for designing andproducing custom labels andpackaging.	$500 – $2,000+, depending on design complexity and order size.

2. E-commerce Platform Costs

Platform	ExpenseType	Description	Estimated Cost
Amazon	Referral Fees	Percentage of each saletaken by Amazon.	Typically 15% of the product’s selling price.
	Subscription Plans	Monthly fee for selling onAmazon.	Individual Plan: $0.99 per item sold.
	FBA Costs	Fees for storage andfulfillment throughFulfillment by Amazon.	Varies by product size, weight, and storage duration.
Shopify	Monthly Fees	Subscription cost for usingShopify’s platform.	The Shopify starter plan is $5 per month. The highest Shopify plan goes up to $2000.
	Transaction Fees	Fees per transactionprocessed through ShopifyPayments.	2.9% + $0.30 per transaction; additional fees for external payment gateways.
	Additional App Costs	Expenses for third-partyapps to enhance storefunctionality.	Varies; can range from free to $100+ per app per month.
eBay	Listing Fees	Fees for listing products oneBay.	Insertion fees apply after 250free listings. $0.35 per listing.
	Final ValueFees (FVF)	Percentage of the total saleamount, including shipping.	Approximately 13.25% – 15% onaverage for most categories.eBay charges an additional$0.30 on top of the FVF.

3. Marketing and Advertising Costs

Marketing Channel	Expense Type	Description	Estimated Cost
Amazon	PPC Campaigns	Pay-per-click advertising within Amazon’s platform.	$0.50 – $2.00 per clickin the supplementniche.
Google Ads & Facebook Ads	Advertising Budget	Online advertising to drivetraffic to your store.	Starting at $10 – $20per day for beginners.
Influencer Marketing	Promotion Fees	Collaborations withinfluencers to promoteproducts.	Micro-Influencers: $100- $500 per post.

4. Shipping and Fulfillment Costs

Fulfillment Method	ExpenseType	Description	Estimated Cost
FBA	Fulfillment Fees	Costs for Amazon to storeand ship products.	Varies by productdimensions, weight, andstorage time. Fees include, monthly inventory storage, aged inventory surcharge, inventory storage overage fee, product return fees, etc.
Self-Fulfilment	Shipping Costs	Expenses for packaging and shipping products yourself.	Depends on carrier rates,package size, anddestination.
	Shipping Partners	Choosing carriers for order delivery (e.g., USPS, UPS, FedEx).	Rates vary; considernegotiating for bulkshipping discounts.

5. Miscellaneous Costs

Expense Type	Description	Estimated Cost
Product Photography	Professional images forproduct listings.	$20 – $150 per image, depending on photographer and complexity.
Listing Optimization	Enhancing product listingsfor better visibility andconversion.	$50 – $500 per listing, based on service provider.
Legal and Compliance Fees	Ensuring products meetregulatory standards.	Third-Party Testing: $100 – $1,000per product.
Returns and Refunds Management	Handling product returnsand customer refunds.	Costs include restocking fees,potential product loss, and returnshipping expenses.

Marketing Strategies for Selling Supplements Online 

When marketing your supplements sellers must familiarize themselves with all regulations required by the local regulatory bodies, their ecommerce platform and the advertising platform. 

The key to marketing supplements is to focus on science and not sensationalism. While social proof is a sure shot way to gain trust, ensure you are using honest testimonials and reviews. Step away from gimmick marketing altogether. 

Many of the regulations focus on the above mentioned sections. 

Let’s briefly look at the available marketing strategies available for selling supplements online. 

Building Your Brand Online

An integral part of building a brand online is focusing on authenticity. As highlighted previously, when it comes to marketing supplements gimmick marketing is frowned upon. 

• Share your brand story either on your website or digital storefront. Create a logo and visual branding.  
• Target health conscious customers, focus on messaging that speaks to their needs and specific health concerns. Use scientific research to back up any claims made while launching your brand.
• Emphasize the quality of your ingredients, display all prominent certifications and manufacturing standards. 
• Feature testimonials from real users or experts to build credibility. 
• Create short explainer videos showcasing the benefits and how to use the supplement. Include close ups of the product labels to show the supplements facts panel and ingredient. 
• Maintain uniform branding across all channels. 
• Research competitors. 

Learn about Shopify Collective and grow your business with other Shopify sellers!

Leveraging SEO and Content Marketing

SEO and Content Marketing are organic forms of marketing to drive traffic. SEO can be further broken down into on and off page SEO. On-page SEO is the process of optimizing website connect and pages for search engines. Off-page SEO involves activities undertaken outside of your website like building backlinks, internal linking, leveraging social media and more. 

Invest in SEO tools like Ahrefs, SEMRush, Search Console, Google Analytics, etc. 

• Identify high volume keywords and incorporate them into your website content, blogs, product listings, and ads. 
• Create informative blogs or videos that inform users about how to use your products or how they can select the right supplement for themselves. This will help you build topical authority and overtime with the right Call To Actions can drive sales. 

Paid Advertising Campaigns

For PPC campaigns, we recommend using Google Ads & Google Shopping Ads. The ROI on Google Ads: for every $1 a business spends it generates an $8 profit. Google Ads also will give you quick results and it also offers remarketing ads which can re-target interested customers. 

If you are on Amazon you can run PPC ads (sponsored products and sponsored brands). If you are selling on Shopify, eBay, Etsy or Walmart then you can ads the respective platforms offer. 

For Shopify specifically, they do not offer native advertising for independent stores, thus you must install a product feed management app. This will enable you to run ads on popular platforms like Google Shopping, TikTok, Snapchat, Bing, etc. 

Google Ads and Amazon Ads both have specific regulations to follow when advertising supplements. 

Google Ads (& Shopping Ads): Resource 1, Resource 2, Resource 3

Amazon Ads: Resource 1 (skip to 7.14), Resource 2

Walmart Ads: Resource 1

Note: Instagram & Facebook (Meta) are not advisable platforms to run ads on. A lot of users report getting their accounts suspended or their ads being rejected. Not to say there aren’t users running them, but generally it is not recommended.

Email Marketing and Retargeting

Email marketing is another marketing tool you can use to connect with potential customers, nurture leads, promote products and build customer loyalty. It has a personalized nature and can increase sales at an affordable cost. 

HustlerMarketing a marketing agency helped dietary supplement stores grow over 30% with the help of strategic email marketing. They created hyper personalized emails and focused on content that aimed to educate, nurture and convert. For example, their Sun Warrior campaign led to beetroot powder tubs being sold out one hour after the campaign went live!

To start you will have to build an email list, this can be done through lead magnets, pop ups and forms, giveaways or simply by asking paid customers to subscribe to your newsletter/updates/news. You can use softwares like MailChimp to send out mass marketing emails. 

You can use retargeted strategies to re-engage cart abandoners or send automated follow-up with product recommendations (upselling and cross selling).

Challenges of Selling Supplements Online 

Being a successful supplement seller online does not come without challenge. 

Intense Competition: The supplements market is highly competitive and saturated. Focus on a Unique Selling Point (USPs) and target niche markets. 

Platform Policies and Legal Regulations: As you start your seller journey, you will come to realize the everychanging polices and regulations. Stay updated on platform guidelines and regulatory requirements (set up a Google alert to stay on top of things). 

Building Customer Trust: Negative reviews or adverse effects can hamper your reputation while positive ones can take time to establish. Respond to questions and reviews promptly and honestly. Encourage customers to share reviews to build social proof. 

Conclusion 

To successfully sell supplements online, it’s important to choose the right e-commerce platform, ensure compliance with regulatory requirements and make use of effective marketing strategies. 

Always remember to focus on transparency, quality and customer trust above all. 

Key Reading Resources: 

ASEAN Agreement on Health Supplements: ASEAN Health Supplements Framework

China’s Health Food Regulations: CIRS Group – China Health Foods

India FSSAI Guidelines: FSSAI Official Site

Japan’s Foods with Function Claims: Japan Consumer Affairs Agency

How to sell supplements on Amazon

eBay Policies 

FAQs 

Is selling supplements profitable? 

Yes, selling supplements can be profitable especially since there is a growing demand for health and wellness products. Quality products and proper marketing can yield good profit margins. Of course, your success will depend on other factors such as target audience, location, the platform you sell on, the quality of your products, reviews, etc. 

Do you need a license to sell supplements online in the US? 

You do not require a license to sell supplements in the US as long as you source them from a licensed manufacturer. The only license needed is a business license to sell. If you are importing your supplements you will need to look into the necessary paperwork. 

What legal requirements and certifications are needed to sell supplements online in my country?

This will depend on where you are located. Certain regional organizations like the EU and ASEAN have collective regulations, which are further divided into region specific regulations. It is suggested you visit official government websites to find out the requirements. Also, keep in mind that e-commerce platforms have rules and require certifications too. 

How can I find a reliable manufacturer or supplier for private-label supplements?

To find a reliable manufacturer or supplier check out ThomasNet, Alibaba, Wonda, Made-in-Chia, attend trade shows, or explore industry directories. Ensure they offer certifications like cGMP, NSF, FDA registered facilities (US), non-GMO, etc. Always check references and reviews before purchasing. 

What are the best e-commerce platforms for selling supplements online (e.g., Shopify vs. Amazon)?

The answer depends on a variety of factors. In terms of popularity, Amazon is a leading e-commerce marketplace with access to a large audience. Plus it offers a lot of features like Amazon ads, FBA, marketing, subscribe and save. With Shopify, you have to find your own customer base through marketing strategies. However, Shopify offers more customizations, app integrations, and direct customer relationships. 

How do I ensure my supplement product listings meet platform guidelines, such as Amazon’s policies?

Understand the platform specific regulations to avoid getting listings flagged or removed. Check out these two guides expanding on product listings guidelines: Resource 1, Resource 2. 

What are the most effective marketing strategies for promoting supplements online, including SEO and PPC?

SEO is a long term process and will yield results if undertaken correctly. Results will take time, but once established it is free and sustainable. PPC will yield results fast because of precision targeting, but requires a budget dedicated towards advertising. Results may stop if you stop running ads. A mix of both strategies is recommended. 

How do I handle product returns or customer complaints for supplements sold online?

If you are located in the US and a customer reports adverse effects after consuming your supplement(s) you have to immediately report this to the FDA. Beyond this, set up explicit return and complaint policies and procedures. Have a clear communication channel with the customer and  investigate the issue if need be. 

What labeling and packaging requirements must I follow to comply with regulations and attract customers?

Product labels should include: product name, ingredients, net quantity, manufacturer details, allergen information, expiry date, nutritional information, country of origin, and any logos or certifications clearly legible. To make it attractive to customers, you can design attractive labels, logos and choose packaging that clear instructions, highlight key benefits and branding. 

What are the shipping and fulfillment options for supplements, and how do I manage inventory efficiently?

You can consider dropshipping—wherein the inventory storage and shipping is handled by a dropshipping company. Otherwise you have options like self fulfillment or 3PL (third party logistics). To manage inventory efficiently, consider investing in an inventory management app. Some platforms like Amazon offer FBA, where they take care of inventory and shipping.