E-Commerce and the Vitamins and Supplements Market: Considerations for Pharmacy Practice

The vitamins and dietary supplements market is expanding rapidly, with much of this growth is taking place in the digital space. Online platforms have become a major channel for patients to access a variety of products with ease.

With this transition, though, come questions from pharmacists, who often serve as a primary resource for advice and guidance about the use of supplements.

Worldwide sales of nutritional supplements are forecast to surpass $200 billion by 2027, and online sales will be one of the industry's top-growing segments.¹ Adults in the US are the main consumers of dietary supplements, as approximately 74% of the adult population have reported the use of supplements. Among the most common choices are multivitamins, vitamin D, and omega-3s.²

Agencies such as Proven Theory and Velox Media highlight how branding, web development, and digital strategy increasingly shape consumer-facing supplement businesses.^3,4 Online platforms allow patients to directly buy products that are usually packaged as subscriptions or promoted by visually attractive brand identities. For pharmacists, this trend implies that discussions with patients about supplements should also shift to online rather than in-store.

E-commerce provides patients with easier access to wellness products, potentially improving adherence to supplement routines. However, it also raises questions about product quality and claims. The FDA does not approve dietary supplements before they come to the market; control is mainly through actions after the market, such as the letters or products being withdrawn. The FDA sent warning letters to companies selling dietary supplements that contained false claims about their products in 2023.⁵

For pharmacists, the challenge lies in recognizing that patients may trust the presentation of a product—its branding, website, or packaging—without understanding regulatory distinctions. By positioning themselves as an evidence-based resource, pharmacists can help patients weigh marketing messages against available clinical evidence.

One example of new technology is personalized supplement plans, which are usually created based on the results of online quizzes or through digital platforms. Such programs claim to offer tailored advice to individuals; however, they do not consider medical histories of patients or possible drug–supplement interactions. Pharmacists should be prepared to review these regimens critically, ensuring that personalization is aligned with safe and appropriate use.

Nutrition supplements are additionally entering dietary pattern-driven formats, such as functional drinks and infused seltzers. These new ideas mirror customers' need for ease and participation, yet they also lead to possible ambiguity regarding the amount and safety of the product. Pharmacists who keep up with these product trends can not only foresee patient questions but also offer the right guidance.

Pharmacists do not need to discourage supplements outright, nor should they uncritically endorse all new products. Their role is to be the connection between the patients and dependable sources of information. One example is pharmacists communicating the need for third-party certification such as USP or NSF, as such issuers represent reliability and consistency of products.

Pharmacists should also look for possible interactions, with the understanding that sometimes a seemingly innocuous supplement such as ginseng or St. John’s Wort can change the way the body breaks down essential prescription drugs.⁶ Moreover, being updated on FDA recalls, withdrawals, and safety alerts is a key way for pharmacists to inform patients about possible hazards.⁷

REFERENCES

1. Grand View Research. Dietary Supplements Market Size And Share Report, 2030. www.grandviewresearch.com. Published 2023. https://www.grandviewresearch.com/industry-analysis/dietary-supplements-market-report

2. Home | Council for Responsible Nutrition. www.crnusa.org. https://www.crnusa.org/

3. Proven Theory. Published 2025. Accessed October 1, 2025. https://www.proventheory.co

4. Veloxmedia.com. Published 2025. Accessed October 1, 2025. https://www.veloxmedia.com/supplements-digital-marketing-agency

5. Human Foods Program. FDA Sends Warning Letters for Supplements Claiming to Treat Depression. U.S. Food and Drug Administration. Published 2024. https://www.fda.gov/food/hfp-constituent-updates/fda-sends-warning-letters-10-companies-illegally-selling-dietary-supplements-claiming-treat

6. National Center for Complementary and Integrative Health. St. John’s Wort and Depression: In Depth. NCCIH. Published December 2017. https://www.nccih.nih.gov/health/st-johns-wort-and-depression-in-depth

7. FDA. Recalls, market withdrawals, & safety alerts. U.S. Food and Drug Administration. Published 2025. https://www.fda.gov/safety/recalls-market-withdrawals-safety-alerts