Comprehensive data compiled from extensive research on the wellness industry's digital transformation and AI-powered commerce opportunities

Key Takeaways

• The wellness economy is massive and growing — The global wellness market reached $6.7 trillion in 2024
• Consumer priorities favor wellness brands — 84% of consumers say wellness is a "top" or "important" priority, creating unprecedented demand for personalized shopping experiences
• Younger generations are driving spend — Gen Z and Millennials account for 41% of wellness spending despite representing only 36% of the adult U.S. population
• Personalization delivers measurable ROI — Personalized experiences drive customer engagement and loyalty in wellness e-commerce
• Search and conversion gaps exist — While 91.5% of Personal Care traffic comes from social, search drives 21.9% conversion, highlighting the need for intelligent product discovery
• Customer retention multiplies profits — Customer loyalty is essential in wellness e-commerce for long-term profitability
• Quality and trust determine purchases — 76% of consumers rank quality as the most important factor when choosing brands

The wellness e-commerce sector represents one of the fastest-growing opportunities in online retail. For brands seeking to capture this growth, AI-powered commerce that combines personalization with brand safety has become essential for converting visitors into loyal customers.

The Booming Wellness Market: Key E-commerce Growth Trends

1. Global wellness economy valued at $6.7 trillion in 2024

The Global Wellness Institute reports the wellness economy reached $6.7 trillion in 2024, establishing it as one of the largest consumer markets globally. This valuation encompasses personal care, nutrition, fitness, mental wellness, and related categories.

2. Personal care and beauty leads with $1.35 trillion

Within the broader wellness economy, personal care and beauty represents the largest segment at $1.35 trillion, followed closely by healthy eating, nutrition, and weight loss at $1.148 trillion. These categories drive substantial e-commerce activity.

3. U.S. wellness buying power exceeds $1.3 trillion

Wellness-focused consumers in the United States alone command $1.3 trillion in buying power, according to Circana research. This concentration of spending makes the U.S. market particularly attractive for wellness brands with strong digital strategies.

4. Healthcare e-commerce to reach $1.43 trillion by 2031

Mordor Intelligence projects the healthcare e-commerce market will grow from $0.62 trillion to $1.43 trillion by 2031, representing an 18.38% compound annual growth rate. This trajectory signals continued expansion of online wellness purchasing.

5. Global wellness sales grew 8% year-over-year in 2024

Euromonitor International data shows global health and wellness sales reached $942 billion in 2024, up 8% from the previous year. This consistent growth outpaces many other retail categories.

6. Health & Beauty online sales reached $30.35 billion in 2023

Among Top 1000 retailers, Health & Beauty online sales totaled $30.35 billion, growing 10.1% from $27.58 billion in 2022. This growth occurred despite broader e-commerce headwinds.

For wellness brands aiming to capitalize on these growth trends, understanding AI-driven conversion optimization has become essential for maintaining competitive advantage.

Understanding the Wellness E-commerce Consumer: Shopper Behavior and Preferences

7. 84% of U.S. consumers prioritize wellness

McKinsey research reveals that 84% of consumers say wellness is a "top" or "important" priority in their lives. This prioritization extends to purchasing decisions, with consumers actively seeking products aligned with their wellness goals.

8. 94% of Chinese consumers prioritize wellness

Consumer wellness priorities vary globally, with 94% of consumers in China ranking wellness as important or top priority, compared to 79% in the UK. These variations inform market-specific strategies.

9. 74% of consumers purchase wellness products monthly

Klaviyo data shows 74% of consumers make wellness purchases at least monthly, indicating high purchase frequency. This regularity creates opportunities for subscription models and loyalty programs.

10. 30% plan to increase wellness spending in 2024

Among wellness consumers, 30% indicate plans to spend more on wellness purchases compared to the previous year. This spending intent signals continued category growth.

11. 83% of consumers practice self-care regularly

Circana reports that 83% of consumers engage in self-care practices, creating baseline demand for wellness products and services. This widespread adoption supports diverse product categories.

The Quest for Personalization: Tailoring Experiences

12. Gen Z and Millennials drive 41% of wellness spend

Despite representing only 36% of the adult U.S. population, Gen Z and Millennials drive over 41% of annual wellness spending. These digital-native generations demand sophisticated, personalized shopping experiences.

13. Nearly 30% of young consumers prioritize wellness "a lot more"

McKinsey reports that nearly 30% of younger consumers in the U.S. say they are prioritizing wellness "a lot more" compared with one year ago. This intensifying focus creates opportunities for brands that meet their expectations.

Building Trust in a Crowded Market

14. 76% rank quality as most important factor

When choosing wellness brands, 76% of consumers rank quality as the most important consideration. Price and convenience follow, but quality remains paramount in wellness purchasing decisions.

15. 49% rely on influencer recommendations

Nearly half (49%) of wellness consumers rely on influencer recommendations when making purchase decisions. Social proof and trusted voices significantly impact brand selection.

The Envive Sales Agent addresses these consumer expectations by building confidence and removing hesitation through personalized guidance. By listening, learning, and remembering customer preferences, it delivers the highly personalized shopping journeys that wellness consumers demand.

Conversion Rate Optimization: Turning Wellness Visitors into Customers

16. Median Health & Beauty conversion rate at 3.4%

Digital Commerce 360 reports the median conversion rate in Health & Beauty reached 3.4% in 2023, down from 4.0% in 2022. This decline highlights the need for improved conversion strategies as competition intensifies.

17. Average ticket size increased to $97

Despite conversion pressure, the median average ticket for Health & Beauty e-commerce rose to $97 in 2023, up from $93 the previous year. Consumers are spending more per transaction when they do convert.

18. Monthly unique visitors reached 1.3 million median

Median monthly unique visitors to Health & Beauty merchant websites reached 1,308,030 in 2023, up significantly from 853,182 in 2022. More traffic makes conversion optimization increasingly valuable.

Boosting Average Order Value with Strategic Bundling

19. Average basket sizes dropped from 9 to 6.1 items

MikMak data reveals average basket sizes declined significantly between 2022 and 2024. This shrinkage makes effective bundling and cross-selling strategies essential for maintaining order values.

Reducing Friction in the Purchase Journey

20. Over 60% of healthcare traffic comes from mobile

Mobile devices now account for over 60% of healthcare website traffic, requiring optimized mobile experiences. Friction in the mobile purchase journey directly impacts conversion rates.

The Envive Sales Agent directly addresses these conversion challenges. Case studies show clients achieving 100%+ conversion increases, with integrated bundling that drives both conversions and larger baskets.

The Impact of Personalization: Driving Engagement and Sales in Wellness E-commerce

21. 58% spending more because they're buying more for themselves

Among consumers planning to increase wellness spending, 58% cite plans to buy more products and services for themselves as the reason. This self-focused purchasing creates opportunities for personalized recommendations.

22. 50% of consumers purchased functional-nutrition products

Approximately 50% of consumers in the U.S. and UK, and two-thirds of Gen Z and millennials, purchased functional-nutrition products in the past year. This category benefits significantly from personalized product matching.

The Envive Sales Agent and Envive Copywriter Agent work together to deliver personalization at scale. The Sales Agent listens, learns, and remembers to create individualized shopping journeys, while the Copywriter Agent crafts personalized product descriptions for each customer segment.

Streamlining the Customer Journey: Enhancing Site Search and Navigation

23. 91.5% of Personal Care traffic from social channels

The MikMak Shopping Index shows 91.5% of traffic for Personal Care brands comes from social channels. This traffic source requires optimized landing experiences and search functionality.

24. Search leads Personal Care conversion at 21.9%

Despite lower traffic volume, search converts at 21.9% for Personal Care—the highest of any channel. Investing in search optimization delivers outsized conversion returns.

25. Brand websites achieve 13.9% purchase intent for Grocery

For Grocery categories, brand websites demonstrate the highest Purchase Intent at 13.9%. Strong on-site experiences convert high-intent traffic effectively.

26. 67.6% of eCommerce grocery traffic from social

Social channels also drive 67.6% of traffic for e-commerce grocery, though conversion rates vary by channel and category. Understanding traffic sources informs optimization priorities.

27. 83% find search marketing influential, only 26% of companies use it

Klaviyo research reveals that 83% of consumers find search marketing influential, yet only 26% of wellness companies actively invest in it. This gap represents a significant opportunity for forward-thinking brands.

The Envive Search Agent addresses this opportunity by understanding customer intent and transforming product discovery. By delivering smart, relevant results every time, it ensures shoppers never hit dead ends and find products that match their needs.

Building Trust and Compliance: Key to Sustained Wellness E-commerce Success

28. 90% of UK adults prioritize proactive health management

Mintel data shows 90% of UK adults prioritize proactive health management, making them particularly sensitive to product claims and brand credibility.

29. 66% influenced by social media marketing

Among wellness consumers, 66% are influenced by social media marketing. This influence extends to product claims and brand perception, making consistent, compliant messaging essential.

30. 65% influenced by email marketing

Email marketing influences 65% of consumers, creating opportunities for relationship-building through compliant, value-focused communication.

31. 94% use discounts and sales, only 62% of companies offer them

While 94% of consumers utilize discounts and sales, only 62% of wellness companies offer them. This gap indicates opportunity for brands that can deliver promotions while maintaining brand integrity.

32. 89% utilize mobile apps and loyalty programs

Consumer engagement tools like mobile apps and loyalty programs are utilized by 89% of shoppers, yet only 48% of companies provide them. Building these channels with compliance in mind creates competitive advantage.

Envive's proprietary 3-pronged approach to AI safety ensures brands maintain complete control over messaging. The Envive CX Agent delivers compliant customer interactions, handling thousands of conversations without compliance issues while looping in humans when needed.

Customer Support in Wellness E-commerce: Driving Satisfaction and Loyalty

33. Fitness tracker sales grew 99% year-over-year

Circana reports fitness tracker sales grew 99% year-over-year, indicating strong consumer engagement with connected wellness products that require ongoing support and guidance.

34. Wellness apparel reached $70.1 billion, up 3%

The wellness apparel segment reached $70.1 billion with 3% growth, demonstrating sustained demand for lifestyle products that benefit from consultative support.

35. Pet wellness products reached $6 billion, up 2%

Pet wellness has grown to a $6 billion category, where pet owners often seek guidance on product selection and usage—an ideal application for conversational AI support.

The Envive CX Agent provides support that feels invisible, solving customer issues before they arise while integrating directly into existing systems. When complex situations require human attention, it seamlessly loops in support staff.

Competitive Landscape: Differentiating Your Wellness E-commerce Brand

36. Walmart captures 40.4% of grocery checkout share

MikMak data shows 40.4% of shoppers choose Walmart for online checkout. Brands competing for these shoppers must offer compelling reasons to purchase directly.

37. "Better For You" brands see Walmart lead at 33.9%

For health-focused "Better For You" brands, Walmart leads at 33.9% checkout share, followed by Amazon at 23.8% and Target at 23.2%. Direct-to-consumer strategies require strong differentiation.

38. North America commands 39.55% of healthcare e-commerce

Regional analysis shows North America holds 39.55% of global healthcare e-commerce market share, while Asia-Pacific is projected to grow fastest at 20.58% CAGR through 2031.

Leveraging AI for Growth: The Future of Wellness E-commerce

AI capabilities are transforming what's possible in wellness e-commerce, from personalization to support to content generation.

The data presented throughout this analysis points to clear opportunities for wellness brands willing to invest in AI-powered commerce capabilities:

• Personalization drives revenue: With personalized experiences becoming essential and wellness consumers expecting sophisticated digital interactions, AI-powered personalization has moved from optional to essential.

• Search optimization converts: Search channels convert at 21.9% for Personal Care, yet most brands underinvest in this capability.

• Retention multiplies profitability: AI-powered customer experience tools deliver compounding returns through improved loyalty and lifetime value.

• Younger generations demand sophistication: Gen Z and Millennials drive 41% of wellness spending and expect the digital experiences that only AI can deliver at scale.

Envive's AI agents for eCommerce search, sales, support, and SEO are built to address these opportunities—driving conversion, personalizing shopping experiences, delivering insights, and ensuring brand safety. Turn every visitor into a customer while maintaining complete control over your brand's voice and compliance requirements.

Frequently Asked Questions

What are the most significant growth areas in wellness e-commerce?

The healthcare e-commerce market is projected to grow from $0.62 trillion in 2026 to $1.43 trillion by 2031 at 18.38% CAGR. Within this, medical devices and consumables show the highest growth potential at 19.24% CAGR, while personal care and beauty remains the largest segment at $1.35 trillion. Online sales are growing consistently, with Health & Beauty reaching $30.35 billion in 2023, up 10.1% year-over-year.

How can wellness brands build shopper trust online?

Trust building requires multiple touchpoints. 76% of consumers rank quality as the most important factor when selecting brands, while 49% rely on influencer recommendations. Brands should focus on consistent, compliant messaging across channels, since 66% of consumers are influenced by social media and 65% by email marketing. AI-powered solutions that maintain brand safety while delivering personalized experiences help build trust at scale.

What role does personalization play in increasing conversion rates for wellness products?

Personalization has become essential to wellness e-commerce success. Consumers increasingly expect tailored experiences that match their individual wellness goals. This is particularly important given that Gen Z and Millennials drive 41% of wellness spending and have high expectations for digital experiences. Personalization affects conversion, average order value, and customer retention.

How do AI agents specifically improve the customer experience in wellness e-commerce?

AI agents address multiple friction points in the wellness customer journey. For search and discovery, they understand customer intent and deliver relevant results—critical since search converts at 21.9% for Personal Care. For sales, they provide personalized guidance that builds confidence and removes purchase hesitation. For support, they resolve issues proactively while maintaining compliance. This comprehensive approach helps address declining conversion rates (down from 4.0% to 3.4% in Health & Beauty) while improving retention.

Why is compliance particularly important for wellness e-commerce brands?

Wellness products often involve health claims, ingredient disclosures, and regulatory requirements that demand careful attention. With 84% of consumers prioritizing wellness and making frequent purchases (74% buy monthly), brands cannot afford compliance missteps that damage trust. AI agents with built-in safety guardrails ensure every customer interaction maintains brand and regulatory standards while still delivering the personalized experiences consumers expect.