INDUSTRIES · HEALTH & WELLNESS
Wellness ecommerce is won on trust and repeat purchase.
Every health and wellness brand we work with is trading under the same three constraints. The purchase gets researched somewhere you don't control, the rules limit what you are allowed to say about your own products, and a practitioner or pharmacy channel is pulling on the same catalogue as your consumer store. We build and run the commerce engines that hold those together, for wellness brands across Australia and New Zealand.
Health & Wellness clients
Where wellness commerce got harder
Wellness has been a dependable growth category in Australasian retail for a decade, and the growth is what made it harder to trade in. Conditions shifted in three places at once.
The research happens somewhere you don't control.
A customer choosing between two magnesium formats reads forums, asks an AI assistant and often checks with a pharmacist or naturopath before reaching your product page. They arrive with attribute-level questions about form, dose and dietary suitability that brand copy cannot answer, and what converts is structured product information that reads clearly to a shopper and to the machines summarising your category.
What you can say is narrower than what you want to say.
Medsafe in New Zealand and the TGA in Australia limit the claims a supplement or therapeutic product can carry, and those limits apply to product pages, lifecycle email and paid media, not only to packaging. Treat compliance as a legal review bolted onto the end of a content process and you keep rebuilding work you could have got right first time.
Practitioners and pharmacy are a sales channel, not an audience.
In plenty of wellness businesses the trade channel carries a material share of revenue, with its own pricing, its own ordering rhythm and its own relationship to the end customer. Run it separately from the consumer store and both margin and customer data leak.
What the wellness brands trading well have in common
01
Trust is the conversion lever, and it is built from specifics.
Certifications, ingredient sourcing, manufacturing detail, testing credentials, and review content that speaks to the experience of actually using a product. When a customer is deciding what to put in their body, the site's job is to make verification easy rather than to persuade.
02
Discovery has to understand attributes, not categories.
Wellness customers shop by ingredient, form, dietary requirement and health goal long before they shop by brand or aisle. Search and filtering built on a conventional retail taxonomy will fail the customer who knows exactly what she needs, and that failure is close to invisible in standard reporting.
03
Education that earns demand rather than filling a content calendar.
Most of the non-brand search volume in this category sits in the questions people ask before they know what to buy. Capturing it takes an information architecture that connects editorial content to the products it discusses, which is a structural decision rather than a publishing one.
04
Replenishment treated as the business model it already is.
Wellness products run out on a reasonably predictable cycle, so the second and third orders are what decide whether the first was worth acquiring. Subscription mechanics, reorder timing and segmentation by product cycle are worth more here than in almost any other vertical.
What we usually solve for wellness brands
including the search equity and order-history continuity a wellness migration lives or dies on.
ingredient, form, dose, dietary requirement and certification, rather than a retail category tree.
where sourcing transparency, review content and clean product data do the persuading.
that connects editorial education to the products it references, so content earns revenue rather than sessions.
from the mechanics through to the programme that keeps a subscriber past the third order.
on the same platform as the consumer store, with account hierarchies, tiered pricing and online payment of offline invoices.
produced to sit inside Medsafe and TGA claim limits without going bland.
Published client results
+208% Conversion rate · Advanced Cosmeceuticals
January–June 2024, year on year
+66% Online sales · Aotea Made
Choose the platform around how you trade.
Platform choice follows the operating model rather than the other way around. We would rather map how you actually sell, across direct, practitioner, pharmacy, subscription and marketplace, and recommend second.
Map practitioner and consumer ordering, product education and replenishment together. Metagenics is a published example of our work across these channels.
Marketplacer alongside Shopify Plus
For a marketplace, define vendor onboarding, listing review and commercial terms. Manage My Health shows this model in our published work.
Start with ingredient and dietary attributes, pricing rules and the systems that support product information and fulfilment.
For a group, agree how product information, claims review and channel requirements differ between brands.
Manage My Health
One team across platform, compliance and growth
Improving a wellness product page can involve product data, customer experience and claims review. We bring those requirements into the brief together and work with the client’s product and compliance teams throughout delivery.
We run wellness accounts as a single programme. Strategy and platform selection set the architecture. UX and CRO work the discovery and verification journey, which in this category is where most of the available conversion sits. Our technology team owns the integrations into ERP, subscriptions, loyalty and fulfilment, so that practitioner and consumer orders read off one source of truth. Search and content build the education layer that captures non-brand demand. Paid media and creative are produced to work inside the claim limits rather than around them. CRM and retention carry the replenishment cycle. Data ties it together, so subscriber retention, repeat rate and customer value are read in one place instead of argued about across three reports.
We agree who owns each part of the work, how decisions are made and how progress will be measured.
Selected health & wellness work
- Shopify PlusUX/UI & CROMetagenicsA Shopify rebuild of Metagenics' practitioner and retailer websites, within a wider engagement supporting consumer reach and B2B relationships across Australia and New Zealand.
- UX/UI & CROManage My HealthA health marketplace for Manage My Health, connecting Shopify Plus and Marketplacer with supporting search, communications and advertising tools through a discovery-led architecture.
- UX/UI & CROHealthy OptionsA Shopify theme rebuild for Healthy Options, combining category-specific shopping, personalised recommendations and clearer product attributes with delivery restrictions and structured address entry.
On the record.
Perspectives from the people we work with.
“Overdose’s deep Shopify Plus expertise and agile, partnership-driven approach underpinned the success of our replatform, delivering both technical excellence and a strong foundation for future digital growth.”
Suzie Young,
Head of Digital, ANZ
“Our agency search lasted four months, during which time we interviewed and entered late-stage proposals with top agencies in Vietnam, Hong Kong, and Singapore. Furthermore, our path to Shopify Plus wasn't linear; we heavily considered alternatives such as Elastic Path (headless) and BigCommerce. We chose Overdose. because they packaged a vision for our e-commerce, not simply the required re-platforming. They built a comprehensive, multi-stage implementation tailored to our needs, including marketing automation, analytics, SEO, and power tools to propel customer acquisition and retention.What impressed me most about Overdose was the people. They're genuine, honest, and care about your success. They match your energy and passion for the build. Shared ownership fuels collaboration, idea vetting, and a commitment to delivering the final build on time and within budget. Their management team is elite, and they freely share their input and knowledge. Overdose. is an experience and an education, and I recommend their services for ambitious businesses of all sizes looking to build, grow, and dominate their e-commerce market.”
TA-TO.com
How healthy is your wellness ecommerce engine?
A review built for wellness rather than retail in general. We look at whether your product discovery matches the way customers actually search an ingredient range, where your content earns search demand and where it only earns sessions, how your replenishment programme holds up past the third order, and whether your practitioner and consumer channels trade off one honest view of stock, pricing and customer. You get back the gaps costing you revenue, ordered by what we would fix first.