Introduction
Consumer preferences, technology, and regulations are always evolving, making it essential for healthcare e-commerce brands to stay updated on the latest trends and developments.
This report from the marketing team at Fusion Unlimited provides valuable, data-driven insights into recent shifts in the industry and highlights new opportunities. By using these findings, you can ensure that your digital campaigns resonate with today’s changing healthcare consumers.
Understanding significant market shifts, such as the growing use of AI and new regulations affecting consumer behaviour, can help you adapt your
marketing strategies and boost your bottom line.
Healthcare Marketing Performance
The rise of online shopping has had a positive effect on the healthcare market as more consumers are looking for a broader range of products. The key statistics for performance include:
- Revenue in the Digital Health market is projected to reach 4.69 billion GBP by 2025 [1].
- The user penetration in the UK’s online pharmacy market will be 25.45% in 2025 and is expected to hit 28.33% by 2029, reflecting a growing consumer shift towards online pharmaceutical services [2].
- In 2025, the revenue in the OTC Pharmaceuticals market in the United Kingdom amounts to £3.26bn. It is estimated that 35.01% of the total revenue in the UK’s OTC Pharmaceuticals market will be generated through online sales by 2025 [3].
- In the UK, the revenue generated in the baby and child market in 2025 amounts to 31.49 million GBP, driven by increasing birth rates and consumer spending on premium baby products [4].
- Global baby product sales through online channels are expected to grow at a CAGR of 7.7% from 2024 to 2030, with parents seeking convenience and a wider selection of items [5].
E-commerce consumer segments and their spending habits
Stereotypes that suggest older consumers shy away from technology are being proven wrong. A report by Experian, titled Health Conscious Britain: Spend Trends Shaping 2025, shows that seniors aged 65 and older who embrace digital technology are significantly contributing to the rise in online shopping [6]. In fact, they are just 1% behind younger generations when it comes to overall growth in e-commerce.
The key statistics for online e-commerce growth trends are:
- 7% YoY increase in online shopping across all demographics.
- 8% increase in online spending among both 18-24 year-olds and 65+ consumers.
- 9% growth in digital marketplaces, with spending increases of 13% (18-34) and 11% (35-44).
Digital marketing spend and performance metrics
IAB UK forecasts that total digital ad spend will grow 7% in 2025 to reach £38bn. It also states that how we consume media is becoming increasingly video-centric, with advertisers doubling down on video display ads [7].
The PPC Team at Fusion Unlimited are constantly A/B testing their creatives to engage and inspire consumers, and this includes utilising multiple ad placements. During Q1 2025, the use of Pmax has increased as it enables healthcare brands to advertise across Google's entire inventory, including Search, Display, YouTube, Discover, Gmail, and Maps. The usage of Google Demand Gen has also increased for e-commerce healthcare brands so that they can identify what inspires consumers' desires and purchase choices.
Challenges in healthcare e-commerce marketing
Healthcare is a highly sensitive and regulated sector where misinformation can have profound implications, potentially leading to fines or reputational damage. The healthcare e-commerce sector is also scrutinised more than typical direct-to-consumer (DTC) companies, as a single complaint or news article can damage trust.
The Advertising Standards Authority (ASA) regularly bans ads for misleading health claims, particularly in the wellness and supplements space.
The content marketing team here at Fusion Unlimited consistently maintains rigorous content vetting, fact-checking, and clinical oversight in their copy, influencer marketing, and blog strategies
Unregulated online pharmacies and black market sellers are frequently involved in the sale of counterfeit and unsafe medications, which can pose a serious health risk as they may contain incorrect dosages, harmful substances, or be entirely ineffective.
In the UK, several regulatory bodies work together to guarantee that online pharmacies operate safely and legally. These include the Medicines and Healthcare Products Regulatory Agency (MHRA), the General Pharmaceutical Council (GPhC), and the Care Quality Commission (CQC).
To find an MHRA-approved pharmacy in the UK, you can check the General Pharmaceutical Council's website, the MHRA's register of authorised online sellers of medicines or find ratings from the Care Quality Commission (CQC) online via their website.
Trust barriers
Consumers are more focused than ever on transparency, ethical practices, and data privacy when using healthcare e-commerce platforms. An example of this is in the online pharmacy sector, where demand for weight-loss medications like Wegovy and Mounjaro has significantly boosted online pharmacy sales, with some providers reporting increases of up to 300% [8].
From the 1st of September, the price of Mounjaro increased directly from the
Manufacturer Eli Lily and affected all healthcare providers in the UK. The increase in price led to a huge increase in searches for alternative GLP-1 medicines like Wegovy, as many consumers were looking to make the switch to cheaper alternatives.
It’s reported by The Independent that Wegovy Sales increased by 2,660 per cent after the announcement of the Mounjaro pricing news, compared to the daily average in the month prior.
It’s important for e-commerce healthcare marketers to monitor this trend, as it will increase competition for bids and visibility for cheaper weight loss drugs such as Wegovy and lead to a greater focus on optimising visibility and conversions for the increasing demand, while Mounjaro will naturally decline.
In response to concerns about inappropriate prescriptions, the General Pharmaceutical Council (GPhC) implemented stricter regulations [9]. Starting in February 2025, online pharmacies had to verify patient information, including height and weight. This is done through video consultations, reviewing clinical records, or by contacting the patient’s general practitioner (GP).
These measures aim to ensure that prescriptions are appropriate and to prevent the misuse of high-risk medications.
As consumers become more cautious about sharing data and regulators increase their privacy requirements, leading e-commerce healthcare companies are discovering that data protection and privacy can provide a business advantage. By demonstrating a commitment to data security, they can build up trust with their customers and avoid costly penalties.
Shifts in Consumer Behaviour
Consumers prioritising ‘clinically-approved’ over ‘clean’ and ‘natural’ ingredients.
McKinsey’s global wellness market report noted that consumers are shifting away from wellness products with ‘clean’ or ‘natural’ ingredients to those with clinically proven ingredients [10].
The report found that around 50% of consumers in the UK and the US consider clinical effectiveness to be the most important factor when making a purchase. In comparison, only about 20% of consumers prioritise natural or clean ingredients.
The growing demand for trusted content
The SEO team at Fusion Unlimited have shared that building trust for e-commerce healthcare brands is one of the most important considerations when creating an organic e-commerce healthcare strategy.
The ways in which the SEO team helps to build trust for e-commerce brands include:
- Expert-led content and education
- Sharing reviews and UGC
- Sharing human stories that demonstrate the impact of the results
- Storytelling that integrates facts with personal touches
Fusion Insights into E-Commerce for the Healthcare Industry: Challenges
The growing demand for trusted content
Healthcare e-commerce brands face unique challenges that go beyond those faced by traditional retailers. For e-commerce healthcare brands it’s important for them to gather data transparently and comply with UK regulations like GDPR and DPA. It can often feel as though managing a brand's reputation is becoming more complex in a world where misinformation spreads rapidly and consumers scrutinise every aspect. To overcome this, brands need to deliver clear and consistent messaging across all digital platforms.
Another significant challenge is providing the empathy and personalised care that people usually expect from in-person healthcare interactions. Digital platforms often struggle to achieve this level of connection, and the intense competition in a crowded market means that brands constantly need to find ways to stand out while upholding ethical and emotional standards. Effectively navigating these challenges is what sets high-performing healthcare e-commerce brands apart from the rest.
Fusions 5 Steps for Healthcare E-Commerce Industry Growth.
Ai-Driven Tools
These can help to create personalised product recommendations based on search and purchase history, allowing you to create a highly tailored experience that mimics the expert advice traditionally found in physical healthcare settings.
Conversational Commerce
Powered by chatbots and AI-enhanced customer service, conversational commerce can offer consumers real-time support for prescription management and product inquiries, providing the human touch that digital interactions often lack.
Educational Content Marketing
When it comes to combating ad fatigue and declining engagement, brands must pivot toward educational content marketing. This includes expert-led blogs, instructional videos, and interactive content that addresses real consumer needs and concerns. This builds authority and trust while also keeping your audience engaged.
Community Driven Marketing
This can be done through social media groups, parenting forums, and wellness communities, which help create a sense of belonging. This is especially important in healthcare sectors such as mother and childcare, where emotional connections matter.
Predictive Analytics
This helps to further refine targeting, enabling you to anticipate consumer needs before they even search. Enabling you to deliver highly relevant content and product suggestions at the perfect moment.
Looking ahead: anticipated changes.
Data and personalised AI will advance to enable precision well-being and real-time micro interventions.
Deloitte's ‘The future of healthcare’ article suggests that wearable health devices, such as fitness watches and biometric rings, will continue to advance, including the health data that they collect to create detailed and personalised views of consumer wellbeing [11]. The article states that “The availability of data and personalised AI can enable precision well-being and real-time micro interventions”.
E-commerce healthcare businesses will have to keep prioritising data security and regulatory compliance to get consumers to share their sensitive health data. About three-quarters of survey respondents (78%) in Deloitte's 2025 Global Healthcare Outlook study indicated that enhancing cybersecurity is a priority this year [12].
Subscription-Based Healthcare Models
We anticipate that subscription-based models in healthcare will become more popular. These models allow consumers to engage with brands through recurring product deliveries, personalised wellness plans, and continuous access to healthcare services. The convenience of regular, scheduled deliveries of prescription medications, wellness supplements, and other health products offers consumers a streamlined, worry-free experience. This model supports the growing trend of focusing on preventive care and shifts away from the older approach of reacting to health issues as they arise
Companies like Hims & Hers have already capitalised on this trend by offering subscription-based delivery of prescription medications, wellness products, and even virtual consultations with healthcare professionals.
Voice search and multimodal search optimisation
Gartner forecasts that AI-powered voice assistants and chatbots will significantly enhance healthcare by streamlining customer interactions and boosting patient engagement [13]. Voice assistants, in particular, are expected to play a vital role in managing prescriptions, setting reminders, and offering personalised health advice.
We also expect AI driven customer service platforms to become increasingly skilled at handling prescription inquiries and providing tailored recommendations for health and wellness products.
Predictions update
- Healthcare professionals are continuing to adopt artificial intelligence (AI) agents to streamline clinical workflows and personalise patient care. The Singapore General Hospital team developed a digital solution that allowed new parents to complete their babies' first checkups at home, eliminating the need for five to seven time-consuming clinic visits [14].
- 54% of consumers would trust a healthcare subscription plan if a well-known brand backed it [15].
- Google Research announces the next generation of Health AI tools with MedGemma and MedSigLIP [16]. Researchers and developers have been exploring the MedGemma models for their use cases and have found them adept at solving some crucial problems. Developers at DeepHealth in Massachusetts, USA, have been exploring MedSigLIP to improve their chest X-ray triaging and nodule detection.
- New programme backed by up to £85 million from the UK government and pharmaceutical company Lilly to test new ways to support patients living with obesity across the UK through new routes like pharmacies [17].
Conclusion and key takeaways
The healthcare e-commerce landscape has changed rapidly throughout 2025. This shift has been influenced by key trends such as the rise of AI and evolving regulations. The demand for online consumer health products remains strong, as many consumers are shifting towards online pharmaceuticals.
However, healthcare brands are also facing challenges, such as regulatory changes, building consumer trust and stringent content vetting. Despite these challenges, there are opportunities to explore innovative digital marketing strategies and brands can utilise AI-generated content, explore community-driven marketing, and use educational content to their advantage.
Looking ahead, we think that e-commerce healthcare brands should concentrate on creating expert-led and factual content, prioritising data safety and cybersecurity and adhering to all regulatory changes. E-commerce health brands that can quickly adapt to these changes and invest in smarter, more creative digital marketing solutions will be better positioned.
For e-commerce healthcare brands looking to navigate these challenges and capture new opportunities, Fusion Unlimited’s digital marketing services can help.
Our team of data and analytics experts specialises in developing data-driven, customised strategies to ensure your campaigns are effective and aligned with the latest industry trends.
Contact us today to discuss your e-commerce healthcare marketing goals or explore the work we've done for health clients, such as Lloyds Pharmacy and Pharmacy2U.
