Repeat-purchase economics under the strictest claims rules in ecommerce

Consumables live or die on the second and tenth order: the margin is in the reorder, and the reorder is earned by the product and prompted by the programme. Meanwhile the category pays top-of-market ad costs and operates under claims rules that punish careless copy. Compliant, specific content is both the legal position and the selling one

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Three facts that shape the plan for food and supplements

$21.80Meta CPM for health and wellness, up 19 percent year on year, the most expensive major D2C category on the platform.Triple Whale benchmarks, August 2026.
+138%year-on-year growth in AI-referred traffic to US retail sites; ingredient and "does it work" questions are exactly what shoppers ask assistants.Adobe Analytics, June 2026.
1streorder is the number that predicts the customer's lifetime value better than anything in the acquisition data.Silvengate market analysis, 2026.

The problems that come up most

Supplements and vitaminsFunctional food and drinksSubscribe-and-save programmesClaims-compliant product contentReorder timing and win-back flowsRetail and marketplace alongside direct

What the plan has to account for

Health claims are regulated in every market this category sells into, and the platforms enforce their own rules on top. We write to the strictest rule that applies, and build the reorder programme on the product's real consumption cycle rather than a discount calendar.

How we work, stage by stage

Where the scan usually points for food and supplements

Email and customer retention

Make more revenue from the customers you already have.

Paid advertising

Google, Meta, LinkedIn and ChatGPT ads run in accounts you own, measured by sales rather than clicks.

Landing pages and conversion

Get more customers from the traffic you already have.

What we fixed. What changed

Ecommerce · Email and retention

Home fragrance brand, UK

22%of online revenue from email, up from 13%, five months

Customers received a welcome discount and then largely the same weekly campaign regardless of what they had viewed or purchased. We introduced product-specific post-purchase, replenishment, cross-sell, abandoned-cart and lapsed-customer flows.

Email revenue increased from 13% to 22% of total online revenue over five months. Revenue per subscriber increased 41%.

Ecommerce · Paid ads

Cycling apparel retailer, France and Belgium

2.8blended return on ad spend, up from 2.0, six months

More than 60 campaigns split budget across products, audiences and creative variations, leaving many campaigns without enough purchase data to optimise effectively. We consolidated the account, rebuilt the product feed, excluded low-margin products and focused creative testing around three core customer use cases.

Blended ROAS increased from 2.0 to 2.8 over six months while spend fell 7%. Paid revenue increased 29%.

Ecommerce · Landing pages and conversion

Premium cookware brand, UK

+15%checkout completion rate, eight weeks

Shipping costs only appeared near the end of checkout and mobile customers were required to create an account before paying. We showed delivery costs earlier, made guest checkout the default and added Apple Pay and Google Pay.

Checkout completion increased 15% over eight weeks. Mobile revenue per visitor increased 12%.

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Key shifts, emerging trends and what they mean for business