21st Century HealthCare Inc. has launched its first direct-to-consumer (DTC) ecommerce store, allowing shoppers to purchase products directly from the company rather than through retail or wholesale outlets.
It built the online storefront on Shopify Plus through Tempe-based web development firm Fyresite. The storefront represents a digital expansion for the 35-year-old company. It has traditionally relied on retail distribution and wholesale partners to reach consumers.
21st Century HealthCare is a manufacturer of vitamins and nutritional supplements. Founded more than three decades ago, the company manufactures its products in facilities that follow established quality control standards, according to its announcement.
Company executives said they intend for the new channel to broaden access to its product line while maintaining existing retail relationships.
About the new 21st Century HealthCare ecommerce website
The site offers the company’s full range of vitamins, minerals, herbal supplements and specialty formulations. Features include:
- Subscription ordering
- Bundled product offers
- Mobile checkout
- Detailed product pages
The product pages list ingredients, usage instructions and dietary attributes such as gluten-free, non-GMO and vegan options.
Jason Turnquist, CEO of Fyresite, said Shopify Plus provided the infrastructure for a scalable direct sales channel.
“By leveraging Shopify Plus, we were able to build a flexible, high-performance DTC store that sets them up for long-term growth and deeper customer engagement,” Turnquist said.
Kirk Neal, CEO of 21st Century HealthCare, said the platform allows the company to connect directly with consumers while continuing to support its wholesale network.
“Our new ecommerce store extends our commitment to supporting wellness by providing direct access to our complete product line,” Neal said. “This direct-to-consumer platform allows us to better serve our customers with the same dedication they have trusted for decades.”
The company said the site will include promotional offers and product bundles available only through the online store. It also features educational content on supplements intended to help consumers make informed purchasing decisions.
Direct-to-consumer sales have become more common among manufacturers in health and wellness categories as companies seek to build first-party customer relationships, control brand presentation and generate recurring revenue through subscriptions.
For 21st Century HealthCare, the ecommerce launch is an expansion of its digital capabilities rather than a replacement for its retail and wholesale distribution model, according to company officials.
Fyresite specializes in Shopify Plus design and development for brands seeking to expand digital commerce operations.
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