Marketplace confusion is costing health and wellness brands more than they think. Here’s how to build consistency, control, and growth in today’s digital-first economy.
The healthcare ecommerce space is growing rapidly—but not all growth is created equal.
At McKesson Consumer Markets, we recently hosted a conversation about Driving Medical Sales in 2025, where we explored how brands can protect their market position while scaling effectively across B2B and B2C channels.
The key takeaway? Control is no longer optional—it’s essential.
Growing Sales Doesn’t Mean You’re Gaining Share
Amazon’s healthcare category is expanding at 17–18% annually. If your brand is growing at a slower pace, you may be falling behind—even if your overall sales look strong.
Many brands mistake incremental sales for success, but without visibility into category-level performance, it’s easy to miss that you’re actually losing ground.
The Hidden Costs of Fragmented Marketplace Strategies
If your marketplace presence isn’t actively managed, a few things might be happening:
- Multiple resellers are driving inconsistent pricing
- Your product listings may be suppressed or unoptimized
- Ad spend is being diluted across competing sellers
- Prime coverage is spotty or unreliable
- Your brand voice is inconsistent—or missing entirely
These issues often emerge without any intentional action from the brand. Simply having product in distribution can lead to listings showing up online—whether you’re ready for them or not.
The One-Seller Approach: A Smarter Way to Scale
Our experience shows that when a single authorized seller manages the majority of marketplace activity, brands are positioned for stronger performance and more sustainable growth.
Why it works:
- Buy box controlmeans more predictable sales
- Centralized ad spenddrives stronger ROI
- Better logisticsimproves Prime eligibility and fulfillment speed
- Consistent content and SEOimprove discoverability and conversion
- Aligned pricing strategybuilds trust across all channels
This approach is especially effective for health and wellness brands navigating the complexity of both B2B and DTC channels.
How to Build a Marketplace Strategy That Performs
Success in 2025 will be built on clarity, alignment, and execution. Here are the foundational elements brands need:
- Channel strategy– Decide who sells your product, where, and how
- Brand protection– Control how your products are represented
- Operational infrastructure– Ensure inventory and fulfillment meet expectations
- Optimized content– Tailor listings by platform, using SEO and enhanced assets
- Cross-functional collaboration– Align legal, sales, and eCommerce teams
- Data and insights– Track not just performance, but category position and share
Final Thoughts
As marketplaces become more central to consumer healthcare purchases, the brands that win will be the ones that take control—of their listings, their pricing, their visibility, and their customer experience.
A one-seller strategy isn’t just about simplification—it’s about maximizing efficiency, building brand equity, and driving meaningful growth across every channel.
If your current marketplace presence feels fragmented—or if you’re not sure where to start—we’d love to connect.
At McKesson Consumer Markets, we help health and wellness brands build a stronger foundation for online growth through data-driven strategy, marketplace execution, and seamless fulfillment.
📩 Reach out to us at ConsumerGrowth@McKesson.comor send us a message here on LinkedIn to start the conversation.