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3 Core Markets & Desires: Health, Wealth, and Relationships






In the ever-evolving landscape of e-commerce, the quest for a breakthrough often leads brands to explore a multitude of strategies. Yet, at the heart of consumer engagement lie three primal markets and desires: Health, Wealth, and Relationships.

These pillars not only shape consumer behavior but also serve as a compass for e-commerce brands striving for relevance and resonance in a crowded digital marketplace.

The Health Market: A Beacon of Evergreen Opportunities

The health sector remains one of the most dynamic and lucrative arenas in e-commerce. With an array of sub-niches ranging from smoothie recipes to sleep hacks, the health niche is a testament to the evergreen nature of consumer needs concerning well-being. As technology and lifestyle trends evolve, so does the landscape of health-related e-commerce, offering endless opportunities for brands to innovate and cater to the specific needs of diverse audiences.

The health and beauty category, for example, has shown significant year-over-year improvement in B2C businesses, underscoring the steady demand and growth potential within this sector.

Health Market E-commerce Brands:

  1. Ancient Nutrition: Offers a subscription model for their collagen protein powder, providing customers with savings and convenience, thus enhancing customer lifetime value​​.
  2. 310 Nutrition: Builds a strong community through its Facebook group, offering support and camaraderie to customers on their health journeys​​.
  3. Blume: Capitalizes on the skincare market with a loyalty program called Blumetopia, rewarding customers for engagement and fostering a sense of community​​.
  4. 100% Pure: Promises transparency with ingredients and processes, minimizing its footprint through sustainable business practices, and harnessing automation for efficiency​​.
  5. BUBS Naturals: Uses Shopify Audiences to improve customer acquisition in the competitive supplements market, resulting in significant growth in direct-to-consumer sales and repeat customer rates.

Wealth: Navigating the Financial Aspirations of Consumers

The wealth market encapsulates an extensive array of financial desires and ambitions. From starting an online business to savvy investment strategies, this niche addresses the universal pursuit of financial security and prosperity.

In the realm of e-commerce, brands that align with the financial aspirations of their audience can forge meaningful connections and offer value beyond transactions.

The wealth niche, with its diverse sub-categories, provides a fertile ground for e-commerce brands to deliver solutions that resonate with consumers’ financial goals and challenges.

Wealth Market E-commerce Examples:

E-commerce brands in the wealth niche often focus on financial services, investment platforms, or educational resources that help individuals improve their financial standing. Examples include platforms like Betterment for investment and Mint for personal finance management.

Relationships Market

Relationships: The Core of Human Connection

At the heart of every transaction lies a relationship – a bond between the brand and its customers. The relationship market, therefore, is pivotal in understanding and nurturing these connections. Whether it’s offering dating advice or fostering communities around shared interests, this niche thrives on the innate human desire for connection and belonging. E-commerce brands that tap into the relationship market can create vibrant communities and loyal customer bases by addressing the nuanced needs and preferences of individuals seeking meaningful interactions and shared experiences.

Relationships Market E-commerce Brands:

  1. Match.com: An online dating service that leverages the desire for romantic relationships by providing a platform for singles to meet potential partners.
  2. Hallmark: An e-commerce site specializing in cards, gifts, and other products that facilitate emotional connections and expressions of affection.
  3. Airbnb Experiences: Offers unique activities hosted by locals, fostering connections and creating memorable experiences for travelers and hosts alike.

Leveraging Core Markets in E-commerce Strategy

Understanding where your e-commerce brand fits within these core markets can significantly refine your marketing strategies and audience targeting. By aligning your offerings with the fundamental desires of health, wealth, or relationships, you can create compelling value propositions that resonate deeply with your target demographic. Moreover, embracing innovative tools and platforms can enhance the consumption experience of your products or services, from audio and video content to live experiences and beyond​.

The Power of Community and Social Commerce

In an era where digital connection reigns supreme, fostering online communities and leveraging social commerce have emerged as potent strategies for e-commerce brands. Platforms like TikTok and Instagram have revolutionized how health and beauty brands, among others, engage with their audience and drive sales. By meeting customers where they are and embracing visual storytelling, e-commerce brands can tap into the immense potential of social commerce to expand their reach and amplify their impact.

Embracing the Future: AR, VR, and Beyond

As the digital and physical worlds converge, e-commerce brands are increasingly adopting augmented reality (AR) and virtual reality (VR) technologies to enhance the online shopping experience. These innovations allow customers to interact with products in immersive ways, bridging the gap between online browsing and in-store purchasing. For health and beauty brands, in particular, AR and VR offer compelling opportunities to showcase products and foster confidence in online purchasing decisions.

In conclusion, the three core markets of health, wealth, and relationships form the bedrock of consumer engagement in the e-commerce space. By understanding and aligning with these fundamental desires, e-commerce brands can carve out niches that resonate with their audience, foster vibrant communities, and harness the power of innovation to drive growth and success. As the digital landscape continues to evolve, those who adeptly navigate these core markets will undoubtedly emerge as leaders in the competitive world of e-commerce.


Soodo is an eCommerce Venture Builder for Purpose-driven Brands | We build & scale profitable DTC businesses.

2 thoughts on “3 Core Markets & Desires: Health, Wealth, and Relationships

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