A mature and highly competitive market For several years now, the dietary supplement market has been dominated by major players with substantial (marketing) budgets. Companies like Body & Fit and XXL Nutrition are widely known and are established names. Supspace was founded in 2020 and is therefore a true newcomer to the market, facing a major challenge in competing with large, established online stores. This is also a challenge—one that should not be underestimated—in the area of SEO, yet the company still manages to grow rapidly every year.
Reducing dependence on advertising When Supspace was launched, the company initially focused on advertising channels, such as Google Ads. This laid a solid foundation with a loyal customer base, but at the same time created a dependency on a single channel. This, of course, entails business risks, which is undesirable. Therefore, the goal was to reduce dependence on Google Ads, even though the company’s investment capacity was limited due to the stage of its development.
Building Trust Over the past few years, the various established brands in the market have built a solid reputation and earned the trust of consumers. As a new brand, it’s difficult to break into that market. After all, consumers need a good reason to order from Supspace rather than from an established brand—and Supspace doesn’t want to be a discount retailer. Furthermore, organic search visibility poses a challenge due to Google’s YMYL and E-E-A-T guidelines, making it difficult to rank well at all within the dietary supplement niche.