Vitamin Shoppe
A retailer of vitamins, supplements and sports nutrition with an online store.
Vitamin Shoppe at a glance
Vitamin Shoppe is an e-commerce website and one of the most visited sites in United States, currently ranked #489 in the country. It was founded in 1977 by Tom Tolworthy and is headquartered in Secaucus, NJ, USA. Today Vitamin Shoppe is owned by Franchise Group. Our estimates put its audience at ≈ 10 million visits per month. The business earns money mainly through product sales. Its closest rivals include gnc.com, amazon.com, walmart.com.
Traffic statistics
Traffic history
| Period | Visits | Change |
|---|---|---|
| Q1 | ≈ 9.4 million / month | +2% |
| Q2 | ≈ 9.7 million / month | +3% |
| Q3 | ≈ 10 million / month | +3% |
| Q4 | ≈ 10.6 million / month | +6% |
Traffic sources
- Direct48%
App-first shopping habit
- Organic search31%
- Paid search11%
- Social6%
- Referral & email4%
Audience & demographics
- Women54%
- Men46%
- Age 25-3430%
- Age 18-2423%
- Age 35-4422%
The audience is concentrated in United States, skewing urban and mobile, with usage peaks in the evening hours.
Geographic reach
- United States86%
Home market
- Diaspora and neighbouring markets7%
- Europe3%
- North America2%
- Rest of world2%
SEO profile
- Estimated organic traffic
- ≈ 3 million visits / month
- Branded share of search
- High — brand terms lead the keyword profile
- Indexed pages
- Large — category, listing or article level
- Primary search market
- United States
Top organic keywords
| Keyword | Position | Volume | Traffic share |
|---|---|---|---|
| vitamin shoppe | 1 | Very high | Dominant |
| online shopping | Top 10 | High | — |
| discount codes | Top 10 | High | — |
| free delivery | Top 10 | High | — |
Backlink profile
- Referring domains
- Tens of thousands
- Link profile
- News coverage, directories, blogs and partner sites
- Authority
- High within the United States web
Top referral sources
- News and media31%
- Directories and aggregators24%
- Blogs and forums20%
- Partner sites14%
- Other11%
Technology stack
Website technologies
Advertising & analytics technologies
Stack details are inferred from public front-end signals and engineering communications; internal systems may differ.
Mobile app statistics
Available in the local store
Available in the local store
- App share of traffic
- ≈ 76% mobile
- Position in country
- Among the leading e-commerce apps in United States
Company information
- Website
- vitaminshoppe.com
- Sector
- E-commerce
- Owner
- Franchise Group
- Owner type
- Private company
- Founders
- Tom Tolworthy
- Founded
- 1977
- Headquarters
- Secaucus, NJ, USA
- Employees
- 5,000+
- Ownership
- Franchise Group controls the platform. Ownership details are based on public filings and press reporting.
- Revenue
- ≈ $1.1 billion annual revenue (est.)
- Languages
- English
- Top traffic sources
- direct, organic search, paid search
Financials
- Revenue
- ≈ $1.1 billion annual revenue (est.)
- Ownership
- Private company
- Reporting
- Figures based on public filings, press reports and market estimates
Business model & revenue
Vitamin Shoppe operates an online retail and marketplace platform focused on United States. A retailer of vitamins, supplements and sports nutrition with an online store. Revenue comes mainly from product sales, supported by the other lines listed below.
- Product sales
Products & services
Related deals on Amazon
As an Amazon Associate, Global Site Index earns from qualifying purchases.
International presence
- Primary market
- United States
- Expansion
- Regional and diaspora audiences beyond the home market
Employee statistics
Customer statistics
Website rankings
- Country rank (United States)
- #489 in this index
- Sector rank
- Leading e-commerce site in United States
- Global rank
- 7000
Main competitors
Website comparisons
| Website | Monthly visits | Rank | Notes |
|---|---|---|---|
| gnc.com | ≈ 6 million / month | #490 class competitor | — |
| amazon.com | ≈ 4.5 million / month | #491 class competitor | — |
| walmart.com | ≈ 3 million / month | #492 class competitor | — |
What is Vitamin Shoppe?
Vitamin Shoppe (vitaminshoppe.com) is an online retail and marketplace platform serving users in United States. A retailer of vitamins, supplements and sports nutrition with an online store. It ranks #489 among the most visited websites in the country in this index, within the e-commerce category.
Who owns Vitamin Shoppe?
The site is operated by Franchise Group, founded by Tom Tolworthy. The company was established in 1977 and is headquartered in Secaucus, NJ, USA. It employs around 5,000+.
Traffic and audience
Traffic estimates place Vitamin Shoppe at roughly 10 million visits per month, about 0.3 million per day. Around 76% mobile of sessions come from mobile devices, and visitors view about 7.4 pages per visit with an average session of 6 min.
How Vitamin Shoppe makes money
Revenue comes primarily from product sales, alongside .
Competitors in United States
Its closest rivals include gnc.com, amazon.com, walmart.com.
Data and accuracy
Company facts are drawn from public sources. Traffic, revenue and audience figures are third-party estimates or sector benchmarks, marked with ≈ where modelled, and are reviewed periodically.
Company history & milestones
- 1977
Vitamin Shoppe is founded in Secaucus, NJ, USA.
- Growth phase
Expands its e-commerce offering and moves to a mobile-first product.
- Today
Ranks #489 among the most visited websites in United States.
User reviews & ratings
| Source | Score | Reviews | Notes |
|---|---|---|---|
| Google Play | ≈ 4.3 / 5 | — | Ratings from the local store listing |
| App Store | ≈ 4.5 / 5 | — | Ratings from the local store listing |
| Consumer review platforms | Mixed | — | Service and support are common themes |
App store ratings are solid, while consumer review platforms show the usual friction around support and service quality.
Pros & cons
Pros
- Wide product assortment with competitive local pricing
- Established delivery and returns network
- Local payment methods and installment options
- Mature seller tools and campaign calendar
Cons
- Product quality varies between third-party sellers
- Returns and disputes can take time on marketplace orders
- Commissions and ad costs pressure smaller sellers
- International shipping coverage is limited
Key statistics
Frequently asked questions
Who owns Vitamin Shoppe?
Vitamin Shoppe is operated by Franchise Group. Private company structure, based on public filings and press reporting.
Where is Vitamin Shoppe headquartered?
Vitamin Shoppe is headquartered in Secaucus, NJ, USA.
When was Vitamin Shoppe founded?
Vitamin Shoppe was founded in 1977 by Tom Tolworthy.
How many employees does Vitamin Shoppe have?
Vitamin Shoppe employs approximately 5,000+ people.
What is Vitamin Shoppe's revenue?
Vitamin Shoppe's revenue: ≈ $1.1 billion annual revenue (est.).
Who are Vitamin Shoppe's competitors?
Main competitors in United States include gnc.com, amazon.com, walmart.com.
How does Vitamin Shoppe make money?
Mainly product sales.
Is Vitamin Shoppe publicly traded?
No — Vitamin Shoppe is not listed as an independent public company; it is operated by Franchise Group.
How many visitors does Vitamin Shoppe get?
Third-party estimates place Vitamin Shoppe at roughly 10 million visits per month, mostly from United States, with 76% mobile traffic.
Is Vitamin Shoppe safe?
Vitamin Shoppe is an established e-commerce site founded in 1977 and ranked #489 in United States; use the official domain vitaminshoppe.com and HTTPS.
Popular searches
Data sources & confidence
- Company website and public announcementsvitaminshoppe.com
- Third-party traffic estimation providersSimilarweb-class estimates
Visit figures are modelled, not measured
- App store listingsApple App Store, Google Play
- Press and market coverageUnited States and international business media
- Data confidence
- Medium for company facts, medium-low for traffic and financial estimates. All modelled figures are rounded and marked with ≈.
- Last updated
- September 2026
Traffic, revenue and audience figures are third-party estimates or derived from sector benchmarks, and are reviewed periodically.
Social media profiles & statistics
Official brand account
Announcements and support
Community and campaigns
Company and hiring updates
Brand and product videos