As the boundaries between retail and healthcare continue to blur, a new and transformative opportunity is emerging for retailers: serving the rapidly growing B2B health and wellness market. This segment—encompassing professional caregivers, home health aides, nutritionists, and non-professional caregivers—represents a critical, yet historically underserved, audience. By leveraging digital transformation, loyalty programs, and seamless supply solutions, retailers can create differentiated value, foster loyalty, and drive operational efficiency in this fragmented market.
The U.S. home healthcare services market is expanding at an unprecedented pace, fueled by an aging population, rising chronic conditions, and a growing preference for aging in place. This market, projected to reach $153 billion by 2029, spans a wide array of needs—from medical devices and supplies to nutrition and wellness products. Yet, the B2B medical supply segment remains highly fragmented, dominated by wholesalers and small players with limited digital maturity and little brand loyalty.
Retailers, especially those with frequent customer touchpoints and trusted community presence, are uniquely positioned to disrupt this space. By applying proven digital strategies and operational excellence, they can offer professional and non-professional caregivers a more convenient, integrated, and personalized experience than traditional B2B suppliers.
Professional caregivers and health providers have fundamentally different needs and digital journeys compared to individual consumers. Their priorities include:
Non-professional caregivers—family members, friends, and neighbors who provide unpaid care—represent nearly a quarter of U.S. adults. They often face challenges navigating fragmented supply chains, understanding product options, and accessing affordable solutions. Retailers can play a pivotal role by offering curated product bundles, educational content, and digital tools that simplify the caregiving journey.
The fragmentation of the B2B medical supply market is both a challenge and an opportunity. Traditional suppliers often lack the digital sophistication and customer-centricity that retailers have honed in the consumer space. By applying digital transformation, retailers can:
Retailers that invest in these capabilities can create a differentiated B2B experience—one that fosters loyalty, increases share of wallet, and drives operational efficiency for both the retailer and the caregiver.
The most ambitious retailers are already building out omnichannel health and wellness offerings for consumers, from digital pharmacies to in-store clinics and personalized nutrition programs. Extending these capabilities to B2B segments creates powerful synergies:
Drawing from real-world transformation initiatives, several best practices emerge for retailers seeking to lead in B2B health and wellness:
As the home health and wellness market continues to grow, the retailers that succeed will be those who recognize the distinct needs of B2B segments and invest in the digital capabilities to serve them. By building seamless, data-driven platforms and loyalty programs for caregivers and health providers, retailers can capture a share of this expanding market—while complementing and enhancing their consumer-facing health services.
The future of B2B health and wellness in retail is connected, personalized, and powered by digital transformation. Retailers who embrace this opportunity will not only unlock new revenue streams and operational efficiencies but also play a vital role in supporting the health and well-being of millions of Americans—both those who give care and those who receive it.
Ready to transform your B2B health and wellness offering? Let’s connect and build the future of care together.