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Shopify stores active in Beauty-Fitness / Weightloss

Median Alexa rank

368,144

Average Alexa rank

364,556

Average Alexa rank for overlap sites

9,830,384

Median ahrefs # KW in Top 100

1800

Average ahrefs # KW in Top 100

6933

Median ahrefs organic traffic

4700

Average ahrefs organic traffic

25,876

Average ahrefs Traffic/KW Ratio

3.73

Median semrush # KW in Top 100

2300

Average semrush # KW in Top 100

8150

Median semrush organic traffic

14824

Average semrush organic traffic

46161

Average semrush Traffic/KW Ratio

5.66

Average $ revenue / month

389,348

Note: it seems that semrush is computing more data than ahrefs, which would explain the discrepancy between the estimates, even if the proportions are usually comparable. 

According to Storeleads, there are at time of writing (Oct 11, 2021) 2409 Shopify stores active on the Beauty&Fitness / Weightloss segment. We’ve sorted them by ascending Alexa rank and have kept the 20 first in the leaderboard.

For each company, we’ve collected up to 73 data points from various sources: whois, ahrefs, Semrush, alexa, Similarweb, Builtwith, Latka, Apollo, Crunchbase, WebsiteIQ and the main social media outlets. The data estimates are correct at time of writing (Oct 11, 2021) and naturally subject to evolve. We invite you to use the same tools to update the figures. 

Full list of 20 companies, ranked by organic traffic (descending)

Click on the thumbnails for details

Organic traffic
218000
Organic traffic
88500
Organic traffic
50200
Organic traffic
39400
Organic traffic
38300
Organic traffic
21200
Organic traffic
16400
Organic traffic
13100
Organic traffic
11200
Organic traffic
8100
Organic traffic
4700
Organic traffic
3900
Organic traffic
1200
Organic traffic
917
Organic traffic
683
Organic traffic
655
Organic traffic
580
Organic traffic
302
Organic traffic
174
Organic traffic
3

What we've learned from the data

16 companies out of 20 haven’t reported any VC funding. The most funded entity in the report, Found, has raised $32M so far. You could argue that their impressive organic takeoff has been fueled by the funds at their disposal but it’s worth noting that the main term for which the site is reportedly ranking, “Found”, is a generic term which might generate a lot of irrelevant visits. 

12 companies out of 20 don’t have enough web traffic to be surfaced by Similarweb (which doesn’t report detailed numbers for websites generating less than 50K visits per month). This corresponds roughly to the sites displaying an Alexa rank above 500,000. 

Social Activity

Instagram, followed by Facebook and Youtube are the main social media outlets exploited by this vertical. Instagram organic engagement, except for Prolon Fast, is rather low though, less than 0.5% on average. 14 companies out of 20 are investing in FB ads, 13 spend money on Instagram advertising. Based on the engagement of their most successful Instagram creative (125 589 likes), we can assume that Bodyboss has spent a substantial budget on Instagram. This has not translated into a meaningful organic uplift. According to ahrefs, they attract 8100 visits per month (18K according to SEMRush). We were surprised to notice that Found hasn’t published any video on their official Youtube channel, definitely a missed opportunity. And despite an obvious female-friendly topic, the players we’ve reviewed are neglecting Pinterest. Only 5 companies out of 20 have more than 10,000 Pinterest followers.       

Branding & Content Marketing

A few players have very strong Organic Traffic to KW ratios, GoloSascha Fitness and Found are above the 10x mark on ahrefs, but it’s worth noting that Found’s #1 KW is a generic term, which paints a rather misleading competitive landscape. A handful of players rank mostly for branded queries: Fit Girls, BodyBossDragon Pharma. They could extend their organic footprint with long tail info content.

Found competitive landscape
Found Competitive Landscape - source: Alexa

Organic Traffic Evolution

11 companies out of 20 haven’t experienced any major organic traffic increase over the last 12 months. They should invest more resources in content to rank for relevant queries and also, more broadly, in brand awareness. 11 companies out of 20 aren’t active in SEM (Search PPC) according to SEMRush data. They could generate a significant traffic uplift at a reasonable cost, the price per visit generated via SEM ranging from $0.91 (Skinnyme Tea) to $4.14 (Found).

Competitive Landscape & Revenues

None of the companies in this sample is evolving in a significant competitive organic landscape. The average Alexa rank for competitors is 9.8M (!) which could be explained by a mainly ad-driven business + the fact that a few sites do not have many organic competitors  because they own their branding space and rank mostly for exclusive branding queries.The average revenue for those companies is $389,348 per month, led by Dr Kelly Ann and 310 Nutrition above the $1M mark.

What we would do

 Pursue low hanging fruits in PPC

If you can identify long tail keywords under the $0.5 mark and if you can manage to generate an average cart value of $50 at max 50% of COGS with a 10%+ return rate at a 2% conversion rate on first visits ($25 per first sale spent on ads), you can allocate a permanent budget to PPC. If you’re bootstrapped, it will be very tough to compete at $1 per click and $50 per initial cart. Ideally you should aim at $100 per cart.

Create a sales funnel with contest, freebies & promotions

As they say “The Value Is The List”. Besides your usual customers, you should also try to build lists with contests, freebies and promotions. The cost of (re)marketing those users via an email funnel is negligible. This should be one of your priorities: be creative!  

Own the space on Youtube, leverage your videos on Tik Tok and Instagram Reels

People love product demos and testimonials. There’s an opportunity to grab if you’re keen in investing time and efforts on your own Youtube content. Search queries are less competitive on Youtube than on Google and you could quickly attract a sizeable audience. You should also develop frequent collabs with potential partners and involve your customers: authenticity is the key (do not publish fake testimonials, this will be counterproductive). You can repurpose your video content in a native vertical format for Tik Tok and Instagram Reels. 

Develop content around the issue and your solution(s)

We haven’t seen many players actively pursuing an inbound content marketing strategy. Most are focused on branding & advertising. If you’re not a strong established brand yet, the bulk of your organic visits will be generated by info content at the awareness entry stage of the sales funnel (see below), when people are searching for answers to generic questions. You should use tools like ahrefs / semrush to draft a list of relevant questions to address with your content marketing team. Advanced SEO Tools like Frase or SurferSeo can help you fine tune your copy strategy.

Run permanent retargeting campaigns on FB & Google

Once you’ve attracted someone on your site and they’ve fired the FB and Google pixels, you can start to retarget them. This will increase your conversion potential, allowing you to increase your efforts at the top of the funnel (cold outreach, search, content)

sales funnel

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Essential KPIs

As in every KPICrunch study, we highlight a selection of the essential KPIs in a series of leaderboards: the Top 10 Best Ranked Tools on Alexa, the best performing sites from an organic perspective and the most active players on Youtube.

Top 10 Best Ranked Shopify weightloss sites (Alexa)

The smaller your Alexa rank the higher your web traffic will be. In this vertical, we only have 3 properties under the 100K mark. 

The best performing Shopify weightloss sites from an organic perspective

This leaderboard is based on the “Organic Traffic To KW Ratio” we calculate using ahrefs data. Those sites have either a very strong authority (which translates in many branded queries with a high traffic yield) OR an effective content marketing strategy covering a wide and deep array of relevant topics.  Click on the widgets for details. 

The most active Shopify weightloss sites on Youtube

Yoube activity is a relevant signal to evaluate the intensity of a brand’s content marketing efforts. High view counts don’t always translate in high subscriber numbers since some of those players can rely on paid traffic to accelerate their distribution.

Video views
123477876
Subscribers
1850000
Videos
239
Views / video
516644
Video views
38665117
Subscribers
328000
Videos
170
Views / video
227442
Video views
3704343
Subscribers
6350
Videos
86
Views / video
43074
Video views
2799213
Subscribers
2880
Videos
37
Views / video
75654
Video views
2532151
Subscribers
1080
Videos
33
Views / video
76732
Video views
1363803
Subscribers
20000
Videos
217
Views / video
6285
Video views
1127725
Subscribers
1430
Videos
37
Views / video
30479
Video views
606255
Subscribers
11600
Videos
81
Views / video
7485
Video views
271726
Subscribers
733
Videos
40
Views / video
6793