Vitamin Shoppe leader talks delivery strategy

Published: 2026-05-07 08:50:09 ET CART

Published on 05/07/2026 at 08:50 am EDT

Online shoppers want and expect a wide range of delivery options today, with same-day delivery topping the list and getting granular with options such as a one-hour or three-hour delivery window available.

Consumers will even choose reliable flexible delivery experience over free shipping, and 71% think about delivery before checkout and 41% consider delivery promise before browsing products, according to a Bringg's 2025 Delivery Experience Study.

More than half, 61%, of shoppers abandon carts when delivery isn't flexible, revealed the study.

Many retailers partner with third-party services such as DoorDash, Uber Eats and Instacart to provide same-day delivery as those platforms can offer specific delivery time options.

That approach, however, requires the shopper to hit those platforms, moving away from the retailer's online store, and that has some retailers rethinking reliance on third-party marketplaces.

The Vitamin Shoppe is among that group of retailers and the latest to expand same-day delivery into its own digital ecosystem, with same-day delivery available directly on its website and app.

The brand has long offered same-day delivery via Uber Eats and DoorDash and still does. But bringing same-day delivery capability in-house illustrates a strategy to own the customer relationship.

The Vitamin Shoppe now fulfills same-day orders directly from its 700-plus store footprint as well as offering other delivery options including ship to home, buy online and pick up in the store and auto delivery.

Early data from the in-house channel revels 40% of same-day delivery orders are from new customers.

To gain deeper insight on the delivery channel expansion and undertaking localized fulfillment, RetailCustomerExperience reached out to Leanna Buttner, senior director for digital commerce.

Buttner leads digital strategy and online merchandising. She joined the retailer in 2017 and has held roles including senior manager and director of e-commerce.

Q. What prompted the strategy to provide same-day delivery on the website and app?

Buttner: We launched same-day delivery because we recognize the importance of convenience and speed to customers. We want to provide a more integrated experience across our own digital and retail channels. While we are still using third-party marketplaces — including DoorDash, Instacart, and Uber Eats — to reach those specific audiences, offering our new same-day service directly from vitaminshoppe.com allows us to offer more flexibility and service based on our customers' unique needs.

Q. Prior, The Vitamin Shoppe relied on third-party delivery partners. Have you closed those delivery options? Did challenges with those drive the in-house strategy?

Buttner: No, we have not closed those options; we are still on those platforms and plan to stay. We recognize that there is a different customer base that prefers to browse those third-party apps, so it is important for us to show up on those platforms and reach a broader audience. The move to offer same-day delivery on our own site was driven by the desire to expand our omnichannel options for our customers.

Q. In turning stores into local distribution hubs what were the challenges that had to be hurdled and what needed to be done with store staff (training, new roles, etc.) and with store locations (physical space requirements, etc.)

Buttner: While the technical implementation was complex and involved many cross-functional teams across the organization, the actual execution of the same-day delivery orders doesn't require new equipment. The store employees were trained with clear guidelines on how to process and pack the orders, but other than that, it was a fairly seamless transition. As the program ramps up, we are gaining learnings on any new processes we need to put in place, working closely with the store teams and technical partners.

Q. How is same-day delivery shifting from a perk to baseline expectation in specialty retail?

Buttner: Same-day delivery has shifted to a baseline expectation because customers now prioritize immediacy and flexibility in how they receive their health and wellness products. By integrating this service directly into our own website and app, we are moving beyond just offering a "perk" and making it a core part of the customer experience.