Selling Supplements in the U.S. as a Global Brand: Everything You Need to Know

How to stay compliant, ship faster, and grow confidently from abroad

You’ve got the formula. Now it’s time to break into the U.S.

You’ve perfected your product, nailed the brand, and built a loyal customer base at home. Maybe you’re a UK-based supplement brand thriving on Shopify, or an Aussie operation seeing impressive Amazon sales. But now — you’re eyeing the U.S. market. And let’s be honest: it’s massive, it’s tempting… and it’s a little intimidating.

I get it. One brand we recently spoke with had just launched in the U.S. when its first shipment was delayed at customs due to a labeling error. Not only did this hold up launch week, but they also had to field dozens of angry emails from customers wondering where their orders were. (Spoiler: they now work with a U.S.-based 3PL and haven’t had issues since.)

Selling supplements in the U.S. comes with real opportunity — and very real rules. But once you know the essentials, you can confidently scale and keep your operations flowing smoothly from day one.

Why the U.S. Supplement Market is Worth It

• The U.S. dietary supplement market is expected to reach $63B by 2028 (Statista, 2024).

• Over 77% of Americans report taking supplements regularly (CRN, 2024).

• Direct-to-consumer supplement brands are seeing higher retention through bundles and subscriptions — especially in wellness, beauty, and sports nutrition.

In short: the demand is there. But the bar is high — and not just from customers expecting 2-day delivery. U.S. regulations, customs requirements, and fulfillment expectations can all trip up global brands who dive in unprepared.

The 5 Biggest Hurdles When Selling Supplements in the U.S.

1. Labeling Requirements Can Derail Your Launch

The FDA doesn’t approve supplements before they hit the shelves — but they do enforce strict rules once they’re there. You’ll need:

• A Supplement Facts panel with the correct formatting

• A complete list of ingredients (including allergens)

• Accurate structure/function claims

• No mention of curing, treating, or diagnosing diseases

✏️ Pro tip: Labeling issues are the #1 reason supplements get stuck at the border. Working with an experienced 3PL like Shipfusion (with built-in freight services) can ensure your shipments always sail through inspections. 

2. Shipping from Overseas = Risky Business

Yes, technically, you can ship directly to U.S. customers from the UK, Australia, or your HQ warehouse. But it’s risky:

• Long delivery windows (10+ days)

• Higher shipping costs

• Unpredictable customs holds

• FDA Prior Notice delays

If you want to play in the U.S. market like a local, act like one: store inventory in the U.S. with a domestic fulfillment partner like Shipfusion.

3. FSVP: The Rule Foreign Brands Often Miss

Under the Foreign Supplier Verification Program (FSVP), non-U.S. supplement brands must appoint a U.S.-based party responsible for verifying product safety. This FSVP Importer:

• Confirms your compliance with FDA regulations

• Maintains required records

• Faces enforcement if something goes wrong

It’s a box you must check before selling in the U.S. — and many new brands don’t even know it exists.

4. Returns, Recalls, and Lot Tracking

Selling into the U.S. means you’ll also need systems for:

• Returns: U.S. customers expect prepaid labels and fast refunds

• Recalls: You must be able to trace product lots and respond immediately

• Expiry tracking: You can’t ship expired stock

Fulfillment partners like Shipfusion offer lot-level tracking, expiry monitoring, and climate-controlled storage — key for supplements and ingestibles.

5. The Amazon & Shopify Factor

You can absolutely sell on Amazon, Shopify, Walmart Marketplace, etc. — but each has its own compliance quirks:

• Amazon requires approval for dietary supplement listings (and documentation)

• Shopify doesn’t police your label… but the FDA does

• Walmart may request product testing results before approval

Start with a clean, compliant label and work with partners familiar with supplement category logistics.

UK & Australian Brands: What You Need to Know

If you’re launching from London, Sydney, or anywhere in between — your product may be best-in-class at home, but the U.S. plays by different rules. Here’s how to localize smartly:

• Switch your label to U.S. spelling (e.g. “fibre” → “fiber”)

• Add U.S.-specific disclaimers and FDA-required info

• Consider dual-labeling if selling to multiple markets

• Partner with a U.S.-based 3PL that has experience handling international supplement brands (like Shipfusion!)

The Smarter Path: Fulfill From The U.S.

A 3PL like Shipfusion gives your supplement brand a domestic footprint without the headache of setting up a U.S. warehouse. Here’s what you gain:

✅ 2-day shipping with national reach

✅ FDA-compliant, climate-controlled fulfillment centers

✅ Lot tracking, expiry management, and batch recall readiness

✅ Seamless Shopify, Amazon, and marketplace integrations

✅ Transparent pricing and inventory visibility

It’s how fast-scaling brands stay nimble — and deliver a 5-star experience without the delays, fees, and drama.

Your Quick-Start Checklist: Selling Supplements in the U.S.

1. Review your label against FDA rules — fix any red flags now.

2. Appoint an FSVP importer and gather compliance documentation.

3. Choose a U.S.-based 3PL with supplement fulfillment experience.

4. Test shipping workflows from your manufacturer to the 3PL.

5. Launch with confidence — faster delivery, happier customers, fewer headaches.

FAQ: Selling Supplements in the U.S.

Ready to launch in the U.S.?

Shipfusion helps global supplement brands scale faster, deliver faster, and avoid regulatory missteps. If you’re ready to make your U.S. debut (minus the customs chaos), book a demo and let’s chat.