Omninela Medical

What Omninela Medical does

Omninela Medical is a privately held, founder-led direct-to-consumer e-commerce retailer headquartered in Durban, South Africa, founded in 2017 and operating with 1–10 employees. The company runs a Shopify-based storefront at omninela.co.za and self-positions as South Africa's leading online medical device store, distributing a catalog of over 3,663 SKUs that spans personal biometric monitors (Beurer blood pressure monitors, pulse oximeters, thermometers, nebulizers, glucose meters), first aid and wound management supplies, respiratory care, incontinence aids, vitamins and supplements, specialized medical nutrition under its proprietary Glutamed sub-brand (including a formulation targeted at ALS/MND patients), baby care (formulas, diapers, monitors, toiletries), veterinary products, professional medical equipment, and body and beauty items. NAPPI-coded, medical aid scheme-approved products—826+ in-stock at last observation—are a curated subset that enables consumer reimbursement claims against South African medical insurers.

The business model is one-time transaction-based product sales priced from R19.99 to R6,999.99, with a R99 delivery fee below R1,000 orders and free delivery above that threshold; installment financing is available via PayFlex (4 interest-free payments over 6 weeks) and Mobicred (up to R35,000), alongside credit card, EFT, Zapper, and Masterpass. Order fulfillment is consolidated from three stock locations—KwaZulu-Natal head office, Western Cape, and Gauteng—and shipped via a multi-courier network (Pargo, Aramex, DHL, CourierIt, Fastway, MDS Collivery, The Courier Guy, Dawn Wing) with Bob Go real-time tracking. Go-to-market is digital-first: a Shopify storefront, a content blog (Live Limitless Magazine), email newsletters, an affiliate program, organic social, and live chat support, targeting individual consumers with medical device needs, healthcare professionals, parents, medical aid scheme members, and pet owners across South Africa.

Name

Omninela Medical

Legal name

Omninela Medical

Website

https://omninela.co.za

Company type

Private

Founded year

2017

Operating status

Operating

Headcount range

1–10 employees

Short description

Omninela Medical is a South African, founder-led direct-to-consumer e-commerce retailer (Durban, founded 2017) selling medical devices, supplements, baby care, veterinary, and professional medical supplies via a Shopify storefront, with countrywide fulfillment from three warehouses.

Ownership category

akta.pro rank

Product category

Online Medical Retail

NAICS

Health and Personal Care Retailers (456), Food (Health) Supplement Retailers (456191), Pet and Pet Supplies Retailers (45991)

SIC

Wholesale-Medical, Dental & Hospital Equipment & Supplies (5047)

akta.pro primary industry

Health & Pharmacy Omnichannel (CRAFAEAK)

akta.pro secondary industries

Beauty & Personal Care Omnichannel (CRAFAEAB), Discount Drugstores with DME/Home Medical (Value Medical Supply) (CRAEAHAG)

Keywords

• Medical device retail
• Healthcare e-commerce
• Medical supplies online
• Pharmacy retail
• Wellness products online

Headquarters

HQ city

Durban

HQ country

South Africa

HQ region

Africa

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

Supply Chain, Operations, Marketing or Sales, Personnel, Technology or R&D, Infrastructure

Revenue model

1. Product Sales: Direct product sales through e-commerce storefront. The company sells a wide range of medical devices, health supplements, baby care products, personal care items, and veterinary products. Revenue is generated through one-time transactions with optional financing through PayFlex and Mobicred.

Pricing tiers

Go-to-market motion1 record

Distribution channels2 records

Marketing channels5 records

Core offering

Omninela Medical is a South African direct-to-consumer e-commerce retailer selling medical devices, health supplements, baby care products, pet care supplies, and professional medical equipment through its Shopify-based online storefront. The platform offers over 3,663 products including biometric monitors, first aid supplies, wound care, respiratory devices, vitamins, specialized nutrition (including the proprietary Glutamed range), and baby and beauty products, with many items carrying NAPPI codes for medical aid reimbursement.

Product overview

Omninela Medical operates SA's leading online medical device store as an e-commerce platform built on Shopify, distributing health and medical products across South Africa. The company offers a comprehensive portfolio spanning personal biometric monitors (blood pressure monitors, blood glucose meters, pulse oximeters, nebulizers, thermometers) from brands like Beurer and Sanitas, baby care products (formulas, diapers, monitors), pet care supplies (antiparasitics, supplements, food), professional medical equipment (surgical supplies, diagnostic tools), vitamins and supplements (Vitatech, Lamelle, Equazen), specialized nutrition (Glutamed medical nutrition range, Fresubin, Fortisip), body and beauty products, and wound management supplies. The platform integrates with multiple payment providers (PayFlex, PayFast, Mobicred, Zapper, Masterpass) and courier services for nationwide delivery.

Differentiator

Problem solved

Functional benefit

Brands

• Glutamed: Medical nutrition range including Glutamed Original, Glutamed ZS, and Glutamed ORO - L-glutamine based nutritional supplements
• Glutamed ND

Products and services

• Personal Monitors (Biometric Monitoring Devices)

Quantifiable outcome

• 30-day returns policy
• +1 more outcomes

Named customers4 records

Segments5 records

Ideal customer profiles3 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Scale indicators4 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• Amazon South Africa:
• Takealot.com: South Africa's largest general e-commerce marketplace, with a substantial Health & Personal Care category including medical devices, supplements and baby products. Comparable as the dominant broad-line competitor that can subsidize health-category fulfillment from its wider marketplace.

Direct peers

• Clicks: South Africa's largest pharmacy-led health and beauty retailer with a significant online storefront. Directly comparable to Omninela because both sell OTC medicines, medical devices, supplements, baby care and personal care products to SA consumers with medical-aid integration.
• Dis-Chem Pharmacies: Major South African pharmacy chain with online sales of health, wellness, baby and medical-device products. Comparable as a competing health-and-personal-care omnichannel retailer with overlapping OTC, supplement and DME assortments and medical-aid claim support.
• Wellness Warehouse: South African health-focused specialty retailer (physical + online) selling supplements, natural health, baby and personal care products. Comparable because it competes for the same health-conscious, supplement-and-DME-buying consumer in SA.
• Faithful to Nature: Online-first South African retailer of natural, organic and health products including supplements, baby care and personal care. Comparable as a SA-only e-commerce competitor targeting health-and-wellness consumers with similar payment and delivery mechanics.
• Medirite (Pick n Pay Pharmacies): Pharmacy banner inside Pick n Pay supermarkets selling OTC medication, supplements and personal care. Comparable because it competes for the same medical-aid-linked OTC and supplement basket, increasingly through digital channels.
• Checkers Pharmacy (Shoprite Holdings): South African value retailer whose in-store pharmacies and Sixty60-style quick-commerce increasingly sell OTC, baby and health products online. Comparable as a fast-scaling omnichannel competitor in the SA health-and-personal-care basket.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks3 records

Key highlights7 records

Customer concentration

• Facebookfacebook.com/Omninela.co.za
• LinkedInlinkedin.com/company/omninela

Revenue estimate

Valuation estimate

Number of profiles

Profiles2 records

Funding overview

Funding rounds

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Omninela Medical