Vitaminler

What Vitaminler does

Vitaminler (vitaminler.com) is a Turkish direct-to-consumer e-commerce platform specializing in vitamins, minerals, dietary supplements, herbal products, omega-3, collagen, probiotics, antioxidants, joint-health, weight-management, and pet supplements. Operated by the registered Istanbul-based joint-stock company Dikey Vitamin Kozmetik ve Gıda Takviyeleri Pazarlama Ticaret Anonim Şirketi and founded in 2006, the platform exposes a catalog of roughly 1,900+ active SKUs across twelve plus categories, carrying international and domestic brands such as Solgar, Nature's Supreme, Nutraxin, Ocean, One Up, Clean Powders, Möllers, Venatura, and Pure Encapsulations.

The core technology is a multi-channel e-commerce stack consisting of the vitaminler.com storefront, native iOS and Android shopping applications, and supporting customer-service channels including a 444 1 FIT call center and WhatsApp support. The platform layers retention mechanics on top of transactional retail: a Puanlarım loyalty/points program, an Aboneliklerim subscription/recurring-delivery service, personalized recommendations (Kişisel Tavsiye), and combination deals (Kombinasyonlar). Fulfillment is anchored by same-day free shipping and a cash-on-delivery payment option, with the company emphasizing a 100% original-product guarantee backed by T.C. Ministry of Agriculture and Forestry approval. Vitaminler is one of three consumer-facing sites under the Dikey Vitamin group, alongside Supplementler.com (broader supplement selection) and Fitmoda.com (fitness and sports nutrition), with affiliated group entities covering import/export (VMHS İthalat İhracat) and adjacent cosmetics/personal-care verticals (Nab Doğal Kozmetik, Hardsup). Distribution is omnichannel and domestic-only (owned website, mobile apps, Supplementler-branded physical retail stores), and customer acquisition is driven by a multi-platform digital marketing presence spanning Instagram, Facebook, Twitter/X, YouTube, LinkedIn, Pinterest, email, and a Knowledge Bank (Bilgi Bankası) content hub. Per-unit retail pricing ranges from roughly 200 TL to 3,000 TL, with no publicly published multi-tier subscription plans.

Name

Vitaminler

Legal name

Dikey Vitamin Kozmetik ve Gıda Takviyeleri Pazarlama Ticaret Anonim Şirketi

Website

https://vitaminler.com

Company type

Private

Founded year

2006

Operating status

Operating

Headcount range

11–50 employees

Short description

Vitaminler is a Turkish direct-to-consumer e-commerce platform, founded in 2006 and operated by Dikey Vitamin in Istanbul, selling roughly 1,900+ SKUs of vitamins, minerals, omega-3, herbal, collagen, probiotic, antioxidant, joint, weight-management, and pet supplements across vitaminler.com, iOS and Android apps, and physical retail.

Ownership category

akta.pro rank

Product category

Online vitamins and dietary supplements retail

NAICS

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

SIC

Retail-Grocery Stores (5411)

akta.pro primary industry

Health Food & Supplement Stores (CRAHAEAC)

akta.pro secondary industries

Multivitamins & Daily Packs (CRADAGAC), Vitamins & Minerals (Single Nutrients) (CRADAGAB), Herbal & Botanical Supplements (CRADAGAD), Weight Management & Metabolic Supplements (CRADAGAG), Vitamins, Minerals & Multivitamin Supplements (HLAMALAF)

Keywords

• Online vitamin retail
• Dietary supplements
• Wellness e-commerce
• Nutritional products
• Supplement online store

Headquarters

HQ city

Istanbul

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales (Retail E-commerce): Vitaminler generates revenue through direct-to-consumer online retail sales of vitamins, minerals, dietary supplements, herbal products, omega-3, collagen, probiotics, and other health-related products. Products are sold at per-unit retail prices ranging from approximately 200 TL to 3,000 TL per product, with per-serving price breakdowns provided. The platform also offers subscription/loyalty programs (Aboneliklerim), suggesting recurring subscription revenue potential.

Pricing tiers

Go-to-market motion1 record

Distribution channels5 records

Marketing channels9 records

Core offering

Vitaminler is a direct-to-consumer e-commerce and physical retailer of vitamins, minerals, dietary supplements, herbal and botanical products, omega-3 fish oils, collagen, probiotics, antioxidants, joint-support supplements, weight-management products, and pet vitamins for the Turkish consumer market. The company curates 20+ international and domestic brands across 12+ supplement categories and sells them through its owned online storefront, iOS and Android mobile apps, physical Supplementler retail stores, call-center ordering, and WhatsApp support. It additionally offers a loyalty points program and a recurring subscription service for repeat customers.

Product overview

Vitaminler (operated by Dikey Vitamin Kozmetik ve Gıda Takviyeleri Pazarlama Ticaret A.Ş.) is a Turkish multi-brand e-commerce platform for vitamins, minerals, and dietary supplements. The platform operates as a marketplace with a portfolio spanning core vitamin and mineral supplements (A, B, C, D, E, K, multivitamins, magnesium, zinc, iron, calcium), omega-3 and fish oils, herbal/botanical products (Ginkgo Biloba, Ginseng, Turmeric, Cranberry, Grape Seed, etc.), digestion and probiotic formulas, collagen supplements (Type I-III, Type II, marine), antioxidants (CoQ-10, Glutathione, Resveratrol), glucosamine and joint health products, diet and weight control items (L-Carnitine, CLA, meal replacements), and pet vitamins for cats and dogs. The company also operates sister platforms Supplementler.com and Fitmoda.com. A subscription service and loyalty reward program are available for recurring customers. Mobile applications for iOS and Android provide additional purchase channels.

Differentiator

Problem solved

Functional benefit

Brands

• Vitaminler.com: Primary e-commerce brand selling vitamins, minerals, and dietary supplements
• Supplementler.com
• Fitmoda.com

Products and services

• Vitaminler E-commerce Platform (vitaminler.com) Owned D2C e-commerce storefront selling vitamins, minerals, dietary supplements, herbal/botanical products, omega-3 fish oils, collagen, probiotics, antioxidants, joint-support supplements, weight-management products, and pet vitamins across 20+ brands for Turkish consumers.
• Supplementler.com Platform Sister e-commerce platform under Dikey Vitamin Kozmetik ve Gıda Takviyeleri Pazarlama Ticaret A.Ş., functioning as a related online storefront for vitamin and supplement sales in Turkey.
• Fitmoda.com Platform Sister e-commerce platform under Dikey Vitamin targeting the fitness and sports-nutrition consumer segment in Turkey, offering supplements and related products.
• Vitaminler Mobile App (iOS and Android) Native shopping applications available on the Apple App Store (id 1124823683) and Google Play Store, providing browsing, purchasing, account/loyalty points management, and subscription management for Vitaminler customers.
• Vitaminler Subscription Service (Aboneliklerim) Recurring-delivery subscription service for regular supplement purchases, managed through the customer account dashboard and designed to drive repeat ordering.
• Vitaminler Loyalty Program (Puanlarım) Points-based loyalty program accessible through the customer account, offering rewards, personalized gifts, and exclusive discounts for returning Vitaminler customers.
• One Up Pastil Zencefil Zerdeçal (12 Pastil x 3) A chewable pastille-format supplement under the One Up brand, combining ginger (zencefil) and turmeric (zerdeçal) extracts in a 12-pastil pack of 3, sold on the Vitaminler e-commerce platform.

Segments1 record

Ideal customer profiles1 record

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Four partnerships are on record, tiered minor.

• VMHS İthalat İhracat A.ŞminorOthersGroup company affiliated under the Dikey Vitamin corporate umbrella. Referenced in the employee candidate privacy notice as a group company to which candidate data may be shared for cross-company recruitment evaluation purposes.
• Sporcard Elektronik Hizmetler Ticaret ve A.ŞminorOthersGroup company affiliated under the Dikey Vitamin corporate umbrella. Mentioned in the employee candidate privacy notice as a group company within the same corporate group.
• Nab Doğal Kozmetik ve Temizlik Ürünleri İthalat İhracat Ticaret Anonim ŞirketiminorOthersGroup company affiliated under the Dikey Vitamin corporate umbrella. Referenced in the employee candidate privacy notice as a group company within the corporate group.
• Hardsup Kozmetik Gıda Tekstil Pazarlama Ticaret Anonim ŞirketiminorOthersGroup company affiliated under the Dikey Vitamin corporate umbrella. Referenced in the employee candidate privacy notice as a group company within the corporate group.

Scale indicators2 records

Recent moves6 records

Expansion highlights5 records

Broad incumbents

• Holland & Barrett: UK-based international health and wellness retailer with e-commerce shipping into Turkey. Operates as a multi-category supplement specialist comparable to Vitaminler in breadth of categories (vitamins, herbal, sports nutrition).
• Trendyol: Turkey's largest e-commerce marketplace, carrying a substantial assortment of vitamins and supplements from hundreds of sellers. While not specialized, its scale, logistics network, and consumer mindshare make it Vitaminler's most significant competitive threat in Turkey.
• Hepsiburada: One of Turkey's leading general e-commerce platforms with a dedicated health and supplements category. Competes for the same Turkish supplement shoppers through marketplace scale and frequent promotional campaigns.

Emerging players

• Puritan's Pride: US-based direct-to-consumer supplement retailer shipping internationally, including Turkey. Comparable business model (online supplement pure-play with broad category coverage and deep brand portfolio) but operates at much larger global scale.
• iHerb: Global online supplement retailer shipping to Turkey with a deep catalog of international brands. Represents cross-border competition on premium supplements, particularly attractive to Turkish consumers seeking brands like Solgar and Pure Encapsulations at competitive prices.
• Solgar Turkey: Official Turkey site of Solgar, one of Vitaminler's marquee distributed brands. Represents the direct-to-consumer disintermediation risk and offers a window into how brand-owned channels could narrow Vitaminler's assortment advantage over time.

Direct peers

• Fitmoda.com: Another sister site under Dikey Vitamin, targeting sports nutrition and fitness supplements. Shares the same corporate, logistics, and technology stack as Vitaminler, targeting a more specialized segment within the same vertical.
• Supplementler.com: Sister site under the same Dikey Vitamin parent, offering an overlapping catalog of vitamins and supplements via a similar e-commerce model. Effectively a clone brand within the same corporate umbrella, making it the most direct comparability reference point.

Regional players

• GNC Turkey: International supplement specialty retailer with a Turkish presence, combining brick-and-mortar stores with online sales. Directly comparable in product mix (vitamins, sports nutrition, herbal) but operates its own brand rather than as a multi-brand marketplace.
• Farmazi (Turkish pharmacy chain online): Turkish online pharmacy and supplement retailer serving a similar consumer base for vitamins and wellness products. Comparable as a Turkey-focused D2C supplement platform with pharmacy-grade trust signals.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks5 records

Key highlights6 records

Customer concentration

• Xx.com/vitaminlercom
• YouTubeyoutube.com/user/vitaminlercom
• Facebookfacebook.com/vitaminlercom
• LinkedInlinkedin.com/company/vitaminler-com
• Instagraminstagram.com/vitaminler
• Pinterestpinterest.com/vitaminler

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

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 Vitaminler