More than a decade ago, the choice of food supplements in Lithuania was limited, while higher-quality products were often available only in small packages and at relatively high prices. It was this gap in the market that led to the creation of food supplement retailer Biofitus. The business started in a 20-square-metre space with just 10 different products, with the founders themselves packing and shipping customer orders after finishing their day jobs.
Today, Biofitus serves more than 150,000 customers, is successfully expanding across the Baltic States and Sweden, and aims to substantiate product quality with more than just manufacturers’ documentation. Part of its range is also independently tested by external laboratories.
From ten products to international expansion
Biofitus CEO Vytenis Mikašauskas says that after a couple of years in business, when the number of monthly orders reached around 500, it became clear that the company was no longer just a side project.
“From the very beginning, our goal was to offer customers food supplements whose quality was not based on marketing promises. In this market, that is not enough to earn trust. We wanted product quality to be backed by manufacturing certificates, independent laboratory testing and genuine customer experience. Over the years, word-of-mouth recommendations became one of the main drivers of our growth. So when order volumes started rising rapidly, we left our day jobs and decided to focus entirely on the business,” says V. Mikašauskas.
According to him, the company grew steadily month by month. The product range expanded, order volumes increased, and international expansion became the natural next step.
“An important stage in our growth was expansion into Latvia, Estonia and Sweden, followed by the continuous expansion of both our product range and warehouse space. However, one of the most significant milestones came in 2026, when we obtained a pharmacy operating licence. The decision was largely driven by our customers, who wanted to purchase products from a company with pharmacy status and, where applicable, use their health insurance benefits,” says V. Mikašauskas.
Customers want proof: attractive packaging is no longer enough
According to V. Mikašauskas, customer expectations have also changed over the years. While the company has focused on offering high-quality, verified food supplements from the very beginning, today’s customer expects a much greater level of transparency. They want to understand exactly what a product contains, the amounts of active ingredients, and see evidence supporting its quality.
“It is important to us that quality is supported by more than just the manufacturer’s documentation. That is why we invest in testing products in independent laboratories and openly share the results with our customers. Although this type of testing requires significant investment, we want to have an additional layer of independent verification. The composition of food supplements and differences in active ingredient levels are not always easy for customers to understand, so we try to present all the information as clearly as possible,” V. Mikašauskas explains.
The company continues to increase the number of products tested by independent laboratories and openly shares the results of completed tests with its customers.
“The same principle of transparency also applies to pricing. We want customers to be able to compare not only the final price, but also the amount of active ingredients, the number of doses and the package size. We can see that this straightforward approach delivers tangible results. As many as 74% of new customers return to shop with us again and become loyal customers,” says V. Mikašauskas.
Before choosing a logistics partner, they put the service to the test
V. Mikašauskas says that in addition to detailed, transparent product information and fair pricing, customers also value genuine reviews that help them make decisions more confidently and reduce uncertainty when shopping online. The convenience of the online store, fast customer service and smooth order delivery are also becoming increasingly important.
“Customers expect the entire process, from searching for information to receiving their parcel, to be simple, fast and reliable. Products need to be prepared for shipping quickly, tracking must be clear, and the parcel itself should reach the recipient without complications. We ship products directly from our own warehouse and manage our inventory ourselves, which allows us to pick and prepare orders quickly before handing them over for delivery,” says V. Mikašauskas.
However, once an order leaves the warehouse, its delivery speed and reliability are in the hands of the logistics provider. For this reason, the company approached the choice of logistics partner in much the same way as it evaluates the quality of its products: based on actual performance rather than promises.
“Before deciding which partner to trust with our deliveries, we tested Venipak’s services in practice. During the trial period, the company demonstrated strong performance. Parcels reached customers quickly and safely, and these are among the most important criteria for us, because we assess a successful logistics partnership first and foremost through the customer experience,” says V. Mikašauskas.
According to him, customer feedback reflects this as well. Biofitus customers value not only the quality of the products, but also the fact that their orders arrive quickly, safely and on time.
“Successful e-commerce requires more than speed alone. Customers also need a broad choice of delivery options and smooth service. In this respect, Venipak helps us deliver on one of our most important promises to customers: doing everything we can to make sure their order reaches them as quickly as possible,” says the head of Biofitus.
Growth without compromising on trust
Looking ahead to the next few years, the Biofitus team is focused on steady growth while staying true to the factors that already make customers choose the company.
“We believe long-term growth comes not only from a broader product range or more active advertising, but from continuous investment in product quality and customer trust. Our goal is therefore to grow by building even stronger relationships with customers, providing detailed and easy-to-understand information about our products, maintaining high manufacturing standards, and continuing independent laboratory testing,” V. Mikašauskas says of the company’s future plans.
