Wellness and self care became two top categories for online shopping in 2020 — perhaps second only to online grocery and toilet paper — thanks to people managing stress levels and tending to personal care from their homes, rather than seeking out those services elsewhere.

For Leaf Group’s digital wellness brand Well+Good, that surge in interest was a boon to its e-commerce business, something it’s been honing for the past four years. Year-to-date, commerce revenue has increased by 129% and gross transaction value has increased by 112% from 2020 to 2021.

But the brand has been trying to move away from its reliance on traditional affiliate commerce content and launched its own online wellness marketplace last year that gave its readers a one-stop shop for editorially vetted and recommended products. The idea is that shoppers will remain on the Well+Good website and buy a variety of products from different brands all at one location.