Powering wellness ecommerce growth with Storfund

Helping brands like Apyforme turn wellness momentum into international growth

The global wellness sector continues to surge, reaching a record $6.8 trillion in 2024 and projected to grow even further in the coming years as consumers increasingly prioritise health, self‑care, and natural products. This sustained momentum underscores that wellness isn’t just a trend – it’s a major economic force outpacing many traditional industries.

For ecommerce sellers in this space, that growth presents huge opportunity – but capturing it means moving quickly, investing strategically, and having the right support to scale. For brands like Apyforme, expanding beyond domestic markets and boosting international visibility meant overcoming cash‑flow constraints and operational hurdles that can slow even the most promising businesses.

In this case study, we explore how working with Storfund helped Apyforme accelerate investment in advertising, streamline cross‑border expansion, and unlock faster, more predictable growth – showing how the right financing can help wellness ecommerce brands thrive in an increasingly competitive and booming market.

Having previously worked as a laboratory representative, Yoann felt drawn to a more natural, holistic way to support people’s health. Inspired by his passion for aromatherapy and phytotherapy, he founded Apyforme with a mission to make well-being accessible to everyone. He and his team set out to develop food supplements made from high-quality, natural, and traceable ingredients – many sourced or produced in France.

The Challenge: Financing International Growth

As Apyforme grew and expanded beyond France – and onto international Amazon marketplaces – Yoann realized that scaling required significant upfront investment. Advertising, marketing, and logistics all demanded cash flow, but the regular Amazon payout cycle (every 15-days) was limiting how much he could reinvest.

He needed a financial partner who understood ecommerce and could provide fast, predictable cash flow.

Why they chose Storfund

Storfund stood out because of its:

• Simplicity: Easy to set up and integrate into operations
• Technical knowledge: Deep understanding of Amazon and ecommerce
• Support: A Storfund Account Manager to help maintain account health and stability
• Impact: More Growth, Faster Investment, Better Cash Flow

Once Apyforme started using Storfund

Yoann was able to boost advertising investments on international marketplaces – helping accelerate brand awareness and sales abroad.

He tackled technical hurdles on Amazon, such as bulk content translation, more effectively. Cash flow improved dramatically: no more waiting on Amazon payouts, Apyforme now gets liquidity more quickly, allowing for more agile planning and reinvestment.

Expansion and Market Reach

With Storfund providing daily payouts and reliable support, Yoann found it easier to promote his brand across new countries and channels all across Europe, including Germany, Italy, Spain and The Netherlands. The service didn’t just fund expansion – it helped sustain it by ensuring liquidity for ongoing marketing and operational costs.

Cash-flow improvements translated into about a 15% increase in advertising investment, and a more consistent ability to expand product lines and restock. For a seller moving into multiple international markets, this consistency was essential. Yoann says: “It’s a solid solution with simple tools and an easy setup. The service is efficient, reliable, and straightforward.”

What Storfund Offers Large Sellers

As a high-volume seller with many financing options available, Yoann credits Storfund’s:

• Ease of implementation
• Operational stability
• High technical competence: They understand Amazon and ecommerce deeply
• Reliable cash-flow support, ideal for reinvestment into marketing, inventory, and international expansion

For large ecommerce businesses, these factors make Storfund a unique partner – not just a financing tool, but an infrastructure that integrates smoothly with Amazon and supports global growth.