Overall healthcare costs are increasing, the healthcare industry is consolidating and the Congressional debate rages on for keeping or scrapping Obamacare.

But for Orthoticshop.com, a niche online retailer in healthcare, business is good. In business since 2005, Orthoticshop.com is on track to sell $13 million online this year, up 30% from about $10 million in 2016, says founder Matt Behnke.

To hit those numbers, Orthoticshop.com is redesigning its website and adding more merchandise. “Now is a good time to be in healthcare,” Behnke says. “Consumers are using the web to do a lot more managing of their own healthcare, and that’s good for us because they go online for someone who sells orthotics and they find us.”

In a growing market, more web merchants are targeting certain healthcare niches as consumers manage more of their healthcare online. They’re also increasingly using the web to research and buy health and wellness products—as well as track their overall health online, says Amy Madonia, …

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