Superdrug has gone live with a new health and lifestyle site and will unveil its new e-commerce service in November.
The current site is designed as an online health resource. As well as information on a range of medical conditions, it has alternative remedies and tips on diet and lifestyle.
There is tailored information for consumers at different life stages from babies to the over 50s, as well as community elements and an 'ask the pharmacist section'.
The e-commerce service will initially focus on OTC medicines, with plans to offer a range of cosmetic and beauty products in time for Christmas.
Superdrug is also readying an online optical store, and trials of a prescription drugs service are expected in the new year.
Design of the health site was handled by BDS Beechwood, which was appointed to the business in May, along with e-business consultancy Digitas, which is handling back-end work. Development is being overseen by Jim Jamba, who was drafted in from Sainsbury's earlier this year.
In-store marketing and promotional activity to support the launch is expected sometime in the next six weeks.
In March, parent Kingfisher committed pounds 60m to rolling out its e-commerce operations over the next year and took a stake in natural health retailer Think Natural.
'The site is very user-friendly - not like a medical dictionary,' said Barry Simner, head of fulfilment at Superdrug.com. 'It's provisionally focused on pure health, but we'll expand rapidly into more traditional offerings. This will give us additional sales because of the geographical spread.'