While attending the IRCE at RetailX conference in Chicago, Total Retail's Joe Keenan interviewed Ujjwal Dhoot, chief marketing and product officer at Health-E Commerce, a consumer health and wellness advocate and online retailer. Health-E Commerce is the parent company of four different e-commerce sites focused on helping consumers maximize their tax advantage dollars, including FSA Store, HSA Store, WellDeserved, and Caring Mill. In the interview, Dhoot discusses the motivation behind founding Health-E Commerce, the B-to-B and B-to-C marketing strategies that the company employs to drive consumer awareness, and the many tools offered to consumers across all four e-commerce sites. Each site also sells IRS-qualified health products directly to consumers looking to utilize and spend their tax advantage dollars. Dhoot touches on how Health-E Commerce is rooted in compliance and pro-consumer initiatives, focused on providing its customers valuable content, resources, and products.