Now, a company called Fullscript, which has built a wholesale backend and storefront builder to power the supplements businesses of alternative health practitioners providing these services, is getting a big infusion of cash to meet the opportunity. The Ottawa, Canada-based company has raised $240 million, funding that it will be using to continue expanding its business across North America, and developing more tools to serve its customers: practitioners building complementary and integrative treatment plans (bringing together both traditional and modern approaches) for their patients.“We believe integrated medicine will be medicine in the future,” The company today offers a stock of some 20,000 products from some 300 brands. Fullscript’s valuation is not being disclosed, but for some context, the company has been around since 2012 and had only raised about $25 million previously, growing largely by being bootstrapped. One of the reasons for this is that, for better or worse, pharmaceutical approaches are trialled, tested, approved by regulators and generally entered into a realm of acceptance that makes it more likely that an insurance company (or practitioner) will opt for those treatments. And just as Shopify has brought a number of different tools online for its merchant customers to build out their businesses on the Shopify platform, so too is Fullscript developing more technology to grow its proposition.