Europe E-Pharmacy Market - Focused Insights 2024-2029

MARKET INSIGHTS

The Europe e-pharmacy market was valued at USD 29.65 billion in 2023 and is expected to reach USD 79.43 billion by 2029, growing at a CAGR of 17.85% during the forecast period. In Europe, the market is growing at a significant rate and is expected to grow at a similar pace during the forecast period. The surge in the market growth is attributed to the increasing internet penetration, smartphone users, and digitalization in healthcare settings are accelerating the market growth. Also, the technology advancement and integration such as AI, machine learning, digital tools, wearable devices, e-prescription, and advanced medicine delivery methods are creating a huge pace for market growth in the future.E-pharmacy market in Europe is rapidly developing and expanding during and post-COVID-19 pandemic era. The significant awareness and adoption of internet platforms and e-commerce penetration developed a huge adoption of e-pharmacies.

ePharmacy/online pharmacy is an online system that provides a platform for customers to purchase medications and e-services online. These pharmacies allow consumers and customers to receive medicines and services in the comfort of their homes within a short time. E-pharmacies can provide Over-the-counter (OTC) and prescription medicines as per the regulations set by the government in regions or countries. In Europe, some of the countries are allowed to sell prescription medicines through e-pharmacies that deliver access to several essential medicines.

CURRENT MARKET LANDSCAPE AND DEVELOPMENTS

In Europe, the market landscape for e-pharmacies is highly diverse mainly due to the regulations and demographics. In Europe, the UK and Germany are two major countries that allow to sale of prescription medicines through e-pharmacies. Some countries widely implemented e-prescription strategies, and some countries are expanding digital strategies to strengthen healthcare and pharmacy services. For instance, in Finland, digital strategy is widely implemented. Finnish people can even buy their digital prescriptions in Estonia. Sweden and Denmark are the two countries with widely integrated digital tools in healthcare settings including pharmacies and are well ahead of the EU-5 countries. In Estonia, electronic solutions have long been leading the way in the healthcare sector, including e-pharmacies.

RECENT VENDORS ACTIVITIES

1. In 2024, DocMorris announced that the online customer of the Zur Rose Pharmacy will be supplied with OTC and Prescription Medicines on request by the DocMorries Pharmacy from its Heerlen-based logistic center. In upcoming years, DocMorris will close its Zur Rose Pharma GmbH service location in December 2024.
2. In 2024, DocMorries announced that it increasing investment in new prescription medicine (Rx) customers, as its sales of Rx grew year-on-year in Europe. 
3. In 2023, leading market players SHOP APOTHEKE EUROPE (Redcare Pharmacy) and Galenica entered a strategic partnership and established MediService Ltd, a leading online pharmacy in Switzerland.
4. In 2022, DocMorris (Zur Rose Group) completed the operational integration of Medpex at the Heerlen facility and opened a new distribution center in Milan, Italy.
5. In 2022, SHOP APOTHEKE EUROPE acquired FIRST A, a German quick-commerce company. This strategic acquisition enables SHOP APOTHEKE EUROPE (Redcare Pharmacy) )to deliver medicine and other pharmacy products door-to-door within 30 minutes.
6. In 2020, Zur Rose, a Swiss group that owns the mail-order pharmacy brand DocMorris, generated more than $1.21 billion in sales through a capital-funded acquisition from the stock exchange.
7. In 2020, SHOP APOTHEKE EUROPE acquired MedApp Holdings including MedApp Apotheek B.V. and MedApp Nederland B.V., with this acquisition, the company strengthened its position and increased presence in around 7 countries and strengthened its Business primely in Nederland.
8. Atida is a European e-pharmacy that made several acquisitions, of these in 2021 the company acquired Efarma (Italy), Santé Discount (France), and Dosfarma (Spain).

KEY TAKEAWAYS

1. Market Growth: The Europe ePharmacy market was valued at USD 29.65 billion in 2023 and is expected to reach USD 79.43 billion by 2029, growing at a CAGR of 17.85% during the forecast period.
2. By Medicine Type: The OTC medicine segment holds the largest market share. The segmental growth is due to a shift towards home care, preventive healthcare, and the self –care/medication.
3. By Platform: The mobile segment shows the highest growth, with a CAGR of 18.03% as this platform is more convenient, portable, and accessible for buying medicines online.
4. By Product Type: The medication segment dominates & holds the largest market share of over 75%. The growing patient population with various health conditions and the demand for self-medication drive the segment.
5. By Age Group: The above 50 age group segment shows the highest growth, as this age group accounted for a high prevalence of chronic diseases.
6. By Region: The EU-4 & UK dominate & hold the largest Europe e-pharmacy market share. The EU-4 & UK region has shown promising growth and the highest dominance due to the allowance of prescription medicines in Germany and the UK.
7. Growth Factor: The Europe e-pharmacy market is set to grow due to the integration of e-pharmacies with delivery management solutions and increasing attention towards self-care & self-medication.

MARKET OPPORTUNITIES & DRIVERS

Recent Developments In Europe ePharmacy

Europe has witnessed significant development in the e-pharmacy sector over the past few years. This growth has been primarily driven by the five major countries: Germany, the UK, France, Italy, and Spain. Over the last 2-3 years, advancements in the healthcare sector across European countries have created a favorable environment for the expansion of the e-pharmacy market. For example, in 2022, the European Cross-Border Electronic Prescription (CBeP) system was introduced in six rapidly developing countries in the healthcare and e-pharmacy sectors, including Spain, Poland, Portugal, Croatia, Finland, and Estonia. Additionally, several other countries are in the process of implementing CBeP, which is expected to create significant opportunities for the sale of over-the-counter (OTC) and certain prescription medications through e-pharmacies. Recently, Germany has made notable progress by taking steps toward the digitalization of its public healthcare sector, making e-prescriptions mandatory. As of 2024, patients in Germany now receive only digital prescriptions. This shift has increased public attention and acceptance of e-pharmacies, creating significant market growth opportunities.

Integration of E-pharmacies with Delivery Management Solutions

Integrating e-pharmacies with a delivery management solution is the new era of e-pharmacy development. Several integrated platforms offer pharmacy delivery services that help store data, deliver reports, and provide e-prescriptions. Furthermore, it also acts as a multi-store location and user management system. Providers offer data about medicine and drug inventory online with those delivery management services. The owner of delivery management systems (software) can access the system and edit drugs in case of unavailability. Therefore, customers (physicians or patients) can easily select and buy the required medicine. Medicine delivery software and systems are integrated with multiple payment modes so patients can easily pay for selected medicines. Pharmacy services providers find it easy to conduct overall business procedures and streamline the functioning of systems with the help of pharmacy delivery management systems.

Rising Internet & E-commerce Penetration

Europe continues to evolve with increasing internet penetration, even in remote areas. As internet access expands, more people are becoming aware of online sales channels, including e-commerce and e-pharmacies. The rise in internet usage has spurred rapid adoption of e-commerce, enhancing consumer awareness of online shopping. E-pharmacies have been developing as essential channels in the pharmaceutical supply chain and continue to grow with broad acceptance. Purchasing medicines from verified and legitimate e-pharmacy websites has become a common practice, particularly in Germany and the UK.

INDUSTRY RESTRAINTS

Substandard and Falsified Medicines

Counterfeit, substandard, and falsified drugs are major concerns for health professionals in Europe and worldwide, affecting both traditional and e-pharmacies. The WHO has stated that these types of drugs are becoming a significant public health threat, impacting both developed and developing countries. Worldwide, approximately 11% of medicines are substandard or falsified. Counterfeit medicines pose a serious threat to public health, and the increased use of e-pharmacies has made it easier for these drugs to enter supply chains. The growing concern over the use of online pharmacies, combined with the mass production of fake medicines, leads to an increase in the falsified drugs industry. A WHO survey estimated that 50% of drugs sold online or over the internet are counterfeit, even if internet dispensaries may appear legitimate. The National Association of Boards of Pharmacy reported that 85% of online pharmacy drugs do not comply with the pharmacy laws and patient safety standards of NABP. In addition, it was revealed that 25% of patients treated with medicines from online pharmacies experienced adverse effects over the past decade.

SEGMENTATION INSIGHTS

INSIGHTS BY MEDICINE TYPE

The Europe ePharmacy market by medicine type is segmented into over-the-counter (OTC) and prescription medicine. The over-the-counter (OTC) segment dominates the market and holds the largest share. The availability of OTC products through e-pharmacies across Europe is a significant contributor to market growth. Access to various OTC products—including health and wellness items, sports nutrition, dietary supplements, personal care products, and other solutions—through e-pharmacies is a major factor in generating the highest revenue for the market. The shift towards home care, preventive healthcare, and self-care/medication are the three main factors driving the substantial sales of OTC products via e-pharmacies in Europe. Additionally, the use of social media platforms, influencer marketing, advertising, and other promotional strategies are expected to further boost the demand for OTC drugs sold through e-pharmacies. Millions of internet users, smartphone users, and e-commerce shoppers represent a significant potential consumer base for online OTC sales.

INSIGHTS BY PLATFORM

The Europe ePharmacy market by platform is categorized into mobile and desktop. The mobile segment shows significant growth, with the fastest-growing CAGR of 18.03%. Mobile platforms, including smartphones, tablets, and laptops, are more convenient, portable, and accessible than desktop platforms for purchasing medicines online, regardless of location. The growing number of smartphone users in Europe has led to an increase in online medicine purchases through mobile platforms. In the post-pandemic period, European e-pharmacies have experienced a rise in searches for medicines and self-care solutions, as well as an increased demand for OTC medicines ordered via smartphones. This trend in online purchasing channels for medicines and services is driving segmental growth. Several key factors contribute to this growth, including the portability and convenience of mobile devices, high internet penetration, a growing number of smartphone users, increased internet use among the older population, higher rates of e-prescription generation by physicians, advancements in digital tools within pharmacies and healthcare settings, and the allowances for e-prescriptions under cross-border policies.

INSIGHTS BY PRODUCT TYPE

Based on the product type, the medication segment accounted for the largest share of 75% of the Europe e-pharmacy market in 2023. Colds and flu are the most common health conditions that lead Europeans to self-medicate. The increasing prevalence of these conditions drives the demand for self-care and self-medication, directly contributing to segmental growth. In Europe, many countries permit the sale of both prescription and OTC medicines through e-pharmacies, which supports substantial segmental growth. E-prescriptions have a positive impact on the demand for medications purchased from e-pharmacies, and the anticipated increase in e-prescription generation is expected to create further opportunities for growth. Several European countries have already implemented e-prescriptions, and some emerging countries are in the process of adopting e-prescription systems and establishing new regulations for the sale of prescription medicines through e-pharmacies. These factors are projected to drive significant segmental growth during the forecast period.

INSIGHTS BY AGE GROUP

Based on the age group, the above-50 age segment shows prominent growth, with the highest CAGR during the forecast period. The growing aging and geriatric population in Europe has led to an increased burden of chronic diseases and a corresponding rise in the demand for medicines. The aging population is a significant concern across Europe, as this age group exhibits a high prevalence of chronic conditions, driving substantial demand for pharmaceutical products. Approximately 95% of people in this demographic have at least one chronic condition, and around 80% have more than two. This is contributing to the increased use of e-pharmacies. High rates of prescription generation are commonly associated with this age group due to more frequent hospital visits. In 2020, the proportion of the European population using prescribed medicines was highest among those aged 75 and above. This trend indicates that the aging population in Europe is expected to grow in the coming years, presenting a significant potential consumer base for the e-pharmacy market.

GEOGRAPHICAL ANALYSIS

The EU-4 & UK accounted for the largest Europe ePharmacy market share. In the European e-pharmacy market, the EU-4 and UK regions have shown promising growth and significant dominance, driven by the allowance of prescription medicine sales in Germany and the UK. Additionally, the rollout of e-prescriptions in Germany is creating substantial momentum for market growth in the region. France is one of the leading countries by revenue share, despite only allowing the sale of OTC products online. Italy and Spain are emerging market destinations where further development is needed to achieve substantial growth. The increasing adoption of e-health platforms and the mandatory e-prescription model in Germany and the UK are driving the expansion of e-pharmacy services in these two countries.

COMPETITIVE LANDSCAPE

The Europe e-pharmacy market report consists of exclusive data on 51 vendors. The market is moderately competitive, with only a few leading companies dominating the market. However, there are significant growth opportunities for new entrants. Although the market is led by major players, many emerging and smaller companies have entered the market in the past few years. Leading players focus on implementing various strategies, such as opening new facilities, marketing and promotional activities, pursuing M&A, increasing market penetration, and forming collaborations to enhance their market share and presence. These companies have a wide geographical reach across Europe, a diversified service portfolio, and a strong focus on delivering higher-quality services in Europe e-pharmacy market. Currently, some major companies are DocMorris (Zur Rose Group), Redcare Pharmacy (Shop Apotheke), Atida Santé Discount, and The Boots Company PLC.