E-Pharmacy Study 26/27

Ranking, discounts, eRx sales and a spotlight on Amazon: the German online pharmacy market in 2026

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The Key Finding

Shop Apotheke remains #1 among Germany's Top 15 online pharmacies, followed by DocMorris and Medikamente per Klick. The Top 3 are unchanged from last year, while most movement happens between 5th and 12th place and three shops are new to the ranking.

E-pharmacy sales are expected to exceed €4.9 billion in 2026 (+11 %), with Shop Apotheke the clear sales leader. Smaller shops keep losing market share as the major players grow.

For US manufacturers selling in Germany, the study shows which online pharmacies lead the market and where each one is strong.

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Five Key Findings

1. The Top 3 hold their ground

• Shop Apotheke, DocMorris and Medikamente per Klick keep places 1 to 3
• Aponeo climbs two places and completes the Top 5 behind Medpex
• easyApotheke, apo.com and meine-onlineapo enter the ranking in places 13 to 15

2. The average discount is 21 %

Medikamente per Klick offers the highest discount at 28 %, narrowly ahead of Apotal (28 %) and Mediherz (25 %). Market leaders Shop Apotheke (15 %) and DocMorris (16 %) rely less on price.

3. eRx growth goes to the big players

• Shop Apotheke: €180M in Rx sales in Q2-26 (+58 %)
• gesund.de: €145M in Rx external sales (+45 %)
• DocMorris: around €87M (+46 %)

Without an app, CardLink and advertising reach, a shop's Rx share stays below 5 %.

4. Consolidation at the lower end

Sanicare has been in self-administered insolvency since July 2026 but keeps trading and holds 9th place. Disapo has closed its shop after insolvency proceedings opened in September 2026. Mail-order nonRx sales grew by just 4 % in 2025.

5. Amazon is established, management is lagging

All surveyed manufacturers already sell on Amazon and 83 % see it as a top growth channel in three years. Yet only 22 % have an integrated Amazon dashboard, and 52 % name the Buy Box and sellers as their biggest hurdle.

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Who Is This Study Relevant For?

• Head of E-Commerce at Consumer Healthcare companies
• Key Account Manager responsible for online pharmacies
• Marketing Director planning retail media budgets across shops
• Strategy & Business Development in the OTC/Pharma sector

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Request the Full Study

Beyond the ranking, the study provides a detailed shop cockpit for each of the Top 15 e-pharmacies, an eRx sales update, the full Amazon survey and three steps that turn the findings into decisions for your brand.

To the full study →