EU Pharma E-Commerce & AI Study 26
Market leaders in seven European countries, with a spotlight on Amazon and AI visibility
Around €10 billion in online pharmacy revenue, seven markets, and a new AI visibility analysis
The Key Finding
European pharma e-commerce plays out on seven very different fields. Traffic, entry channels and regulation differ sharply per market, and the distance between the leading shops is wide: the number one in Poland alone draws more visits per year than the entire top 3 in France.
E-pharmacies, Amazon and AI assistants now shape this market together, worth around €10 billion in online pharmacy revenue.
Five Central Insights
1. Traffic Champions Sit in Poland and Czechia
The country rankings are not led by the markets most manufacturers plan for first:
- Doz.pl (Poland): 123 million visits
- DrMax.cz (Czechia): 54 million visits
- MedExpress (UK): 37 million visits
2. AI Visibility Is the New Battleground
New this year: an analysis of which sources AI assistants actually cite per market.
- Health authorities hold between 28 % and 81 % of all AI citations
- Pharmacies and brands reach 39 % in Czechia
- In France and Spain they reach 0 %
3. Regulation Decides What You Can Sell Where
- Supplements are sellable EU-wide on Amazon
- OTC only in Germany and the UK, under specific conditions
- Rx stays off the marketplace in every market
4. A €10 Billion Market, Still Growing
Online pharmacy revenue in Europe has grown by 11 % since 2023. Globally, digital pharmacy is forecast to reach USD 240 billion by 2030.
5. Amazon at Scale
The UK and Germany generate around €2 billion each in health revenue and together hold 71 % of the five biggest markets. PAN-EU warehouses in nine countries handle cross-border fulfilment.
Who Is This Study Relevant For?
- Head of E-Commerce in Consumer Healthcare companies
- International Category Manager planning market entry across Europe
- Marketing Director responsible for digital channel strategy
- Strategy & Business Development in the OTC/Pharma sector
Request the Full Study
Beyond the insights, the study provides concrete tools and guides that help manufacturers position their brands in online pharmacies, increase visibility and boost sales.
Ready to dominate the Digital Shelf?
Discover how Smile Analytics helps Consumer Healthcare brands optimize their e-commerce performance across all platforms.