EU Pharma E-Commerce & AI Study 26

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 Key Findings

1. Traffic champions sit in Poland and Czechia

• Doz.pl (Poland): 123 million visits
• DrMax.cz (Czechia): 54 million visits
• MedExpress (UK): 37 million visits

2. AI visibility is the new battleground

Health authorities hold 28 % to 81 % of all AI citations. Pharmacies and brands reach up to 39 % – with wide gaps between markets.

3. Regulation decides what sells where

• Supplements: sellable EU-wide on Amazon
• OTC: Germany and the UK only, under specific conditions
• Rx: off the marketplace in every market

4. A €10 billion market, still growing

Up 11 % since 2023 in Europe. 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.

---

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.

To the full study →