Share of Search
The Metric Pharma E-commerce Teams Can No Longer Ignore
How to measure, benchmark and develop your search share on Amazon.co.uk, Boots and British online pharmacies
Introduction: Why Search Visibility Has Become the Nerve Centre of the Battle
In e-commerce, one fundamental truth prevails: a product that doesn't appear in search results simply doesn't exist. For consumer healthcare (CHC) brands in the UK, this reality is particularly critical as the online pharmacy market grows by approximately 15% annually, online sales still represent less than 2% of total pharmacy sales, and competition intensifies with European consolidation driven by players like Redcare, DocMorris, and Atida.
In this environment, one metric stands out for its ability to predict market share gains or losses well before sales figures confirm them: share of search.
This article explores in depth what share of search means on online selling platforms, why it strongly correlates with market share, how to measure it methodically on British retailers, and what strategies to deploy to develop it in the most competitive health categories.
What is Share of Search?
The essentials at a glance
Key takeaways from this article in one infographic.
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