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1、White PaperThe Rise of E-commerce in The Health and Wellbeing MarketAn important driver of healthcare digitalisationMarch 2025Table of contentsIntroduction 1Definition of the health and wellbeing e-commerce market 2Product groups 2Market participants 4Regulation in pharmaceutical e-commerce in Europ

2、e 6Cross-border prescriptions in the EU 9Health and wellbeing e-commerce in Europe 11How big is the e-pharmacy market?11How fast is the e-pharmacy market growing?12What is the e-pharmacy market share?13What do Europeans buy online?14Amazon,an important online player also in Health and Wellbeing 15Co

3、nclusion 20References 21About the authors 23About IQVIA 24 |1The Health and Wellbeing market has undergone a significant transformation with the advent of e-commerce,reshaping how medications and healthcare products are distributed and accessed.As patients and consumers increasingly are looking for

4、convenience,personalized healthcare solutions,and access to a broader range of products,e-commerce seeks to respond to these needs.Moreover,online platforms offer a wealth of information and reviews,enabling consumers to make informed decisions about their Health and Wellbeing purchases.The ability

5、to compare products and prices across different sellers fosters a competitive market,often resulting in better deals and higher quality products.The convenience of online shopping allows individuals to purchase health-related and wellbeing items from the comfort of their homes.This ease of access is

6、 particularly beneficial for those with mobility issues or living in remote areas.The rise of telehealth services is another significant aspect of e-commerce in the health sector.Patients can now consult with healthcare professionals online,receive prescriptions,and even participate in virtual fitne

7、ss classes.This digital transformation has made healthcare more accessible and efficient,reducing the need for in-person visits and long waiting times.When telemedicine is combined with online pharmacies,synergies,and advantages previously unavailable to patients,such as the fast processing of presc

8、riptions and fast delivery of medicines to the patients home,become possible.Additionally,e-commerce has facilitated the growth of niche markets within the health and wellbeing sector.Specialized products,such as vegan supplements,cruelty-free skincare,and personalized fitness plans,are now readily

9、available to a global audience.This diversification caters to the unique needs and preferences of consumers,promoting a more inclusive and comprehensive approach to Health and Wellbeing.The vast array of products,services and solutions is complicated by regulatory issues,customers shopping habits,th

10、e availability of traditional retail outlets or the maturity of individual markets,and we are witnessing different dynamics,purchasing structures and market penetration of the online channel.This can affect the potential of a particular market,development prospects or growth opportunities in individ

11、ual product categories or for selected e-commerce market players.This White Paper aims to provide a comprehensive overview of the dynamics in the e-commerce market within the Health and Wellbeing sector,focusing on its definition,market participants and current landscape in Europe.A separate section

12、 is also dedicated to Amazon,which,leveraging its strengths,experience,and solutions from other e-commerce categories,is now expanding its activities in Health and Wellbeing in the European market.Through this exploration,stakeholders will gain a better understanding of the opportunities and challen

13、ges presented by e-commerce in the Health and Wellbeing market in Europe.This knowledge is crucial for navigating the complexities of the sector and for harnessing the potential of digital solutions to improve health outcomes and consumer experience.Introduction2|The Rise of E-commerce In The Health

14、 and Wellbeing MarketDefinition of the health and wellbeing e-commerce marketProduct groupsIn todays rapidly evolving landscape,the concept of Health and Wellbeing e-commerce defies simplistic categorization.Market participants often adopt narrow definitions tailored to their specific business needs

15、,focusing on segments like e-pharmacies or Health and Beauty products.However,the true scope of Health and Wellbeing e-commerce is far more expansive,encompassing Consumer Health products,Over-the-Counter(OTC)products,and registered medicines.This report by IQVIA aims to provide a structured and com

16、prehensive view of the e-commerce sector within the Health and Wellbeing market,shedding light on its intricate and multifaceted nature(see Figure 1 below).Specialty medicationsHigh-cost medications usedto treat complex or chronicconditionsPersonal care andwellness productsA range of skincareand hyg

17、iene products,creams and ointments.Medical devicesUsed for health monitoringand managementVaccinesProtect humans from diseasesVitamins and dietary supplementsAim to support overall health andspecific health conditionsPrescription medicinesRequire a prescription from ahealthcare providerOTC medicines

18、Can be purchased without aprescriptionProduct groupsin the Health and Wellbeinge-commerce marketSource:IQVIA Experts and desk research,IQVIA EMEA Thought Leadership.Personal care and wellness products are widely available in the Health and Wellbeing e-commerce market and do not require special regul

19、ations or delivery conditions.This category includes a wide array of items,from skincare products and creams to hygiene products and wellness items.The availability of these products online has revolutionized the way consumers approach personal care,offering a private and convenient way to purchase

20、products that cater to their personal health and hygiene needs.Another significant category is medical devices designed for home use.Devices such as blood pressure monitors,glucose meters,nebulizers,and thermometers help individuals manage their health conditions effectively at home.The rise of e-co

21、mmerce has made these devices more accessible,empowering patients to take charge of their health monitoring and management with greater ease and convenience.Vitamins and dietary supplements represent another crucial category.These products,encompassing vitamins,minerals,herbal supplements,and other

22、nutritional products,are geared towards supporting overall health and addressing specific wellness needs,such as enhancing immune function or improving joint health.The convenience of purchasing these supplements online has contributed to their growing popularity,allowing consumers to easily integra

23、te them into their daily routines.Products in this group are not regulated like OTC and prescription drugs and are offered by a wider group of participants.Figure 1:Product groups in the Health and Wellbeing e-commerce market |3Over-the-counter(OTC)medicines also play a pivotal role in the e-commerc

24、e sphere.These medications,which do not require a prescription,are used widely for the treatment of common issues such as pain,allergies,and colds.Products like analgesics,antihistamines,and decongestants are readily available on these platforms,providing patients with quick access to relief without

25、 the need for a doctors visit.Prescription medicines although available online only in some countries(see Figure 3),are considered to be a product group that could fundamentally change the e-commerce landscape if they were available in all European countries.These medications,necessary for treating

26、a multitude of health conditions from chronic ailments like diabetes to acute infections,require a prescription from a licensed healthcare provider.Online pharmacies have significantly enhanced the accessibility of these medicines by incorporating services that verify prescriptions and provide consu

27、ltations with pharmacists or doctors.This not only ensures compliance with healthcare regulations but also adds a layer of convenience and safety,allowing patients to manage their health effectively from their homes.Specialty medications,although a smaller segment,are vital for treating complex or c

28、hronic conditions.This group includes high-cost medications such as biologics for autoimmune diseases,oncology drugs for cancer treatment,and other specialized medications for rare diseases.The specialized nature of these treatments makes their availability through e-commerce platforms particularly

29、important,as it helps ensure that patients can access these critical medications without the barriers that traditional pharmacy channels might present.Examples of such platforms include DocMorris(collaboration with Novo Nordisk1)or Pharmacy2U providing prescriptions for certain chronic diseases.2 Du

30、e to the nature of these products,they require specialised transport under monitored conditions of temperature and humidity.Lastly,vaccines play a pivotal role in public health by providing immunity against various infectious diseases.Some online pharmacies like Apoteket in Sweden3 or Pharmacy2U in

31、UK4 have expanded their services to include the provision of vaccines that can be administered at home or through partner clinics.This service increases the accessibility of vaccines,simplifying the process of immunization for many individuals and thereby contributing to broader public health effort

32、s.These product groups reflect the diverse offerings potentially available through Health and Wellbeing e-commerce platforms,providing patients and consumers with convenient access to a wide range of health-related products.The availability of these products through e-commerce providers can differ d

33、rastically by country related to local regulations.4|The Rise of E-commerce In The Health and Wellbeing MarketMarket participantsThe Health and Wellbeing e-commerce market in Europe is a vibrant and multifaceted arena,characterized by the participation of various entities that contribute to its dyna

34、mism and growth.This market not only encompasses traditional players such as pharmacies but also includes innovative direct-to-consumer initiatives by manufacturers and expansive third-party e-commerce marketplaces(see Figure 2).Each of these participants play a distinct role,collectively enhancing

35、the accessibility and diversity of health-related products and services available online.Figure 2:Health and Wellbeing e-commerce market participantsSource:IQVIA Experts and desk research,IQVIA EMEA Thought Leadership.Pharmacies and pharmacy chains represent a foundational component of this ecosyste

36、m.In Europe,both individual pharmacies and pharmacy chains participate in online sales,contributing to a diverse and accessible digital healthcare market.Transitioning from their traditional brick-and-mortar setups,these entities have embraced digital platforms to extend their reach.They offer a com

37、prehensive range of products,from prescription medicines and over-the-counter drugs to dietary supplements and wellbeing products.Moreover,they often augment their offerings with valuable services like online consultations and tailored home delivery options,ensuring compliance with local healthcare

38、regulations(see also chapter Regulation in pharmaceutical e-commerce in Europe).Notable examples include established names like Boots,Benu,Dr.Max and Apoteket,5 which have successfully integrated their physical presence with online operations to serve a broader customer base.Also,individual pharmaci

39、es increasingly recognize the benefits of offering online services to extend their reach and enhance convenience for their customers.Many of these pharmacies have established their own e-commerce platforms to provide online ordering,consultations,and home delivery services.Here are some examples:Pha

40、rmacie de la Grce de Dieu(France),6 Luitpold Apotheke(Germany)7 or Apotheek Thewissen(Belgium).8 Besides that,we find groups of independent pharmacies working together to set-up an efficient home delivery solution like the Pillen-Taxi9 in the Kln region(Germany).Online pharmaciesOperating e-pharmaci

41、es under localregulationsPharmacies and pharmacy chainsEntities operating physical pharmaciesMarketplacesDigital platforms allowing multiple sellersto list and sell their products ManufacturersProducers of medicines,health andwellbeing productsTraditional retailersSell a wide range of products to pa

42、tientsand consumersTelemedicine platformsOffer online medical consultations andcan prescribe medicationsDelivery appsTechnology companies providing last-miledelivery services through theirown apps or websitesDistributorsManage the supply chain logisticsHealth and Wellbeinge-commercemarketparticipant

43、s |5Parallel to these are the online pharmacies,which operate purely in the digital domain under specific regulatory frameworks designed for e-pharmacies(see also chapter Regulation in pharmaceutical e-commerce in Europe).These platforms do not maintain physical storefronts and offer wider ranges of

44、 products and similar services as traditional pharmacies.They have become particularly popular for their convenience,competitive prices,and the added privacy they offer.Entities such as DocMorris,Redcare Pharmacy,Atida,Pharmacy2U and Apotea10 exemplify this model,providing online consultation servic

45、es and home delivery mechanisms,thereby meeting the growing consumer demand for accessible online healthcare solutions.Manufacturers also play a pivotal role in this market by engaging directly with consumers.Companies like Lilly11,Pfizer12 and Johnson&Johnson have set up their e-commerce platforms

46、in cooperation with external entities,enabling them to sell their health and wellbeing products directly to consumers.This direct-to-consumer model allows manufacturers to control their brand messaging,monitor supply security and foster stronger consumer engagement,bypassing traditional retail chann

47、els altogether.This approach not only enhances brand loyalty but also allows for more personalized consumer interactions.E-commerce marketplaces have emerged as powerful aggregators in this space,hosting multiple sellers,including smaller pharmacies and manufacturers.Platforms such as Amazon,Allegro

48、 and eMAG*offer extensive selections of health and wellbeing products across various categories,supported by sophisticated logistics networks that ensure timely delivery.These marketplaces significantly broaden the reach of health products,making them accessible to a wider audience and providing sma

49、ller entities the opportunity to participate in a larger market.Some of these marketplaces(e.g.,Amazon)have even begun to offer their own medicines and health products,further expanding their role within the market.Besides these there are the distributors managing the intricate supply chain logistic

50、s that ensure medications and health products move seamlessly from manufacturers to pharmacies and other healthcare providers.With the integration of e-commerce solutions,these entities have streamlined their operations significantly.Some have developed virtual pharmacy chains integrated with e-comm

51、erce or drug booking platforms that rely on independent pharmacies,enhancing service delivery and operational efficiency.Examples include German Sanacorp and mea meine apotheke13 virtual chain,Polish NEUCA and the Apteline portal14 or PHOENIX Pharmas French subsidiary and the pharmavie15 virtual cha

52、in.Another transformative force within this market is the emergence of telemedicine platforms.These digital platforms have become increasingly active in contributing to the pharmaceutical and wellbeing e-commerce landscape.By offering online medical consultations and the capability to prescribe medi

53、cations,which can then be fulfilled through partnered online pharmacies or direct-to-consumer shipping,they provide a seamless and integrated patient experience.Platforms such as Zava,16 ApteGo17 from LuxMed and eMed*are exemplary in how telemedicine can complement traditional healthcare services,br

54、idging the gap between medical consultation and medication fulfilment.Traditional retailers,particularly those in the FMCG sector,have also pivoted to include pharmaceutical and wellbeing products in their offerings.Retail giants like Tesco,Carrefour,Lidl,and Aldi,known for their vast distribution n

55、etworks and strong consumer bases,have expanded their e-commerce platforms to include health and wellness products.By integrating these products into their established e-commerce platforms,these retailers leverage their extensive distribution networks and strong consumer bases to effectively compete

56、 in the Health and Wellbeing market.This expansion not only diversifies their e-commerce presence but also positions them as comprehensive providers of both general and specialized consumer goods.6|The Rise of E-commerce In The Health and Wellbeing MarketComplementing the efforts of these traditiona

57、l retailers are the home delivery facilitators,a group of tech-driven companies that have revolutionized the concept of fast and reliable delivery services.In the Health and Wellbeing market,these delivery apps,including Glovo,Wolt,and Uber Eats,have extended their services beyond food delivery to i

58、nclude the transport of pharmaceuticals and wellness products directly to consumers doorsteps.In this context Boots pharmacy chain made an agreement with Uber Eats in UK,18 Wolt collaborates with DOZ Apotek in Sweden19 while in Italy we can see a collaboration of BENU Farmacia with Glovo.20 By offer

59、ing last-mile delivery solutions,these platforms fill a critical gap in the e-commerce ecosystem,ensuring that even the most time-sensitive health products are conveniently and swiftly delivered.The emergence of specialized health delivery services like GoPuls,CURE,and MAYD in Germany21 further unde

60、rscores the growing importance of dedicated delivery solutions tailored to the unique needs of the Health and Wellbeing sector.Each of these participants contribute to the growth and efficiency of the Health and Wellbeing e-commerce market,enhancing accessibility,convenience,and patient care leading

61、 into a multi-channel retail landscape.However,it should be noted that there may be various participants in this market in different countries due to local regulations.“The large variety of participants and initiatives offers healthcare consumers access to a multi-channel care and cure eco-systemReg

62、ulation in pharmaceutical e-commerce in EuropeRegulation plays a crucial role in maintaining the integrity of the pharmaceutical supply chain and protecting public health.In Europe,regulatory bodies such as the European Medicines Agency(EMA)and National Regulatory Authorities(NRAs)oversee the operat

63、ions of e-pharmacies to ensure compliance with stringent standards.These regulations cover various aspects,including licensing,Good Manufacturing Practices(GMP),Good Distribution Practices(GDP),and pharmacovigilance.By enforcing these regulations,authorities aim to prevent the sale of counterfeit or

64、 substandard medicines,protect patient data,and ensure that online pharmacies operate transparently and ethically.However,while the EMA provides a unified regulatory framework for pharmaceuticals across the EU,each member state has its own national regulations that can vary significantly.The varying

65、 regulatory frameworks for pharmaceutical e-commerce across EU countries can lead to significant inequalities in healthcare services and products for patients.These disparities can affect access to essential medicines,the quality of healthcare services,and overall patient outcomes.PROPRIETARY REGIME

66、S AND RANGE OF PRODUCTS SOLD BY E-PHARMACIES IN EUROPEThe establishment and operation of pharmaceutical e-commerce businesses in Europe are governed by a multilayered regulatory framework that balances consumer safety,professional accountability,and market innovation.While EU-level directives provid

67、e overarching guidelines,Member States implement national regulations that introduce significant variations in legal requirements,operational standards,and proprietary regimes.This diversity reflects differing national priorities in balancing public health objectives with economic liberalization.Fig

68、ure 3 below shows the current situation of this issue in E|7Figure 3:Regulation of the range of products sold by e-pharmaciesAt the EU level,key legal instruments shape the operation of e-pharmacies.Directive 2011/62/EU,known as the Falsified Medicines Directive(FMD)22 establishes safeguards against

69、 counterfeit medicines in the supply chain and mandates that e-pharmacies display a common EU logo on their websites to indicate legitimacy.The logo features the national flag of the EU country where the pharmacy is registered,along with a white cross and the text EU Logo for Online Pharmacies(some

70、examples are given below).23 By clicking on the logo,consumers are redirected to the national authoritys website,which lists all legally operating online pharmacies.This verification process helps build consumer trust and reduces the risk of purchasing sub-standard or falsified medicines.24Which pro

71、duct categories can e-pharmacies sell?All product groups including Rx medicinesCosmetics,supplements and OTC drugsCosmetics and supplementsOnline sales are prohibitedN/AKliknij,eby sprawdzi,czy ta strona internetowa dziaa zgodnie z prawemZur berprfung der Legalitt dieser Website hier klickenCliquer

72、pour vrifier la lgalit de ce siteZur berprfung der Legalitt dieser Website hier klickenKlicka hr fr att kontrollera om webbplatsen r lagligKlik her for at se,om dette websted drives p lovlig visSource:Websites of national organizations supervising the operation of e-pharmacies.Source:IQVIA Experts a

73、nd desk research,IQVIA EMEA Thought Leadership8|The Rise of E-commerce In The Health and Wellbeing MarketAdditionally,the e-commerce Directive(2000/31/EC)25 outlines general obligations for online service providers,including transparency in business practices and consumer rights protections.These re

74、gulations set the stage for the online sale of medicines but leave substantial discretion to Member States regarding specific requirements.For instance,EU rules allow Member States to determine whether prescription-only medicines can be sold online.In most cases,only over-the-counter(OTC)and persona

75、l care products are authorized for e-commerce,though some countries,like Estonia,permit the online sale of prescriptions under strict protocols.The National competent authorities issue detailed guidelines that address the scope of permissible products and operational standards.LICENSING AND OPERATIO

76、NAL REQUIREMENTSNational regulations govern critical aspects of e-pharmacy operations,including licensing,the need for physical pharmacy affiliations,and the role of pharmacists.Germany has one of the most restrictive proprietary regimes for e-pharmacies in Europe and requires e-pharmacies to be tie

77、d to physical pharmacies,with ownership restricted to licensed pharmacists.This ensures professional accountability and aligns with Germanys focus on maintaining high standards of pharmaceutical care.In France,e-pharmacies must be authorized by the National Agency for the Safety of Medicines and Hea

78、lth Products ANSM and linked to a registered physical pharmacy.Strict oversight is designed to integrate e-pharmacies into the healthcare system while safeguarding patient safety.Conversely,the Netherlands permits standalone e-pharmacies,provided they meet rigorous regulatory standards.Companies can

79、 operate independently of physical pharmacies,reflecting the countrys liberal approach to market competition and accessibility.In Sweden,a mixed model blends public and private ownership.While the market was liberalized in 2009,public entities like the state-owned Apoteket coexist with private opera

80、tors such as Kronans Apotek.All e-pharmacies,whether public or private,must employ licensed pharmacists to ensure compliance with professional standards.While the EUs Single Market facilitates cross-border trade,the divergence in national regulations creates compliance challenges for businesses seek

81、ing to operate in multiple jurisdictions.E-pharmacies must navigate differences in licensing,proprietary structures,and permissible product categories.They must also comply with overarching EU requirements,such as the General Data Protection Regulation(GDPR),to safeguard sensitive consumer data.26 |

82、9INTERCONNECTIVITY OF E-PRESCRIPTION SYSTEMS WITH THE E-PHARMACIES(RX ORDER AND DELIVERY).The regulatory landscape governing the dispensing and delivery of e-prescriptions in Europe balances the facilitation of digital health services with the imperative of ensuring patient safety and the integrity

83、of pharmaceutical care.Despite the EU guidelines,the actual implementation and regulation of e-prescription services,including the role of e-pharmacies in dispensing and delivering prescription-bound medicines,remains under the purview of individual Member States.This subsidiarity results in signifi

84、cant variations across Europe.Some countries have embraced e-pharmacies,allowing them to dispense and deliver prescription medicines directly to patients.Others impose strict regulations or outright prohibitions on such practices.“Despite the EU guidelines,the actual implementation and regulation of

85、 e-prescription services,including the role of e-pharmacies in dispensing and delivering prescription-bound medicines,remains under the purview of individual Member States”Several factors contribute to the reluctance of many EU countries to permit e-pharmacies to deliver prescription-bound medicines

86、,with patient safety and quality of care being the most important.Ensuring that patients receive appropriate medications with proper guidance is paramount.Traditional pharmacies provide in-person consultations,allowing pharmacists to offer personalized advice,verify prescriptions,and monitor for pot

87、ential drug interactions.However,technological advancements have addressed some of these concerns.While the absence of face-to-face interactions in some e-pharmacy models can raise concerns about the adequacy of patient counselling and the potential for misuse or misunderstanding of prescribed medic

88、ines,many e-pharmacies mitigate these issues by providing real-time online consultations with healthcare professionals.Additionally,many e-pharmacies offer chatbots to facilitate patient guidance and consultation,ensuring that patients have access to immediate support and information.Another level o

89、f complexity occurs for regulatory oversight and accountability.Monitoring and enforcing compliance with pharmaceutical regulations is more straightforward with physical pharmacies.Websites offering medicines,especially those operating across borders,present challenges in regulatory oversight,includ

90、ing verifying the authenticity of prescriptions,ensuring the legitimacy of the pharmacy,and maintaining the integrity of the supply chain.The digital transmission of prescriptions introduces risks related to data security,prescription forgery,and the unauthorized dispensing of medications.Ensuring t

91、he authenticity of e-prescriptions and the secure handling of patient data are critical concerns that some Member States address by restricting the role of e-pharmacies.Cross-border prescriptions in the EUThe initiative for cross-border e-prescriptions in the European Union is part of the broader eH

92、ealth Digital Service Infrastructure(eHDSI),which aims to ensure continuity of care for European citizens while they travel within the EU.27 This infrastructure allows for the secure,efficient,and interoperable exchange of health data,including e-prescriptions and patient summaries.This initiative i

93、s governed by several EU regulations and directives,including the Directive 2011/24/EU on patients rights in cross-border healthcare and the Commission Implementing Directive 2012/52/EU,which lays down measures to facilitate the recognition of medical prescriptions issued in another Member State.The

94、 eHDSI project is part of the EU4Health Programme,which runs until 2027.28 The cross-border e-prescription initiative started with the implementation of the eHDSI,which began in 2019 with Finland and Estonia being the first countries to successfully share e-prescription information across 10|The Ris

95、e of E-commerce In The Health and Wellbeing Marketborders.Since then,more EU countries have joined the initiative,and the goal is to have all EU countries participating in the system.The seamless exchange of e-prescriptions has reduced the administrative burden on healthcare providers and ensured th

96、at patients receive their medications promptly,even when abroad.In Estonia,the implementation of the e-prescription system has led to a notable increase in patient satisfaction and a decrease in medication errors.29 The system allows pharmacists to verify prescriptions electronically,ensuring the au

97、thenticity and accuracy of the medication dispensed.This has also streamlined the process for patients,who no longer need to carry paper prescriptions while traveling.Similarly,Finland has reported positive outcomes from its cross-border e-prescription system.30Non-participating countries encounter

98、specific challenges,primarily affecting their healthcare providers and patients traveling abroad.Without access to the eHDSI,these countries cannot benefit from the seamless exchange of health data,which can lead to difficulties in providing continuity of care for their citizens when they travel abr

99、oad.Additionally,they may face increased administrative burdens and inefficiencies in managing cross-border healthcare,as they must rely on traditional methods of prescription recognition and verification(hand-written prescriptions from healthcare providers who need to examine and prescribe medicati

100、ons to people non-registered in the local healthcare system database).31 |11Health and wellbeing e-commerce in EuropeThis chapter explores the dynamic landscape of Health and Wellbeing e-commerce in Europe.To ensure data comparability,our analysis focuses on a select group of countries and Consumer

101、Health products,as illustrated in Figures 4-7.How big is the e-pharmacy market?By far the largest market for e-pharmacies in terms of value is Germany,with the market reaching EUR 3,6 billion in 2024.In second place is Italy(EUR 1,0 billion),followed by Poland(EUR 505 million).The cumulative value o

102、f the next six markets does not exceed that of Italy and Poland combined.Figure 4:Size of e-pharmacy markets in selected countries in 2024(mn PUB)for Consumer Health productsFrance329Germany3573Spain349Italy1044Poland505CzechRepublic275Greece214Belgium178Slovakia120IQVIA e-pharmacy data,2024;(PUB)12

103、|The Rise of E-commerce In The Health and Wellbeing MarketHow fast is the e-pharmacy market growing?The European Health and Wellbeing e-commerce market is experiencing robust growth,driven by the increasing adoption of digital health solutions and the convenience of online shopping.This growth is fu

104、elled by factors such as the widespread availability of the internet,digital adoption,changing shopping behaviour and the importance of price and convenience,as well as the rising prevalence of chronic diseases.This increasing burden of noncommunicable diseases while health systems are under pressur

105、e,is driving consumers to look for help online,further boosting e-commerce in pharma.However,challenges such as regulatory hurdles and the risk of counterfeit drugs persist.Among the countries analysed,the fastest growing market was Slovakia,where the e-pharmacy market grew by 33%in value terms in 2

106、024(Figure 5).As a result of this high growth,e-pharmacies are also gaining market share(refer to Figure 6).Figure 5:e-pharmacy and pharmacy market year-on-year growth for Consumer Health productsSource:IQVIA e-pharmacy data,2024 vs.2023;(PUB).The e-pharmacy markets in Spain(+25.2%)and Poland(+18.1%

107、)also grew rapidly in 2024.The lowest growth in value terms was recorded in the Czech Republic(+5.2%)and Greece(+3.7%).But of course the level of penetration still differs a lot by country.3.7%5.2%7.0%7.1%10.7%16.0%18.1%25.2%33.0%-0.6%-1.5%4.1%3.8%5.5%2.9%14.1%5.4%5.0%GreeceCzech RepublicBelgiumFran

108、ceGermanyItalyPolandSpainSlovakiaPharmacy(offline)e-pharmacy(online)|13What is the e-pharmacy market share?Within the group of countries analysed,we can observe varying degrees of penetration of the online channel.The share of e-pharmacies in the value sales of the same consumer health products as i

109、n brick-and-mortar pharmacies ranges from 2 to more than 20 per cent,which shows how different European countries are in this respect.The highest penetration of e-pharmacies in terms of value(over 20 per cent)is observed in Germany,which is also the largest market in terms of value and can be consid

110、ered one of the most developed e-commerce markets in Europe(Figure 6).Figure 6:e-pharmacy market share in 2024(PUB)Source:IQVIA Pharmacy,parapharmacie and e-pharmacy data,2024;(PUB).“European countries continue to display a varied landscape in terms of the share and growth of the e-commerce sector“A

111、 significant portion of e-pharmacy sales can also be observed in the Czech Republic(18.6%),Slovakia(11.8%)and Greece(11.4%).At the opposite end,we have Spain(5.0%)and France(2.3%),which have the lowest share of the online channel among the countries analysed.The differences in online channel penetra

112、tion in the Health and Wellbeing market across European countries can be attributed to several factors,including regulatory environments,consumer behaviour,market maturity,availability of traditional pharmacies and stores,and the structure of national healthcare systems.20.5%18.6%11.8%11.4%8.2%8.2%6

113、.4%5.0%2.3%0.0%5.0%10.0%15.0%20.0%25.0%GermanyCzechRepublicSlovakiaGreeceItalyPolandBelgiumSpainFrance14|The Rise of E-commerce In The Health and Wellbeing MarketWhat do Europeans buy online?IQVIA took a closer look at the shopping patterns of Europeans in the online channel.Several countries were a

114、nalysed,and the sales structure was segmented based on the IQVIA Consumer Health classification.In terms of value,OTC medicines(e.g.cold,flu,digestive system,anti-nausea medicines)account for the largest share of sales in 2024.Their share varies from 40 per cent(France)to as much as 78 per cent(Germ

115、any).The second major category is Personal Care category(PEC),which can include beauty,oral care,and personal hygiene products.These play an important role in Greece,where they account for 52 per cent of the value of products sold,and in Spain,where they represent 56 per cent of the market analysed(

116、Figure 7).As in the case of penetration,the differences here are also due to regulatory environments,consumer behaviour,market maturity,availability of traditional pharmacies and stores,and the structure of national healthcare systems.Another group consists of Patient Care(PAC)products,i.e.medical s

117、upplies such as diagnostic devices,stoma,and wound care.Their market share is similar in most markets and is in the range of a few to several per cent.The last group of products is Nutritionals(NTR),which can include adult and infant nutrition and weight loss aids.Their share of the online market ra

118、nges from a few to 10 per cent.A comparison of the structure in each country is shown in Figure 7.Figure 7:Structure of products purchased from e-pharmacies in 2024(PUB)Source:IQVIA e-pharmacy data,2024;(PUB).78.3%54.8%61.8%37.0%60.5%53.9%50.3%32.7%40.5%3.4%5.8%3.9%5.0%3.8%5.9%4.3%4.5%3.2%17.0%34.2%

119、31.5%52.0%32.8%31.7%35.8%56.0%52.9%1.3%5.3%2.9%6.0%2.9%8.5%9.6%6.8%3.3%0%10%20%30%40%50%60%70%80%90%100%GermanyCzechRepublicSlovakiaGreeceItalyPolandBelgiumSpainFranceOTCPACPECNTR |15As mentioned earlier,in 10 European countries,prescription-bound products(Rx)can also be handled and delivered by e-p

120、harmacies.In most of these countries,it is still a small and emerging segment.However,in countries like Sweden and the UK,respectively about 15%32 and 6%33 of all prescriptions are handled and delivered by e-pharmacies.The availability of e-prescriptions makes the process easier,of course.Since the

121、beginning of 2024,we have also observed a fast increase in this model in Germany now that e-prescriptions are being rolled out quickly.Amazon,an important online player also in Health and WellbeingAmazon,the global e-commerce giant,is gradually expanding its presence in the health and wellbeing mark

122、et,using its vast logistics and technological capabilities to redefine access to healthcare products and services.In this section of the report,we will delve into Amazons strategic entry into this market,exploring the multi-faceted initiatives that underline its commitment to becoming a key player i

123、n the health and wellbeing sector.We will also look at its positioning in Europe compared to the e-pharmacies behaviour.Initially recognized for its dominance in general merchandise,Amazon has strategically positioned itself within the Health and Wellbeing space through a series of calculated moves,

124、including acquisitions,partnerships,and the launch of dedicated services.The companys entry into this market was marked by the introduction of Amazon Basic Care,34 a private label product line in several categories,which laid the groundwork for its deeper involvement.Following this,Amazon acquired P

125、illPack35 in the US,a move that significantly bolstered its capabilities in the pharmaceutical distribution arena,allowing it to offer pre-sorted dose packaging and home delivery of prescription medications,thereby enhancing customer convenience and adherence to medication.Moreover,Amazon has expand

126、ed its Health and Wellbeing offerings through Amazon Pharmacy in United States(US),a full-fledged online pharmacy service that simplifies the prescription management and drug delivery process for its users.This service is complemented by transparent pricing and the integration of insurance informati

127、on,streamlining the often-complex process of healthcare management in the US.In addition to these direct services,Amazons marketplace continues to be a significant channel for a vast array of Health and Wellbeing products,ranging from medical devices and fitness equipment to nutritional supplements

128、and personal care products.In Europe,Amazons most important recent move to expand in Health and Wellbeing has been the opening of an Amazon para-pharmacy and beauty store in Milan in February 2025.Amazons online retail position in the top five European countries namely Germany,the United Kingdom,Fra

129、nce,Italy,and Spain demonstrates its significant influence and dominance in the e-commerce sector.The company is ranked number one in all the countries mentioned above36 and Germany represents Amazons second-largest market after the United States.SO,WHAT IS THEN THE AMAZONS PERFORMANCE IN THE HEALTH

130、CARE AND WELL-BEING SECTOR?IQVIA estimates Amazon sales for Health and Wellbeing using various data sources.By combining external sales data on the e-commerce channel with IQVIA data and using advanced statistical methods,we were able to analyse Amazons activities in the Health and Wellbeing market

131、in more detail.This enables industry players to have a better view as to the size and trends within the wider e-commerce and retail ecosystem.16|The Rise of E-commerce In The Health and Wellbeing MarketIn the following analysis we use the traditional Consumer Health market definition which is based

132、on the product portfolio that is sold in physical pharmacies or para-pharmacies.Among the four largest EU countries analysed,highest market share of Amazon in the online landscape is achieved in Spain with 36%vs.total e-pharmacies sales(Figure 9).And while Germany is among the countries where Amazon

133、s overall position as a marketplace is the strongest,in the Health and Wellbeing market,its role is the smallest among the four countries analysed(due to the e-pharmacies market maturity and strong local players in this country).It is worth highlighting the fact that Amazon also presents higher grow

134、th rates than the e-pharmacies in France,Italy,and Germany.But Amazon is not limiting its portfolio to the classical Consumer Health market definition.In fact,they are managing a wider catalogue of products related to Health and Beauty than the one offered by e-pharmacies,pharmacies,and para-pharmac

135、ies.As represented in Figure 10,75%of the total Amazon sales in the EU TOP 4 markets related to Health and Well-being are driven by products not sold in pharmacies and para-pharmacies.The highest growth of Amazon sales is also targeted by this share of the business.Figure 8:Amazon market share and g

136、rowth vs e-pharmacies by country in Consumer HealthSource:IQVIA e-pharmacies information and IQVIA marketplaces research;(PUB).29%71%41%59%Amazon sales penetration vs.e-pharmacy by country 2024(PUB)20%80%e-pharmacy+16%Amazon+21%e-pharmacy+7%Amazon+47%e-pharmacy+25%Amazon+18%14%86%e-pharmacy +11%Amaz

137、on+18%e-pharmaciesGrowth20%e-pharmaciespenetration vs.offline 7%e-pharmaciespenetration vs.offline 2%e-pharmaciespenetration vs.offline 4%e-pharmaciespenetration vs.offline 138 mn.estimated 239 mn.estimated 560 mn.estimated 268 mn.estimatedAmazon |17Figure 9:Total sales comparison between pharmacy/p

138、ara-pharmacy products catalogue vs.other products offered in AmazonSource:IQVIA marketplaces research.*This analysis was conducted using products included in Amazon Health and Beauty categories.Amazons behaviour and performance is not only varying at country level,but we also see relevant difference

139、s when analysed by category.Looking at the TOP 5 categories for the online channel,Figure 11,in the four countries analysed,we identify dermo cosmetics and vitamins,minerals and supplements as the most recurring categories.By country,Amazons share in these categories ranges from 8%to as much as 67%,

140、with Amazon achieving the largest share in the Food for adults and oral hygiene and care accessories.One quarter from the revenue spent in Amazon,comes from those products that are part ofpharmacy catalogue24.8%24.3%24.3%26.5%75.2%75.7%75.7%73.5%0%10%20%30%40%50%60%70%80%90%100%GermanyFranceItalySpa

141、inOthersPharmacy/parapharmacyproductsPharmacy/parapharmacy productsOther Amazon products1.01.22.63.5+21%+33%20232024Market share by country of pharmacy catalogueproducts vs.other productsTop 4 European countries Amazonyearly sales(bn.PUB)18|The Rise of E-commerce In The Health and Wellbeing MarketFi

142、gure 10:Amazon market share vs.e-commerce for the top 5 OTCs(IQVIA classification)in Amazon(PUB)Figure 11:Amazon and e-pharmacy sales in the Vitamins,Minerals and Supplements category in Italy(PUB)in 2024Source:IQVIA e-pharmacies information and IQVIA marketplaces research.Focusing on one of these r

143、elevant categories,Vitamins,Minerals and Supplements(VMS)in Italy,we can see the relevance of Amazon in this category(43%sales from Amazon sales).When analysing the top brands in this VMS Amazon landscape we see a combination of typical pharmacy brands as Multicentrum and Solgar with other new brand

144、s gaining relevance in Amazon(e.g.:Weightworld)(Figure 12).Based on IQVIA Consumer Health classification*Analysis limited to products sold in pharmacies/parapharmacies14.4%85.6%04 VIT.MIN.&NUTRIT.SUPPS19.9%80.1%82 BEAUTY PRODUCTS FOR WOMEN8.4%91.6%03 DIGEST&OTH INTEST PROD18.0%82.0%83 UNISEX BEAUTY

145、PRODUCTS67.0%33.0%36 FOOD FOR ADULTS28.9%71.1%82 BEAUTY PRODUCTS FOR WOMEN24.0%76.0%83 UNISEX BEAUTY PRODUCTS25.7%74.3%04 VIT.MIN.&NUTRIT.SUPPS26.9%73.1%86 HAIR PRODUCTS25.5%74.5%85 PERSONAL HYGIENEAmazonE-pharmacies31.4%68.6%82 BEAUTY PRODUCTS FOR WOMEN27.2%72.8%83 UNISEX BEAUTY PRODUCTS43.6%56.4%0

146、4 VIT.MIN.&NUTRIT.SUPPS42.9%57.1%86 HAIR PRODUCTS66.8%33.2%93 ORAL HYGIENE&CARE ACCE25.3%74.7%82 BEAUTY PRODUCTS FOR WOMEN45.4%54.6%86 HAIR PRODUCTS23.7%76.3%83 UNISEX BEAUTY PRODUCTS36.7%63.3%04 VIT.MIN.&NUTRIT.SUPPS66.1%33.9%93 ORAL HYGIENE&CARE ACCEMulticentrumWeightworldSolgarSupradynOmegor5.55.

147、44.74.84.220%23%57%05,000,00010,000,00015,000,00020,000,00025,000,000e-pharmaciese-pharmaciesTop brands in Amazon VMS Italy 2024(mn.PUB)AmazonAmazonAmazon(pharmacy/parapharmacy portfolio)Amazon(other products)Amazon market share vs.e-pharmacies for VMS in Italy 2024Monthly trend for VMS market in It

148、aly:Amazon vs.e-pharmacies(PUB)Dec-22Jan-23Feb-23Mar-23May-23Jun-23Jul-23Aug-23Sep-23Oct-23Nov-23Dec-23Jan-24Feb-24Mar-24Apr-24May-24Jun-24Jul-24Aug-24Sep-24Oct-24Nov-24Dec-24Source:IQVIA e-pharmacies information and IQVIA marketplaces |19Figure 12:Sales structure:offline(pharmacies)vs.online channe

149、l(Amazon and e-pharmacies)(PUB).Source:IQVIA e-pharmacies information and IQVIA marketplaces research.So,for now,traditional pharmacies remain the cornerstone of the Health and Wellbeing market in these major European economies.Although e-pharmacies and Amazon are growing faster than traditional pha

150、rmacies in the Health and Wellbeing market,in the four largest EU countries Germany,France,Italy,and Spain traditional brick-and-mortar pharmacies continue to play a dominant role.These physical pharmacies are deeply ingrained in the Health and Wellbeing and maintain a strong trust relationship with

151、 consumers,owing to their accessibility and the personalized service provided by pharmacists.Despite the growing trend towards digitalization,the online channel,which includes e-pharmacies and marketplaces like Amazon,still holds a relatively minor position in the market(Figure 13.).70.7%84.5%85.6%9

152、4.1%17.5%7.5%4.0%2.2%2.9%1.9%2.7%0.9%8.8%6.0%7.6%2.9%0%10%20%30%40%50%60%70%80%90%100%GermanyItalySpainFranceAmazon(other products)Amazon(pharmacy portfolio)E-pharmaciesPharmacies(offline)20|The Rise of E-commerce In The Health and Wellbeing MarketConclusionUndeniably e-commerce plays a disruptive r

153、ole in the Health and Wellbeing market by enhancing accessibility and convenience for patients and consumers,offering competitive pricing,a larger product range and enabling a broader reach for manufacturers.It also supports the integration of advanced technologies such as telemedicine,digital devic

154、es and digital health platforms,further revolutionizing patient care.That leads to a large range of initiatives and new players contributing to the construction of a new healthcare and wellbeing eco-system.Also,the traditional brick-and-mortar pharmacies and para-pharmacies face that challenge,while

155、 it opens at the same time a wealth of opportunities.It is important to recognize the significant role that the offline channel continues to play within the broader Consumer Health sector.But despite the dominance of physical retail channels,the interconnectedness between online and offline platform

156、s cannot be overlooked.The influence of e-pharmacies and major marketplaces like Amazon on consumer decision-making is profound,even if the final transaction often occurs at a brick-and-mortar location.This dynamic underscore the need for a cohesive strategy that bridges both online and offline real

157、ms to effectively cater to consumer preferences and behaviours.Amazon,in particular,has demonstrated a clear ambition to establish a significant presence in the European Health and Wellbeing market.With substantial market penetration already achieved in the top four EU countries in the personal care

158、 category,Amazons strategic initiatives indicate that this is merely the initial phase of a broader expansion plan.A testament to this is the opening of a physical para-pharmacy in Milan,a move that not only solidifies its commitment to the Health and Wellbeing market but also serves as a pilot for

159、potential expansion into other major European countries.This development highlights Amazons proactive approach to integrating physical retail experiences with its robust e-commerce infrastructure,aiming to enhance accessibility and consumer engagement across multiple touchpoints in the Health and We

160、llbeing journey.Investing in the engagement and interaction with the patient and healthcare consumer using evolving technology is the way forward.And if you do not have the resources to manage it on your own you can create it through smart collaboration models with colleagues,partners,and specialise

161、d stakeholders.Stakeholders within the Health and Wellbeing market must therefore remain agile,leveraging insights from both online trends and offline behaviours to refine their approaches and ensure they meet the changing needs and expectations of todays health-conscious patients and consumers.Shou

162、ld you have interests or require further insights into specific areas not covered extensively in this report,we encourage you to contact us directly.Our team is equipped to provide tailored research and detailed analysis that aligns with your specific needs and inquiries.By reaching out to us,you ca

163、n access a more customized exploration of the Health and Wellbeing e-commerce market,ensuring that you have the precise information necessary to make informed decisions.“Investing in the engagement and interaction with the patient and healthcare consumer using evolving technology is the way forward“

164、References 1.https:/ 3.https:/www.apoteket.se/halsotjanster/vaccination/4.https:/www.pharmacy2u.co.uk/nhs-services/covid-19-vaccination 5.Disclaimer-Selected examples,the list is not exhaustive.;Types of operating models can differ by country related to local regulations.6.https:/www.pharma- example

165、s,the list is not exhaustive.;Types of operating models can differ by country related to local regulations.11.https:/ 12.https:/ 13.https:/www.meineapotheke.de/ueber-mea/ueber-mea/14.https:/apteline.pl/o-nas 15.https:/www.pharmavie.fr/16.https:/ 19.https:/ 20.https:/www.mark-up.it/accordo-glovo-lloy

166、dsfarmaciabenu-farmacia-per-la-consegna-dei-parafarmaci/21.https:/ 22.https:/eur-lex.europa.eu/eli/dir/2011/62/oj/eng 23.https:/www.ema.europa.eu/en/human-regulatory-overview/public-health-threats/falsified-medicines-overview/buying-medicines-online 24.https:/eur-lex.europa.eu/legal-content/EN/TXT/P

167、DF/?uri=OJ:JOL_2014_184_R_0004&from=EN |21 25.https:/eur-lex.europa.eu/eli/dir/2000/31/oj/eng 26.National guidelines from regulatory authorities(Germanys BfArM,Frances ANSM,and Swedens Lkemedelsverket)https:/www.ema.europa.eu/en/partners-networks/eu-partners/eu-member-states/national-competent-autho

168、rities-human 27.https:/health.ec.europa.eu/ehealth-digital-health-and-care/electronic-cross-border-health-services_en 28.https:/europa.eu/youreurope/citizens/health/prescription-medicine-abroad/expenses-reimbursements/index_en.htm 29.https:/www.politics.ox.ac.uk/sites/default/files/2022-03/201606-CT

169、GA-Deetjen%20U-europeaneprescriptions.pdf 30.https:/thl.fi/en/research-and-development/research-and-projects/world-s-smoothest-cross-border-mobility-and-daily-life-through-digitalisation/challenges-and-success-stories-in-the-implementation-of-cross-border-e-prescription-between-finland-and-estonia 3

170、1.https:/health.ec.europa.eu/system/files/2016-11/eprescription_guidelines_en_0.pdf 31.SA Service AB(Swedish Pharmacy Association),https:/sverigesapoteksforening.se/wp-content/uploads/2024/05/Eng-version-final-3.pdf 32.IQVIA estimate based on NHSE data.33.https:/ 34.https:/ 35.https:/ and https:/ Ri

171、se of E-commerce In The Health and Wellbeing Market |23MARCIN GAWRONSKIEMEA Regional Innovation Lead,IQVIAMarcin has 25 years of experience in pharmaceutical retail,e-commerce,and distribution.He has worked with a range of organizations,from community pharmacies to multinational pharmacy chains,prov

172、iding insights on market trends,regulatory impacts,and the evolution of pharmacy practice.Marcin has also developed new IQVIA services and data panels in Poland and the Baltics,and currently serves as EMEA Regional Innovation Lead.He holds a Master of Engineering degree from the Faculty of Managemen

173、t and Economics at the Gdansk University of Technology.He also studied postgraduate Public Relations at the Gdansk University of Technology and doctoral studies at the Faculty of Economics of the University of Gdansk.Enthusiast for technology and digital solutions in pharmacies.EDDY GILISSENSr Dir,S

174、upplier Alliances,IQVIAEddy has 40+years of experience in the healthcare sector of which the large majority in different roles at IMS/IQVIA.For the last 20 years he has been dealing with healthcare distributors in EMEA and managing the relationship with a selection of Brussels based European Supply

175、Chain Associations.Regularly Eddy is speaking at conferences on the dynamics observed in the pharmaceutical market.As one of the facilitators of the creation of the African Pharmaceutical Distribution Association he is still one of their Board members.CRISTINA GENTOEMEA Innovation Sr Dir,IQVIACristi

176、na has 10+years of experience in the Healthcare sector developing information services in IQVIA Spain to help pharma and consumer health companies to define their business strategy(sell in,sell out,Real World Data,HCP and e-commerce offering).She has a wide expertise in e-commerce information based

177、on the relationship with e-pharmacies acquired in her local role(launching e-commerce information in Spain)and in the regional one(leading e-commerce information launch in different countries as France,Belgium,Switzerland,Portugal and other EMEA countries.In the last two years she led the launch of

178、IQVIA marketplaces research,starting with Amazon sales estimation that allows Consumer Health Companies to monitor trends and performance of this relevant stakeholder.DIMITRIS PETALASSupplier Services Lead,Strategic Supplier Services,IQVIADimitris is a Licensed Pharmacist with extended experience in

179、 both the clinical and commercial side of the pharmaceutical industry.He has worked in pharmacy operations and management consulting in healthcare.At IQVIA,he is supporting the engagement and partnership with major data suppliers.Dimitris postgraduate studies were in Nanomedicine and holds a Masters

180、 in Strategic Management from ESSEC Business School.STEFAN LUTZMAYERSr Consultant,EMEA Thought Leadership,IQVIAStefan has over 9 years of experience working in academia and life sciences.He joined the Thought Leadership team in 2021 where he creates novel materials on emerging next-generation biothe

181、rapeutic platforms like the microbiome or gene-editing,new developments across therapeutic areas,including central nervous system or cardiometabolic diseases as well as vaccines and cold chain pharmaceuticals.Stefan has prior experience working as an IT consultant advising healthcare and life scienc

182、es clients.He holds a PhD degree from the University of Vienna,is trained in molecular biology and data analysis and has published multiple peer-reviewed articles in internationally-renowned journals.About the authors24|The Rise of E-commerce In The Health and Wellbeing MarketAbout IQVIAIQVIA(NYSE(N

183、ew York Stock Exchange):IQV)is a leading global provider of advanced analytics,technology solutions,and clinical research services to the life sciences industry.IQVIA creates intelligent connections across all aspects of healthcare through its analytics,transformative technology,big data resources a

184、nd extensive domain expertise.IQVIA Connected Intelligence delivers powerful insights with speed and agility enabling customers to accelerate the clinical development and commercialization of innovative medical treatments that improve healthcare outcomes for patients.With approximately 79,000 employ

185、ees,IQVIA conducts operations in more than one hundred countries.IQVIA is a global leader in protecting individual patient privacy.The company uses a wide variety of privacy-enhancing technologies and safeguards to protect individual privacy while generating and analysing information on a scale that

186、 helps healthcare stakeholders identify disease patterns and correlate with the precise treatment path and therapy needed for better outcomes.IQVIAs insights and execution capabilities help biotech,medical device and pharmaceutical companies,medical researchers,government agencies,payers and other h

187、ealthcare stakeholders tap into a deeper understanding of diseases,human behaviours,and scientific advances,to advance their path toward cures.To learn more,visit .2025.All rights reserved.IQVIA is a registered trademark of IQVIA Inc.in the United States,the European Union,and various other countries.03.2024.EMEA.BCS2025-0536-02FEBCONTACT USToll free:1 866 267 4479Direct:+1 973 850