Between Platform Thinking and Retail Media: How the Pharmacy Market Is Changing
A Market in Transition: Between Scaling, Platform Strategies, and New Competitors
The online pharmacy market in Europe currently resembles a testing ground for new sales approaches. While electronic prescriptions are slowly taking hold, Amazon, DocMorris, Redcare Pharmacy, and most recently dm are repositioning themselves.
The focus is less on prescription-only medicines and more on OTC (over-the-counter but pharmacy-only) products and drugstore items. These segments open up new opportunities for brands—through platform models, retail media, and innovative logistics solutions.
Amazon Pharmacy: Gaining Speed, Securing Market Share
In the U.S., Amazon plans to offer free same-day delivery of prescription medications to 45% of the population by the end of 2025. Highly automated distribution centers will make this possible.
In Europe, Amazon already generates EUR 374 million in pharmacy product revenue (2024), ranking fourth in the e-pharmacy segment. In Italy, the company launched a “Beauty & Health Store” in early 2025—putting additional pressure on pharmacy-related brands.
“Amazon is highly ambitious in Europe,” says Gregor Leopold of the agency GlobalAMZ. “Retail media, DSP, streaming—many brands are trying it out for the first time now.”
Redcare vs. DocMorris: A Duel with Clear Signals
Redcare expects a 25% increase in revenue for 2025, including 18% growth in the non-Rx segment. In Germany, Rx revenue is expected to double to EUR 500 million. The platform remains highly curated—sellers report complex onboarding processes.
DocMorris grew by 6.7% in 2024, with 6.7% growth in OTC and 2.1% in Rx. Leopold comments:
“Redcare has overtaken DocMorris in many ways. Brands should allocate budgets strategically across both.”
dm’s Push: A Platform Strategy Through the Back Door
dm plans to launch its online pharmacy in the second half of 2025, fulfilling orders via a company-owned pharmacy in the Czech Republic. The focus will be on pharmacy-only OTC products, formally offered by a third-party seller in the shop. Orders will be shipped together with dm’s standard product range.
“The bundling with regular products is particularly interesting—it reduces costs and increases average order value,” says Leopold. dm also emphasizes trust, customer advice, and potential in-store pickup—without explicitly branding it as a marketplace, but structurally aligned with platform logic.
Marketplace, Media, Delivery: New Playing Fields for Brands
Amazon operates an open model; Redcare and DocMorris curate heavily. dm is testing third-party models. Retail media is becoming a strategic arena, with growing interest from cosmetics and OTC brands.
Logistics is becoming a key differentiator: Amazon offers same-day delivery for select OTC and drugstore products. DocMorris and Redcare rely on partner pharmacies. dm is planning Click & Collect via physical stores—offering a true omnichannel experience.
Conclusion: A Market Searching for Direction—with Signals for Brands
Platform logic, regulatory boundaries, and new business models are converging in the pharmacy market. Amazon is investing in speed and media, Redcare is performing strongly, DocMorris is stabilizing, and dm is entering the game with brand power.
For manufacturers in the OTC and personal care sectors, close observation is worthwhile—and placing a first strategic bet could pay off. Those who learn how digital health retail works today will be ready to act tomorrow.