The new 2024 report on the European e-Pharmacy market
Europe’s online-pharmacy sector continues its strong upward trajectory in 2024. Produced with EAEP, our latest report compares mature leaders with fast-growing markets and outlines five macro-trends—from continent-wide e-prescription roll-out to AI-enabled green logistics—that are reshaping digital healthcare.
Discover in this report:
What Europe needs now for a networked supply of medicines
While nearly all EU Member States have now introduced e-prescriptions, access to prescription medicines through digital channels remains highly uneven across Europe. 8 out of 27 Member States (in addition to UK, Switzerland, Iceland, and Norway) – including Germany, Sweden, Denmark,, the Netherlands, Portugal, Lithuania, Estonia and Finland – currently allow prescription medicines to be dispensed online. In contrast, 19 of the Member States still prohibit the online sale and home delivery of Rx medicines, creating a fragmented landscape that limits patient access and undermines the full potential of digital health innovation.
This fragmented landscape is also clearly reflected in our analysis across the 13 markets: wherever robust legal frameworks and digital infrastructure are in place, the e-pharmacy market grows dynamically. In Poland, for instance, growth exceeds the average with 16%, driven by new regulations enabling remote treatment. In contrast, patient access in France, Italy, Belgium, and Austria remains limited, despite the necessary technical infrastructure being available. Later in this report, we will compare these developments in more detail and highlight what lessons can be learned across countries.
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2024 Market Metrics: Current size, growth momentum and penetration of Europe’s key e-pharmacy markets.
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Country Deep Dives: Germany, the UK and Sweden benchmarked.
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CEE Momentum: Poland and other Central- & Eastern-European countries accelerating.
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Five Mega-Trends
1. Universal e-prescription coverage
2. EHDS 2025 and cross-border access
3. Platform ecosystems combining eRx, tele-consults & subscriptions
4. AI & low-carbon fulfilment for same-day delivery
5. Regulation as a growth catalyst -
EU vs North America: Lessons from the rapid expansion of the US e-pharmacy market.
Why you need this report
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Stay ahead: Spot opportunities and threats early with fresh benchmarks.
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Regulatory roadmap: Understand how EHDS and new cross-border rules will impact your business.
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Competitive radar: Identify players winning with subscriptions, same-day delivery and AI-enabled care.
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Actionable insights: Concrete next steps for manufacturers, pharmacy chains and investors.
Discover in this report:
-
2024 Market Metrics: Current size, growth momentum and penetration of Europe’s key e-pharmacy markets.
-
Country Deep Dives: Germany, the UK and Sweden benchmarked.
-
CEE Momentum: Poland and other Central- & Eastern-European countries accelerating.
-
Five Mega-Trends
1. Universal e-prescription coverage
2. EHDS 2025 and cross-border access
3. Platform ecosystems combining eRx, tele-consults & subscriptions
4. AI & low-carbon fulfilment for same-day delivery
5. Regulation as a growth catalyst -
EU vs North America: Lessons from the rapid expansion of the US e-pharmacy market.
Why you need this report
-
Stay ahead: Spot opportunities and threats early with fresh benchmarks.
-
Regulatory roadmap: Understand how EHDS and new cross-border rules will impact your business.
-
Competitive radar: Identify players winning with subscriptions, same-day delivery and AI-enabled care.
-
Actionable insights: Concrete next steps for manufacturers, pharmacy chains and investors.
What Europe needs now for a networked supply of medicines
While nearly all EU Member States have now introduced e-prescriptions, access to prescription medicines through digital channels remains highly uneven across Europe. 8 out of 27 Member States (in addition to UK, Switzerland, Iceland, and Norway) – including Germany, Sweden, Denmark,, the Netherlands, Portugal, Lithuania, Estonia and Finland – currently allow prescription medicines to be dispensed online. In contrast, 19 of the Member States still prohibit the online sale and home delivery of Rx medicines, creating a fragmented landscape that limits patient access and undermines the full potential of digital health innovation.
This fragmented landscape is also clearly reflected in our analysis across the 13 markets: wherever robust legal frameworks and digital infrastructure are in place, the e-pharmacy market grows dynamically. In Poland, for instance, growth exceeds the average with 16%, driven by new regulations enabling remote treatment. In contrast, patient access in France, Italy, Belgium, and Austria remains limited, despite the necessary technical infrastructure being available. Later in this report, we will compare these developments in more detail and highlight what lessons can be learned across countries.
remains restricted despite the technical capabilities being in place. Later in this report, we will compare these developments in more detail and highlight what lessons can be learned across countries.
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