The New European
E-Pharmacy Market Report 2025
The new joint report by DatamedIQ and the European Association of E-Pharmacies (EAEP) analyses the development of 15 European e-pharmacy markets and highlights how differently digital healthcare ecosystems are evolving across Europe. The report focuses on market size, growth dynamics, and regulatory frameworks — ranging from fully integrated digital healthcare systems to markets that remain predominantly OTC-driven.
The report explores key developments shaping the future of the sector, including the operationalisation of the European Health Data Space (EHDS), the expansion of cross-border healthcare, the growing political momentum around online access to prescription medicines, and the increasing role of e-pharmacies in addressing structural healthcare challenges. It also demonstrates how digital infrastructure, e-prescriptions, and regulatory openness will increasingly determine scalability and competitiveness across European markets.
Discover in this report:
E-pharmacy 2025: from growth story to healthcare backbone’
This year’s analysis expands to 15 European markets, providing a more complete picture of how e-pharmacy is developing across the continent. The findings confirm continued strong growth, with the total market now exceeding €15 billion, but also reveal an increasingly fragmented landscape shaped by national regulatory choices.
While large markets such as Germany and the United Kingdom continue to dominate in absolute size, growth is no longer concentrated in a few countries. A broader group of markets – including Italy, Poland, Finland, Spain, the Netherlands, and Czech Republic – is driving expansion, with several countries posting double-digit growth rates. At the same time, more mature systems such as Sweden and Denmark demonstrate how fully digitalised healthcare ecosystems can support scalable and integrated e-pharmacy models.
Market highlights from the report
- Market key figures for 2025: An overview of the current market size, growth momentum and development of the key European e-pharmacy markets.
- In-depth analyses of key markets: Detailed insights into established pioneer markets and dynamic growth markets across Europe.
- A comparative view of Europe’s market landscape: The report highlights which countries are particularly advanced in terms of digitalisation, eRx adoption and online market share – and where the strongest momentum currently lies.
Why this report is indispensable
- Strategic guidance in the European market
Understand which countries have already established scalable digital health ecosystems – and where regulatory hurdles continue to limit growth. - Regulatory developments clearly explained
From EHDS and e-prescriptions to future digital identity wallets: the report highlights the policy developments that will shape Europe’s e-pharmacy market. - Overview of market models and maturity levels
The report highlights the differences between integrated digital healthcare systems and OTC-driven markets – including specific country examples. - Relevant insights for industry and market players
In-depth insights for manufacturers, platforms, pharmacies, associations and investors seeking to strategically assess Europe’s digital health markets
Discover in this report:
Market highlights from the report
- Market key figures for 2025: An overview of the current market size, growth momentum and development of the key European e-pharmacy markets.
- In-depth analyses of key markets: Detailed insights into established pioneer markets and dynamic growth markets across Europe.
- A comparative view of Europe’s market landscape: The report highlights which countries are particularly advanced in terms of digitalisation, eRx adoption and online market share – and where the strongest momentum currently lies.
Why this report is indispensable
- Strategic guidance in the European market
Understand which countries have already established scalable digital health ecosystems – and where regulatory hurdles continue to limit growth. - Regulatory developments clearly explained
From EHDS and e-prescriptions to future digital identity wallets: the report highlights the policy developments that will shape Europe’s e-pharmacy market. - Overview of market models and maturity levels
The report highlights the differences between integrated digital healthcare systems and OTC-driven markets – including specific country examples. - Relevant insights for industry and market players
In-depth insights for manufacturers, platforms, pharmacies, associations and investors seeking to strategically assess Europe’s digital health markets
E-pharmacy 2025: from growth story to healthcare backbone
This year’s analysis expands to 15 European markets, providing a more complete picture of how e-pharmacy is developing across the continent. The findings confirm continued strong growth, with the total market now exceeding €15 billion, but also reveal an increasingly fragmented landscape shaped by national regulatory choices.
While large markets such as Germany and the United Kingdom continue to dominate in absolute size, growth is no longer concentrated in a few countries. A broader group of markets – including Italy, Poland, Finland, Spain, the Netherlands, and Czech Republic – is driving expansion, with several countries posting double-digit growth rates. At the same time, more mature systems such as Sweden and Denmark demonstrate how fully digitalised healthcare ecosystems can support scalable and integrated e-pharmacy models.
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