Analysis of the top market leaders in UK, France, Italy, Poland, Spain, Netherlands and Czech Republic with a spotlight on Amazon and AI Visibility
European pharma ecommerce plays out on seven very different fields. Traffic, entry channels and regulation differ sharply per market, and the distance between the leading shops is wide: the number one in Poland alone draws more visits per year than the entire top 3 in France. E-pharmacies, Amazon and AI assistants now shape this market together, worth around €10 billion in online pharmacy revenue. The EU Pharma Ecommerce & AI Study 26 delivers precise insights into market sizes, user behaviour, and top players in UK, France, Italy, Poland, Spain, Netherlands and Czech Republic – combined with practical recommendations to help you win in the digital competition. New this year: an AI Visibility analysis showing which sources AI assistants actually cite per market. In addition to insights, the study also provides concrete tools and guides that help pharmaceutical manufacturers position their brands well in online pharmacies, increase visibility, and boost sales.
Highlights of the EU Pharma Ecommerce & AI Study 26
- Traffic champions Poland & Czech Republic: Doz.pl (123 million visits) and DrMax.cz (54 million) lead the country rankings, ahead of MedExpress in the UK with 37 million.
- AI Visibility as a new battleground: Health authorities hold between 28 % and 81 % of all AI citations. Pharmacies and brands reach 39 % in Czechia, but 0 % in France and Spain.
- Regulatory framework & compliance: Supplements are sellable EU-wide on Amazon, OTC only in Germany and the UK under specific conditions. Rx stays off the marketplace in every market.
- €10 billion market volume in 2025: Online pharmacy revenue in Europe has grown by 11 % since 2023. Globally, digital pharmacy is forecast to reach USD 240 billion by 2030.
- Amazon at scale: The UK and Germany generate around €2 billion each in health revenue and together hold 71 % of the five biggest markets. PAN-EU warehouses in nine countries handle cross-border fulfilment.
Excerpts from the study
