E-pharmacy Study 26/27 (✚)

A comparison of the top 15 e-pharmacies: Shop Apotheke remains in the lead, whilst the market is consolidating

The online pharmacy market in Germany is becoming increasingly consolidated – and Smile AI has put this into figures. The E-pharmacy Study 26/27 provides a comprehensive analysis of the rankings of the top 15 e-pharmacies, discount levels, target groups and growth forecasts in the German online pharmacy market.

The result is clear: Shop Apotheke tops the ranking – with a weighted performance of 81 %, well ahead of DocMorris and Medikamente per Klick, which have retained second and third place respectively, unchanged from the previous year. Shop Apotheke has been steadily expanding its market-leading position in non-Rx sales for years.

At the same time, market consolidation is causing some upheaval: smaller online pharmacies are losing a noticeable amount of market share over time, whilst the average discount level has stabilised at 21 % – led by Medikamente per Klick with a 28 % discount, closely followed by Apotal (also 28 %) and Mediherz (25 %). With easyApotheke, apo.com and meine-onlineapo, three new online pharmacies have entered the top 15 for the first time, whilst the greatest movement is taking place between positions 5 and 12.

According to the baseline scenario, e-pharmacy turnover could exceed €11 billion by 2030; in the optimistic scenario, it could even exceed €15 billion. Smile AI already forecasts e-pharmacy turnover of over €4.9 billion for 2026 (+11 %) – with Shop Apotheke as the clear market leader. Two insolvencies are also contributing to market consolidation: Sanicare (operations continue despite insolvency; remains in 9th place) and Disapo (shop now closed). The study provides the data, market structure and strategic insights that pharmaceutical manufacturers now need for their channel strategy.

Content of the study:

Executive Summary & Market Dynamics
Market Overview: An overview of market growth, consolidation and discount levels
Ranking of the top 15 e-pharmacies for 26/27 with a detailed analysis of each shop (traffic, price, usability, service, SEO, conversion rate, social media)
Amazon Health update and survey results
Recommendations for pharmaceutical manufacturers

Highlights of the E-pharmacy Study 26/27

Shop Apotheke retains top spot: Shop Apotheke tops the ranking of the top 15 online pharmacies – ahead of DocMorris and Medikamente per Klick; the top three remain unchanged from last year.
Three new entrants in the top 15: easyApotheke, apo.com and meine-onlineapo have entered the ranking for the first time – the biggest shifts have taken place between positions 5 and 12.
Average discount level stands at 21 %: Medikamente per Klick offers the highest discount at 28 %, closely followed by Apotal (28 %) and Mediherz (25 %).
Consolidation is gathering pace: smaller shops are losing market share, whilst the insolvencies of Sanicare and Disapo are shaping the market – e-pharmacy turnover of over €11 billion is possible by 2030.
Amazon is becoming a must-have channel: all manufacturers surveyed are actively represented on Amazon, with 70 % selling via Marketplace partners – though management of these sales often lags behind.