dm Plans Online OTC Medicine Sales Expansion in Austria

The German retail chain dm is advancing its strategy to enter the online over-the-counter (OTC) medicine market in Austria. Following preparations to launch an online pharmacy in Germany, the company is now looking to extend its digital OTC product offerings to Austrian consumers. Although a specific launch date has not been announced, the company has confirmed that the necessary technical infrastructure is already in place to support expansion into additional markets.

According to corporate statements, dm's international collaboration is playing a critical role in the development of its product range and service portfolio. The planned online pharmacy aims to provide customers with affordable access to non-prescription medicines and exclusive pharmacy cosmetics, broadening the traditional retail offering.

In Austria, the current regulatory framework grants pharmacies exclusive rights to sell medicines in physical stores. However, dm sees significant potential in offering OTC products online, especially given the growing demand for digital healthcare solutions. The company's leadership has highlighted that in 2024, Austrians spent approximately 246 million euros on online medicines, with a substantial portion--about 180 million euros--going to international suppliers. This, they argue, results in a transfer of economic value and jobs outside the country, as domestic regulations restrict competition within the Austrian pharmaceutical distribution sector.

From an economic perspective, dm officials emphasize that increased competition in the OTC sector could benefit both consumers and the broader economy. They point out that maintaining the current status quo may hinder progress, while a proactive approach to digital transformation could better serve customers and safeguard local employment and tax revenues.

However, the initiative has met resistance from the Austrian Chamber of Pharmacists. The organization has raised concerns about the potential risks to patient safety and the security of medicine supply chains if non-prescription medicines become available through non-traditional retail channels. The chamber argues that selling medicines in outlets that primarily focus on impulse purchases could undermine responsible healthcare delivery, emphasizing that pharmaceutical expertise cannot be replaced by general retail knowledge. They warn that treating medication as a standard retail product could reduce the quality of healthcare and shift the focus from patient well-being to commercial interests.

Despite these concerns, dm maintains that its online pharmacy initiative is designed to complement existing healthcare services, offering a cost-effective and convenient option for consumers while adhering to regulatory standards. The company asserts that its approach prioritizes both customer needs and compliance with national health regulations.

The debate reflects broader changes in the European pharmaceutical market, where digitalization and cross-border e-commerce are prompting regulators and industry leaders to reconsider traditional models of medicine distribution. As dm moves forward with its plans, the outcome is likely to influence the future landscape of OTC medicine sales in Austria and potentially other countries where similar regulatory challenges exist.