Rise in Online Medication Sales in Germany

The trend of purchasing medications online in Germany is on the rise, as reported by the E-Commerce Association (BEHV). In 2024, online pharmacies saw a significant increase in sales, reaching EUR423.1 million during the first quarter, which represents a 7.8% increase compared to the same period last year. This growth follows a pattern of substantial gains in previous quarters.

A major driver of this trend is the introduction of electronic prescriptions (E-Rezept) in January 2024. According to BEHV spokesperson Frank Düssler, patients are becoming accustomed to the digitalization of healthcare services, including online appointment scheduling and consultations. The high expectations surrounding the E-Rezept initiative are being fulfilled, as patients explore new ways to access their medications.

With the implementation of the E-Rezept, healthcare providers are now mandated to issue electronic prescriptions for prescription medications rather than traditional paper forms. Patients enjoy the flexibility of choosing how to redeem their prescriptions - either at local pharmacies or through mobile applications and websites of online pharmacies.

Prominent online pharmacies, such as the Dutch-based DocMorris and Medpex, are among those benefitting from the surge in electronic prescriptions. Redcare Pharmacy reported a remarkable 32% increase in its sales last year, totaling approximately EUR2.4 billion. Overall, the revenue from prescription medications in Germany rose by 69% over the past year.

While the online pharmacy sector flourishes, traditional pharmacies in Germany continue to decline, marking the lowest number of establishments since 1978. By the end of 2024, the German Pharmacists Association (ABDA) indicated there were 17,041 pharmacies, a drop of 530 from the previous year.

In a broader context, the online retail sector has also shown signs of recovery, with sales reaching EUR19.7 billion in the first quarter, reflecting a 3.2% nominal increase compared to the same quarter last year. This marks the first time since mid-2022 that e-commerce growth has outpaced inflation.