数字医疗的重要驱动力

The Rise of E-commerce inThe Health and WellbeingMarket An important driver of healthcare digitalisation March 2025 Table of contents Introduction1Definition of the health and wellbeing e-commerce market2Product groups2Market participants4Regulation in pharmaceutical e-commerce in Europe6Cross-border prescriptions in the EU9Health and wellbeing e-commerce in Europe11How big is the e-pharmacy market?11How fast is the e-pharmacy market growing?12What is the e-pharmacy market share?13What do Europeans buy online?14Amazon, an important online player also in Health and Wellbeing15Conclusion20References21About the authors23About IQVIA24 Introduction The Health and Wellbeing market has undergone a significant transformation withthe advent of e-commerce, reshaping how medications and healthcare products aredistributed and accessed. As patients and consumers increasingly are looking forconvenience, personalized healthcare solutions, and access to a broader range ofproducts, e-commerce seeks to respond to these needs. Moreover, online platformsoffer a wealth of information and reviews, enabling consumers to make informeddecisions about their Health and Wellbeing purchases. The ability to compareproducts and prices across different sellers fosters a competitive market, oftenresulting in better deals and higher quality products. The convenience of onlineshopping allows individuals to purchase health-related and wellbeing items from thecomfort of their homes. This ease of access is particularly beneficial for those withmobility issues or living in remote areas. The rise of telehealth services is another significantaspect of e-commerce in the health sector. Patientscan now consult with healthcare professionals online,receive prescriptions, and even participate in virtualfitness classes. This digital transformation has madehealthcare more accessible and efficient, reducing theneed for in-person visits and long waiting times. Whentelemedicine is combined with online pharmacies,synergies, and advantages previously unavailable topatients, such as the fast processing of prescriptionsand fast delivery of medicines to the patient’s home,become possible. or the maturity of individual markets, and we arewitnessing different dynamics, purchasing structuresand market penetration of the online channel. Thiscan affect the potential of a particular market,development prospects or growth opportunitiesin individualproduct categories or for selectede-commerce marketplayers. This White Paper aims to provide a comprehensiveoverview of the dynamics in the e-commerce marketwithin the Health and Wellbeing sector, focusing on itsdefinition, market participants and current landscapein Europe. A separate section is also dedicated toAmazon, which, leveraging its strengths, experience,and solutions from other e-commerce categories, isnow expanding its activities in Health and Wellbeing inthe European market. Additionally, e-commerce has facilitated the growth ofniche markets within the health and wellbeing sector.Specialized products, such as vegan supplements,cruelty-free skincare, and personalized fitnessplans, are now readily available to a global audience.This diversification caters to the unique needs andpreferences of consumers, promoting a more inclusiveand comprehensive approach to Health and Wellbeing. Through this exploration, stakeholders will gaina better understanding of the opportunities andchallenges presented by e-commerce in the Health andWellbeing market in Europe. This knowledge is crucialfor navigating the complexities of the sector and forharnessing the potential of digital solutions to improvehealth outcomes and consumer experience. The vast array of products, services and solutions iscomplicated by regulatory issues, customers’ shoppinghabits, the availability of traditional retail outlets Definition of the health and wellbeing e-commerce market Product groups In today’s rapidly evolving landscape, the concept of Health and Wellbeing e-commerce defies simplisticcategorization. Market participants often adopt narrow definitions tailored to their specific business needs,focusing on segments like e-pharmacies or Health and Beauty products. However, the true scope of Health andWellbeing e-commerce is far more expansive, encompassing Consumer Health products, Over-the-Counter (OTC)products, and registered medicines. This report by IQVIA aims to provide a structured and comprehensive viewof the e-commerce sector within the Health and Wellbeing market, shedding light on its intricate and multifacetednature (see Figure 1 below). Personal care and wellness productsare widelyavailable in the Health and Wellbeing e-commercemarket and do not require special regulations ordelivery conditions. This category includes a widearray of items, from skincare products and creams tohygiene products and wellness items. The availabilityof these products online has revolutionized the wayconsumers approach personal care, offering a pri