The hard struggle of online pharmacies in Austria

Since 2015, no prescription drugs have been sold online in Austria. In the meantime, some major providers such as Shop pharmacy of the Dutch company Redcare Pharmacy, Docmorris or apotheke.at over -the -counter medicine on the Internet.

Medicines from drugstore and supermarket

Recently, more and more competition is urging the digital pharmaceutical market and the struggle for customers is becoming tougher. For example, the drugstore chain terminated dm in January 2025 to want to get into the business with pharmacy -free, over -the -counter medication. The company wants to start in Germany, and in the future the new range should also be rolled out to other countries such as Austria.

The medication must not be sold online in the DM branches, but exclusively. In the future, they are to be sent to Germany from a pharmacy in another EU country, for example, Czech Republic.

Also the delivery supermarket Turker Since the autumn of 2024, around 3,500 medicines have been offered by clicking on the mouse and delivering them to its customers in a few hours. For this, the company has the Happy-apotheke incorporated into his logistics center.

The market continues to grow

Martina EggerAustria boss at the Dutch Redcare Pharmacy, remains relaxed despite growing competition. While shop pharmacy is active throughout Austria, providers such as Gurkerl pharmaceuticals would only offer regionally (Vienna and the surrounding area) and in the form of a platform cooperation with a pharmacy.

The market is also large enough and continue to grow. Egger emphasizes that their offer now addresses all age groups in the country.

Like Gurkerl managing director Mark HübnerEgger is also committed to being able to sell prescription medicines in Austria in the future via the online shop. According to a study by the Economic Research Institute Eco Austriawhich was commissioned by Redcare Pharmacy, this is also necessary due to the insufficient supply density.

Regional supply problems

Especially in Styria, Tyrol and Lower Austria, the study predicts regionally coarser care problems by 2030. And because of demographic change, a dense network of pharmacies will be increasingly important in the future, appeals Wolfgang Schwarzbauer, Head of the Regional Economic Policy and Foreign Affairs research area at Eco Austria.

Egger cannot understand the concern that inpatient pharmacies could be pushed out of business, even if web providers such as Shop offer prescription medicine.

According to consumer researchers, 44 percent of people now relate to medication from online trade in Germany, where prescription drugs can be ordered via the web. Nevertheless, the proportion that the digital pharmacies had in total turnover was only 0.7 percent in 2022.

Egger also believes that large online providers are pressing the prices is also unlikely: “The market is not that liberal either.”

Pharmacies could save staff

Eco Austria director also Monika Köppl-Turinna sees the stationary pharmacies not at risk through liberalization. These should also be able to send costs and could thus save costs through lower personnel requirements.

Even now, inpatient pharmacies like their online counterparts are allowed to send non-bonded medicines. Most do not use this option for economic reasons.

Monopoly can lead to higher prices

Köppl-Turyna is also critical of the strict regulations about pharmacies. Specifications such as area protection would offer the potential for monopolies, which can lead to higher prices. The abolition of this regulation could benefit consumers.

Because it should be “strictly regulated in the case of medicinal products, but not the sales modalities,” says Köppl-Turyna.