Online sales of over-the-counter drugs are gaining momentum – consumer behavior is changing

The over-the-counter (OTC) market in Poland is rapidly digitizing. More and more consumers are choosing to purchase dietary supplements, OTC medications, dermocosmetics, and hygiene products online. According to PMR analyses, over half of Poles say they have purchased such products online – a trend that is growing year-on-year. The main reasons include convenience, the ability to compare prices, and access to a wider selection than in brick-and-mortar stores.

It's worth noting that the number of online pharmacies and specialized e-shops in the healthcare industry is growing , and at the same time, consumers are showing increasing confidence in digital sources of purchasing medical products. This is also influenced by the popularization of click-and-collect models, 24-hour deliveries, and extensive product descriptions with certificates and reviews.

Why do Poles buy pharmacy products online? Because it's MUCH cheaper than in a regular pharmacy!

Online shopping for healthcare products is becoming a daily occurrence for a growing number of Poles. This shift isn't just about convenience; there are a number of specific reasons behind it that influence consumer decisions in the e-health space.

• Most often, the price at an online pharmacy is much lower than in a regular pharmacy – anyone who has ever shopped at an online pharmacy has surely been surprised by the prices. Sometimes the differences reach 50%-70% cheaper than in a regular pharmacy. Of course, as is typical with online stores, some prices are similar, and you might even find something more expensive, but the markups at brick-and-mortar pharmacies are huge…
• Convenience and time savings – shopping can be done 24/7, without leaving home or waiting in lines. This is an ideal solution for older people, busy people, or those living in smaller towns.
• Access to a wider range of products – online stores and online pharmacies offer a much wider selection of supplements, dermocosmetics, hygiene products and OTC drugs than many brick-and-mortar stores.
• The ability to compare prices and promotions – the internet provides tools for quickly comparing offers, allowing you to buy cheaper and more consciously.
• Greater discretion – some health or intimate products are easier to buy online, without having to talk to a pharmacist or salesperson.
• Trust in brands and certified pharmacies – the increase in the number of registered online pharmacies and their visibility on Google increases the feeling of security when shopping.
• Fast delivery and click & collect models – more and more platforms offer same-day or next-day delivery, which eliminates the advantage of stationary pharmacies.
• Education and better product descriptions – pharmacy e-commerce invests in guides, ingredients, user reviews, and expert advice, which supports informed purchasing decisions.

All these factors combine to demonstrate that e-health is no longer a niche, but a strong and growing segment of the Polish online market. Customers choose the internet because it simply works—faster, cheaper, and more convenient.

What does this mean for the digital world?

The growth in online sales of OTC drugs presents an opportunity to develop new sales models in the medical and pharmaceutical industries. In the digital world, segments such as e-health, e-pharmacy, and medtech e-commerce are gaining importance. For online store owners, it also signals that consumers are increasingly open to purchasing sensitive products—provided they ensure appropriate user experience, transparent information, and fast delivery.

This also stimulates the development of educational content, how-to guides, and ingredient search engines , which build credibility and support conversions. Growing competition also means a greater emphasis on SEO, product description optimization, and compliance with pharmaceutical law requirements. Investing in tools to track customer preferences and personalize offers is also becoming increasingly important, allowing for a more tailored shopping experience.

How can companies that sell health products online operate?

• Make sure your online store meets legal requirements – the sale of OTC products is subject to regulations, especially in terms of advertising and labeling.
• Focus on quality content – ​​reliable descriptions, user reviews and certificates influence customer trust.
• Implement a click & collect system or express delivery – the speed of order fulfillment is crucial in the healthcare segment.
• Be mobile first – most users search and buy health products on their smartphones.
• Create a how-to blog section – educational content increases reach and attracts informed consumers.
• Invest in product SEO – good descriptions, long-tail phrases and schema markup help you outperform the competition in search results.

Where is the online OTC market heading?

The growing interest in purchasing OTC products online is no longer a passing trend, but a lasting shift in consumer behavior. All signs point to e-health becoming a key segment of the digital world in Poland. Companies that quickly adapt to growing customer expectations for service quality, logistics, and transparency will gain a competitive advantage. The question remains: will traditional pharmacies keep pace with the digital transformation of the healthcare market?

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