4,000 Products Become Cheaper at Apotea: "It Should Be Noticeable"

Pär Svärdson

"Worked intensively behind the scenes".

On April 1st, the food VAT will be reduced. For the online pharmacy Apotea, the legislative change means that prices will be adjusted downwards on over 4,000 products. E-commerce's digital infrastructure makes it possible to carry out the transition immediately, allowing the reduction to reach consumers directly

The VAT reduction covers food, which for the pharmacy actor in this case includes the range of minerals, vitamins and dietary supplements.

For us, it is a given that a VAT reduction should be noticeable in customers' shopping baskets. Our vision is to always offer the lowest possible prices, and therefore it is natural for us to adjust prices in line with the change, says Pär Svärdson, CEO of Apotea.

Large-Scale Updates

Preparations have been ongoing for some time to ensure that the company can lower the price of a large number of products at exactly the same time. By operating online as an e-commerce actor, the company has the technical capabilities to update its range on a large scale.

The update is being carried out digitally across the entire platform, resulting in the new price level being visible in customers' shopping baskets quickly and without delay.

We have been working intensively behind the scenes to ensure that everything is ready on time. It feels very good to be able to lower prices on so many products at the same time, especially in vitamins and dietary supplements where demand is high, says Johan Carrick, Marketing and Sales Manager at Apotea.

Since 2022, they have also operated the subsidiary Apotera in Norway.

Editorial Staff