According to the Swedish Pharmacists' Association's new industry report for 2026, e-commerce now accounts for 26 percent of the total market. The growth rate for the e-commerce channel amounted to just over 18 percent in value during 2025. Although this is a slowdown compared to the previous year's growth of nearly 20 percent, it is higher than the value growth of physical retail of two percent for the same period. The rapid growth online is affecting the market structure, and the report states:
The industry has now probably reached a level where the extent of e-commerce will have an impact on the physical store structure in the coming years.
Online sales differ from physical stores in terms of which goods consumers order. In terms of sales value, prescription drugs are the largest segment within e-commerce and account for 53 percent of turnover.
If, instead, we look at volume, measured in the number of packages sold, the category of other goods dominates with 65 percent. E-commerce can offer a wider range of these goods at competitive prices, which has led to a channel shift where the sale of other goods is now greater in digital channels than in physical stores.
"Very Strained"
Despite the growth of e-commerce, the overall profitability in the pharmacy industry is low. The total pharmacy market turned over 90 billion Swedish kronor in 2025, of which the outpatient market accounted for 75 billion Swedish kronor.
The operating margin for pharmacies improved slightly during the year but still amounted to only 2.3 percent. Currently, the Swedish market consists of 1,400 physical outpatient pharmacies and seven dedicated e-commerce pharmacies.
Johan Wallér, CEO of the Swedish Pharmacists' Association, comments on the challenges in the report:
The industry is in a very strained financial situation.