E-commerce is transforming Europe’s health and wellbeing market by expanding access, convenience, and choice. Consumers increasingly buy OTC drugs, supplements, personal care, and even specialty medicines online, supported by telehealth and rapid delivery apps. Regulations remain fragmented, with wide differences in what e-pharmacies can sell, but cross-border e-prescription initiatives are improving continuity of care. Germany leads with over €3.6B in e-pharmacy sales, while Spain and Poland show rapid growth. Amazon is a rising force, capturing significant share through its broad product mix and logistics strength, signaling deeper disruption ahead.

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