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The Covid pandemic has modified consumer buying habits in the pharmacy environment. Physical interactions have been reduced, which is why there has been a relevant acceleration of the online pharmacy channel led mainly by masks.
Sales through pharmacy eCommerce have shot up 73% in 2020 compared to the previous year. A growth that, translated into figures, represents a estimate of 324.3 million euros, according to the data collected by the consulting firm Iqvia.
Regarding the average purchase ticket online in pharmacies, its value amounts to 57.12 euros. And it has been the Patient Care (PAC) segment that has driven sales online of pharmacies, with a growth of 645%. Much of this increase is mainly due to on demand for masks.
In addition, as Iqvia collects in its report ‘Changes in the pharmacy’, highlights the greater use that has been made of mobile for shopping. 45% of the transactions were made through this device, almost equaling those made through the computer (51%). The remaining 4% was through tablets.
“Part of the success of eCommerce is due to the forced elimination of one of the main barriers to entry to the channel: exploring an unknown alternative. The situation that arose as a result of the confinement encouraged experimentation with the canal online and, therefore, it pushes the jump of the mentioned barrier ”, they explain from the consultant.
Planned purchase
It is clear that the pandemic has changed consumer habits in pharmacies. Another of the figures that support this statement is that the number of tickets so far in 2021 is 9% lower than in the same period of 2019. However, the average ticket value has increased by 17% in 2021 versus 2019.
These two aspects seem to indicate that the buyer visits the pharmacy less frequently, but when they do, the value of the shopping basket is higher. In other words, “shopping at the pharmacy has become a most planned purchase than it was previously ”, specifies the consultant in the report.
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Reference-www.elespanol.com