The eCommerce Health Care market is a sector of online retailing that focuses on the sale of over-the-counter (OTC) pharmaceutical products, which can be purchased without a medical prescription, via a digital channel. Besides medicines, this market segment also includes nutrition food, dietary supplements as well as medical products for private use (e.g., blood pressure monitors, disinfectants, and dressings), but it excludes the sale of prescription drugs.
The relevance of the eCommerce Health Care market lies in its ability to offer consumers a vast selection of products at competitive prices, with the added convenience of home delivery. It also enables brands and retailers to reach customers across different geographies and demographics, expanding their customer base and sales potential.
The eCommerce Health Care market has experienced significant growth in recent years, driven by factors such as the increasing popularity of online shopping, the rise of direct-to-consumer brands, and the growing emphasis on preventive health and wellness.
Examples of successful eCommerce Health Care businesses include Vitacost, which specializes in vitamins and supplements, and Peloton, which offers fitness equipment and live and on-demand workout classes. Additionally, online marketplaces like Amazon and Walgreens have expanded their health and wellness offerings, providing consumers with more options for ordering their favorite health care products online.
The eCommerce market for Health Care consists of eight different markets:
The Analgesics market includes over-the-counter natural and synthetic non-opioid analgesics (only in approved low doses) like Paracetamol, Ibuprofen, Aspirin, Diclofenac and other pain-relieving preparations.
The Cold & Cough Remedies market contains over-the-counter natural and synthetic agents to relieve cough, expectorants and sore throat remedies, cold remedies and preparations against flu-like infections.
The Digestives & Intestinal Remedies market comprises over-the-counter natural and synthetic digestive agents and remedies against gastrointestinal complaints.
The Hand Sanitizer, also known as hand antiseptic, are foam, gel or liquid-based sanitizing agent that is applied on hands for removing various disease-causing pathogens.
The Incontinence market contains adult diapers.
The Skin Treatment market comprises over-the-counter natural and synthetic medical skin treatment products like antibacterial preparations, acne treatment agents, antifungals.
The Vitamins & Minerals market includes over-the-counter natural and synthetic food supplements like multivitamin preparations, minerals, vitamins, tonics and cod liver oil.
The Other Health Care market contains items such as bedpans, first aid items, nutrition food, hearing aids, biometric monitors, and medical tests.
Health Care comprises revenues, users, average revenue per user, and penetration rates. Revenues are derived from annual filings, national statistical offices, Google- and Alibaba-Trends and industry knowledge. Sales Channels show online and offline revenue shares, as well as, desktop and mobile sales distribution. Revenues are including VAT. The market only displays B2C revenues and users for the above-mentioned markets, hence C2C, B2B and reCommerce is not included. Additional definions can be found on each respective market page.
Key players in the market are companies like Amazon, JD, Tmall, Taobao, Walmart and Costco.
Market numbers for the total market sizes (online + offline) can also be found on the respective pages of the Consumer Market Insights.
Natural and synthetic agents such as Tylenol
Analgesics such as Asprin, and Paracetamol
Cough and cold remedies such as Vicks VapoRub
Vitamins and minerals such as Centrum
Skin treatment products such as Proactiv
Hand sanitizers such as Purell
Nutrition food and dietary supplements such as GNC
Medical and health care items for private use such as bandages and other first aid items, condoms, feminine hygiene products, and biometric monitors such as Trojan, Band-aid, Fitbit
Data refers to B2C enterprises. Figures are based on the sale of physical goods via a digital channel to a private end consumer. This definition encompasses purchases via desktop computers (including notebooks and laptops) as well as purchases via mobile devices (e.g., smartphones and tablets). The following are not included in the eCommerce market: digitally distributed services (see instead: eServices), digital media downloads or streams, digitally distributed goods in B2B markets, and the digital purchase or resale of used, defective, or repaired goods (reCommerce and C2C). All monetary figures refer to the annual gross revenue and do not factor in shipping costs.
Market sizes are determined by a combined top-down and bottom-up approach, based on a specific rationale for each market segment. As a basis for evaluating markets, we use annual financial reports of the market-leading companies and industry associations, third-party studies and reports, survey results from our primary research (e.g., Statista Global Consumer Survey), data on shopping behavior (e.g., Google Trends, Alibaba Trends), and performance factors (e.g., user penetration, price/product). Furthermore, we use relevant key market indicators and data from country-specific associations such as GDP, consumer spending, internet penetration, and population. This data helps us estimate the market size for each country individually.
In our forecasts, we apply diverse forecasting techniques. The selection of forecasting techniques is based on the behavior of the particular market. For example, the S-curve function and exponential trend smoothing are well suited for forecasting digital products and services due to the non-linear growth of technology adoption. The main drivers are GDP per capita, consumer spending per capita, internet penetration, and population.
The market is updated twice per year in case market dynamics change. The impact of the COVID-19 pandemic is considered at a country-specific level. The impact of the Russia/Ukraine war is considered at a country-specific level.