Overview
Shop Apotheke is one of Europe's largest online pharmacies and part of Redcare Pharmacy, the leading e-pharmacy in Europe. It sells over-the-counter medicines, prescription medicines, beauty, personal care and health products to more than 13 million active customers in seven countries. Shop Apotheke also runs a marketplace where selected brands and sellers can sell directly to its customers. For a brand in health, beauty or wellness, it is one of the most important online channels in German-speaking Europe.
Who is behind Shop Apotheke
The company was founded in 2001 and today operates as Redcare Pharmacy N.V., formerly Shop Apotheke Europe N.V. It is active in Germany, Austria, France, Belgium, Italy, the Netherlands and Switzerland, with more than 250,000 products. In 2025 Redcare's sales grew 24% to EUR 2.9 billion, and the number of active customers grew 11% to 13.9 million. Prescription sales passed EUR 1 billion, driven by Germany's shift to electronic prescriptions (e-Rx). Redcare's net promoter score rose to well above 70. Redcare has said it will grow higher-margin business lines such as the marketplace and retail media.
The Shop Apotheke marketplace
The Shop Apotheke marketplace runs on Mirakl and covers four country shops: Germany, Austria, Belgium and Italy. A brand considering the marketplace should know the following:
- Brand approval. Brands must be approved before their products can be listed.
- Separate country shops. Offers, prices and content are managed per country, in German, French, Dutch or Italian as needed.
- Correct VAT on every offer. Each offer needs the right tax rate, including reduced rates where they apply, for example for some health products.
- Fast customer service. Customer messages need answers quickly. Integration partners report that slow responses can lead to automatic suspension.
- Advertising. Sellers can promote products through Shop Apotheke's own retail media and ad server.
What it takes to sell
- Products that fit a pharmacy range, such as health, beauty, personal care, supplements or baby care.
- Full regulatory compliance for each product type, such as cosmetics, food supplements or medical devices, with documentation to support every claim.
- Local-language content and labelling for each country shop.
- Fulfilment and returns to customers in the countries where the brand sells.
- Competitive pricing, since online pharmacy shoppers compare prices closely.
Why Shop Apotheke matters for brands
Shop Apotheke combines a large, trusted customer base with growing prescription traffic, which brings more shoppers to the site who may also buy health and beauty products. Its marketplace lets brands reach those shoppers in several countries through one platform.
How eBrands looks at Shop Apotheke
eBrands sells on the Shop Apotheke marketplace and works with brands on marketplaces across Europe and North America. If you want to see how Shop Apotheke could sit alongside the channels you already use, we are happy to talk it through.
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