Overview
Redcare Pharmacy, formerly Shop Apotheke Europe, is Europe's leading online pharmacy group. It serves almost 14 million active customers in Germany, Austria, Switzerland, the Netherlands, Belgium, France and Italy, with prescription medicines, over-the-counter medicines, beauty, personal care and health products. For a health, beauty or wellness brand, Redcare is one of the most important online channels in Europe.
Who is behind Redcare Pharmacy
Redcare Pharmacy was originally founded in 2001 and is listed on the Frankfurt Stock Exchange. The group renamed itself from Shop Apotheke Europe to Redcare Pharmacy in 2023, while keeping the Shop Apotheke brand in Germany. In 2025 its sales grew 24% to EUR 2.9 billion, and its prescription (Rx) revenue passed EUR 1 billion for the first time, driven by the introduction of electronic prescriptions in Germany. Its active customers grew to 13.9 million. Redcare offers more than 250,000 products and has opened a new online pharmacy in Pilsen, Czech Republic, to serve Austrian customers. The company is led by CEO Olaf Heinrich.
Rx and non-Rx
- Rx. Prescription sales in Germany nearly doubled in 2025 as patients redeem electronic prescriptions online, which brings many new customers to Redcare.
- Non-Rx. Sales of over-the-counter medicines, beauty and personal care products also grew strongly, by around 17% to 20%.
- Retail media and marketplace. Redcare runs a retail media business and a marketplace where partners can sell to its customers.
How brands can work with Redcare
- As a supplier to Redcare's pharmacies, which buy health and beauty products.
- On the Shop Apotheke marketplace, which lets partners sell products in several countries. See our Shop Apotheke page for details.
- Through retail media, advertising to Redcare's customers.
A brand considering Redcare should be ready with:
- Products that fit a pharmacy range, such as supplements, skincare, medical devices or personal care.
- Full regulatory compliance in each country, including evidence for health claims.
- Local-language content for each market.
- Competitive pricing and promotional support.
Why Redcare matters for brands
Electronic prescriptions are bringing millions of patients to online pharmacies in Germany, and those customers also buy health and beauty products. Redcare is the market leader in this shift.
How eBrands looks at Redcare
eBrands sells on the Shop Apotheke marketplace and works with brands on marketplaces across Europe and North America. If you want to see how Redcare could sit alongside the channels you already use, we are happy to talk it through.
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