2023-07-04-艾昆纬-2023年全球消费者健康趋势-电子商务趋势_10页_1mb

Global Consumer Health e-Commerce Trends Summary

Germany: Mature Online Market

Germany exhibits the highest e-Pharmacy market share in the EU, with steady growth (e.g., +7% in 2022). The market is driven by chronic disease products, high-value OTC drugs, and dermocosmetics, though retail pharmacy share declined during the pandemic but rebounded. New e-commerce players increase complexity in purchasing journeys, affecting consumer behavior.

China: Rapid Social E-Commerce Expansion

China's online market is dominated by social e-commerce, accounting for 28% of e-commerce in 2021, with platforms like PDD and WeChat leading. Traditional e-commerce growth declined post-pandemic, accelerating offline shifts; new product introductions favored line extensions, highlighting innovation needs. Cross-border e-commerce aids market entry for non-Chinese companies.

Global Insights

Consumer health e-commerce adoption varies by region due to cultural and market factors. Data tools like web crawling help monitor complex purchasing behaviors, emphasizing the need for adaptive strategies and innovation to meet changing consumer demands.