艾昆纬-2023年全球消费者健康趋势-电子商务趋势（英）-10页_1mb

报告摘要

Global Consumer Health Trends in e-Commerce 2023

This whitepaper examines trends in e-Commerce and e-Pharmacy within the global consumer health sector, highlighting market differences and challenges. e-Commerce and e-Pharmacy have evolved over two decades, changing industry engagement with consumers and healthcare professionals (HCPs), though in-person consultations remain valued.

Germany (Mature Market)

Market Position: Germany leads the EU with the highest e-Pharmacy market share and stable online growth. By 2022, online sales accounted for 20% of the market.
Trends: Online market share surged during the pandemic; retail pharmacy share declined but rebounded in 2022, driven by cough and cold medications. Products with high online penetration include those for chronic diseases, high-cost items, and confidential handling (e.g., dermocosmetics saw 10.2% growth).
Challenges: New online players increase purchasing complexity, complicating customer journeys and requiring new strategies for product monitoring and market adaptation.

China (Dynamic Market)

Market Characteristics: Rapid growth in social e-Commerce, integrated with platforms like Pinduoduo (PDD), WeChat, and TikTok. Social e-Commerce represented 28% of the market in 2021, growing 53%, while traditional e-Commerce was dominated by Alibaba.com and JD.com.
Trends: Traditional e-OTC growth declined post-pandemic, with a shift toward offline purchases accelerated. Social e-Commerce enabled live streaming sales for healthcare products.
Challenges: Stringent registration processes hinder market entry, prompting use of cross-border e-Commerce for new product introductions, such as line extensions, emphasizing the need for innovation.

Global Insights

Digital transformation in e-Commerce/e-Pharmacy is driven by consumer demand, but cultural and regulatory differences create unique opportunities and obstacles.
Tools like web crawling data enhance market monitoring in complex purchasing environments.
The balance between digital and physical channels remains key, with in-person advice retaining importance.

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