Germany's pharmacies face existential threat from online rivals and market forces
Germany's pharmaceutical supply system stands at a critical juncture, according to a stark warning from Deutsche Apotheker- und Ärztebank (Apobank). CEO Matthias Schellenberg has urged policymakers to act now, as rising competition from online and mail-order pharmacies reshapes the stock market today. His call comes amid fears that commercial pressures could undermine the role of local pharmacies in patient care and drug safety.
Over the past five years, the revenue of online and mail-order pharmacies in Germany has surged. Sales climbed from around €2.5 billion in 2021 to over €4.5 billion in 2025, with their market share nearly doubling from 12% to 22%. This growth has been driven by digitalisation, the pandemic, and a shift towards online shopping.
Schellenberg has stressed that medicines are not ordinary consumer goods. He warns against treating them as such, arguing that the pharmaceutical market must not be left to pure market forces. Instead, he insists pharmacies should be recognised as essential healthcare infrastructure, providing expert advice and reliable supply.
The Apobank CEO also highlights the growing competitive threat from foreign online retailers and major domestic retail chains. These pressures, combined with ongoing pharmacy reforms, will determine the sector's future. Schellenberg frames the debate as a societal choice: anonymous online self-service versus the personal guidance of trained pharmacists.
He has called on politicians to take pharmacists' concerns seriously. Without intervention, he fears the erosion of local pharmacies could weaken drug safety and patient counselling across the country.
The decisions made now will shape Germany's pharmaceutical landscape for years to come. Schellenberg's warnings point to a potential shift away from traditional pharmacies unless policies are introduced to protect their role. The balance between convenience and expert care remains at the heart of the debate.
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