Greek ePharma 2019

April 14, 2020

Greek Online Pharmacy grew with a 17% rate in 2019, with OTCs not included, since Greece has yet to adopt the relevant European Directive 2011/62/ΕΕ and European Regulation 699/2014.

Pharmacy online spending amounted to €191M incl. VAT in 2019 from €163,7M incl. VAT in 2018, according to aggregated data collected on Convert Group’s eRetail Audit platform and calculations from our Market Analysis team.

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Key Insights Overview:

The total value of pharmacy online purchases for 2019 added up to €191M incl. VAT
Beauty & Personal Care category products contributed 51% of total online revenue, showing a steady Y-o-Y increase, Food Supplements & Vitamins category contributed 24%, Kids & Babies category 15% whereas Health category and All other categories contributed 8% and 2% respectively.
51% of orders were made through mobile phones & tablets in 2019 and for the first time overcame the orders coming from desktop.
31% of transactions came through Price Comparison Engines which had the highest Conversion Rate of 8,7% but also the lowest average basket.

The contents of the report include:

Online Pharmacy Market Size and Growth [also in free report]
2019 Trends Highlights per month
2019 Insights Overview [also in free report]
Preview of Pharma Categories & Year-On-Year Growth [also in free report]
4 Μega Categories Seasonality & Peaks
Sales Weight & Y-o-Y Growth for subcategories
Beauty & Personal Care: Sales Weight & Y-o-Y Growth for each subcategories [also in free report]
Food Supplements & Vitamins: Sales Weight & Y-o-Y Growth for each subcategories [also in free report]
Kids & Babies: Sales Weight & Y-o-Y Growth for each subcategories [also in free report]
Health: Sales Weight & Y-o-Y Growth for each subcategories [also in free report]
Top 32 Categories’ Seasonality
Average Discount per category [also in free report]
Average Price & Discount of top 4 categories
Transactions, AOV & Conv. Rate for Desktop, Mobile & Tablet devices [also in free report]
Basket Metrics: Average Products per basket, AOV, Conv. Rate [also in free report]
Peak days per week
Peak hours per 24-hr day with Device Segmentation
Transactions for Price Comparison Engines, Google CPC, Organic, Direct, Social Media, Newsletters, Referrals with Device Segmentation [also in free report]
Transactions, AOV & Conv. Rate for Price Comparison Engines, Google CPC, Organic, Direct, Social Media, Newsletters [also in free report]
% of Promo SKUs & Bundle sold in Beauty & Personal Care
% of Promo SKUs & Bundle sold in Food Supplements & Vitamins
% of Promo SKUs & Bundle sold in Kids and Babies Products
% of Promo SKUs & Bundle sold in Health Products
Promo & Discount Intensity per Marketing Channel
Top 5 Products of Face Care
Top 5 Products of Special Food Supplements
Top 5 Products of Suncare
Top 5 Products of Milk for babies & children
Top 5 Products of Vitamins
Top 5 Products of Body Care
Top 5 Products of Fatty Acids
Top 5 Products of Baby Diapers
Top 5 Products of Baby & Kid Skin Care
Top 5 Products of Herbal Supplements
Top 5 Products of Baby & Kid Bathing
Top 5 Products of Make Up
% of Sales by new products in Face Care
% of Sales by new products in Suncare
% of Sales by new products in Baby Diapers
% of Sales by new products in Fatty Acids
% of Sales by new products in Weight loss products
% of Sales by new products in Hair Colouring
% of Sales by new products in Special Food Supplements
% of Sales by new products in Body Care
% of Sales by new products in Milk for Babies & children
% of Sales by new products in Coffret for Women
% of Sales by new products in Make up
% of Sales by new products in Baby & Kid Skin Care
% of Sales by new products in Toothbrushes
% of Sales by new products in Pharmaceuticals Supplies
% of Sales by new products in Vitamins
% of Sales by new products in Fragrances
Product & Brands’ Assortment of Top 10 categories
Contribution of Mass Products (Products also sold in Online Grocery)

eRetail Audit is the world’s leading platform offering sell-out eCommerce Market Shares of FMCG & Consumer Healthcare products along meaningful commercial, marketing & eCommerce insights.

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Greek ePharma 2019

Key Insights Overview:

The contents of the report include:

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