Euromonitor International
- Item successfully added to cart!
  
  Your cart is empty
  
  Check Out View Cart

Strategy Briefing

OTCs in E-Commerce: Opportunities and Barriers

44 pages, Mar 2018

US$1,325

Add to cart Pay by invoice

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

About This Report

New Report Guarantee

If you purchase a report that is updated in the next 60 days, we will send you the new edition and data extract FREE!

Internet retailing is the fastest growing distribution channel for OTC consumer health products worldwide. Consumers are increasingly moving toward the use of digital platforms for convenience and speed in delivery, which fit consumers’ busy lives. Yet e-commerce still represents only a very small proportion of total OTC sales, and manufacturers have been slow to adjust how they market and sell OTC products online away from strategies rooted in their longstanding store-based retail approaches.

Files are delivered directly into your account within a few minutes of purchase.

Overview

Why buy this report?

Gain competitive intelligence about market leaders. Track key industry trends, opportunities and threats. Inform your marketing, brand, strategy and market development, sales and supply functions.

The e-commerce market for OTC is growing very quickly but still represents only a small fraction of overall OTC sales

Internet sales of OTCs are still only a very small proportion of total OTC sales. While digital purchases are in general growing very quickly, OTCs have been slower to move into this space for two main reasons: first, consumers are used to buying OTCs at bricks and mortar outlets, and changing long standing habits takes time; second, the need for OTCs is reactive. Consumers don’t purchase them ahead of time because they don’t plan to fall ill, and when they do need them, they need them immediately.

Some OTCs may be more or less likely to fit the e-commerce delivery model due to varying consumer needs when it comes to timing

The proliferation of direct delivery services has given consumers the option of having medicines delivered to them within a delivery window of as soon as an hour in many metropolitan areas in the US. However, it’s unclear how many consumers are likely to utilise this option given the immediacy of their particular need, and the widespread availability of the bricks and mortar outlets with which consumers are already familiar.

Germany’s e-commerce market is booming and represents what the US market could look like in the future

One exception to these trends is Germany, where digital purchases of OTCs have exploded over the past 20 years. A number of factors have contributed to this growth, including the fact that Germany allows Rx drugs to be shipped via mail, the option of having drugs delivered from a neighbouring country at much lower cost, and the commitment of direct-seller DocMorris to fighting the legal battles necessary to gain control of the German e-commerce market.

OTC is a relatively static market overall, but e-commerce sales offer strong potential for future growth, so companies must learn to adapt or get left behind

The global market for OTCs is generally static, and what new market space there is for OTC products is occurring through online channels. While the space here is still small, it is an easy space to move into, and it is in manufacturers’ best interests to learn how to sell effectively online, or risk getting left behind in the future.

Want to find out more about this report?

Request more information

Introduction

Scope

Global e-commerce sales of OTCs are low, but growing fast

Key findings

The Landscape in 2018

Germany leads the way in a growing market

China sees most dramatic gains

Per capita OTC sales shift in favour of digital, but not everywhere

OTCs are different to other products that are sold online

Key points in the current market

Case Study: The US

The rise of on-demand delivery services

It’s 9am on a Tuesday in Chicago: How quickly can I get DayQuil?

Or I could just get it myself

More about the delivery window

So will OTC sales move online in the US?

Other markets are farther ahead

Case Study: Germany

More than 70% of all of Europe’s internet OTC sales occur in Germany

Growth in digital purchases of OTCs is a huge anomaly in Germany

How Rx drugs are sold and shipped has a huge impact on OTC sales

Legal battles more than worth it for DocMorris

The result? If the price is right, even the Germans will move online

China and US to see impressive growth looking to 2022

Taking Advantage of Amazon

You have to learn to speak Amazon

The Nine Keys of A9

Example of A+ content (1/5)

Example of A+ content (2/5)

Example of A+ content (3/5)

Example of A+ content (4/5)

Example of A+ content (5/5)

Better A+ content results in more sales

Advertising tactics need to adapt to a new consumer experience

But the power of brand names persists

Third-party sellers are growing to dominate sales on Amazon

And third-party sellers represent significant risk

Takeaways for the US market

Future Market Disruptors

The rise of private label

Amazon Basic Care

Amazon Basic Care and A9

Online is where you need to be

Why buy this report?

Want to find out more about this report?

Request more information

Megatrends

Strategy Briefing

OTCs in E-Commerce: Opportunities and Barriers

New Report Guarantee

About This Report

New Report Guarantee

Overview

Why buy this report?

The e-commerce market for OTC is growing very quickly but still represents only a small fraction of overall OTC sales

Some OTCs may be more or less likely to fit the e-commerce delivery model due to varying consumer needs when it comes to timing

Germany’s e-commerce market is booming and represents what the US market could look like in the future

OTC is a relatively static market overall, but e-commerce sales offer strong potential for future growth, so companies must learn to adapt or get left behind

Want to find out more about this report?

Table of Contents

Introduction

Scope

Global e-commerce sales of OTCs are low, but growing fast

Key findings

The Landscape in 2018

Germany leads the way in a growing market

China sees most dramatic gains

Per capita OTC sales shift in favour of digital, but not everywhere

OTCs are different to other products that are sold online

Key points in the current market

Case Study: The US

The rise of on-demand delivery services

It’s 9am on a Tuesday in Chicago: How quickly can I get DayQuil?

Or I could just get it myself

More about the delivery window

So will OTC sales move online in the US?

Other markets are farther ahead

Case Study: Germany

More than 70% of all of Europe’s internet OTC sales occur in Germany

Growth in digital purchases of OTCs is a huge anomaly in Germany

How Rx drugs are sold and shipped has a huge impact on OTC sales

Legal battles more than worth it for DocMorris

The result? If the price is right, even the Germans will move online

China and US to see impressive growth looking to 2022

Taking Advantage of Amazon

You have to learn to speak Amazon

The Nine Keys of A9

Example of A+ content (1/5)

Example of A+ content (2/5)

Example of A+ content (3/5)

Example of A+ content (4/5)

Example of A+ content (5/5)

Better A+ content results in more sales

Advertising tactics need to adapt to a new consumer experience

But the power of brand names persists

Third-party sellers are growing to dominate sales on Amazon

And third-party sellers represent significant risk

Takeaways for the US market

Future Market Disruptors

The rise of private label

Amazon Basic Care

Amazon Basic Care and A9

Online is where you need to be

Why buy this report?

Want to find out more about this report?

Recently Viewed

Complete Catalogue

Strategy Reports

Country Reports

Recently Viewed

Complete Catalogue

Strategy Reports

Country Reports