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Nota de prensa

El gasto en farmacias online aumentó un 54% en España durante 2019

feb. 14, 2020

En España, las compras en farmacias online se están convirtiendo en algo cada vez más habitual. Durante 2019 se realizaron 3,2M de pedidos valorados en 187M€, aumentando en un 54% con respecto a 2018. Estos datos fueron presentados por IQVIA y Convert Group, líder global en información de farmacia online, ante 180 profesionales de 88 empresas del sector Consumer Health, durante sus eventos en Madrid y Barcelona titulados “El papel de las marcas en la farmacia digital: el ecosistema del eCommerce”.

Durante las jornadas, también se dieron a conocer diferentes cifras sobre las categorías de producto que los españoles prefieren comprar en farmacias online. Los productos de cuidado personal, en especial de belleza para mujeres, es la categoría más popular con un 52% del total de ventas, seguida por medicamentos de venta libre, principalmente vitaminas y analgésicos, con un 34% de las ventas. El resto de las ventas se hacen en las categorías de nutrición, siendo los productos de alimentación infantil lo más populares, y de Patient Care, con productos para incontinencia, pañales para niños y productos para el cuidado de heridas.

Otro dato importante es el pedido promedio en las farmacias online que consta de un ticket de 59€ con IVA incluido y 5 artículos. Ambas cifras, superan el pedido promedio de las farmacias de calle. Además, comprar en farmacias online representa un ahorro promedio de 19,55€ por pedido, ya que los productos suelen tener un descuento promedio del 24,5%.

Ambas jornadas contaron con ponentes destacados que compartieron consejos y mejores prácticas relacionadas con eCommerce. Por parte de IQVIA, los encargados fueron José Luis Fernández, Director General; Miguel Martínez, Director de Offering, Data Supply y Client Services; Olga Herranz, Senior Client Service; y Guillermo Durán, Head of Innovation. Del equipo de Conver Group, Panayotis Gezerlis, CEO; y Elena Chailazopoulou, Director of Product Innovation & Deputy CEO. También participaron como ponentes, Julien Mounier, eCommerce Manager de GSK, y Julio Pérez de la Fuente, Sales Manager & CMO de Dosfarma.

El eCommerce está demostrando ser, cada vez más, una oportunidad rentable para la industria de Consumer Health en España. Por eso, IQVIA y Convert Group, en alianza, anunciaron un conjunto de productos y servicios dedicado a los stakeholders del sector pocos meses después del lanzamiento de eRetail Audit, una plataforma innovadora para conocer las cuotas del mercado online, datos de marketing y de commercial intelligence, para minoristas y fabricantes.

A partir de febrero 2020, la plataforma eRetail Content está disponible en España y ayudará a los fabricantes a crear un mostrador digital óptimo y monitorear su presencia en el mercado online. También están disponibles diferentes servicios de consultoría estratégica y sesiones de capacitación exclusivas para profesionales de la farmacia online con la participación de los mejores profesionales de la industria de Europa y España.

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