Meds.se
Meds.se is a Sweden-licensed online pharmacy (Meds Apotek AB) that sells prescription and OTC medications, vitamins, beauty, baby, and pet products directly to Swedish consumers via its website, BankID-authenticated mobile apps, and a nine-partner delivery network.
- Company typePublic
- Founded2017
- HeadquartersStockholm, Sweden
- Headcount51–100
- GTM typeB2C
- OfferingServices
What Meds.se does
Meds Apotek AB, operating as Meds.se / MEDS Apotek, is a Sweden-licensed online pharmacy headquartered in Hägersten, Stockholm, founded in 2017. The company sells prescription and over-the-counter medications, vitamins and supplements, beauty and skincare (including K-Beauty and J-Beauty lines), baby and parent products, and an extensive pet-supplies catalog through its own e-commerce site and native iOS/Android apps. Customers - individual Swedish consumers - access the platform directly, authenticate via BankID to retrieve and manage personal, family, and pet prescriptions, and receive orders through nine last-mile delivery partners spanning same-day to multi-day options, with free shipping above a defined order threshold.
The platform's technical core is a BankID-integrated prescription management layer that ties consumer identity to e-prescriptions, medication lists, and the Swedish high-cost protection scheme ("högkostnadsskydd"). The company holds a full pharmacy license from Läkemedelsverket and displays the EU distance-selling logo for both human and veterinary medicines. Payment options include Swish, Mastercard, Visa, and Walley. Distribution is exclusively digital - no physical retail footprint - and the assortment has been broadened through partnerships with pet-care brands (Dogman, Beaphar, Ekodes, Espree) and curated beauty brands.
Meds operates a direct-to-consumer transaction-revenue model, monetizing unit sales of regulated and non-regulated health products. Pricing uses standard unit pricing with promotional campaigns and discount codes (e.g., 20% above 699 SEK), subject to exclusions on prescription and select OTC items. The company completed a share offering on Nasdaq Europe in 2025 with ABG Sundal Collier as stabilization manager, and appointed ABG Sundal Collier as liquidity guarantor in June 2026, confirming a transition to public ownership; cumulative disclosed private funding totals approximately $26M raised between 2017 and 2019.
Meds.se firmographics
Firmographics- Name
- Meds.se
- Legal name
- Meds Apotek AB
- Website
- https://meds.se
- Company type
- Public
- Founded year
- 2017
- Operating status
- Operating
- Headcount range
- 51–100 employees
- Short description
- Meds.se is a Sweden-licensed online pharmacy (Meds Apotek AB) that sells prescription and OTC medications, vitamins, beauty, baby, and pet products directly to Swedish consumers via its website, BankID-authenticated mobile apps, and a nine-partner delivery network.
- Ownership category
- akta.pro rank
Meds.se industry classification
Industry- Product category
- Online Pharmacy
- NAICS
- Pharmacies and Drug Retailers (456110)
- SIC
- Retail-Drug Stores And Proprietary Stores (5912)
- akta.pro primary industry
- Pharmacy & Health Essentials Delivery (CRAFAFAI)
- akta.pro secondary industries
- Home Healthcare & DME Delivery (Oxygen, Supplies) (TLAAAIAE), Veterinary Inventory, Pharmacy & Medication Management (HLAMAMAF)
Keywords
Where Meds.se is headquartered
LocationHeadquarters
- HQ city
- Stockholm
- HQ country
- Sweden
- HQ region
- Europe
Offices1 record
Markets served
Meds.se business model
Business model- GTM type
- B2C
- Offering type
- Services
- Cost components
- Operations, Supply Chain, Personnel, Marketing or Sales, Technology or R&D
Revenue model
- Pharmacy Product Sales: Revenue generated from selling prescription medications, over-the-counter medicines, health supplements, beauty products, and pet medications through the online platform. The company operates as a licensed pharmacy with approval from Läkemedelsverket.
Pricing tiers
| Model | Billing | Price |
|---|---|---|
| Unit Pricing | Pay-as-you-go | Standard product pricing with free shipping threshold |
Go-to-market motion1 record
Distribution channels3 records
Marketing channels2 records
Meds.se product offering
Product offeringCore offering
Meds.se operates as a full-scale Swedish online pharmacy licensed by Läkemedelsverket, selling both prescription and non-prescription medications, vitamins, supplements, beauty and skincare products, baby and parent care items, and pet medications. Customers access and manage prescriptions via BankID authentication and receive home delivery through multiple courier partners across Sweden.
Product overview
MEDS Apotek is a full-scale online pharmacy platform selling prescription and non-prescription medications, licensed by Läkemedelsverket. The platform operates exclusively online without physical stores, offering rapid home delivery with free shipping options. The core offering includes prescription medication management via BankID login, over-the-counter medicines, vitamins and supplements, beauty and skincare products, baby and parent care items, and an extensive pet supplies category. The pet division features sub-brands including Dogman (Nordic pet supplies since 1965), Beaphar (Dutch veterinary care products), Ekodes (Swedish natural disinfection products), and Espree (American professional grooming products). The company also offers a mobile app for iOS and Android.
Differentiator
Problem solved
Functional benefit
Products and services
- MEDS Apotek Online Pharmacy Platform
- Prescription Medication Services
- MEDS Mobile App
- Pet Medications and Supplies
- Vitamins and Supplements
- Beauty and Skincare
- Baby and Parent Products
- Health and Wellness / OTC Medicines
Companies that use Meds.se
Customer profileSegments1 record
Ideal customer profiles1 record
Meds.se technology and API
TechnologyTechnology focussed No
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
Integration14 records
Feature1 record
Meds.se partnerships and signals
Strategic signalPartnerships
Three partnerships are on record, tiered core.
- BankIDcoreBankID authentication system integrated for secure customer login and prescription management. Customers use BankID to securely access their prescriptions and manage their pharmacy accounts.
- LäkemedelsverketcoreSwedish Medicines Agency (Läkemedelsverket) licensing authority. MEDS operates with full pharmacy license from Läkemedelsverket, enabling sale of both prescription and non-prescription medications.
- Delivery Partners (Airmee, Budbee, Citymail, DHL, Earlybird, Gordon, Instabox, Postnord, Premo)coreMultiple logistics partners enabling flexible delivery options including same-day and next-day delivery across Sweden. Supports the company's promise of fast delivery sometimes within hours.
Scale indicators2 records
Recent moves6 records
Expansion highlights5 records
Meds.se competitors and assessment
Company assessmentBroad incumbents
- LloydsApotek: Swedish pharmacy chain (part of McKesson's Celesio/Lloyds network) with physical stores and online ordering. Directly competes with Meds on Rx fulfillment and OTC assortment in Sweden.
- Apoteket AB: Swedish state-owned pharmacy operator with national presence and online sales. Provides regulated Rx dispensing and broad OTC assortment, competing with Meds across the full pharmacy value chain.
- Apotek Hjärtat: Sweden's largest pharmacy chain (owned by ICA Gruppen), combining physical stores with online sales. Overlaps Meds' full Rx and OTC assortment but leverages offline footprint and loyalty programs.
- Kronans Apotek: Major Swedish pharmacy chain with extensive store network and growing e-commerce offering. Competes with Meds across Rx, OTC, beauty, and health categories.
- Amazon Pharmacy: Global e-commerce entrant into prescription delivery in select markets. While not active in Sweden, it represents the long-term competitive threat of large platforms entering online Rx.
Direct peers
- DocMorris: European online pharmacy (formerly Zur Rose) operating in Sweden and other markets via mail-order Rx and OTC. Closely comparable business model: licensed online pharmacy shipping prescription medicines to consumers' homes.
- Apotea: Sweden's largest online-only pharmacy, selling Rx, OTC, beauty, and pet products with home delivery. Closest direct competitor to Meds.se, operating the same DTC e-pharmacy model within Sweden.
- Shop Apotheke: Leading European online pharmacy listed in Germany, operating Rx mail-order across multiple countries. Comparable to Meds in DTC online pharmacy model, Rx handling, and pan-European fulfillment ambitions.
Regional players
- Pharmacy2U: UK's largest online pharmacy, focused on NHS repeat prescription delivery. Comparable online Rx mail-order model serving a single national market, mirroring Meds' Sweden-only footprint.
Emerging players
- Apomera: Swedish online pharmacy with growing DTC e-pharmacy offering. Smaller scale than Meds but directly comparable in business model and customer segment.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks7 records
Key highlights7 records
Customer concentration
Meds.se social profiles
Digital presenceMeds.se compliance and trust
Trust signalCompliance3 records
Meds.se financial estimates
Financial estimateRevenue estimate
Valuation estimate
Meds.se leadership team
Management profileNumber of profiles
Profiles3 records
Meds.se funding detail
Funding detailFunding overview
Funding rounds7 records
Investors3 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Meds.se M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Meds.se
What does Meds.se do?
Meds.se operates as a full-scale Swedish online pharmacy licensed by Läkemedelsverket, selling both prescription and non-prescription medications, vitamins, supplements, beauty and skincare products, baby and parent care items, and pet medications. Customers access and manage prescriptions via BankID authentication and receive home delivery through multiple courier partners across Sweden.
Is Meds.se a public or private company?
Meds.se is a public company. It is classified as public and is currently operating.
When was Meds.se founded?
Meds.se was founded in 2017. It employs 51 to 100 people.
Where is Meds.se based?
Meds.se is headquartered in Stockholm, Sweden, in the Europe region.
How does Meds.se make money?
One revenue line is on record: pharmacy Product Sales.
Who are Meds.se's main competitors?
Broad incumbents on record are LloydsApotek, Apoteket AB, Apotek Hjärtat, Kronans Apotek and Amazon Pharmacy. Direct peers are DocMorris, Apotea and Shop Apotheke. Pharmacy2U is listed as a regional player. Apomera is listed as an emerging player.
Does Meds.se have an API?
No public API is recorded for Meds.se.
What industry is Meds.se in?
Meds.se's product category is Online Pharmacy. Its primary akta.pro industry code is CRAFAFAI, Pharmacy & Health Essentials Delivery, with a secondary code of TLAAAIAE, Home Healthcare & DME Delivery (Oxygen, Supplies). Its NAICS code is 456110 and its SIC code is 5912.