What Redcare Pharmacy does

Redcare Pharmacy N.V. (formerly Shop Apotheke Europe) is Europe's leading online pharmacy, operating a direct-to-consumer e-commerce platform across seven European countries — Germany, Austria, France, Belgium, Italy, the Netherlands, and Switzerland — with prescription (Rx) fulfillment active in Germany, Switzerland, and the Netherlands where regulation permits. Founded in 2001 as a family-run pharmacy in Cologne, the company is headquartered in Sevenum, Netherlands, listed on Euronext Amsterdam (ticker RDC), and serves 14.2 million active customers through its Shop Apotheke mobile app and country-specific web platforms, shipping over 140,000 parcels per day with 98%+ delivery success rates via DHL and UPS partnerships. The product portfolio spans 250,000+ SKUs across OTC medicines, nutritional supplements, beauty and personal care, and prescription drugs, with Germany contributing over 80% of revenue and a 67% domestic market share.

The platform's technology stack combines proprietary e-commerce fulfillment with a Kubernetes-based AI and data infrastructure supporting AI-powered product recommendations, the Smartpatient-owned MyTherapy medication management app with its AI assistant 'Mighty', digital health monitoring features (blood pressure, glucose tracking, wellness reminders), and a retail media advertising network. Redcare was the first pharmacy to implement HSM-B telematics infrastructure access technology with partners ehex and D-Trust (Bundesdruckerei), and its Shop Apotheke app holds exclusive alignment with Germany's gematik PoPP e-prescription specifications and CardLink digital redemption through January 2027.

Redcare's revenue model is primarily transactional, with FY2025 group revenue of EUR 2.9 billion (24% YoY growth) split across Rx (EUR 1.1 billion, 43% growth), OTC and BPC products, marketplace commissions from third-party licensed pharmacies, and an emerging retail media advertising stream. Adjusted EBITDA reached EUR 57.4 million (2.0% margin, up 72%), with gross margin of 21.0% in Q1 2026 and FY2026 guidance of 15-17% revenue growth at 2.5-3.0% EBITDA margin. The go-to-market is digital-first and product-led, leveraging subscriptions for chronic conditions, loyalty program (RedPoints), and an AI-driven personalized health platform targeting over 10 million users.

Name

Redcare Pharmacy

Legal name

Redcare Pharmacy NV

Website

https://www.redcare-pharmacy.com/

Company type

Public

Founded year

2001

Operating status

Operating

Headcount range

1,001–5,000 employees

Ownership category

akta.pro rank

Product category

Online Pharmacy

NAICS

Pharmacies and Drug Retailers (456110), Health and Personal Care Retailers (456)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Pharmacy & Health Essentials Delivery (CRAFAFAI)

akta.pro secondary industries

Health & Pharmacy Omnichannel (CRAFAEAK), Retail & Community Pharmacies (Chain/Independent) (HLAFALAA)

Keywords

• Online pharmacy
• Prescription medications
• OTC health products
• E-prescription services
• Digital health platform

Headquarters

HQ city

Venlo

HQ country

Netherlands

HQ region

Europe

Offices12 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

Operations, Supply Chain, Personnel, Technology or R&D, Marketing or Sales, Infrastructure

Revenue model

1. Prescription (Rx) Drug Sales: Core revenue driver; prescription medication fulfillment directly to customers in Switzerland, Netherlands, and Germany. German Rx revenue reached EUR 503 million in 2025, nearly doubling. Total Rx surpassed EUR 1 billion in 2025.
2. Over-the-Counter (OTC) Products: Non-prescription medicines, nutritional supplements, beauty and personal care products (BPC), and other health-related products. Over 250,000 products in portfolio.
3. Retail Media / Advertising: Sponsored search, sponsored products, campaign management, and ad-serving capabilities for brand partners. Revenue from advertising products across the platform.
4. Marketplace: Marketplace model connecting licensed pharmacies with consumers, enabling third-party sellers to reach customers through the platform.

Pricing tiers

Go-to-market motion2 records

Distribution channels4 records

Marketing channels8 records

Core offering

Redcare Pharmacy operates Europe's leading online pharmacy platform, selling prescription (Rx) medications where regulatory requirements allow (Germany, Switzerland, Netherlands) and over 250,000 over-the-counter (OTC) medicines, nutritional supplements, and beauty and personal care products to 14.2 million active customers across seven European countries. The company combines direct-to-consumer pharmacy retail with a marketplace model connecting licensed partner pharmacies, supported by digital e-prescription redemption via the Shop Apotheke app and AI-powered personalized health services.

Product overview

Redcare Pharmacy operates as Europe's leading online pharmacy platform combining a digital marketplace model with licensed mail-order pharmacy services. Under the unified Redcare Pharmacy brand, the company operates country-specific sub-brands including Shop Apotheke (Germany), Redcare Apotheke, Redcare Pharmacie (France), Redcare Pharmacy (Belgium/Netherlands), MediService (Switzerland), and Farmaline (Belgium). The core product is Shop Apotheke's online pharmacy platform enabling prescription and OTC fulfillment, supported by the Shop Apotheke mobile app for e-prescription processing in Germany. Key services include the Now! same-day delivery service, RedPoints loyalty program, a third-party marketplace, and Retail Media Ad Solutions. The subsidiary Smartpatient operates the MyTherapy AI-powered medication management app. The one-stop portfolio encompasses over 250,000 products across OTC medicines, nutritional supplements, beauty/personal care, prescription drugs, and digital health monitoring features.

Differentiator

Problem solved

Functional benefit

Brands

• MyTherapy: Digital medication management platform with AI health assistant 'Mighty' for patient therapy management and health tracking

Products and services

• Shop Apotheke Online Pharmacy Platform Leading German online pharmacy platform selling prescription (Rx) medicines, OTC products, nutritional supplements, beauty and personal care items, and other health-related products to consumers across multiple European countries.
• Shop Apotheke Mobile App Mobile application that enables seamless e-prescription redemption in Germany using the CardLink solution, with prescription uploads, medication management, and chronic condition subscription services.
• MyTherapy Medication Management Platform AI-powered medication management application operated by subsidiary Smartpatient; uses health assistant 'Mighty' to facilitate therapy routines, health tracking, and patient engagement for chronic condition management, and serves as digital infrastructure for Direct-to-Patient programs for pharmaceutical partners.
• Now! Same-Day Delivery Service Delivery service in which local partner pharmacies handle the 'last mile' fulfillment to provide same-day delivery options for Redcare customers while driving additional prescription volume for partner pharmacies.
• RedPoints Loyalty Program Loyalty program rewarding repeat purchases and supporting customer retention across Redcare Pharmacy's online platforms.
• Redcare Pharmacy Marketplace Third-party online marketplace expanding the product assortment beyond Redcare's own inventory by connecting licensed partner pharmacies with consumers.
• Retail Media Ad Solutions Advertising platform offering sponsored search and sponsored products for brand partners, including campaign management, ad serving, targeting, and reporting capabilities.
• Redcare Apotheke (Germany Sub-Brand) Country-specific online pharmacy storefront serving the German market with prescription and OTC medications, supporting Redcare Pharmacy's primary revenue driver brand.
• Redcare Pharmacie (France Sub-Brand) Country-specific online pharmacy storefront serving the French market with pharmacy and OTC products under the Redcare Pharmacy umbrella brand.
• MediService (Switzerland Sub-Brand) Country-specific online pharmacy storefront serving the Swiss market with prescription and OTC products under the Redcare Pharmacy umbrella brand.
• Farmaline (Belgium Sub-Brand) Country-specific online pharmacy storefront serving the Belgian market with pharmacy and health products under the Redcare Pharmacy umbrella brand.

Quantifiable outcome

• German prescription revenue grew 57% year-over-year in Q2 2026
• +5 more outcomes

Named customers3 records

Segments4 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

AI capability8 records

Feature7 records

Partnerships

Seven partnerships are on record, tiered core, strategic and minor.

• ehexcoreTechnology or Integration · 22 April 2026Technology partner for HSM-B (Hardware Security Module) implementation enabling new TI access technology for faster e-prescription processes. Replaces physical institutional cards with fully digital identity solution for accessing telematics infrastructure.
• D-Trust (Bundesdruckerei)coreTechnology or Integration · 22 April 2026Partner for HSM-B technology providing digital identity solutions for telematics infrastructure access. D-Trust, a subsidiary of Bundesdruckerei, enables secure digital authentication for e-prescription processing.
• DHLcoreTechnology or IntegrationDelivery partnership with DHL achieving above 98% success rates for parcel shipments across European markets.
• UPScoreTechnology or IntegrationDelivery partnership with UPS achieving above 98% success rates for parcel shipments, complementing DHL partnership.
• European Association of E-Pharmacies (EAEP)strategicStrategic or Co-development PartnerMembership in EAEP drives dialogue on digitalization of European healthcare system. Company collaborates with industry partners to leverage innovative potential for patient benefit and European data protection compliance.
• Smartpatient (Subsidiary)coreStrategic or Co-development PartnerSmartpatient is a subsidiary of Redcare Pharmacy behind the MyTherapy medication management platform. MyTherapy AI health assistant 'Mighty' facilitated more than 50,000 patient interactions since March 2025 launch, with 47% health-related focus. Positions MyTherapy as digital infrastructure for scalable Direct-to-Patient programs targeting pharmaceutical partners.
• Local Partner Pharmacies (Now! Delivery Service)minorChannel Partner/ Reseller/ DistributorNow! delivery service where local pharmacies handle the 'last mile' of delivery, enabling same-day delivery options for customers. Benefits local pharmacy partners by driving additional prescription volume.

Scale indicators15 records

Recent moves7 records

Expansion highlights7 records

Direct peers

• DocMorris: Switzerland-headquartered European online pharmacy and mail-order pharmacy (formerly Zur Rose). Directly competes with Redcare in DACH and across the same Rx e-commerce model, with overlapping country footprint.
• Apotal: German online pharmacy offering OTC, prescription and pharmacy-cosmetics via a digital storefront. Closely comparable in product mix, German customer base, and discount-led positioning.
• Medpex: German online pharmacy with a similar DTC prescription and OTC delivery model and German-language consumer base. Competes head-to-head with Shop Apotheke on Rx fulfilment and OTC assortment.
• Sanicare: German mail-order pharmacy serving chronic-illness patients with subscription-style medication delivery. Comparable on recurring prescription model and German regulatory exposure.
• Europa Apotheek: European mail-order pharmacy focused on chronic-condition medication and OTC across multiple countries. Directly comparable on Rx subscription model and pan-European fulfilment.

Regional players

• Pharmacy2U: UK-leading online pharmacy with NHS-aligned prescription delivery. Operates the same digital prescription-fulfilment model as Redcare but in a different (UK) geography.
• Capsule: US digital pharmacy delivering prescriptions through a consumer app. Comparable DTC online-pharmacy model and tech-forward experience, but operates in the US rather than Europe.

Broad incumbents

• Amazon Pharmacy: Amazon's US-centric online prescription and OTC delivery service backed by Prime logistics. A broad incumbent with overlapping DTC pharmacy value proposition and massive fulfilment infrastructure.
• Walgreens Boots Alliance: Global pharmacy retailer with growing digital prescription channels and Boots presence in Europe. Overlaps with Redcare on retail pharmacy, OTC, beauty, and (through partners) Rx delivery.
• CVS Health: US integrated pharmacy, PBM and retail-health giant with significant digital Rx and OTC fulfilment. Comparable as a large incumbent pharmacy player, though primarily US-focused.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat7 records

Key risks6 records

Key highlights7 records

Customer concentration

• Xx.com/RedcarePharmacy
• LinkedInlinkedin.com/company/2691616
• Facebookfacebook.com/shopapothekecom

Compliance4 records

Revenue estimate

Valuation estimate

Number of profiles

Profiles9 records

Subsidiaries1 record

Funding overview

Funding rounds1 record

Investors

Funding detail is available on the Subscription and Enterprise plan.Contact sales →

M&A5 records

Investments

M&A and investment is available on the Subscription and Enterprise plan.Contact sales →

Frequently asked questions about Redcare Pharmacy