What Farmasiet does

Farmasiet AS is a Norway-based, privately held online pharmacy (DTC e-commerce) headquartered in Vestby that describes itself as Norway's leading nettapotek (online pharmacy). The company operates a single consumer storefront at farmasiet.no through which Norwegian customers can order prescription medications, over-the-counter pharmaceuticals, dietary supplements, skincare, personal care, pet care, maternal/infant items, and travel pharmacy products across more than 2,500 SKUs. The e-commerce platform is the company's sole distribution channel; customers transact directly via the website, with last-mile fulfillment handled through a multi-carrier stack (Instabox, Porterbuddy, HeltHjem, PostNord, with Ingrid as integration partner) and free shipping above 399 NOK.

The core technology layer tightly integrates Farmasiet with Norway's regulated pharmacy and health-IT backbone. Electronic prescriptions are accessed via BankID/eID authentication and routed through national systems — Reseptformidleren for prescription intermediation, Eik (the joint Difa AS IT platform shared by all Norwegian pharmacies) for prescription handling, journaling and statistics, Helsenorge for digital power of attorney (fullmakt), and Helfo for automatic refund processing and frikort calculation. Payment is enabled via Vipps and Klarna (including buy-now-pay-later); customer service runs on Zendesk with anonymous chat and pharmacist consultations. Farmasiet is registered with the Norwegian Directorate of Medical Products (DMP) for online sale of medicines.

The business model is direct-to-consumer product sales (one-time transactions), supplemented by a Kundeklubb loyalty club offering 15% off the next purchase and personalized email/SMS offers. Revenue mix blends higher-frequency, lower-AOV consumer health and personal care purchases with stickier, higher-AOV prescription refills and Helfo-reimbursed transactions. Marketing spans the customer club, social channels (Facebook, Instagram, LinkedIn, TikTok), and a content hub of pharmacist-authored health advice (Råd fra apoteket). Customers include individual Norwegian consumers as the primary segment and caregivers/family members as a secondary segment using digital fullmakt. Growth-equity backing was provided by Canica and Verdane in 2019; the company operates with 11-50 employees and is privately held with no disclosed parent or subsidiary.

Name

Farmasiet

Legal name

Farmasiet AS

Website

https://farmasiet.no

Company type

Private

Founded year

2015

Operating status

Operating

Headcount range

11–50 employees

Short description

Farmasiet AS is Norway's leading online pharmacy, operating a DTC e-commerce platform (farmasiet.no) where Norwegian consumers order prescription medications, OTC pharmaceuticals, supplements, skincare, and personal care items across 2,500+ SKUs, integrated with national e-prescription and Helfo refund systems.

Ownership category

akta.pro rank

Product category

Online Pharmacy / Retail Pharmacy

NAICS

Pharmacies and Drug Retailers (456110), Pharmacies and Drug Retailers (45611)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Health, Wellness & Pharmacy Online Retailers (CRAFADAG)

akta.pro secondary industries

Health & Pharmacy Omnichannel (CRAFAEAK), OTC, Vitamins & Supplement Management (HSABALAM)

Keywords

• Online pharmacy
• Prescription medications
• Over-the-counter products
• Health supplements
• Personal care products

Headquarters

HQ city

Vestby

HQ country

Norway

HQ region

Europe

Offices2 records

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Product Sales: Farmasiet generates revenue through the sale of prescription medications, over-the-counter pharmaceuticals, health supplements, personal care products, cosmetics, and medical equipment. The company sells thousands of products across multiple categories including allergy relief, skincare, pain management, nutrition, and more.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels5 records

Core offering

Farmasiet operates Norway's largest online pharmacy, selling prescription medications, over-the-counter (OTC) health products, dietary supplements, and personal care items directly to Norwegian consumers through its farmasiet.no e-commerce platform. The company integrates with national health infrastructure (Eik, BankID, Helsenorge, Helfo) to provide electronic prescription handling, reimbursement processing, secure identity verification, and digital power-of-attorney functionality that lets caregivers manage prescriptions on behalf of family members. It also offers anonymous pharmacist consultations and home delivery across Norway.

Product overview

Farmasiet is Norway's leading online pharmacy operating a unified e-commerce platform (farmasiet.no) that combines electronic prescription (e-resept) services, over-the-counter medications, and a broad consumer health assortment. The core offering is the farmasiet.no online store, which is built around the Resepter/e-resept module for secure prescription ordering via BankID, supplemented by a digital fullmakt feature for proxy ordering. Non-prescription offerings span OTC medicines, dietary supplements, skincare, personal care, pet care, maternal/infant products, travel pharmacy items, and medical aids. The platform also includes a customer loyalty club, pharmacist guidance via chat and the Råd fra Apoteket content hub, and curated product bundles called Farmasiet Fikser. All prescription and order data is managed through integrations with Norway's national health IT infrastructure (Eik, Reseptformidleren, Helsenorge, Helfo).

Differentiator

Problem solved

Functional benefit

Products and services

• Farmasiet.no Online Pharmacy Store Norway's largest online pharmacy e-commerce store, selling prescription medications, OTC products, health supplements, and personal care items directly to Norwegian consumers, with home delivery across Norway. Registered with the Norwegian Directorate of Medical Products (Statens legemiddelverk).
• Electronic Prescription Service (E-resept) Service that allows customers to fill prescriptions electronically through Farmasiet, integrated with the national Eik prescription infrastructure so that authorized prescribers' orders can be processed and fulfilled by the pharmacy.
• Digital Power of Attorney (Digital Fullmakt) Service that lets a customer grant another person digital power of attorney to order and manage prescription medications on their behalf through Farmasiet, useful for caregivers managing prescriptions for children, elderly relatives, or dependents.
• Anonymous Pharmacist Consultation Service that allows Farmasiet customers to ask pharmacists questions anonymously, supporting informed use of medications, OTC products, and supplements purchased from the pharmacy.

Segments2 records

Ideal customer profiles2 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration11 records

Feature4 records

Partnerships

Four partnerships are on record, tiered core and minor.

• Difa AS (Eik System)coreTechnology or IntegrationNorwegian pharmacies collectively established Difa AS to operate Eik, a shared IT solution for prescription handling, refunds, documentation, journal keeping, reporting and statistics. Farmasiet participates in this joint system as part of its pharmacy operations.
• Transport Carriers (Instabox, Porterbuddy, HeltHjem, PostNord)coreChannel Partner/ Reseller/ DistributorFarmasiet shares customer name, address, phone number, and email with selected transport carriers for order delivery. Ingrid is used as an integration partner for shipping logistics.
• KlarnaminorOthersKlarna is offered as a payment option at checkout. Farmasiet shares customer name, address, email, and phone number with Klarna, along with product information and prices for payment processing.
• HelfocoreOthersFarmasiet shares prescription medication purchase information with Helfo for processing of refunds under the 'Agreement on direct settlement for health actors' pursuant to the National Insurance Act Chapter 5.

Scale indicators1 record

Recent moves6 records

Expansion highlights5 records

Direct peers

• Apotek 1: Apotek 1 is Norway's largest pharmacy chain with both physical stores and a strong e-commerce channel selling prescription, OTC, and consumer health products. It is the most direct head-to-head competitor to Farmasiet in the Norwegian online pharmacy category, with comparable prescription fulfillment and broader omnichannel reach.
• Boots Apotek (Norway): Boots Apotek is a national Norwegian pharmacy chain with online prescription ordering, OTC, and personal care assortment. It competes directly with Farmasiet on online prescription fulfillment, pricing, and home delivery across Norway.
• Vitusapotek: Vitusapotek is one of Norway's largest pharmacy chains with an online store selling prescription and OTC products. It is directly comparable to Farmasiet in assortment, delivery model, and Norwegian consumer target audience.
• Komplett Apotek: Komplett Apotek is a Norwegian online-only pharmacy selling prescription and OTC products with home delivery. It targets the same direct-to-consumer Norwegian pharmacy shopper as Farmasiet with a comparable pure-play e-commerce model.
• Ditt Apotek: Ditt Apotek is a Norwegian pharmacy chain with online ordering of prescription medications, OTC, and health products. It competes with Farmasiet across the same Norwegian consumer base and product categories.

Broad incumbents

• SHOP APOTHEKE EUROPE: SHOP APOTHEKE EUROPE is Europe's leading online pharmacy, operating across multiple countries with prescription, OTC, and consumer health offerings. It is a broader-scale incumbent whose e-pharmacy playbook and category benchmarks are directly relevant to Farmasiet's trajectory.
• DocMorris (Zur Rose): DocMorris is a major European online pharmacy group offering prescription and OTC products across multiple geographies. As a broader-scale incumbent with cross-border reach, it provides a useful benchmark for online-pharmacy unit economics and expansion strategy relevant to Farmasiet.

Regional players

• Apotek Hjärtat: Apotek Hjärtat is Sweden's largest pharmacy chain with online ordering of prescription and OTC products. It is regionally comparable to Farmasiet because it serves a Nordic population with similar prescription regulations, pharmacy retail structure, and consumer expectations.
• Med24: Med24 is a Swedish online pharmacy selling OTC, supplements, and consumer health products. It is a Nordic regional peer to Farmasiet, operating a comparable online-only model in an adjacent Scandinavian market with similar product categories and customer expectations.

Emerging players

• Lyko: Lyko is a Nordic online retailer of beauty, skincare, and personal care products with pharmacy-adjacent categories. It is comparable to Farmasiet as an adjacent online health-and-personal-care retailer serving Nordic consumers, indicating how the non-Rx side of the assortment could be expanded or monetized.

Market position

Strengths4 records

Weaknesses4 records

Competitive moat4 records

Key risks6 records

Key highlights6 records

Customer concentration

• Facebookfacebook.com/farmasiet.no
• LinkedInlinkedin.com/company/farmasiet
• Instagraminstagram.com/Farmasiet
• TikToktiktok.com/@farmasiet.no

Compliance1 record

Revenue estimate

Valuation estimate

Number of profiles

Profiles1 record

Funding overview

Funding rounds1 record

Investors2 records

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

M&A

Investments1 record

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

Frequently asked questions about Farmasiet