What Apotheka does

Apotheka is Estonia's largest pharmacy chain, operating more than 160 physical pharmacy locations nationwide and the country's first e-pharmacy platform, which the company launched in 2013. The legal entity is OÜ Mustamäe Apteek, a private Estonian company registered at Vae 16, Laagri. The company serves Estonian consumers with a unified offering covering prescription medications (with digital prescription processing, excluding narcotics and psychotropic drugs), over-the-counter drugs, vitamins and dietary supplements, dermatological skincare (Apteekikosmeetika), first aid and wound care, baby and child care products, and pet health products. Sub-brands include Apotheka Beauty for pharmacy-grade cosmetics. Distribution combines 160+ physical pharmacies — many in shopping centres with extended evening and weekend hours — with a full-featured e-pharmacy storefront at apotheka.ee delivering to homes, parcel lockers (DPD, SmartPOST, Omniva, Venipak), and courier destinations across Estonia, plus cross-border delivery to Finland. A Tallinn 4-hour express courier service at €3.99 supplements free delivery thresholds (€50 to DPD parcel lockers, €70 to courier).

The platform integrates digital prescription verification with online pharmacist consultation, an Apotheka Customer Card loyalty programme offering 700+ monthly promotions, a 10% birthday cashback credit, and a free Naerata! health magazine. Physical locations deliver a professional services layer — vaccinations (flu, COVID-19, tick-borne encephalitis, HPV, diphtheria/tetanus), health measurements (blood pressure, blood sugar, cholesterol, hemoglobin, bone density), skin diagnostics, and Dexcom ONE+ glucose sensor fitting — and the company distributes its own private-label line (Apotheka Omatooted) covering wound care, teas, creams, salves, pregnancy tests, and vitamin formulations. Marketing is multi-channel: website content and SEO, monthly email newsletter, organic social (Facebook, Instagram, YouTube), loyalty-driven promotions, and in-store educational materials.

Revenue derives overwhelmingly from unit-priced pharmacy retail across both physical and digital channels, supplemented by professional service fees for paid vaccinations and health measurements, private-label merchandise margin, and gift card sales. The go-to-market is direct-to-consumer with no disclosed B2B or contract customers; pricing is per-transaction with a mix of pay-as-you-go unit pricing across OTC, prescription, beauty, and wellness categories. Apotheka monetises its scale advantage through Estonia's most concentrated physical pharmacy footprint, its first-mover e-pharmacy platform, and an award-winning user experience that has held the NPS leadership position for three consecutive years (2023-2025).

Name

Apotheka

Legal name

OÜ Mustamäe Apteek

Website

https://apotheka.ee

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

1–10 employees

Short description

Apotheka is Estonia's largest pharmacy chain, operating 160+ physical pharmacies and the country's first e-pharmacy, launched in 2013. It serves Estonian consumers with prescription and OTC medications, beauty products, and health services like vaccinations and health measurements, with parcel-locker and courier delivery across Estonia and to Finland.

Ownership category

akta.pro rank

Product category

Retail Pharmacy

NAICS

Pharmacies and Drug Retailers (456110), Local Messengers and Local Delivery (49221)

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Retail & Community Pharmacies (Chain/Independent) (HLAFALAA)

akta.pro secondary industries

Health & Pharmacy Omnichannel (CRAFAEAK), Pharmacy & Health Essentials Delivery (CRAFAFAI)

Keywords

• Retail pharmacy services
• E-commerce pharmacy
• Prescription medications
• Health and wellness products
• Pharmacy skincare

Headquarters

HQ city

Tallinn

HQ country

Estonia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Physical Pharmacy Retail: Traditional in-store sales of prescription medications, over-the-counter drugs, health products, and beauty items across 160+ Apotheka pharmacy locations throughout Estonia.
2. E-Pharmacy Sales: Online sales of medications, health products, beauty products with home delivery, parcel locker, and pickup options. Includes prescription drug sales with digital prescription verification.
3. Health Services: Vaccination services (flu, tick-borne encephalitis, COVID-19, HPV), health measurements (blood pressure, blood sugar, cholesterol, hemoglobin, bone density), skin diagnostics, and Dexcom glucose sensor consultation.

Pricing tiers

Go-to-market motion1 record

Distribution channels6 records

Marketing channels6 records

Core offering

Apotheka operates Estonia's largest pharmacy chain, combining 160+ physical pharmacy locations with a leading e-pharmacy platform (Estonia's first, launched 2013). The company sells prescription and OTC medications, health and wellness products, vitamins and supplements, pharmacy-grade skincare (Apteekikosmeetika), baby and pet care products, and private-label Apotheka Omatooted goods. It also delivers in-pharmacy health services including vaccinations, health measurements, and pharmacist consultations.

Product overview

Apotheka is an Estonian pharmacy chain and e-commerce platform offering a unified offering of physical pharmacy services (160+ locations) and a comprehensive e-pharmacy platform. The core products include prescription medication services with digital prescription processing, over-the-counter medications, health and wellness products, and pharmacy-grade skincare (Apteekikosmeetika). The ecosystem includes loyalty programs (Customer Card), health services (vaccinations, health measurements), and private-label products (Apotheka Omatooted). The platform serves consumers across Estonia with delivery options including parcel lockers (DPD, Smartpost, Omniva, Venipak) and courier delivery, and also offers delivery to Finland. Products span health (vitamins, supplements, medical devices), beauty (dermatological skincare, cosmetics), first aid, baby care, and pet care categories.

Differentiator

Problem solved

Functional benefit

Brands

• Apotheka Beauty: A beauty-focused sub-brand operating under the Apotheka pharmacy chain.

Products and services

• Apotheka e-apteek (E-Pharmacy Platform) Estonia's leading e-pharmacy platform offering prescription and over-the-counter medications, health products, and beauty products with home delivery across Estonia and cross-border delivery to Finland.
• Apotheka Physical Pharmacies Network of 160+ pharmacies across Estonia, including shopping-center locations with extended evening and weekend hours, providing prescription medications, OTC products, health and beauty items, and professional pharmacist consultations.
• Prescription Medication Services Digital prescription processing allowing patients to order prescription medications through the e-pharmacy with pharmacist consultation, excluding narcotics and psychotropic drugs.
• Vaccination Services
• Health Indicator Measurements
• Apotheka Customer Card (Kliendikaart)
• Apotheka Omatooted (Private Label Products)
• Vitamins and Supplements
• Dermatological Skincare (Apteekikosmeetika)
• Medical Devices
• Baby and Child Care Products
• Pet Health Products
• First Aid and Wound Care Products
• Gift Cards (Kinkekaardid)

Quantifiable outcome

• Highest NPS recommendation score among e-pharmacies in Estonia for 3 consecutive years
• +1 more outcomes

Named customers4 records

Segments4 records

Ideal customer profiles5 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Partnerships

Six partnerships are on record, tiered minor.

• Estonian Red Cross (Eesti Punane Rist)minorStrategic or Co-development Partner · 1 January 2022Apotheka collaborates with the Estonian Red Cross to assist Ukrainian war refugees. In 2022, volunteers provided health advice and OTC medications. In 2025, Apotheka distributed gift cards worth €120 to chronically ill Ukrainian refugees through the Red Cross partnership.
• SmartPOST (Cleveron)minorChannel Partner/ Reseller/ DistributorSmartPOST parcel locker delivery partner offering 14-day free returns and eco-friendly KIUD reusable packaging option.
• DPD EstoniaminorChannel Partner/ Reseller/ DistributorDPD parcel locker delivery partner. Free delivery to DPD parcel locker for orders over €50 (excluding medications).
• OmnivaminorChannel Partner/ Reseller/ DistributorOmniva parcel locker and post office delivery partner. Free 14-day returns at Omniva parcel lockers.
• VenipakminorChannel Partner/ Reseller/ DistributorVenipak parcel locker delivery partner offering 14-day returns with return code from SMS.
• Estonian Medicines Agency (Ravimiamet)minorOthersRegulatory partner ensuring legal compliance for internet pharmacy operations. Apotheka e-pharmacy is verified as a legal online pharmacy by the Estonian Medicines Agency.

Scale indicators5 records

Recent moves5 records

Expansion highlights6 records

Direct peers

• Benu Apteek: Benu is one of the largest pharmacy chains in Estonia, operating dozens of retail pharmacies and an e-pharmacy platform. Directly comparable to Apotheka in product mix (Rx, OTC, beauty, health services) and Estonian geographic footprint.
• Euroapteek: Euroapteek is a long-standing Estonian retail pharmacy chain with both physical stores and an e-pharmacy. Closely comparable to Apotheka on omnichannel pharmacy retail, OTC assortment, and prescription dispensing in Estonia.
• Pharmacy2U: Pharmacy2U is the UK's largest online pharmacy, focused on NHS repeat prescriptions and OTC. Comparable to Apotheka in digital prescription processing, online dispensing, and chronic-care delivery logistics.
• Apteek1: Apteek1 is a chain of independent pharmacies in Estonia with a shared brand and online platform. Competes head-to-head with Apotheka on prescription dispensing, OTC assortment, and pharmacist-led health services in Estonia.
• Apotea: Apotea is Sweden's largest online pharmacy and a Nordic e-commerce leader. Comparable to Apotheka as a pharmacy-first e-commerce operator with strong UX reputation and broad OTC/wellness assortment.

Broad incumbents

• Shop Apotheke / Redcare Pharmacy: Redcare Pharmacy (Shop Apotheke) is a leading European online pharmacy listed in Germany with pan-EU delivery. A broad incumbent benchmark for Apotheka's e-commerce scale ambition and pharmacy economics.
• Benu (Nordic/Phoenix Group): BENU is part of Phoenix Group, one of Europe's largest pharmacy wholesalers and retailers, with stores across the Nordics. Comparable to Apotheka as a pharmacy retail and wholesale-adjacent operator with similar category mix.
• DocMorris: DocMorris (formerly Zur Rose) is Europe's largest online pharmacy, operating across multiple EU markets including cross-border into the Baltics. Comparable as a direct competitor in e-pharmacy, especially relevant for Apotheka's Finland cross-border channel.
• Apotek Hjärtat: Apotek Hjärtat is Sweden's largest pharmacy chain (owned by ICA Gruppen) with a broad online and physical footprint. Comparable to Apotheka as an omnichannel pharmacy retailer serving a Nordic market with private-label and health services.

Emerging players

• Meviva (Estonian health-tech / online clinic): Meviva is an emerging Estonian digital health platform offering online doctor consultations and e-prescriptions. Comparable as an emerging player encroaching on Apotheka's digital Rx and online consultation adjacency.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat5 records

Key risks5 records

Key highlights6 records

Customer concentration

• YouTubeyoutube.com/channel/UCGOCx8ty6mDoBrF2RNOrWyw
• Facebookfacebook.com/apotheka-160746137410547
• Instagraminstagram.com/apotheka_apteegid
• LinkedInlinkedin.com/company/merimetsa-psychiatric-pharmacy

Revenue estimate

Valuation estimate

Number of profiles

Funding overview

Funding rounds

Investors

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

M&A

Investments

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

Frequently asked questions about Apotheka