Pilulka

What Pilulka does

Pilulka (legal entity Pilulka Lékárny a.s.) is a Czech-headquartered online pharmacy operating the e-commerce platform pilulka.cz and mobile applications on iOS and Android, with a parallel Slovak storefront at pilulka.sk. The catalog spans prescription-free medicines, dietary supplements, dermocosmetics, sports nutrition, consumer electronics, baby and family care, food and beverages, and pet supplies, supported by a nationwide network of 1,247+ pickup points in the Czech Republic that serve as the primary last-mile collection option. The platform combines a broad third-party marketplace with a first-party private-label supplement brand (Daily, manufactured in the Czech Republic), a proprietary product-quality scoring system (NutraRating, rating supplements A+ through D), and an AI-driven personalized recommendation tool (Smart Supplement Guide).

The business operates on two monetization layers: transactional e-commerce sales across the full catalog, and a recurring subscription product called Pilulka PRO, priced at 99 Kč/month or 999 Kč/year with a 30-day free trial. PRO members receive free delivery to pickup points, discounts on Daily supplements (20%) and premium cosmetics (10%), twice-yearly free basic blood tests through a partnership with Macromo (operating across 100+ partner laboratories), 50% off Macromo DNA Premium tests, and monthly express delivery in Prague and Brno. The company markets through email newsletters, seasonal promotional campaigns, mobile-app-exclusive pricing, and SEO-optimized category pages, with social media presence on Facebook, Instagram, and X.

Pilulka serves four primary consumer segments — health-conscious shoppers purchasing supplements and OTC medicines, beauty and skincare consumers focused on dermocosmetics and Korean beauty, fitness and sports nutrition buyers, and parents/families purchasing baby and maternal products. Customer acquisition runs through direct digital channels with no disclosed B2B or enterprise customers, and ownership is described as founder- or management-controlled with no disclosed institutional investors in the source material.

Name

Pilulka

Legal name

Pilulka Lékárny a.s.

Website

https://pilulka.cz

Company type

Private

Founded year

2013

Operating status

Operating

Headcount range

51–100 employees

Short description

Pilulka is a Czech online pharmacy (Pilulka Lékárny a.s.) operating e-commerce platform pilulka.cz and mobile apps, selling medicines, supplements, cosmetics, and consumer health products across 1,247+ pickup points in the Czech Republic and Slovakia, with a recurring Pilulka PRO membership and private-label Daily supplements.

Ownership category

akta.pro rank

Product category

Online Pharmacy

NAICS

Food (Health) Supplement Retailers (456191), Health and Personal Care Retailers (456)

SIC

Retail-Drug Stores And Proprietary Stores (5912), Retail-Nonstore Retailers (5960)

akta.pro primary industry

Multivitamins & Daily Packs (CRADAGAC)

akta.pro secondary industries

Healthy Aging & Cognitive Support Supplements (CRADAGAM), Herbal & Botanical Supplements (CRADAGAD), Digestive Health OTC (Antacids, Laxatives, Anti-diarrheals, Probiotics OTC) (CRADAMAE), Functional Foods & Wellness Beverage Retail (Kombucha, Adaptogens, CBD where legal) (CRAHAEAH)

Keywords

• Online pharmacy
• Dietary supplements
• Dermocosmetics retail
• Sports nutrition
• Health and wellness

Headquarters

HQ city

Prague

HQ country

Czechia

HQ region

Europe

Offices1 record

Markets served

GTM type

B2C

Offering type

Digital Commerce or Content

Cost components

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

Revenue model

1. Product Sales (E-commerce): Retail sales of health, wellness, and beauty products through online platform and mobile applications. Revenue generated from one-time purchases across categories including supplements, medicines, cosmetics, sports nutrition, electronics, and pet supplies.
2. Pilulka PRO Subscription: Monthly subscription at 99 Kč or annual subscription at 999 Kč. Includes free delivery, product discounts, and health testing benefits. First month free trial available.

Pricing tiers

Go-to-market motion1 record

Distribution channels4 records

Marketing channels4 records

Core offering

Pilulka is an online pharmacy that sells prescription-free medicines, dietary supplements, dermocosmetics, sports nutrition, electronics, and household/health products through its pilulka.cz website and iOS/Android apps, delivering to customers' homes or to a national network of 1,247+ pickup points in the Czech Republic (with a parallel pilulka.sk site for Slovakia). It complements this catalog with its own Daily private-label supplements, the NutraRating quality-scoring system, a paid Pilulka PRO loyalty subscription, and bundled blood/DNA testing via partner lab Macromo.

Product overview

Pilulka is a Czech online pharmacy marketplace (Pilulka.cz) operated by Pilulka Lékárny a.s., offering prescription-free medicines, dietary supplements, dermocosmetics, sports nutrition, health electronics, food, and more across 1,247+ pickup points in the Czech Republic. The platform combines its core e-commerce marketplace with a proprietary membership program (Pilulka PRO), a private-label supplement brand (Daily), a product quality rating system (NutraRating), a mobile app (iOS/Android), and a personalized supplement recommendation tool. The company also resells Macromo blood and DNA health tests as part of its health-services offering. These products and modules collectively serve consumer health and wellness needs through a multi-channel digital platform.

Differentiator

Problem solved

Functional benefit

Brands

• Pilulka PRO: Premium membership program offering free shipping, 20% discount on Daily supplements, 10% on premium cosmetics, 2x annual free blood tests, and 50% discount on DNA Premium tests. Membership priced at 99 Kč monthly or 999 Kč annually with 30-day free trial.
• Daily
• NutraRating

Products and services

• Pilulka.cz E-commerce Online Pharmacy Online pharmacy storefront offering prescription-free medicines, dietary supplements, dermocosmetics, sports nutrition, health electronics, food and beverages, and household health products to individual consumers, with delivery to homes and a network of 1,247+ pickup points across the Czech Republic.
• Pilulka PRO Membership Subscription-based loyalty program for individual consumers that unlocks discounts on supplements and cosmetics, free pickup-point delivery, twice-yearly free basic blood tests, DNA test discounts, and express delivery in Prague and Brno.
• Daily Private-Label Supplements Pilulka's own-brand line of dietary supplements manufactured in the Czech Republic with pure ingredients and no fillers or colorants, sold to consumers via pilulka.cz.
• Pilulka Mobile App Native iOS and Android shopping app for individual consumers that supports quick repeat purchases, app-exclusive prices, and real-time order tracking on Pilulka's product catalog.
• Macromo Blood and DNA Health Tests Consumer blood and DNA test products sold through Pilulka, fulfilled by the Macromo partner laboratory network (100+ partner labs), covering heart, liver, hormones, vitamins, and genetic health panels.

Quantifiable outcome

• Average PRO member saves 9,000 Kč annually
• +1 more outcomes

Named customers1 record

Segments4 records

Ideal customer profiles4 records

Technology focussed Yes

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

One partnership is on record.

• MacromocoreStrategic or Co-development PartnerHealth testing partnership providing blood tests and DNA testing services to Pilulka PRO members. PRO members receive 2x yearly free basic blood tests and 50% discount on DNA Premium tests. Testing available at 100+ partner laboratories.

Scale indicators3 records

Recent moves6 records

Expansion highlights6 records

Direct peers

• DocMorris: European online pharmacy (formerly Zur Rose) operating across Germany, Switzerland, and the Netherlands; a direct competitor in cross-border OTC, supplement, and prescription mail-order pharmacy.
• Shop Apotheke Europe: Public pan-European online pharmacy operating across multiple EU markets; directly comparable to Pilulka in OTC, supplement, and beauty e-commerce with a recurring-revenue membership model.
• Lékárna.cz: One of the largest Czech online pharmacies, competing directly with Pilulka.cz on OTC medicines, supplements, dermocosmetics, and pickup point logistics across the Czech Republic.
• Pilulka.sk: Slovak branch of the same Pilulka entity; included as a regional peer showing how Pilulka has replicated its Czech e-commerce and pickup model in an adjacent market.
• Notino: Czech-founded online beauty and health retailer operating across Europe; competes directly with Pilulka's dermocosmetics, Korean beauty, and premium cosmetics categories.

Others

• Heureka Group: Leading Czech price-comparison platform that drives significant consumer traffic to online pharmacies including Pilulka; functions as an indirect channel dependency and competitive acquisition source.

Broad incumbents

• Dr.Max: Largest pharmacy chain in Central Europe with brick-and-mortar and online channels; competes with Pilulka across OTC medicines, supplements, dermocosmetics, and loyalty programs.
• Benu Lékárna: Czech branch of the pan-European PHOENIX-owned pharmacy chain, offering in-store and online pharmacy services with broad OTC, prescription, and supplement assortments that overlap with Pilulka.

Emerging players

• Alza.cz: Largest Czech e-commerce retailer that has expanded into pharmacy and health categories; competes with Pilulka on assortment, fulfillment speed, and pickup point network across Czech Republic.
• Rohlík.cz: Leading Czech grocery e-commerce platform expanding into health, wellness, and supplement categories; competes with Pilulka on convenience, delivery, and loyalty in overlapping customer segments.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat4 records

Key risks7 records

Key highlights7 records

Customer concentration

• Xx.com/pilulkacz
• Facebookfacebook.com/Pilulka.cz
• LinkedInlinkedin.com/company/dr-pilulka-s-r-o-
• Instagraminstagram.com/pilulkacz

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

Investments1 record

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

Frequently asked questions about Pilulka