What Apomera does

Apomera AB is a privately held Swedish e-commerce company that operates apomera.com, a direct-to-consumer online store for over-the-counter (OTC) medicines and self-care products. The company is registered in Stockholm, Sweden, and is supervised by the Swedish Medical Products Agency (Läkemedelsverket) under the Act on Trade with Certain Non-Prescription Medicines, with all suppliers holding the required wholesale permits. Its product catalog spans six categories: wound care, dental care, eye and ear care, skincare, vitamins and supplements, and travel-size products, serving both Swedish private individuals (who must be 18+ to purchase OTC and nicotine products) and Swedish businesses (which are restricted from buying OTC medicines). The company positions itself as a friendly and affordable alternative to traditional Swedish pharmacies.

The platform is built on a standard e-commerce stack with cookie-based session management and Google Analytics for traffic analysis; it has no proprietary AI, no mobile app, and no public API. Orders are fulfilled exclusively within Sweden via DHL Service Point, with 1-2 business day delivery after dispatch, a 39 kr shipping fee on orders under 149 kr, and age verification at pickup for restricted categories. Payment processing is handled by Klarna Checkout, supporting invoice, installment, card (VISA/Mastercard), and direct bank payment options. Marketing is limited to organic search and an email newsletter; the company has no disclosed social media presence, no paid acquisition channels, and no disclosed headcount or institutional investors.

The business model is straightforward transactional retail: revenue is generated one-off per order from low-AOV items (typical prices range from 15 kr to 314 kr), with no subscription, no loyalty program, and no B2B contract structure. The company's strategic posture is that of a small, compliance-driven niche retailer rather than a growth-stage venture. The only disclosed structural choice is its regulatory registration, which is also the primary barrier to entry in the category.

Name

Apomera

Legal name

Apomera AB

Website

https://apomera.com

Company type

Private

Operating status

Operating

Headcount range

1–10 employees

Short description

Apomera AB is a privately held Swedish e-commerce retailer (apomera.com) selling OTC medicines and self-care products to Swedish consumers and businesses, operating under Läkemedelsverket supervision with Klarna payments and DHL Service Point delivery within Sweden.

Ownership category

akta.pro rank

Product category

Online Pharmacy Retail

SIC

Wholesale-Drugs, Proprietaries & Druggists' Sundries (5122)

akta.pro primary industry

OTC, Vitamins & Supplement Management (HSABALAM)

Keywords

• Online pharmacy retail
• OTC medicines
• Self-care products
• Swedish e-commerce
• Health products online

Headquarters

HQ city

Västerås

HQ country

Sweden

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, Infrastructure

Revenue model

1. Product Sales - OTC Medicines and Health Products: Apomera generates revenue through direct product sales of over-the-counter medicines, vitamins, supplements, dental care, wound care, eye/ear care, and skincare products. Sales are made to Swedish private individuals and businesses via the apomera.com e-commerce platform. Payment is processed through Klarna Checkout offering invoice, installment, card payment, and direct bank payment options.

Pricing tiers

Go-to-market motion1 record

Distribution channels1 record

Marketing channels2 records

Core offering

Apomera is a Swedish online retailer that sells over-the-counter (non-prescription) medicines and self-care products to Swedish consumers via the apomera.com e-commerce platform. Its assortment spans wound care, dental care, eye and ear care, skin care, vitamins and dietary supplements, natural remedies, travel-sized packs, and infant formula, delivered domestically via DHL Service Point with payment processed through Klarna Checkout.

Product overview

Apomera is a Swedish online e-commerce platform (apomera.com) operated by Apomera AB that sells non-prescription medications (receptfria läkemedel) and health/wellness products to private individuals and businesses in Sweden. The product portfolio is organized into six main categories: Sårvård (Wound Care) including Compeed blister plasters, elastic bandages, and crutch tips; Tandvård (Dental Care) featuring toothbrushes (GUM, TePe), toothpastes, and mouthwashes (Listerine, Flux, Zendium); Ögon & öron (Eye & Ear) with products like Tears Naturale eye drops; Hudvård (Skin Care) including body washes (Bamses), sunscreens (EVY, Vichy), and anti-aging creams (Eucerin); Vitaminer & kosttillskott (Vitamins & Supplements) such as Berocca Performance multivitamins, Membrasin capsules, and Canephron natural remedies; and Reseförpackningar (Travel Packaging) with smaller-sized products for travel. The company also sells infant nutrition products (Nestlé PreNAN). Orders are delivered via DHL Service Point within Sweden with free shipping over 149 kr.

Differentiator

Problem solved

Functional benefit

Products and services

• Bamses Dundersnälla Duschtvål Ecological body wash certified by EcoCert, 99% naturally derived ingredients, dermatologically tested, suitable for children of all ages.
• Compeed Skavsår Mixpack Blister plasters in three sizes (foot, medium, small) that relieve pressure and pain while accelerating healing.
• Membrasin kapslar Clinically documented dietary supplement with sea buckthorn berry extract providing moisture to dry mucous membranes internally, containing Omega-7 fatty acids, essential fatty acids, vitamin E, carotenoids, and plant sterols.
• Canephron tabletter Natural remedy in tablet form for relieving and preventing recurrent urinary tract infection symptoms, containing extracts from lovage root, centaury, and rosemary leaves.
• Berocca Performance Apelsin Multivitamin supplement containing all B vitamins, vitamin C, magnesium, and zinc, clinically shown to reduce fatigue and improve mental performance.
• Listerine Total Care Munskölj Complete mouthwash with six benefits: reduces bacteria, fights plaque, fluoride for cavity prevention, gum protection, tartar control, and fresh breath lasting up to 12 hours.
• TePe Select Liten Zoo X-mjuk tandborste Toothbrush with a small tapering brush head for best accessibility, featuring colorful animal designs, suitable for children and adults preferring a smaller brush head.
• GUM Junior Light-up Tandborste 5-12 år Soft toothbrush that lights up for one minute per brushing section to encourage proper brushing technique for children aged 5-12 years.
• GUM Kids tandborste 3-6 år Toothbrush designed for children aged 3-6 years with an extra small brush head, soft split bristles for effective and gentle cleaning, an ergonomic handle with thumb grip, and a fluoride dosage marker.
• GUM Kids Barntandkräm 2-6 år Children's toothpaste with strawberry flavor containing fluoride and isomalt that increases enamel remineralization, formulated for children aged 2-6 years.
• Tears Naturale ögondroppar Artificial tear fluid that assists the natural tear film and lubricates dry spots in the eye.
• Zendium Classic Minitub Toothpaste with enzymes, colostrum, and fluoride that strengthens the mouth's natural defense system and reduces risk of cavities; mild, low-foaming formula for sensitive mouths.
• Flux Dry Mouth Rinse munskölj Mouthwash for dry mouth that stimulates saliva production and moisturizes mucous membranes, with high fluoride content (0.2% NaF) to prevent cavities.
• Ac3 Comfort Gel Gel for preventing and treating hemorrhoids and anal fissures, providing cooling and lubricating relief while facilitating natural healing process.
• EVY Solskydd Mousse SPF 30 Swedish-made sunscreen mousse with patented formula providing deeper UVA and UVB protection than conventional sunscreens, strengthens skin barrier, water-resistant, free from parabens and nanoparticles.
• Vichy Ideal Soleil Dry Touch SPF30 Water-resistant sunscreen for face with high UVA and UVB protection and mattifying finish, hypoallergenic formula suitable for normal to combination and sensitive skin.
• Eucerin Hyaluron Filler Day Cream Dry Skin SPF15 Anti-aging day cream for dry skin with hyaluronic acid and saponin combination that effectively moisturizes and plumps skin, reducing the appearance of fine lines and wrinkles.
• Eucerin Hyaluron - Filler + Volume - Lift Dagcreme Day cream for normal to combination skin with three active ingredients (magnolia extract, oligopeptides, hyaluronic acid) working in different skin layers to restore volume and reduce wrinkles.
• Nestlé PreNAN Discharge Pulver Infant formula powder for premature and low birth weight infants, providing optimized nutritional needs including probiotics, to be used on pediatrician or dietitian recommendation.
• Swereco Doppsko Crutch tip made of natural rubber with 19-20mm inner diameter for use with standard crutches.
• Elastisk Fixeringsbinda 8cmx4m Elastic fixation bandage that is easy to handle, allows air passage while containing ointments and creams, can be sterilized; sold in packs of 5.

Segments2 records

Ideal customer profiles2 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Integration1 record

Partnerships

One partnership is on record.

• KlarnacoreTechnology or IntegrationKlarna provides payment processing through Klarna Checkout, offering multiple payment options including invoice, installment plans, card payment (VISA/Mastercard), and direct bank payment. This is a critical infrastructure partnership enabling all customer transactions.

Scale indicators1 record

Recent moves4 records

Regional players

• Redcare Pharmacy (Shop Apotheke): One of Europe's largest online pharmacies, operating Shop Apotheke in DACH and other markets. Comparable to Apomera in digital OTC pharmacy model, but focused on Continental Europe rather than the Nordics.
• Pharmacy2U: UK's largest online pharmacy offering OTC medicines, health products, and NHS prescription delivery. Comparable to Apomera as a digital-first pharmacy retailer, but serves the UK market rather than Sweden.
• DocMorris: Leading European online pharmacy headquartered in Switzerland with operations across multiple countries. Comparable to Apomera as a digital OTC pharmacy, but serves broader European geographies rather than competing directly in Sweden.

Direct peers

• Apotea: Sweden's largest online pharmacy, selling OTC medicines, health, and beauty products direct-to-consumer with home delivery. Directly comparable to Apomera on product category, customer base (Swedish consumers), and DTC e-commerce model, but at substantially greater scale and assortment depth.
• Meds.se: Sweden-based online pharmacy selling OTC medicines and health products to Swedish consumers. Comparable to Apomera on geography, regulatory licensing, and product mix, with similar DTC e-commerce positioning.
• Apohem: Swedish online pharmacy retailer offering OTC medicines, skincare, and self-care products with home delivery. Closely comparable to Apomera in assortment scope, regulatory setup (Läkemedelsverket compliance), and target Swedish consumer.

Broad incumbents

• Apoteket AB: Swedish state-linked pharmacy chain with online sales of OTC medicines, health, and wellness products. Comparable to Apomera on regulatory authorization for non-prescription medicines and Swedish consumer reach, with much broader footprint.
• Kronans Apotek: Major Swedish pharmacy retailer with physical stores and growing online channel offering OTC medicines and health products. Overlaps with Apomera's assortment and customer base but operates as a multi-channel incumbent rather than a digital-native specialist.
• Apotek Hjärtat: Sweden's largest pharmacy chain (owned by ICA Gruppen) with a major e-commerce channel. Comparable to Apomera on OTC product range and Swedish consumer base, but operates as a broad incumbent across prescription, OTC, and beauty, not specializing in digital-first OTC.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat3 records

Key risks6 records

Key highlights7 records

Customer concentration

• LinkedInlinkedin.com/company/apomera-ab

Compliance2 records

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 Apomera