Farmacias Selma

What Farmacias Selma does

Farmacias Selma operates an omnichannel pharmacy retail business in Argentina under the SelmaDigital brand, combining a network of physical stores with the selmadigital.com e-commerce storefront that ships across CABA, AMBA, and the rest of the country. The catalogue spans OTC pharmaceuticals, dermocosmetics, baby care, sports and nutrition supplements, personal care, fragrances, medical equipment, and household items, positioning the company as a multi-category health-and-personal-care retailer rather than a single-category dispensary.

The digital storefront is built on the Drubbit e-commerce platform and fronted by AWS CloudFront as the CDN, indicating a partner-built rather than in-house-engineered stack. Checkout is integrated with Mercado Pago and major Argentine bank payment rails, with credit-card installment financing enabled to support higher-basket categories such as dermocosmetics and supplements. The company reaches customers through three distinct surfaces: the owned e-commerce site, a WhatsApp ordering channel, and the Clarín 365 third-party distribution program, in addition to the underlying physical-store footprint.

The business model is straightforward B2C retail pharmacy: merchandise margin across the catalogue, supplemented by payment-rail-driven conversion (installments) and stored-value gift cards. No B2B, subscription, marketplace, or advertising revenue lines are disclosed. The 2024 eCommerce Award Argentina finalist recognition is the main third-party validation of digital-channel maturity. No funding rounds, parent company, or leadership disclosures are present in the available data.

Name

Farmacias Selma

Legal name

Selma

Website

https://selma.com.ar

Company type

Private

Operating status

Operating

Headcount range

11–50 employees

Short description

Farmacias Selma is an Argentine omnichannel pharmacy retailer operating physical stores plus the SelmaDigital e-commerce storefront, selling OTC pharmaceuticals, dermocosmetics, baby care, nutrition, personal care, fragrances, and medical equipment to Argentine consumers nationwide via web, WhatsApp, and the Clarín 365 program.

Ownership category

akta.pro rank

Product category

Retail Pharmacy

NAICS

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

SIC

Retail-Drug Stores And Proprietary Stores (5912)

akta.pro primary industry

Health & Pharmacy Omnichannel (CRAFAEAK)

Keywords

• Retail pharmacy
• OTC medications
• Dermocosmetics
• Baby care products
• Health supplements

Headquarters

HQ city

Argentina (specific city not disclosed)

HQ country

Argentina

HQ region

Latin America

Offices1 record

Markets served

GTM type

B2C

Offering type

Services

Cost components

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

Revenue model

1. Retail Product Sales: Core revenue from selling pharmaceutical products (OTC medications, prescription medications with in-store pickup requirement), dermocosmetics, personal care, baby and maternity products, nutrition and sports supplements, fragrances, medical equipment, and household items through online and physical retail channels.

Pricing tiers

Go-to-market motion1 record

Distribution channels3 records

Marketing channels5 records

Core offering

Farmacias Selma operates an omnichannel retail pharmacy selling pharmaceuticals (OTC medications), dermocosmetics, baby and maternity products, sports nutrition and supplements, personal care items, fragrances, medical equipment, electro-health and electro-beauty devices, and household items. Sales are fulfilled through the SelmaDigital e-commerce website (selmadigital.com), physical pharmacy stores with free in-store pickup, WhatsApp-assisted ordering, and home delivery across Argentina.

Product overview

SelmaDigital is a multi-category e-commerce pharmacy platform operated by Farmacias Selma, offering an online storefront alongside physical store pickup and WhatsApp-based ordering. The core platform (SelmaDigital) provides access to over 10 product categories spanning prescription medications, dermocosmetics, baby and maternity care, nutritional supplements, sports nutrition, personal care, fragrances, electro-health devices, electro-beauty devices, and household products. The platform also includes a Gift Card sub-brand and a WhatsApp ordering channel. Products are organized into brand-specific landing pages, weekly promotional offers, and best-seller sections, with free shipping thresholds for CABA/AMBA and nationwide delivery.

Differentiator

Problem solved

Functional benefit

Products and services

• SelmaDigital Online Pharmacy Retail Multi-category online pharmacy storefront operated by Farmacias Selma, offering OTC medications, dermocosmetics, baby and maternity products, sports nutrition, personal care, fragrances, electro-health and electro-beauty devices, and household items. Customers across Argentina can browse a full catalog, place orders online, choose home delivery (CABA, AMBA, nationwide), or opt for free in-store pickup at physical pharmacy locations.
• Pharmacy by WhatsApp Ordering Service Direct WhatsApp ordering channel (54 9 11 4073-1597) that enables customers to place pharmacy orders and communicate with Farmacias Selma through the WhatsApp messaging platform, providing an alternative to the website for customers who prefer messaging-based purchasing.
• Gift Card SelmaDigital Digital gift card sold and redeemed on the SelmaDigital platform, allowing customers to purchase a stored-value card that can be used to buy products across the SelmaDigital online pharmacy catalog.

Segments4 records

Ideal customer profiles4 records

Technology focussed No

API detail

Has API

No

API docs

API detail

Core technology

AI maturity

App detail

Feature3 records

Partnerships

Five partnerships are on record, tiered core and minor.

• Mercado PagocoreGTM or Marketing PartnerPrimary payment processor and financial partner enabling secure online transactions, installment payments, and digital wallet services for customers.
• Drubbit eCommercecoreTechnology or IntegrationTechnology platform provider powering the e-commerce website (selmadigital.com) with shopping cart, user management, order processing, and payment integration capabilities.
• CACE (Cámara Argentina de Comercio Electrónico)minorGTM or Marketing PartnerArgentine Chamber of E-commerce membership demonstrating industry participation and adherence to e-commerce standards.
• Clarín 365 ProgramminorGTM or Marketing PartnerPartnership with Clarín 365 subscription program providing accumulated promotions and exclusive benefits for program members shopping at Farmacias Selma.
• Major Argentine Banks (ICBC, Galicia, Macro, Santander, BBVA, Brubank, Banco de la Nación Argentina)coreGTM or Marketing PartnerBanking partners enabling credit card installment payments (3 and 6 cuotas sin interés), debit card payments, and bank-specific promotional offers for customers.

Scale indicators2 records

Recent moves6 records

Expansion highlights4 records

Broad incumbents

• CVS Health: CVS is a US-based pharmacy and health-and-personal-care retailer with deep omnichannel capabilities. Comparable as a structural reference point for combining pharmacy retail, beauty, and health products under a single consumer brand.
• Walgreens Boots Alliance: Walgreens is a global drugstore incumbent combining pharmacy dispensing with OTC, beauty, and health-and-personal-care retail across a large store base. It illustrates the omnichannel drugstore playbook Farmacias Selma is executing at a regional scale.

Regional players

• Drogaria Onofre: Onofre is a Brazilian omnichannel pharmacy chain offering OTC, dermocosmetics, and personal care via e-commerce and physical stores. Comparable to Farmacias Selma in combining a wide drugstore assortment with a strong digital storefront in Latin America.
• Salcobrand: Salcobrand is a leading Chilean pharmacy chain with a strong e-commerce presence offering OTC, dermocosmetics, and personal care. Comparable to Farmacias Selma in its multi-category Latin American drugstore positioning, though focused on Chile.
• Dr. Simi (Farmacias Similares): Dr. Simi is a high-growth Latin American low-cost pharmacy chain with growing presence in Argentina. Comparable business model as a multi-category drugstore focused on accessible health, beauty, and household products, though it operates primarily in adjacent LATAM markets.
• Drogaria São Paulo / Raia Drogasil: RD (Raia Drogasil) is Brazil's largest pharmacy retailer, combining thousands of physical stores with a robust e-commerce platform. Comparable to Farmacias Selma as a leading omnichannel pharmacy in Latin America, though significantly larger and only active in Brazil.

Direct peers

• Farmacity: Farmacity is the largest pharmacy chain in Argentina, operating hundreds of stores with a strong e-commerce channel. It directly competes with Farmacias Selma in both physical pharmacy retail and online OTC, beauty, and personal care categories.
• Farmacias del Dr. Ahorro: Dr. Ahorro is a long-standing Argentine pharmacy chain with broad store coverage and promotional pricing on OTC, beauty, and personal care. Comparable to Farmacias Selma in its multi-category drugstore positioning and value-driven promotions.

Others

• Mercado Libre (Salud y Bienestar): Mercado Libre is the dominant Argentine e-commerce marketplace and increasingly sells OTC, dermocosmetics, and personal care products. It is a key indirect competitor for online share of pharmacy-adjacent categories and also a critical ecosystem partner via Mercado Pago.

Market position

Strengths5 records

Weaknesses5 records

Competitive moat2 records

Key risks5 records

Key highlights5 records

Customer concentration

• YouTubeyoutube.com/@farmaciaselmadigital
• Facebookfacebook.com/SelmaFarmacias
• Instagraminstagram.com/farmacias.selma
• TikToktiktok.com/@farmaciaselma
• LinkedInlinkedin.com/company/farmacias-selma

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 Farmacias Selma