Not all internet users are online shoppers.
Some consumers use the internet and other digital platforms to gather information about products and services they might consider purchasing later. Research indicates that online shoppers have unique traits compared to those who favor shopping in physical stores while relying on the Internet primarily for information.
Online shoppers are often characterized by lower risk aversion (e.g., concerns about delivery failures), a preference for convenience (e.g., waiting for products at home), and a higher affinity for technology (e.g., comfort with digital platforms).
The pharmacy sector can be divided into three categories:
- Pharmacies with only physical retail locations.
- Pharmacies with both physical and online stores.
- Online-only pharmacies (e-commerce).
A study conducted at Tecnológico de Monterrey, published in the International Journal of Pharmaceutical and Healthcare Marketing, revealed that these three types of pharmacies cater to distinct shopper profiles. Some differences align with established distinctions between online and physical store consumers. However, the study also questions some commonly held beliefs about online and physical store shoppers.
Non-Digital Channel Customers
These customers prefer physical stores because of their interactions with pharmacy staff.
Among those unaware of online pharmacy options, 47% remained hesitant to try them, citing concerns about trust and the perception that online shopping is overly complex.
Despite this, 56% of these customers reported using the Internet to gather information about products and purchase options.
Digital Channels Customers
When asked if they had purchased through the pharmacy’s online store, 35% of respondents answered “yes,” while 32% preferred online shopping. The main barriers cited were discomfort and a lack of trust in online platforms.
Factors that could encourage online purchases included fair prices (82%), shorter delivery times (82%), product variety (69%), sales promotions (42%), and, most importantly, a reliable payment method (95%).
Online-Only Customers
Most of these consumers expressed satisfaction with their online experiences but reported issues like slow-loading pages, incomplete product information, and unfriendly websites.
Notably, 91% believed online shopping was the best way to purchase pharmacy products. Additionally, 90% had made prior online purchases, and 97% found the items they were looking for. The primary reason for choosing online shopping (96%) was the lack of time to visit a physical pharmacy.
Prescription medications accounted for 62% of online purchases. Unlike the other two groups, online shoppers were more specific in their product selections, focusing primarily on medications.
Habits and Preferences
- Physical pharmacy shoppers tend to buy more food and beverages than medications.
- Customers of physical pharmacies with digital channels frequently use the internet for research but favor the convenience of immediate product access at a store over waiting for delivery.
- Online pharmacy customers prioritize medications and are specific in their product choices.
Contrary to previous research, physical pharmacy shoppers value convenience, analyze information, prioritize pricing, and are just as willing to make purchases as online shoppers. Their reluctance typically stems from technological aversion rather than a lack of interest in e-commerce.
Reference
Vera-Martínez, J. (2023). From Purely Physical to Purely Online Pharmacies: Exploring Different Shopper Profiles and Discussing Some Widespread Beliefs. International Journal of Pharmaceutical and Healthcare Marketing, 17(2), 169-181.
The article, “From Purely Physical to Purely Online Pharmacies: Exploring Different Shopper Profiles and Discussing Some Widespread Beliefs,” was published in the International Journal of Pharmaceutical and Healthcare Marketing in 2023. It received the Outstanding Paper recognition at the 2024 Emerald Literati Awards.
Author
Jorge Vera Martínez. Research Professor in the Marketing and Analytics Department at Tecnológico de Monterrey Business School. He is a Conscious Business Development Research Group member, specializing in responsible production, marketing, and consumption. Additionally, he serves on the core faculty of the Doctorate in Administrative Sciences at EGADE Business School and has been a Level 2 member of Mexico’s National System of Researchers since 2006.
