Academic Scientific JournalsONLINE SALES OF MEDICINES AND DIETARY SUPPLEMENTS: ANALYSIS OF RISKS AND CONSUMER AWARENESS IN THE ERA OF DIGITAL TRANSFORMATION
DOI:
https://doi.org/10.26881/wg.2025.2.11Keywords:
online sales, medicines, dietary supplements, safety, consumer awarenessAbstract
Purpose – The digital transformation of the pharmaceutical market has contributed to the increase in online sales of medicines and dietary supplements, creating both opportunities and threats for consumers. The main research problem is the level of consumer awareness regarding safe pharmaceutical purchases online. The aim of the article is to analyse the risks associated with pharmaceutical e-commerce and to assess the factors influencing consumers' purchasing decisions.
Methodology – The study was an original quantitative research project conducted using an online survey (CAWI) based on an author-designed questionnaire. The research sample consisted of 238 respondents—active Internet users—recruited using the snowball sampling method. Data analysis was carried out using the Kruskal–Wallis test and statistical analysis of responses related to the safety of online pharmaceutical purchases.
Findings – The research results indicate that the key factors influencing online purchases are price, convenience, and product availability. At the same time, consumers have limited awareness of the risks associated with counterfeit medicines and illegal sales. The study also revealed insufficient knowledge about the certification of legitimate online pharmacies. The need for educational and regulatory measures to increase the safety of online pharmaceutical purchases was highlighted.
Downloads
References
Ahmed S., Alqasmi I., Ashrafi D. M., Choudhury M. M., Rahman M. K., & Mohiuddin M. (2023). Determining the intention to use app-based medicine service in an emerging economy. Int. J. Healthc. Manag. 1, 1–15. https://doi.org/10.1080/20479700.2023.2198186
Aznar-Lou, I., Carbonell-Duacastella, C., Rodriguez, A., Mera, I., & Rubio-Valera, M. (2019). Prevalence of Medication-Dietary Supplement Combined Use and Associated Factors. Nutrients, 11(10), 2466. https://doi.org/10.3390/nu11102466
Bachhuber, M. A., & Cunningham, C. O. (2013). Availability of buprenorphine on the Internet for purchase without a prescription. Drug and alcohol dependence, 130(1-3), 238–240. https://doi.org/10.1016/j.drugalcdep.2012.11.004
Baratto, G. (2019). The role of social media in the illegal online trade of medicines. An evaluation of situational crime prevention measures. Pozyskano z: https://tesidottorato.depositolegale.it/bitstream/20.500.14242/61877/1/PhD%20Dissertation_Baratto_Final.pdf (21.02.2025)
Bhalerao H., Mandalik D. (2022). E-Pharmacy: A study of growth of digital app-based pharmacy delivery services. Journal of Pharmaceutical Negative Results, 722-727. https://doi.org/10.47750/pnr.2022.13.S10.077
Buowari, O. V. (2012). Fake and counterfeit drug: a review. Afrimedic Journal, 3(2), 1-4.
ecommerceDB.com. (September 12, 2023). Top online stores in the pharmacy segment worldwide in 2022, by e-commerce net sales (in million U.S. dollar) [Graph]. In Statis-ta. Retrieved February 22, 2025, from https://www-1statista-1com-1isvchtn1007f.hansolo.bg.ug.edu.pl/forecasts/1412817/top-online-stores-pharmacies-worldwide
European Union (2025). Falsified medicines, Public Health - European Commission - European Union. Pozyskano z: https://health.ec.europa.eu/medicinal-products/falsified-medicines_en (21.02.2025)
FDA (2022). Mixing Medications and Dietary Supplements Can Endanger Your Health, FDA, 06/02/2022. Pozyskano z: https://www.fda.gov/drugs/drug-supply-chain-integrity/internet-pharmacy-warning-letters (31.12.2024)
FDA (2024). Internet Pharmacy Warning Letters, FDA, 11/22/2024. Pozyskano z: https://www.fda.gov/drugs/drug-supply-chain-integrity/internet-pharmacy-warning-letters (31.12.2024)
Financial Times (2021). Bridges to health for China’s people, 14 May 2021. Pozyskano z: https://www.ft.com/partnercontent/ping-an-insurance/bridges-to-health-for-chinas-people.html (21.02.2025)
Grand View Research (2025). Pharma E-commerce Market Size, Share & Trends Analysis Report By Product Type (Vaccines, Specialty Care, Topical Medicines), By Therapeutic Areas, By Type, By Channel Type, By Platform, By Region, And Segment Forecasts, 2023 – 2030, Grand View Research. Pozyskano z: https://www.grandviewresearch.com/industry-analysis/pharma-e-commerce-market-report (21.02.2025)
Gutorova, N. O., Pashkov, V. M., & Soloviov, O. S. (2021). Illegal Internet Pharmacies as a Threat to Public Health in Europe. Wiadomosci lekarskie (Warsaw, Poland: 1960), 74(9 cz 1), 2169–2174.
Hamdan I. M. N. (2023). The perceived influence of COVID-19 lockdown on the circulation of counterfeit drugs and medical supplies through the electronic market, Journal of Pharmaceutical Health Services Research, Volume 14, Issue 1, March 2023, Pages 14–19. https://doi.org/10.1093/jphsr/rmac053
Han, L., & Han, X. (2023). The influence of price value on purchase intention among patients with chronic diseases in medical e-commerce during the COVID-19 pandemic in China. Frontiers in public health, 11, 1081196. https://doi.org/10.3389/fpubh.2023.1081196
Hoofnagle, C. J., Altaweel, I., Cabrera, J., Choi, H. S., Ho, K., & Good, N. (2017). Online pharmacies and technology crime. In The Routledge Handbook of Technology, Crime and Justice (pp. 146-160). Routledge.
INTERPOL (2021). Thousands of fake online pharmacies shut down in INTERPOL operation. INTERPOL, 8 June 2021. Pozyskano z: https://www.interpol.int/News-and-Events/News/2021/Thousands-of-fake-online-pharmacies-shut-down-in-INTERPOL-operation (31.12.2024)
IQVIA (2024). E-commerce na rynku farmaceutycznym. Raport IQVIA i Rymarz Zdort Maru-ta, 2024
Joseph, R. O., Abiodun, W. O., Oboite, D. U., Oyeniyi, E. O., & Hakeem, Q. D. (2024). The Role of AI in Combating Counterfeit Drugs. Journal of Clinical and Metabolism Stud-ies, 5(3). https://africanscholarpub.com/ajcms/article/view/375
Landi H. (2019). Rite Aid launches telehealth service through in-store kiosks, Jul 30, 2019. Pozyskano z: https://www.fiercehealthcare.com/tech/rite-aid-launches-telehealth-service-through-store-kiosks (10.01.2025)
Lăzăroiu, G., Neguriță, O., Grecu, I., Grecu, G., Mitran, P. C. (2020). Consumers’ decision-making process on social commerce platforms: Online trust, perceived risk, and pur-chase intentions. Frontiers in Psychology, 11, 890. https://doi.org/10.3389/fpsyg.2020.00890
Lee, K. S., Yee, S. M., Zaidi, S. T. R., Patel, R. P., Yang, Q., Al-Worafi, Y. M., & Ming, L. C. (2017). Combating Sale of Counterfeit and Falsified Medicines Online: A Losing Battle. Frontiers in pharmacology, 8, 268. https://doi.org/10.3389/fphar.2017.00268
Limbu Y. B., Huhmann B. A. (2023). Online but unlawful sales of unapproved and misbranded prescription drugs: internet pharmacy compliance with Food and Drug Administration warning letters. J. Consumer Aff. 57 (3), 1015–1038. 10.1111/joca.12515
Mackey T.K., Kalyanam J, Klugman J, Kuzmenko E, Gupta R. (2018). Solution to Detect, Classify, and Report Illicit Online Marketing and Sales of Controlled Substances via Twitter: Using Machine Learning and Web Forensics to Combat Digital Opioid Access, J Med Internet Res;20(4):e10029
McGuire, M. (2019). Social media platforms and the cybercrime economy. Bromium. Preuzeto, 21, 2023.
Monteith, S., Bauer, M., Alda, M., Geddes, J., Whybrow, P. C., & Glenn, T. (2021). Increasing cybercrime since the pandemic: Concerns for psychiatry. Current psychiatry re-ports, 23, 1-9.
Mordor Intelligence (2025). Pharmaceutical E-Commerce Market Size & Share Analysis-Growth Trends & Forecasts (2025 - 2030). Pozyskano z: https://www.mordorintelligence.com/industry-reports/pharmaceutical-e-commerce-market (21.02.2025)
O’Hagan A, Garlington A. (2018). Counterfeit drugs and the online pharmaceutical trade, a threat to public safety. Forensic Res Criminol Int J. 2018; 6(3):151-158. DOI: 10.15406/frcij.2018.06.00200
Pharmacy Times (2014). Walgreens Expands Telehealth Platform to Offer Virtual Doctor Visits Through MDLIVE via Walgreens Mobile App, December 10, 2014. Pozyskano z: https://www.pharmacytimes.com/view/walgreens-expands-telehealth-platform-to-offer-virtual-doctor-visits-through-mdlive-via-walgreens-mobile-app (21.02.2025)
Plescia M. (2023). All Generations Find Telehealth Beneficial, New CVS Health Data Shows, MedCityNews, February 23, 2023. Pozyskano z: https://medcitynews.com/2023/02/all-generations-find-telehealth-beneficial-new-cvs-health-data-shows/ (10.01.2025)
PMR (2021), Rynek suplementów diety w Polsce. Raport PRM
Raza, M. A., Aziz, S., Noreen, M., Saeed, A., Anjum, I., Ahmed, M., & Raza, S. M. (2022). Artificial Intelligence (AI) in Pharmacy: An Overview of Innovations. Innovations in pharmacy, 13(2), 10.24926/iip.v13i2.4839. https://doi.org/10.24926/iip.v13i2.4839
Statista. (July 10, 2024a). Revenue of the online pharmacy market worldwide from 2018 to 2029 (in billion U.S. dollars) [Graph]. In Statista. Retrieved February 22, 2025, from https://www-1statista-1com-1isvcht8v0032.hansolo.bg.ug.edu.pl/forecasts/1315506/worldwide-revenue-of-online-pharmacy
Statista. (July 10, 2024b). Countries with the highest online pharmacy revenue worldwide in 2023 (in billion U.S. dollars) [Graph]. In Statista. Retrieved February 21, 2025, from https://www-1statista-1com-1isvchtyh014f.hansolo.bg.ug.edu.pl/forecasts/1315507/worldwide-revenue-of-online-pharmacies-in-selected-countries
ten Ham M. (2003). Health risks of counterfeit pharmaceuticals. Drug safety, 26(14), 991–997. https://doi.org/10.2165/00002018-200326140-00001
Turea M. (2023). 6 Ways Amazon Plans to Disrupt the Pharmacy Business, November 3, 2023. Pozyskano z: https://healthcareweekly.com/amazon-pharmacy/ (10.01.2025)
McKinsey & Company. (March 17, 2023). Prescription revenues in the United States in 2022, by pharmacy type (in billion U.S. dollars) [Graph]. In Statista. Retrieved February 21, 2025, from https://www-1statista-1com-1isvchtyh014f.hansolo.bg.ug.edu.pl/statistics/1396238/prescription-revenues-by-pharmacy-type-united-states/
WHO (2024). Substandard and falsified medical products. WHO Publications. Pozyskano z: https://www.who.int/news-room/fact-sheets/detail/substandard-and-falsified-medical-products (10.01.2025)
