In talks with Redcare Pharmacy: on their marketplace
With 13.5 million active customers – that’s a customer who placed an order at least once in 12 months -, Redcare Pharmacy is Europe’s leading online pharmacy. The company is active in seven European countries with marketplaces in four – Germany, Austria, Italy and Belgium. We recently spoke with Judith Ahlvers, Director Marketplace Germany, and Carolin Gillich, Senior Marketplace Manager Business Development, about what makes Redcare’s successful marketplace a unique opportunity for brands across Europe.
Who is Redcare Pharmacy?
Redcare Pharmacy (formerly Shop Apotheke Europe) is the leading online pharmacy in Europe, with market leadership positions in Germany, Austria, Belgium, Switzerland and Italy – five out of seven markets they are active in.
With more than 250,000 products and 13.5 million active customers, the company positions itself as the one-stop pharmacy of the future, combining trust, convenience and customer-centricity in an increasingly competitive landscape.
With opening its first marketplace in 2021, Redcare has provided a new channel for brands in beauty, wellness, sports and nutrition to reach a health-conscious, loyal customer base. Redcare’s strong growth allows the marketplace team to focus on expanding strategic partnerships with brands looking to scale sustainably and tap into new audiences.
a more holistic approach to health
Redcare’s vision for health is broad, not only encompassing the pharmacy aspect but also wellbeing, prevention and lifestyle.
“We are – and always will be – a pharmacy at our core,” says Judith Ahlvers. “But for us, health goes beyond medication. It’s about supporting people in every area that helps them feel better and live healthier.” This approach is shaping the company’s assortment expansion strategy for 2025. Categories such as beauty, wellness, nutrition and paramedical products are seeing renewed investment.
One of the most promising segments? Compressions, a category that blends health and fashion, and where Redcare’s marketplace team already sees strong traction. “It’s a space where health and fashion intersect,” says Judith. “With more fashion brands entering the market, we see huge potential for cooperation.”
This focus reflects a wider shift in the market. According to a 2025 Statista Market Insights report, the wellness and personal care category is expected to grow by over 13% year-on-year on European marketplaces, reflecting a wider consumer shift towards holistic health and preventative lifestyles. The trend is especially pronounced among Gen Z and millennial shoppers, who value convenience, transparency and trusted platforms when it comes to wellbeing products.
Why Redcare’S MARKETPLACE is a smart move for brands
Redcare’s marketplace model is designed for long-term partner growth, with strong infrastructure, reliable logistics and built-in customer loyalty. One of its core advantage? The pharmacy frequency effect: shoppers return often, creating more touchpoints and opportunities for repeat purchases. “Our customer base is very engaged and loyal,” Judith explains. “As a pharmacy, we naturally see higher purchase frequency than most marketplaces. That’s a big advantage for partners looking to grow consistently.”
Another differentiator is purchasing behaviour. Many brands find that their bestsellers on Redcare differ from what performs well in their own shops or on other platforms. This opens up a real opportunity for incremental growth, not just channel shift. “The Redcare customer often shops with a different mindset,” says Judith. “They come for trusted, health-related purchases – and discover new, relevant products along the way. That creates unique potential for cross-sell and discovery.”
With over two decades of e-commerce experience and a marketplace now live in four countries, Redcare offers a strong, stable growth platform with even bigger ambitions ahead.
Carolin Gillich
Senior Marketplace Manager Business Development
Together with Tradebyte, we are pursuing the goal of accelerating product range growth on the marketplace by efficiently integrating and managing a wide range of third-party brands.
Want to tap into a loyal, health-focused customer base and grow your marketplace footprint in Europe?
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