This also reflects consumer habits. In a survey conducted by the research company “Norstat” in the Baltic countries, more than half of the respondents indicated that pharmacy products are the most preferred category for fast delivery – even surpassing bakery products, flowers, or pet supplies.
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Meanwhile, a 2024 “McKinsey” study revealed that nearly three-quarters of online shoppers name delivery speed as one of the most important factors when choosing a shopping platform. Mindaugas Urbas, head of “BENU Pharmacy Lithuania,” talks about how fast delivery is changing customer habits, which products are most often ordered urgently, and what changes we can expect in the e-pharmacy in the future.
More and more everyday goods are purchased online today. How has the role of the e-pharmacy changed over the past year, and what expectations do customers have today?
BENU e-pharmacy launched six years ago – at a time when many businesses moved online due to pandemic restrictions. During this period, the e-pharmacy has become not only an additional shopping channel but also an important part of daily life. Customers want to quickly, conveniently, and at any time of day purchase the health and beauty products they need, no matter where they are. Moreover, e-pharmacy prices are becoming increasingly attractive, making online shopping a great way to save money.
We notice that today buyers expect not only a wide assortment and competitive prices but also a smooth shopping experience. Fast delivery, clear product information, personalized offers, and the ability to choose the most convenient delivery method are important to them. That is why we continuously invest in expanding e-pharmacy services and improving the customer experience.
Now, customers can quickly compare products in the e-pharmacy, learn about their features, take advantage of promotions, and shop at their convenience. This creates greater value and saves time. Additionally, it has been observed that this method is more acceptable to people who prefer to avoid face-to-face contact. It is like “invisible” shopping: the process takes just a few minutes, and the remaining time can be devoted to work, family, or rest.
Your e-pharmacy offers the possibility to receive some products within just one hour. How did this service come about, and what need does it address?
The idea for this service arose from observing changing customer needs. Today, people are used to receiving many services quickly, so it is natural to expect the same convenience when shopping at a pharmacy.
Health or beauty products are often needed here and now, so we created the possibility to deliver most products within just one hour. This not only provides more flexibility and helps save time but also ensures that in unforeseen situations, the most important products are delivered very quickly and safely. For those who want to pick up products themselves, we also offer the “Express Pickup” service – orders are prepared in the pharmacy within an hour.
How does the one-hour delivery service work? In which cities is it currently available, and for which products does it apply?
The service works very simply. The customer selects products marked with fast delivery badges in the online pharmacy and chooses the one-hour delivery option when placing the order. The order is assembled at the nearest pharmacy or logistics point and handed over to a courier. Currently, the one-hour home delivery service is available in Vilnius, Kaunas, Klaipėda, Šiauliai, and Panevėžys.
The fast delivery service applies to selected products from various categories, such as dietary supplements, beauty, hygiene, medical supplies, and over-the-counter medicines. It is especially important that customers can quickly receive selected over-the-counter medicines. The need for these often arises unexpectedly, so the ability to deliver or prepare them for pickup within an hour is one of the main benefits of this service. We receive many positive customer reviews about the convenience and speed of this service, so we plan to expand the delivery area to other cities.
Our goal is to ensure that as many customers as possible receive the products they need quickly, conveniently, and at a suitable time. We believe that in the future, fast delivery will become not an exception but one of the standard customer expectations in e-commerce.
What problems or needs does this service help solve? In what cases can it be especially useful to customers?
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One-hour delivery primarily addresses the problem of lack of time. People live at a fast pace and do not always have the opportunity to visit a pharmacy during working hours. There are situations when “life happens” – for example, a flight is in a few hours, and you forgot to take care of sun protection. The fast delivery service is especially useful in unexpected situations when dietary supplements, thermometers, baby care products, hygiene items, or other everyday essentials are needed quickly.
It is also relevant for parents with small children, elderly people, or those who value the ability to receive all necessary products at home due to their busy schedules.
Which products are most often wanted as quickly as possible? Have the most popular product categories already emerged?
Customers most often choose fast delivery for products they need immediately or decide to purchase unexpectedly. We notice that the greatest demand for fast delivery is currently recorded in the daily health and family product categories: dietary supplements, nasal sprays, hygiene products, baby care items, as well as seasonal health products are ordered.
Regarding seasonality, it is very pronounced in the online pharmacy: during the cold season, interest in immunity-boosting products, vitamins, cold season products, and various health care items increases. In spring and summer, more attention is given to allergy products, sun protection products, repellents, and travel-related items. Demand for beauty, hygiene, and daily health care products remains stable throughout the year.
The e-pharmacy today competes not only on convenience but also on prices. How are online pharmacy offers changing, and what additional value does this provide to customers?
Prices remain one of the most important factors, but today customers expect more than just good deals. Therefore, we aim to combine competitive pricing with additional benefits: fast delivery, loyalty program offers, convenient shopping solutions, and a wide assortment.
One way we strive to create more added value for customers is through special offers with partners. Collaborating with “Lemon Gym” and “Antėja,” we created the “Health Challenge,” inviting people to pay more attention to their well-being until the end of August. Registered participants receive a free “Lemon Gym” membership, special prices for “Antėja” health tests, and “BENU” offers on dietary supplements. Those who take advantage of all three offers also have a chance to win valuable wellness prizes – annual gym memberships, 300-euro vouchers for health tests, and dietary supplement packages for the whole year.
In pharmacies, we meet people every day who want to live healthier but do not always know where to start. That is why we joined this health challenge – we want to help people take that first, often hardest step. We believe that long-term changes begin with small but consistent decisions.
Balanced nutrition, regular physical activity, preventive health tests, and responsibly chosen dietary supplements together help form health-friendly habits. We hope this partnership will encourage people not only to accept the summer challenge but also to find motivation to care for their health all year round.
How do you think the e-pharmacy will look in a few years? What services will become standard, and what can customers expect in the future?
I believe the e-pharmacy will become even more focused on individual customer needs. Personalized offers and smart recommendations based on customers’ well-being and existing problems will play an increasingly important role.
Customers will expect a seamless experience across all channels: they will be able to freely combine online and physical pharmacy shopping, and receive the necessary products or services in the most convenient way for them. In the future, those solutions will win that not only save time but also help people take better care of their health daily. We aim for health products to be available as quickly as people need them. After all, when a fever suddenly rises, an allergy starts, or medicine is needed, waiting several days is not an option.
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