CURRENT STATE OF THE RUSSIAN AND GLOBAL ONLINE PHARMACEUTICAL MARKET AND TRENDS IN ITS DEVELOPMENT

Author(s): Suvorova T.V., Vereshchak V.V.

Rubric: Management

DOI: 10.21777/2587-554X-2026-1-96-104

Release: 2026-1 (56)

Pages: 96-104

Keywords: digitalization, state of the pharmaceutical market, online sales, target audience, over-the-counter drugs, prescrip- tion drugs, development trends

Annotation: The article examines the features of the modern online pharmaceutical market and identifies future trends in the global and Russian pharmaceutical markets related to the development of online sales and customers’ desire for quick checkout and ease of purchase. Based on secondary data from specialized agencies and research firms, comparative analysis, and a review of the regulatory framework governing the pharmaceutical market, the authors identify trends in the development of the Russian and global online pharmaceutical sector. They also characterize the development model of the Russian pharmaceutical market in comparison with Western and Asian models. Based on an empirical study conducted using an online survey of 200 respondents, the authors conclude that in the country, purchases of over-the-counter drugs by young target audiences on marketplaces and online phar- macies are only gaining popularity, and consumers are skeptical about purchasing medicines. The results of the study are relevant for further research into consumers’ positive or negative attitudes toward online purchases.

Bibliography: Suvorova T.V., Vereshchak V.V. CURRENT STATE OF THE RUSSIAN AND GLOBAL ONLINE PHARMACEUTICAL MARKET AND TRENDS IN ITS DEVELOPMENT // Economics and Management. – 2026. – № 1 (56). – С. 96-104. doi: 10.21777/2587-554X-2026-1-96-104