efood in Greece is eyeing the online delivery of pharmaceutical products, following its expansion into the food, beverage and supermarket sectors. At the same time, efood is also considering providing its services to other markets including the fashion sector.
Online Delivery, the Greek subsidiary of the German company Delivery Hero which operates the efood digital platform in the local market, envisions a new “growth story” in the broader pharmacy products market, focusing on quick delivery within just a few minutes.
Online Delivery’s management is recording a rise in consumer demand for online orders of pharmaceutical products.
efood collaborates with both brick-and-mortar pharmacies and online pharmacies, across Greece enabling consumers to receive their orders (subject to a minimum order amount) in less than an hour.
However, data has revealed that the online pharmacy sector, which had experienced double-digit growth rates in previous years due to significant discounts compared to physical stores, has now slowed down. Indicative of the slowing growth are figures showing that during the first half of 2024, turnover increased by only 1%.
The categories that dominate consumer interest include cosmetics and personal care products, dietary supplements and vitamins, baby products, health items, and various niche categories.
Regarding Online Delivery’s intentions to branch out into the fashion sector, sources from the company state that it is not currently a strategic priority.
However, the same sources do not ruled out the prospect of some fashion vendors joining the platform in the future, given that the industry is dynamic and constantly evolving. In fact, some companies from the broader fashion environment are already present on efood.
In any case, the fashion and cosmetics market, among others, is an area that digital platforms have their sights on urged by the rapidly growing trend of consumers who want a shopping mall experience on their smartphones.
A notable, example of this rising trend is Wolt, which belongs to the U.S.-based technology company DoorDash, having made more significant strides in this direction in the Greek market.
