New round, new whitepaper. We are taking a close look at the Pharma category, which stays in focus throughout October. The numbers, in short:

• The period analysed covers 33 months (1 January 2024 – 30 September 2026).
• It includes 1,310,394 unique orders, placed in 29 active merchants.
• The total value generated is €38.15 million, excluding VAT, or 10.32% of all the value transacted across the BusinessLeague ecosystem.
• Affiliates drove 26.7 million clicks.
• Pharma is a volume category: 20.27% of all orders in the ecosystem.
• The average order value is €29.11, against €57.20 across the whole ecosystem.

In return, the category converts better than average: the conversion rate is 4.91%, against 3.48% in the ecosystem. It also attracts affiliates: 661 selling affiliates, or 23.49% of all selling affiliates in the ecosystem.

Note: the ecosystem baseline in this report is recomputed on the complete data set of the period and differs from the one published in the Electronics & IT&C report. The category report series aligns to this baseline.

Here are the main findings every retailer or marketer in Pharma should know:

1. Mobile vs desktop

85.54% of orders come from mobile, and they bring 82.20% of the value. Unlike other categories, volume and value move almost in step here: Pharma is bought on the phone.

The basket gap exists, but it is moderate: €27.97 on mobile against €36.17 on desktop, a basket roughly 29% larger on the big screen.

By operating system:

• Android dominates volume (62.27% of orders, 816,015 orders), but has the lowest average order value: €27.43.
• iOS brings 23.27% of orders, with an average order value of €29.43.
• Windows accounts for 12.46% of orders, and the average order value rises to €35.96.
• macOS, although only 0.82% of volume (10,748 orders), has the highest average order value of all: €40.36.

The screen matters, not the brand: a macOS user spends roughly 47% more per order than an Android user. But taken together, Apple devices (iOS + macOS) have an average order value of €29.80, almost identical to Android + Windows: €28.85.

2. The basket: more than half of orders contain at least two products

Unlike Electronics & IT&C, where single-product purchases clearly dominate, Pharma shoppers group products together, just as in the Books category. Of the 1,309,729 baskets with product data, 55.75% contain two or more distinct products, and the average is 2.68 distinct products per order.

• 1 product: 44.22% of orders (579,520), accounting for 34.17% of value
• 2 products: 20.24% of orders
• 3 - 5 products: 24.79% of orders
• 6 or more products: 10.70% of orders, but 20.61% of value

Value rises steadily with the number of products: from €22.49 for a single product, to €24.31 for two, €33.18 for 3 - 5 products and up to €56.10 for baskets with 6+ products, almost 2.5 times more than single-product orders.

3. Price bands: half of the value comes from orders of €30 - €99.99

Almost half of orders are small: those under €20 make up 47.00% of volume, but contribute only 18.79% of total value.

• Under €10: 17.96% of orders, but only 4.12% of value
• €10 - €19.99: 29.04% of orders, the busiest band, with 14.67% of value
• €30 - €49.99: 20.92% of orders, but 28.03% of value, the largest value share of any band
• €50 - €99.99: 11.68% of orders and 26.48% of value
• Over €200: only 0.28% of orders (3,625 orders), but 3.24% of value

The middle weighs the most: orders between €30 and €99.99 are 32.60% of volume, but 54.51% of value. Orders over €100 are rare (2.11% of volume) and bring 11.31% of value.

4. Time of day and day of the week: orders at 11:00, clicks at 22:00

Buying behaviour follows the daily schedule:

• Day (09:00 - 18:59) concentrates 60.12% of orders, with an average order value of €29.49. The peak hour is 11:00, with 6.65% of orders (87,138).
• Evening (19:00 - 23:59) brings 27.99% of orders, with an average order value of €28.67.
• Morning (06:00 - 08:59) has 6.89% of orders and the lowest average order value: €27.13.
• Night (00:00 - 05:59) accounts for 5.00% of orders, with the highest average order value of all bands: €29.67.

Clicks keep a different rhythm from orders: traffic peaks in the evening, at 22:00 (6.72% of clicks), an hour that sees 6.24% of orders.

Across the week, Monday is the day with the highest volume (16.81% of orders), and volume falls steadily until Friday (13.44%). Saturday is the weakest day (10.35%), and the weekend as a whole accounts for 22.65% of orders, with a slightly lower average order value: €28.72, against €29.22 on weekdays.

A positive signal for the buying experience: the median time from click to order (TTB) has fallen steadily, from 17.9 minutes in 2024, to 13.8 minutes in 2025 and 10.6 minutes in the first nine months of 2026. The gap between devices remains wide: 12.5 minutes on Android, against 21.8 minutes on Windows.

5. The affiliate channel footprint: volume vs conversion

Three channels account for 92% of the category's orders. Google Shopping Ads (CSS) dominates: 78.63% of clicks, 67.25% of orders and 65.04% of value, with a conversion rate of 4.20% and an average order value of €28.16.

Reward channels, however, convert far better:

• Cashback: only 4.52% of clicks, but 17.73% of orders. The conversion rate is 19.25%, almost 4.6 times higher than Google Shopping Ads, with an average order value of €29.40.
• Coupons / vouchers: 2.58% of clicks and 7.35% of orders, with a conversion rate of 14.00% and an average order value of €33.31, 18% higher than Google Shopping Ads.
• Retargeting: the highest average order value in the category, €57.12, at a conversion rate of 6.50%. It remains a small channel: 8,131 orders (0.62% of volume).
• Buy now pay later: an average order value of €48.94 and a conversion rate of 6.95%, on 3,724 orders (0.28% of volume).

The reward channel effect: cashback and coupons together receive 7.10% of clicks, but bring 25.08% of orders and 26.31% of value. Time to order confirms the pattern: in 2026, the median TTB is 7.7 minutes on cashback and 7.6 minutes on coupons, against 10.6 minutes on CSS.

6. Products and brands: a fragmented top, with Nurofen five times in the first 20

Two segments share the category. Dermo-cosmetics & personal care is the dominant segment in the most orders (29.18%), but supplements & vitamins bring the most value: 29.57% of the total, with 27.53% of orders and an average order value of €31.26. Next come Babies, mums & nappies (14.99% of orders, the highest average order value of any segment: €32.73) and over-the-counter medicines (OTC), with 11.80% of orders.

Among brands, concentration is low: the leader, La Roche-Posay, appears in 43,958 orders, or 3.35% of volume. It is followed by Zdrovit (38,427), Sun Wave Pharma (38,034), Huggies (37,116) and Bioderma (32,048).

Each brand has its own channel mix:

• Herbagetica, Pampers and Naturalis are bought 72% through Google Shopping Ads.
• Reckitt Benckiser is the only brand in the top 20 where cashback (49%) overtakes Google Shopping Ads (35%). For Biofarm and Terapia, cashback reaches 41%.
• CeraVe (22%) and La Roche-Posay (19%) have the highest share of coupons.
• Pampers (95.5%) and Huggies (95.1%) are bought almost exclusively on mobile.

The product ranking is led by:

1. Pure baby wet wipes, Huggies (15,826 orders)
2. Paracetamol 500mg, Zentiva (9,589 orders)
3. Magneziu Bisglicinat Premium, Boost4Life (9,349 orders)

Nurofen appears five times in the top 20 products, and Huggies three times. The most frequent pairs in the same basket are Nurofen for children, strawberry + Panadol Baby (822 orders together) and two varieties of Huggies wet wipes, Baby Natural Care + Pure (800).

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