Online Pharmacy Adoption and Consumer Perception: A Systematic Review of Existing Literature

Online pharmacy, also known as e-pharmacy, is an online platform that enables customers to buy medicinal products and services, ensuring convenient delivery to their homes in a short timeframe. The adoption of online pharmacies has increased significantly in recent years, primarily driven by lower prices offered by online pharmacies, the absence of specific medications in conventional markets, and the convenience aspects, such as the ease of access and decreased reliance on physical pharmacy visits. This review paper aimed to thoroughly explore the existing literature regarding online pharmacies, with particular attention to three key areas delineated in the current literature. These areas encompass the following: types of online pharmacy business models; consumer characteristics; and consumers' attitudes and perceptions toward online pharmacies. The research methodology included a comprehensive literature search on online pharmacies from January 2020 to mid-January 2024 using SCOPUS, PubMed, and Web of Science. Studies published in English within the defined timeframe were considered for inclusion, whereas those focusing on other than consumers' perceptions and attitudes or not presenting full-length content were excluded. The preliminary search identified more than 1,700 articles, which were then systematically filtered down to 24 articles selected for final review. This review analysis suggests that women are frequent online pharmacy customers, with awareness levels varying across genders and demographics. Middle-aged individuals, particularly between 35 and 74, show a strong inclination toward online medication purchases, driven by urbanization and internet access. Education and income also influence consumer behavior, albeit to varying degrees across regions and products. Convenience, discounts, and product availability emerge as primary drivers for online pharmacy adoption, with factors like home delivery and 24/7 accessibility enhancing convenience. Trust remains pivotal, with offline pharmacies favored for reliability due to perceived risks. Recent studies spotlight consumer priorities such as logistics and pricing, highlighting areas for online pharmacy service enhancement. In conclusion, this systematic exploration of consumers' attitudes and perceptions toward online pharmacies reveals a dynamic landscape influenced by technological advancements and changing consumer behaviors.