Challenges and Opportunities for Pharmaceutical E-commerce in Finland

Abstract

This thesis explores the development of pharmaceutical e-commerce in Finland, focusing on how consumer behavior trends and regulatory factors shape its growth. Despite Fin-land’s highly digitalized healthcare infrastructure, the pharmaceutical e-commerce sector remains underdeveloped compared to other Nordic countries. This study investigates the reasons behind this, assessing the opportunities and challenges that shape the pharmaceutical e-commerce sector in Finland.

This thesis combines a consumer survey with a regulatory study of Finland’s pharmaceutical e-commerce sector. The Theory of Consumption Values (TCV) is used to analyze consumer motivations, including functional, conditional, emotional, social, and epistemic values. Survey findings reveal that consumers value convenience, safety, and accessibility of e-pharmacies in Finland, and trust in digital pharmaceutical platforms is high. Barriers such as limited consumer awareness, cost, and preference for in-person pharmacy experi-ences slow down wider adoption. The regulatory study highlights how Finland’s legal envi-ronment ensures patient safety but restricts innovation and creates challenges for e-pharmacy business growth. Key challenges include price regulation, prohibition of online-only pharmacies, and limitations for competition in the market. However, upcoming discussions around over the counter (OTC) medicine reform and advancements in EU-level digital health integration could boost future opportunities.

This study addresses a gap in the current literature by offering a country-specific analysis of pharmaceutical e-commerce, complementing global and regional research. This thesis offers strategic recommendations for business, policymakers, and international stakeholders aiming to scale e-pharmacy operations in Finland and similar markets. By aligning evolving consumer expectations with regulatory adaptation, this thesis contributes to the development of more accessible, trusted, and scalable digital healthcare systems.