Online Shop for Pharmacies: How to Sell OTC Products Online in Germany (2026)
This guide gives you both answers. The legal setup for selling OTC products online from a German pharmacy is more straightforward than most owners expect — provided you follow the correct sequence and understand what requires a licence and what doesn't. The competitive question has a clear answer too: you don't compete with DocMorris on price. You compete on the things DocMorris cannot offer — same-day local delivery, real-time stock visibility, Click & Collect in minutes, and a trusted pharmacist relationship.
By the end of this article you'll know exactly which products you can sell, what licences and registrations you need, how the technical setup works, and where your online shop fits in your broader digital strategy.
The Legal Framework: What You Need Before You Sell
Selling medication online from a German pharmacy requires specific authorisation. The requirements differ depending on what you sell.
Versandhandelserlaubnis under §11a ApoG
To sell apothekenpflichtige (pharmacy-only) medications online — including OTC drugs that require a pharmacy but not a prescription — you need a Versandhandelserlaubnis (mail-order licence) under §11a ApoG. This is separate from your standard pharmacy operating licence. The application is submitted to the competent authority for your pharmacy's location. You should apply at least four weeks before you intend to go live. The application requires a written or electronic declaration that: • The mail-order operation runs alongside your regular pharmacy (pure mail-order pharmacies are not permitted) • Medications will be packaged, transported, and delivered in a way that preserves their quality and efficacy • Appropriate transport insurance is in place • Your online presence complies with e-commerce and pharmaceutical information requirements Non-pharmacy products — dietary supplements, cosmetics, Class I medical devices — do not require the Versandhandelserlaubnis. They can be sold under standard e-commerce rules.
DIMDI registration and the EU safety logo
Any pharmacy selling OTC medications online in Germany must register in the online sales register maintained by DIMDI (Deutsches Institut für Medizinische Dokumentation und Information), now part of the BfArM. Registration is mandatory regardless of whether you sell prescription or non-prescription medications online. Once registered, you must display the EU common logo for online pharmacies — a white cross on a green and grey background — on your website homepage. The logo links to your entry in the DIMDI register, allowing patients to verify that your pharmacy is legally authorised to sell medications online. This logo is not optional and must be visible on every page of your online shop that sells pharmaceutical products.
What you can and cannot sell in your online shop
| Product Category | Online Shop Status | Notes |
|---|---|---|
| ✅ Apothekenpflichtige OTC drugs | Permitted with Versandhandelserlaubnis | Pain relief, cold & flu, antihistamines, digestive. Requires DIMDI registration + EU logo. |
| ✅ Freiverkäufliche Arzneimittel | Permitted — no Versandhandelserlaubnis needed | Certain vitamins, plant-based products. Can also be sold by drugstores and supermarkets online. |
| ✅ Nahrungsergänzungsmittel | Permitted — standard e-commerce rules | Must be notified to the BVL under the NemV before first sale. Standard EU food supplement regulations apply. |
| ✅ Kosmetik & Hautpflege | Permitted — standard e-commerce rules | High margin, no pharmaceutical restrictions. Strong upsell category alongside OTC products. |
| ✅ Medizinprodukte Klasse I | Permitted — MDR compliance required | Bandages, thermometers, blood pressure monitors, test kits. MDR CE marking required. |
| ⚠️ Apothekenpflichtige OTC (high strength) | Permitted with limits | Large pack sizes and higher-strength OTC variants may require a prescription. Check individual product status. |
| ❌ Verschreibungspflichtige Arzneimittel (Rx) | Not permitted in standard online shop | Rx drugs require the full E-Rezept workflow — they cannot be sold in an open online shop. |
Setting Up Your Online Shop: The Technical Requirements
AVS integration: the non-negotiable foundation
An online shop that doesn't connect to your AVS (Apothekenverwaltungssystem) creates more work than it saves. Without AVS integration, every online order requires manual stock checking, manual dispensing confirmation, and manual status updates to the patient. AVS integration means: online orders land directly in your dispensing queue, stock levels shown to customers reflect real-time AVS inventory, order confirmation and dispatch notifications are automated, and the prescription or OTC record is created in your AVS without re-entry. This is the difference between an online shop that generates revenue and one that generates admin.
Legal information requirements on your website
Your pharmacy's online presence must include specific mandatory information under German e-commerce law (TMG), pharmaceutical law, and the HWG: • Complete Impressum (legal notice) with pharmacy name, address, responsible pharmacist, supervisory authority details • Versandhandelserlaubnis number and the competent authority that issued it • EU safety logo linked to your DIMDI registration • Privacy policy covering online order and customer data processing (GDPR compliant) • General Terms and Conditions covering online orders, returns, and delivery • Pharmaceutical information for each listed medication (package insert info, contraindications) • Clear labelling of apothekenpflichtige vs. freiverkäufliche vs. Rx-only products Missing any of these is a compliance risk — competitor pharmacies and legal monitoring services actively check online pharmacy listings.
The 6-step setup sequence
- 1. Apply for Versandhandelserlaubnis. Submit your application to the competent Kreisbehörde or Landesbehörde. Allow at least 4 weeks. Do not go live until this is granted.
- 2. Register with DIMDI/BfArM. Complete your online sales register entry. This must be done before your shop goes live and before you display the EU logo.
- 3. Choose your platform. Your online shop platform must integrate with your AVS. Generic Shopify or WooCommerce installations will not meet the legal information requirements out of the box.
- 4. Configure legal information. Impressum, privacy policy, T&Cs, EU logo, product information for all listed medications. Have these reviewed by a lawyer before launch.
- 5. Define your product catalogue. Start with your highest-margin OTC categories — pain relief, cold & flu, allergy, skincare, supplements. Don't list your entire stock.
- 6. Connect to Click & Collect and Botendienst. Your online shop should offer both delivery options: Click & Collect (ready in hours) and Botendienst (same-day local delivery).
How to Compete: Local Pharmacy vs. Online Giants
The four major online pharmacy players have scale, logistics infrastructure, and own-label generics that allow them to compete aggressively on price. This is not a game a local pharmacy can win. The correct question is not "how do I match their prices?" It is "what can I offer that they fundamentally cannot?"
| Factor | Large Online Pharmacies | Local Pharmacy Online Shop |
|---|---|---|
| Price competitiveness | Strong — scale, aggressive discounting | Weaker on price — don't try to win here |
| Delivery speed for local patients | 1–2 day national shipping | Same-day Botendienst — unmatched locally |
| Pharmaceutical consultation | Chat/phone — impersonal, high volume | In-person + phone — known trusted pharmacist |
| Product availability certainty | Stock varies; substitution common | Local stock visible in real time via AVS |
| Click & Collect option | Not available — national only | Available — collect in minutes |
| Patient relationship depth | Anonymous transaction | Ongoing relationship, medication history known |
| Best suited for | Price-sensitive OTC shoppers, national reach | Existing patients, local community |
Your actual advantages — and how to make them visible
- Same-day Botendienst: Order by noon, receive by 5pm. No national online pharmacy offers this. Lead with this as a primary differentiator.
- Real-time stock: When your AVS is integrated, patients can see whether you have their product in stock right now. This is a significant trust advantage.
- Consultation on demand: Add a 'speak to our pharmacist' button or chatbot escalation. Personalised answers are something DocMorris cannot replicate at scale.
- Click & Collect in minutes: Place an order at 10am, collect at 10:30am. For patients who need medication today, this beats two-day shipping every time.
Product Strategy: What to Prioritise in Your Online Shop
Not every product in your pharmacy belongs in your online shop. The highest-ROI online catalogue is focused, not comprehensive.
Start with your top OTC categories by local demand
Look at your actual sales data from your AVS: which OTC products do your patients ask for most frequently? Categories like pain relief, cold and flu, allergy, digestive health, skincare, and vitamins typically lead.
High-margin categories with low online competition
Cosmetics, premium skincare, and specialised dietary supplements often have healthy margins and less price competition than mass-market OTC drugs. These categories are also not subject to the Versandhandelserlaubnis requirements.
Seasonal and event-driven stock
Hay fever season, flu vaccination season, travel health, and summer sun protection all create predictable demand spikes. Feature these categories prominently during their relevant periods.
How Mediloon Fits In
Disclosure: This guide is published by Mediloon. Mediloon's platform includes an integrated online ordering module as part of the base €199/month subscription, with direct AVS integration for German pharmacies. Patients can order OTC products through your branded pharmacy app or website, choose between Click & Collect and Botendienst delivery, and receive automated status notifications. The Mediloon shop module is designed specifically for the German pharmacy context — with the correct pharmaceutical information display, EU logo integration, and fulfilment options that match the legal requirements described in this article.
Frequently Asked Questions
Do I need a Versandhandelserlaubnis to sell OTC products online?
Yes — if you want to sell apothekenpflichtige (pharmacy-only, non-prescription) medications online, you need a Versandhandelserlaubnis under §11a ApoG. For non-pharmaceutical products (supplements, cosmetics) standard e-commerce rules apply.
Can I sell prescription medications (Rx) in my online shop?
Not through a standard open online shop. Prescription medications require the full E-Rezept redemption workflow. Most local pharmacies should focus on OTC online sales and handle Rx fulfilment through Click & Collect and Botendienst with E-Rezept integration.
What is the EU safety logo and do I have to display it?
The EU common logo for online pharmacies is mandatory for any pharmacy selling medications online in Germany. It must link to your entry in the DIMDI/BfArM online sales register. Displaying it correctly is a legal requirement.
How do I make my online shop competitive with DocMorris?
Don't compete on price — compete on speed, availability, and advice. Your advantages are same-day Botendienst delivery, real-time stock visibility through AVS integration, Click & Collect in minutes, and access to a trusted pharmacist.
How long does it take to get a Versandhandelserlaubnis?
Processing times vary by state, but a general guideline is four to eight weeks from application to approval. Submit your application at least four weeks before your intended launch date. Do not launch your online shop before the licence is granted.
About Mediloon
Mediloon is a Leipzig-based healthtech company building digital infrastructure for German pharmacies — including E-Rezept integration, pharmacy apps, Click & Collect, Botendienst coordination, and the Medi AI assistant. This article is part of Mediloon's pharmacy digitalisation guide series. It is intended as general operational and regulatory information. For specific legal or compliance queries relating to AI systems in your pharmacy, consult your regional Apothekerkammer or a qualified legal advisor.