Tvinges til å ha butikk uten kunder

Farmasiet, Norway's largest online pharmacy, recently reported reaching a billion kroner in revenue for the first time in 2025. Daily manager Elisabeth Haug stated that the company expects a 40% growth this year, marking the first instance of profitability throughout the entire process. The transformation from Komplett Apotek began seven years ago when it was established as an independent entity in 2019.

Haug informs E24 that while competitors are initially hesitant to engage in digital competition, this hasn't changed after Norgesgruppen's acquisition of Vitusapotek, which owns over two million square meters of retail space. Instead, they focus on attracting customers to physical stores and prefer to maintain the status quo. Haug explains that Norway's pharmacy law, drafted before the internet era, is one of the reasons for the significant difference in the digital market share compared to Sweden, where it stands at around 26%.

One of the most peculiar regulations is the requirement to have a physical pharmacy, which Farmasiet addressed by utilizing a office space in the same building as their warehouse in Vestby. While the customer experience at these locations is far from ideal, it is a legal obligation. The annual visitor count is estimated to be around a dozen.

Another example is the ban on advertising non-prescription drugs in Norway. Farmasiet seeks a relaxation of this law to promote the affordability of online purchases of common medications like paracetamol and nasal sprays. Established pharmacies often offer lower online prices than physical stores, leading to criticism. For instance, a 83-year-old woman named Kari pays more for her nasal spray when purchasing in person at a local pharmacy compared to online.

This price discrepancy is difficult to justify. Farmasiet acknowledges the need for pharmacy regulations to be updated, as suggested by an expert panel in 2023 that proposed several solutions. However, no major changes have been implemented despite the government's stated intention to review the matter in 2024 and 2025. A new development came this week in the form of a written question from Frp politician Kristian August Eilertsen, who expressed frustration over the lack of clarity and repeated delays, calling for a transparent government explanation on the current status of the work and when it can be brought to the Storting's attention for consideration.