Observed Signal · Jul 9, 2026 · Product Launch · Source: Lebensmittelzeitung · Impact: 2/5 · Sentiment: Neutral
Rossmann to Launch Online Pharmacy This Year
Rossmann plans to launch its own online pharmacy at the end of 2026. Unlike competitor dm’s offering, Rossmann intends to allow customers to redeem electronic prescriptions (e‑prescriptions) from day one, using its app as the interface. The move follows roughly a year after the launch of dm‑med and represents a direct expansion of Rossmann’s e‑commerce and health segment. The article was published by Lebensmittelzeitung (Deutscher Fachverlag) on 2026‑07‑09.
A major retailer launching an online pharmacy expands digital commerce competition and could unlock new first‑party healthcare transaction data and app touchpoints; limited direct AdTech impact but relevant for retail commerce and potential retail media opportunities.
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Key Takeaways & Evidence Grounding
- Rossmann plans to start its own online pharmacy by the end of 2026.
- Rossmann will allow customers to redeem electronic prescriptions (e‑prescriptions) from launch.
- The app will serve as the interface for e‑prescription redemption.
- The launch comes about a year after the launch of dm‑med (dm's online pharmacy service).
Connected Companies & Entities
2 Entities mapped“By the end of the year Rossmann plans to launch its own online pharmacy.”
Related Market Signals & Shifts
Recent verified developments and strategic activity across this market segment.
dm CEO Christoph Werner: 'We Raise Our Voice'
dm CEO Christoph Werner discusses the retailer's recent strategic moves in a Lebensmittelzeitung interview published 2026-07-27. Six months after launching its online pharmacy dm‑med at the start of the year, Werner gives a first assessment, saying the new service is pleasing but that dm will not sell prescription-only medicines for now. The interview also covers dm's expanding food business and the company's intent to become more visible ("increase the volume"). The article is authored by Miriam Hebben and Christiane Preuschat and published by Lebensmittelzeitung / Deutscher Fachverlag GmbH.
dm launches TV and CTV campaign for dm-med online pharmacy
German drugstore chain dm-drogerie markt has launched its first major TV and connected TV campaign for its online pharmacy dm-med, starting September 1. The campaign, under the claim "Alles zusammen. Einfach bestellt" ("Everything together. Simply ordered"), shows consumers combining drugstore products and pharmacy-only items in a single order via the dm app or dm.de. It airs on Das Erste, Sat.1, RTL, Vox, and ProSieben. Marketing chief Sebastian Bayer said TV and CTV were chosen to raise awareness of dm-med, which launched in December 2025 and is not visible in physical stores. Media planning remains with Hamburg agency mediaplan, creative work with agency rayon, and spot production with WongDoody Stuttgart. The Wettbewerbszentrale is currently suing dm over the new dm-med pharmacy business.
Redcare Secures Digital E-Prescription Access with PoPP and Health ID
The German e-prescription infrastructure is advancing with gematik's new preliminary specifications for the 'Proof of Patient Presence' (PoPP), which will enable smartphone-based verification via the Health ID from September 2027. Redcare Pharmacy, a major online pharmacy, sees this as a secure digital access route, complementing existing CardLink and future EUDI wallet options. The migration from CardLink to PoPP will involve a parallel operation phase, with Redcare expecting a license extension until March 2028. The company's Rx business is growing significantly, with 2025 revenue up 24.1% to €2.9 billion and German Rx sales nearly doubling. PoPP Stage 1 launched in July 2026 in a model region, with smartphone check-in planned for Stage 2. Redcare is also transitioning to a new CEO in October 2026, making PoPP migration a strategic priority.
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