In the US, around 35% of Wegovy injectable prescriptions in Q3 2026 were filled through self-pay channels.
Why this market is moving now
- TrumpRx.gov added more than 600 generic medicines with built-in discounts from Amazon Pharmacy, Cost Plus Drugs and GoodRx on 18 May 2026.
- Drug makers now sell directly to patients: around 35% of US Wegovy injection prescriptions in Q3 2026 went through the self-pay channel.
- Online pharmacy customer bases keep growing, and Redcare Pharmacy added 1.4 million active customers in 2025.
Key figures
Global figures for this market, with the year each one describes. Use Cite to copy a reference to this page.
| Figure | Value | Year | Cite |
|---|---|---|---|
| JD Health, the online pharmacy and healthcare platform, earned revenue of RMB 73.4 billion in 2025, up 26.3% from 2024. | 73.4 RMB billion | 2025 | |
| JD Health had 217.7 million annual active users in the 12 months to 31 December 2025. | 217.7 million users | 2025 | |
| Alibaba Health's pharmaceutical direct-sales revenue was RMB 29,665.0 million in the year to 31 March 2026, up 13.6%. | 29,665.0 RMB million | 2026 | |
| Redcare Pharmacy, an online pharmacy active in seven European countries, grew group revenue 24.1% to EUR 2.9 billion in 2025. | 2.9 EUR billion | 2025 | |
| Redcare Pharmacy had 13.9 million active customers at the end of 2025, a net addition of 1.4 million in the year. | 13.9 million active customers | 2025 | |
| DocMorris, an online pharmacy group, grew external revenue 11.1% in local currency to CHF 1,185.8 million in 2025. | 1,185.8 CHF million | 2025 | |
| Hims & Hers, a direct-to-consumer telehealth and medicines company, had revenue of about $2.35 billion in 2025, up 59%. | 2.35 USD billion | 2025 | |
| Hims & Hers had more than 2.5 million subscribers at the end of 2025, up 13%, after launching in the EU and Canada during the year. | 2.5 million subscribers (more than) | 2025 | |
| Of about 4.1 million US prescriptions for Novo Nordisk's Wegovy injection in Q3 2026, around 35% were filled through the self-pay channel, including its own NovoCare Pharmacy. | 35 % of prescriptions | 2026 | |
| The US government site TrumpRx.gov, launched on 5 February 2026, added more than 600 generic medicines on 18 May 2026, with discounts from Amazon Pharmacy, Cost Plus Drugs and GoodRx built in. | 600 generic medicines (more than) | 2026 |
Calculated figures (shares, changes and prices per kilogram) are plain arithmetic on the reported values. Read how we work.
Companies to watch
JD Health
Online pharmacy and healthcare platform with RMB 73.4 billion of revenue in 2025 and 217.7 million annual active users.
Alibaba Health
Runs pharmaceutical direct sales and the Tmall Healthcare platform; direct-sales revenue was RMB 29,665.0 million in the year to March 2026.
Redcare Pharmacy
Online pharmacy in seven European countries with EUR 2.9 billion of revenue in 2025.
DocMorris
Online pharmacy group with CHF 1,185.8 million of external revenue in 2025.
Hims & Hers
Direct-to-consumer telehealth and medicines company with about $2.35 billion of revenue and more than 2.5 million subscribers in 2025.
Novo Nordisk (NovoCare Pharmacy)
Sells Wegovy to self-pay patients through NovoCare Pharmacy and telehealth partners; around 35% of US Wegovy injection prescriptions were self-pay in Q3 2026.
Eli Lilly (LillyDirect)
Sells Zepbound to self-pay patients through its LillyDirect platform, with home delivery or pharmacy pickup.
Amazon Pharmacy
Its discounts are built into TrumpRx.gov for generic medicines from May 2026.
What the full report covers
- 01Executive summary
The answer in one page: size, direction and what moves it - 02Market definition and scope
What is in and out of the global market - 03Global market size, 2021 to 2025
Historical series and growth rates - 04Countries and regions
Demand, supply and trade by country and region - 05Outlook to 2031
Base, low and high scenarios with stated assumptions - 06Rules, policy and deadlines
Regulation and programmes that change demand - 07Drivers and barriers
What accelerates or slows adoption, by customer segment - 08Prices, costs and margins
Unit economics where public data allows - 09Competitive landscape
8 to 12 company profiles with recent moves - 10Opportunities and risks
For new entrants, suppliers and investors - 11Method and assumptions
How every figure was built
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Frequently asked questions
Which are the largest online and direct-to-consumer pharmacies?
JD Health earned RMB 73.4 billion in 2025. Alibaba Health's pharmaceutical direct sales reached RMB 29,665.0 million in the year to March 2026. Redcare Pharmacy earned EUR 2.9 billion and Hims & Hers about $2.35 billion in 2025.
How fast is the direct-to-consumer pharmacy market growing?
Leading companies grew fast in 2025. JD Health revenue rose 26.3%, Redcare Pharmacy rose 24.1%, DocMorris rose 11.1% in local currency and Hims & Hers rose 59%.
How many people buy medicines from online pharmacies?
JD Health had 217.7 million annual active users in 2025. Redcare Pharmacy had 13.9 million active customers and Hims & Hers more than 2.5 million subscribers at the end of 2025.
How much of Wegovy is sold directly to patients?
In Q3 2026 there were about 4.1 million US prescriptions for Wegovy injection, and around 35% were filled through the self-pay channel, which includes Novo Nordisk's own NovoCare Pharmacy.
What is TrumpRx and how does it affect direct-to-consumer drug sales?
TrumpRx.gov is a US government price site launched on 5 February 2026. On 18 May 2026 it added more than 600 generic medicines, with discounts from Amazon Pharmacy, Cost Plus Drugs and GoodRx built in.
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