* Consumers participated in the survey in the following countries: the U.S., UK, Australia, Germany, Austria, the Netherlands, Belgium, France, Sweden, Norway, Finland, New Zealand, Italy, Poland, Portugal, Spain, Czechia, Greece.
The sample sizes are nationally representative, including both Klarna users and non-Klarna users.
The date of release is the date of access.
Citation formats
Share of global shoppers buying pharmaceuticals online 2023, by generation
When comparing the share of consumers purchasing pharmaceutical products online in 2023 across different generations, millennials lead the pack at ** percent. Gen X ranked second, with nearly one quarter (** percent) of individuals aged 41 to 56 making online purchases of pharmaceutical products during the survey period.
Profit from the additional features of your individual account
Currently, you are using a shared account. To use individual functions (e.g., mark statistics as favourites, set
statistic alerts) please log in with your personal account.
If you are an admin, please authenticate by logging in again.
Learn more about how ÌÇÐÄÆƽâ°æ can support your business.
Klarna. (October 10, 2023). Share of consumers purchasing pharmaceutical products online worldwide in 2nd quarter 2023, by generational cohort [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 21, 2026, from /statistics/1308279/consumers-purchasing-pharmaceuticals-online-generation/
Klarna. "Share of consumers purchasing pharmaceutical products online worldwide in 2nd quarter 2023, by generational cohort." Chart. October 10, 2023. ÌÇÐÄÆƽâ°æ. Accessed July 21, 2026. /statistics/1308279/consumers-purchasing-pharmaceuticals-online-generation/
Klarna. (2023). Share of consumers purchasing pharmaceutical products online worldwide in 2nd quarter 2023, by generational cohort. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 21, 2026. /statistics/1308279/consumers-purchasing-pharmaceuticals-online-generation/
Klarna. "Share of Consumers Purchasing Pharmaceutical Products Online Worldwide in 2nd Quarter 2023, by Generational Cohort." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 10 Oct 2023, /statistics/1308279/consumers-purchasing-pharmaceuticals-online-generation/
Klarna, Share of consumers purchasing pharmaceutical products online worldwide in 2nd quarter 2023, by generational cohort ÌÇÐÄÆƽâ°æ, /statistics/1308279/consumers-purchasing-pharmaceuticals-online-generation/ (last visited July 21, 2026)
Share of consumers purchasing pharmaceutical products online worldwide in 2nd quarter 2023, by generational cohort [Graph], Klarna, October 10, 2023. [Online]. Available: /statistics/1308279/consumers-purchasing-pharmaceuticals-online-generation/
