DinApoteker - creating a webshop with same professional service as in ones locan pharmacy

Din apoteker

Secure e-commerce with prescription medication

157 Danish pharmacies have joined forces to establish an e-commerce solution providing the customers with the same experience of professional competence and qualified medical advice as in the local pharmacy.

DinApoteker.dk - new ambitious e-commerce solution

One webshop – more than 150 local pharmacies​​​​​​​

157 Danish pharmacies throughout the country have joined forces to set a completely new standard for e-commerce with prescription medical products and non-prescription medicine which has resulted in the ambitious e-commerce solution dinApoteker.dk.

The vision for dinApoteker.dk has been to create a high-end webshop which provides the customers with the same experience of strong professional competence and qualified medical guidance as in the local pharmacy.

Another important aspect has been to fuse the webshop and the individual pharmacy giving the users an experience of having the pharmacy close by – locally and on the Internet – 24 hours a day.


  • The solution handles 4 million separate prices and stock figures.
  • The solution both integrates with public and individual systems.
  • 24 hours a day, customers are offered professional guidance via the chat function.

4 million separate prices and stock figures

To satisfy the request for local service as well as sale of prescription medication at dinApoteker.dk, it required several sophisticated integrations to different systems.

The request to provide the customers with local service required integration to their local pharmacy through the webshop and it was therefore necessary to integrate the webshop to each of the systems of the individual pharmacies. Through integration of the individual pharmacy systems, the solution now handles more than 4 million separate prices and stock figures.

Another essential integration in the solution is the integration to NemID and Sundhedsdatanettet (the health data network) which is necessary in order to give the customers the opportunity to buy prescription medication through the webshop. Through integration of the systems, it is not just possible to buy prescription medication but it is also possible to check which prescriptions are available on the server.


NemID gives citizens and companies in Denmark a secure login for both public and private self-service solutions.

Sundhedsdatanettet is a secured network for data communication in the Danish health sector (public and private parties).

e-commerce solution with sense of security

No queue – same professional guidance

To ensure professionally strong guidance and provide the customers with the necessary sense of security, the solution has integrated several functions and features to substitute the physical shop assistant.

Among other things, the customers can have their questions answered 24 hours a day via the chat function ‘Ask your pharmacist' which is manned by pharmaconomists from the different pharmacies. That gives the customers an opportunity to be in contact with professional and educated employees directly through the webshop.

With the new webshop we wanted to offer our customers the best possible guidance and service all the way offline as well as online. The new webshop satisfies an increasing need from our customers to be able to buy prescription medication from their living room with their personal data protected and with the freedom to have it delivered to the door or pick it up at the local pharmacy

Helps customers and staff

Total overview of the entire family

A very central feature in the new webshop is the user-friendly prescription overview which guides the customer when buying prescription medication. The customer’s prescriptions are divided into different categories with related tips and good advice just like getting advice from the sales assistant.

The prescription overview has made it possible for parents to gain access to their children’s prescriptions through dinApoteker. This creates a total overview for the entire family. The prescription overview is also satisfactory in relation to information about everything from dosage and date of issue to product description, number of remaining dispensing and various subsidy schemes which the customer is entitled to.

Flexible order processing

The order system at dinApoteker.dk is very flexible and it makes it possible for the local pharmacist, who receives the order, to change or adjust it.

If the pharmacist during the order processing assesses that an ordered product is risky in connection with the health condition of the customer, or taken together with other medication prescribed to the customer, the pharmacist may contact the customer and explain the situation and change the order directly in the system.

​​​​​​​The price change will be adjusted directly in the system at the same time allowing any extra charge or repayment to happen automatically and in this way the customer avoids any inconvenience in the process.

Delivery adjusted to the individual customer

At dinApoteker.dk the customer is king also when it comes to delivery. In addition to the standard distribution via post or click and collect either from the local pharmacy or from a nearby parcel shop, the customers can also have medication delivered by the pharmacy’s delivery service on the same day and at a suitable time. And if you need delivery here and now, most pharmacies can also deliver immediately by taxi.

Know your medication from the packaging

The webshop includes product pictures of the individual product as well as product variants issued by different manufacturers. In this way, it is always easy for the customer to recognise the product normally used, even though the customer cannot remember the name of the medication.