Abstract

DECODING E-PHARMACY: CUSTOMER BUYING AND PLATFORM OPERATIONS

*Preeti Rajendra Shinde, Shraddha Hrishikesh Dingare, Priyanka Ramling Todkari, Dr. Meera Deshmukh

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Abstract

The rise of E-Pharmacy has transformed the pharmaceutical industry by offering customers a convenient and accessible way to purchase medications online. This review paper explores the dynamics of customer buying behavior and the operational framework of EPharmacy platforms. It examines key factors influencing consumer decisions, including price sensitivity, trust in online healthcare services, digital literacy, and regulatory concerns. Additionally, the study delves into platform operations, highlighting challenges such as logistical complexities, compliance with healthcare regulations, and ensuring the authenticity of medicines. A survey was conducted to analyze customer preferences and perceptions regarding E-Pharmacy services, shedding light on emerging trends and areas for improvement. Findings indicate that ease of access, affordability, and home delivery significantly impact consumer choices. However, concerns about data privacy, prescription verification, and counterfeit medicines remain key barriers to widespread adoption. The study also evaluates strategies for optimizing platform efficiency, enhancing user experience, and fostering trust in online pharmaceutical services. By decoding customer behavior and platform operations, this review provides valuable insights into the EPharmacy ecosystem. It offers recommendations for improving service quality, regulatory compliance, and technological integration to ensure a seamless and secure customer experience. The findings contribute to understanding the evolving landscape of digital healthcare and its implications for future growth.

Keywords: E-Pharmacy, online pharmacy, customer buying behavior, platform operations, digital healthcare, pharmaceutical e-commerce, consumer preferences, regulatory challenges, prescription verification, online medication purchase.