As a leading pharmacy chain in Norway selling medicine and healthcare products to private and professional consumers, Apotek 1 needed a webshop that could handle both B2C and B2B sale. Therefore, in 2011 Apotek 1 invested in an IBM Commerce webshop to ensure that their customers got the best online shopping experience. Initially Apotek 1 was only selling nonprescriptive medicine and health products online to B2C consumers. However as the market for online medicine was growing, Apotek 1 also needed a B2B platform that served the same convenient concept as their B2C platform.
Norwegian doctors are writing 50 million prescriptions per year, leading to an increase in the demand for online medicine. In October 2016 the Norwegian regulations were changed, which allowed pharmacies to sell prescriptions drugs online to consumers. In relation to that Apotek 1 needed to adapt to the innovative medicine market, meaning that they had to provide a platform for their customers where they can order and renew prescriptive medicine online.
In the process from only selling in psychical stores to including online sales, it was essential for Apotek 1 to transfer their brand creditability and customer service to the online pharmacy. Moreover, Apotek 1 wanted to provide their customers with insight into their orders and delivery agreements, and at the same time show products that are relevant for the customers in real-time.