The trend: Amid the rise of online pharmacy services, most people still desire in-person interactions with their pharmacist, according to a recent survey of 2,200 consumers from CVS Health and Morning Consult.

Digging into the data: Consumers’ reliance on community pharmacists makes in-store pickup the preferred option for prescriptions.

• 77% of survey respondents said they trust their local pharmacist and pharmacy team.
• 84% view pharmacies as credible sources of healthcare information.
• 80% would rather have a face-to-face conversation with a pharmacist than a digital alternative.
• 48% would consider switching pharmacies if they were limited to digital-only options.

A key caveat: CVS’ survey may seem self-serving, given its status as the largest US pharmacy chain. Still, the report’s findings are consistent with other data on consumers’ preferred prescription channels.

• 91% of people who have purchased a prescription medication in the past year went to an in-person pharmacy, per a May 2025 survey from M3 MI.
• 37% used an online pharmacy, which could include the website or app of a drugstore or grocery chain, or a digital-only pharmacy. That’s up from 34% the year prior and 29% in 2023.

The bigger picture: Drugstore closures nationwide are forcing many patients to either travel longer distances for prescriptions or turn to online pharmacies. While CVS and Walgreens remain the two biggest pharmacies in terms of prescription drug sales, both are in the process of shuttering numerous locations amid decreasing front-of-store foot traffic.

This trend has driven other pharmacy players like Walmart and Amazon to ramp up their digital services by letting customers bundle their prescription drugs in their online shopping orders and ensuring speedy medication home delivery.

Our take: It’s no surprise that most consumers still want to talk with their local pharmacist, given confusing and shifting vaccine guidelines and other prescription questions that may arise. But younger generations in particular are increasingly turning to the convenience of online pharmacies. And CVS’ survey findings don’t dispute that—they just point out the value of in-person pharmacist access.

Pharmacies that thrive going forward will be those that blend strong in-person and digital access. This entails intuitive apps and websites that let people manage and pay for their prescriptions, while having the choice of getting their medication in-store, via curbside pickup, or shipped to their home. Online pharmacies without a physical presence should offer digital consultations with pharmacists, along with consistently available customer care support to answer people’s questions about insurance coverage and pricing.