While online pharmacy is booming, access to an in-person pharmacist remains important. Expect chains to focus on smaller, health-focused stores and expand their digital services in 2026.

Despite multiple pivots and significant investments, Amazon continues to struggle in a sector that represents one of the largest consumer spending categories. "Amazon dominates ecommerce with nearly 40% market share, but grocery remains the category it just can't crack," said our analyst Suzy Davidkhanian on a recent episode of “Behind the Numbers.”

Nearly one-third (31.4%) of US adults will purchase a prescription drug at an online pharmacy this year, per EMARKETER’s first-ever forecast of online pharmacy users. Online pharmacies won’t dominate prescription drug purchases anytime soon, but they’re becoming a core part of how consumers shop and pay for medications. Pharmacies that combine the best of in-person and digital offerings will be well-positioned to win customers. That means staffing stores appropriately during busy hours, ensuring pharmacists can answer questions both online and in person, and providing intuitive websites and apps for prescription management and payment. Online-only pharmacies will want to clearly showcase their accreditations in consumer marketing.

CVS Health posted a $5.7 billion goodwill impairment charge in Q3, primarily attributed to Oak Street Health, its primary care clinic chain for seniors. CVS will also close 16 underperforming Oak Street locations, or about 7% of Oak Street’s clinic footprint, and won’t open any new centers in 2026. Companies looking to enter the primary care market—or larger healthcare players seeing a reset—should focus on strategies that don’t require massive upfront investments. That could include partnering with incumbents or leaning into direct-to-consumer telehealth, where disruptors have had some success.

A generic version of the abortion pill mifepristone was quietly approved by the FDA before the federal government shutdown. Pharmacies need to provide clear, state-specific guidance so consumers don’t have to guess about access in their area. They can create discreet information channels that ensure consumers’ confidentiality while seeking information, such as secure online consultations with pharmacists or privacy-secure QR code links.

Walmart is adding pharmacy home delivery for specialty drugs that need to be refrigerated, such as GLP-1s, insulin and liquid antibiotic amoxicillin. Walmart’s move to add GLP-1 drugs to its pharmacy delivery services will be a customer pleaser and could force other players operating in retail and prescription drug markets to make similar moves as consumers grow increasingly frustrated with their drugstore experiences.

The news: CVS is expanding primary care services at its MinuteClinics via partnerships with health systems, per Modern Healthcare. The final word: We don’t see CVS’ MinuteClinic affiliations with healthcare providers as a signal that retail healthcare is making a comeback. CVS is in a different position from other retail clinic operators since it can steer Aetna members to its medical services. But consumers have made it clear that they’re not too interested in getting healthcare at drugstores where unhealthy items like junk food are sold—especially when there are a plethora of other options. Companies that want to stay in the retail clinic space would be wise to position their services around nutritious food items, OTC health supplements, and pharmacist support to show folks they’re serious about being a patient care destination.

The news: Walgreens Boots Alliance will be spun out into five standalone companies following its official sale to private equity firm Sycamore Partners. The final word: Walgreens tried to become a vertically integrated healthcare conglomerate, but it picked the wrong markets to invest in. Its rival CVS bought a pharmacy benefit manager (PBM) and a health insurer, both of which have contributed tremendous value to the parent company. However, Walgreens could find newfound success in retail pharmacy by positioning itself as a neighborhood drugstore destination that isn’t affiliated with unpopular PBMs and insurers while leaning into its pharmacists as highly trusted and accessible healthcare professionals.

A leaked Adweek-reviewed file details how The Trade Desk partners with 49 retailers worldwide to sell ad placements built on shopper data. The document reveals steep markups and inconsistent rules: Albertsons charges up to 45% of media costs, Best Buy limits custom audiences, Costco sets $100K minimums, and Walmart imposes fees capped at $3.50 CPMs plus measurement charges. Other retailers add restrictions around ad categories or approvals. The leak highlights both the value and complexity of retail media as brands chase audience targeting tied directly to transactions. Transparency remains a challenge, with costs and conditions varying widely by partner.

The trend: Consumers are less satisfied with chain drugstores than with mail-order pharmacies, mass market merchandisers, and supermarket pharmacies, according to JD Power’s US Pharmacy Study. Our take: We expect consumers to increasingly explore different channels for getting their prescriptions, both in-person and online—especially folks in areas affected by drugstore closures. CVS and Walgreens have a built-in advantage of established pharmacy customers, but will lose more of them if they don’t address long lines at the counter and improve their online and in-app capabilities.

The news: CVS’s Q2 earnings topped estimates, buoyed by solid performance in its retail pharmacy segment and signs that its health insurance division is finally turning things around. Our take: CVS may not be thriving compared with earlier in the decade, but it’s in a good position relative to most of its rivals. That’s largely because of its diversified footprint across healthcare (pharmacy, insurance, PBM) that prevents the company from being overexposed in one struggling sector. CVS’ ongoing company turnaround could be a good sign for the similarly structured UnitedHealth, DOJ investigations notwithstanding.

Retail pharmacy reputations continue to slide: Even though retail pharmacies are rated poorly by consumers, pharmacists are still trusted sources. Newer pharmacy models create opportunities for drugmakers to build closer ties with pharmacists.

On today’s podcast episode, we discuss the main reasons YouTube is the most watched platform on TVs, how “Planet YouTube’s” gravitational pull is disrupting other media types, and what the biggest threat to its dominance is. Join Senior Director of Podcasts and host Marcus Johnson, Vice President and Principal Analyst Jasmine Enberg, and Principal Analyst Bill Fisher for the conversation. Listen everywhere and watch on YouTube and Spotify.

Once valued at $100 billion in 2015, Walgreens Boots Alliance has seen its market value plummet to approximately $10 billion today, with shares down 45% in the last 12 months—making it the worst-performing stock in the S&P 500 in 2024.

Consumers are turning to digital channels for medical information and advice and to research healthcare products, treatments, and services. Here’s what healthcare and pharma marketers need to know about converting information-seeking consumers into customers.

On today’s podcast episode, we discuss how Walgreens went from “pharmacy behemoth to distressed retailer”, the biggest lesson from its downfall, and where the company goes from here. Join Senior Director of Podcasts and host Marcus Johnson, and Senior Analysts Rajiv Leventhal and Zak Stambor, for the conversation. Listen everywhere and watch on YouTube and Spotify.

Pharmacy deserts increase across the US, mostly in rural areas: More pharmacy closures are expected, which means medication access for many patients will worsen before it improves.

The news: CVS is experimenting with a new store format designed around its pharmacy services rather than front-of-store household items and snacks, according to a WSJ report.

Walgreens’ downfall as a publicly traded company ends with $10B take-private deal: We think Walgreens’ retail pharmacy will eventually get back on track. The company's aggressive push into healthcare delivery was its undoing.