From taxis to tablets: How Uber is now even putting local pharmacies under pressure

This is made possible by a partnership with the digital platform CURE, which supports pharmacies with their online presence and logistics. At launch, more than 70 pharmacies in 25 German cities are participating, including Berlin, Hamburg, Munich and Cologne. About 8,500 over-the-counter items can be ordered—from pain and cold remedies to dietary supplements and skin and body care products. Premium cosmetics are also part of the range. Delivery is handled by couriers from the existing Uber Eats network, usually within 30 minutes. The delivery fee depends on distance and location.

Prescription medications remain excluded from the service. The reason is obvious: shipping and dispensing such products are subject to strict regulations in Germany and cannot be carried out by couriers. The key to success will therefore be whether customers accept the limited but extensive selection as a practical substitute for a quick trip to the pharmacy.

Local pharmacies to be integrated

Uber is pursuing a clear strategy: According to Uber, the "Health & Wellness" segment has already been tried and tested internationally. In Great Britain and Portugal, the delivery of healthcare products has long been part of the offering. Germany is now following suit—with the stated aim of integrating local pharmacies and opening up digital sales channels for them.

"Health products are a staple of everyday life for many people," says Moritz Bernhard, General Manager of Uber Direct in Germany.

Fast and reliable delivery is therefore an obvious step. Ali El-Ali, co-founder of CURE, emphasizes the role of pharmacies:

"We bring digitalization to where it makes the biggest difference—to people’s everyday lives and to the operations of local pharmacies."

For the sector, the move is not without controversy. While online mail-order pharmacies such as DocMorris or Shop-Apotheke have been serving the market for some time, Uber is banking on a combination of local presence and rapid, on-demand delivery.

The development is also relevant for taxi and courier companies: it shows how large the field of urban delivery services has now become—and how platform providers manage to integrate additional segments into existing structures, thereby appearing ever more indispensable.