Introduction: The Internet provides consumers with a global access to health information, services and support. It has revolutionised the sale of medicines so that consumers can self-select, order and buy medicines. They are often delivered across national and state boundaries, without face to face interaction with a health professional. In Bulgaria e-pharmacies are websites selling non-prescription medicines, medical devices, food supplements and cosmetics. They are specially authorized by the Bulgarian drug agency (BDA).
Materials and Methods: The aim of this study was to demonstrate the strengths, weaknesses, opportuni-ties and threats (SWOT) analysis of the internet pharmacy trade in Bulgaria. We identify relevant econom-ic, ecological and societal (EES) issues for the assessment of its sustainable development.
Results: As a major strength can be reported that internet marketing is affordable and convenient method offering competitive prices and the possibility of delivery to remote areas where there is no access to a phar-macy. But as a weakness can be mentioned that it could lead to losing the connection between the pharmacist and the patient, which is a factor for improper diagnosis and treatment.
Conclusion: To satisfy customers in today’s competitive e-marketplace, Internet pharmacies must take a closer look at this kind of trade services. To do this, most online pharmacy companies would be aimed at achieving the following key points - responsiveness, reliability, ease of use, credibility, and perceived cost.
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