The internet has entered the pharmacy market relatively late compared to other industries. This raises the question of how the potential of the internet will influence this regulated market segment and what fundamental changes in purchasing behavior can be expected in the pharmacy market in the coming years. In an empirical analysis of consumer information and purchasing behavior in the pharmacy market, Christian Ciesielski highlights modifications to established purchasing behavior in brick-and-mortar pharmacies and evaluates the innovations in purchasing habits initiated by customer preferences from a marketing perspective. The results show that the internet significantly influences the shopping motives of consumers in the pharmacy market. Based on these foreseeable changes, the author provides practical recommendations regarding the necessary positioning.