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Apotea: The Swedish E-Pharmacy Juggernaut
How a 541-person team commands $108M in revenue and 7M monthly visits in Sweden's health market.
In a market dominated by giants, Apotea.se has engineered a digital fortress that captures nearly 7 million monthly visits, proving that specialized e-commerce can outmaneuver traditional retail through sheer operational dominance and SEO mastery.
"Apotea doesn't just sell medicine online; they've built a search-engine-first pharmacy that treats Google rankings as its primary storefront."
The SEO-First Pharmacy Model
With 55% of traffic coming from organic search and a staggering 163,146 backlinks, Apotea has mastered the art of capturing high-intent health queries. Their keyword strategy is surgical: they rank for broad, high-volume terms like 'melatonin' (232K searches) and 'minoxidil' (522K searches) while dominating their own brand queries. This isn't accidental—it's a calculated content and technical SEO machine that turns every health concern into a potential customer acquisition channel.
Customer Trust & Retention Paradox
Despite a mediocre 2.9/5 Trustpilot rating across 8,562 reviews, Apotea maintains massive traffic and 37% direct traffic share. This reveals a critical insight: in essential health services, convenience and availability often trump sentiment. The 37% direct traffic indicates strong brand recall and repeat usage. Customers may complain, but they return because Apotea has solved the fundamental friction of pharmacy access—24/7 availability, home delivery, and comprehensive stock.
The company's tech stack is deliberately modern but pragmatic: Tailwind CSS for rapid UI development, Cloudflare for global performance and security, and Cloudflare Turnstile for bot protection. This suggests a team that prioritizes speed and scale over bleeding-edge innovation. With only 3 technologies detected, they're not over-engineering—they're executing with focus.
- Revenue per employee: ~$200K (highly efficient for e-commerce)
- 96.7% traffic concentration in Sweden (hyper-local dominance)
- Direct traffic (37%) > Social/Referral (combined ~8%)
- Captures both generic drug terms AND branded pharmacy searches
The Unsexy Billion-Dollar Playbook
Apotea proves that in regulated industries, operational excellence and search dominance beat flashy innovation. They're not building an AI-powered health platform—they're building a better, faster, more accessible pharmacy. And at $108M revenue with 541 employees, it's clearly working.
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Reviews (20)
My go-to online drug store
My go-to online drug store. Versatile products, good prices, and super fast delivery
Hello Solmaz! Thank you for your feedback. Your kind words make us very happy, and I truly appreciate that you took the time to share them with us. I will forward your message to my colleagues, and I wish you a wonderful day! Anna from Apotea
Absolutely Recommend - Good Prices and Helpful Customer Service
I'm super happy with the prices, fast shipping and fast customer service. Even if I had issues like missing products etc., their customer service is always super helpful and fast. I totally recommend.
Tack! ❤️
Fast and free delivery even though the…
Fast and free delivery even though the total order value was very low (below 50 sek). Great service.
Thank you!
its the best
its the best. delivery so quick and smooth. products galore, all top notch. this time i had to contact customer support because of problems with delivery company, and they are beyond nice and helpful.
Thank you!
Absolutely exeptional service
Absolutely exeptional service! Package is the next morning waiting at your doorstep and they dont charge for delivery. Always happy with Apotea.se and I reccomend to all.
Thanks!
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About apotea.se
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apotea.se uses 3 technologies across their website including Cloudflare Turnstile, Cloudflare, Tailwind CSS.
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Cloudflare Turnstile
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Tailwind CSS
Traffic & Audience
apotea.se receives approximately 7.0M monthly visitors and ranks #7,043 globally. The website has a bounce rate of 36% with visitors viewing an average of 4.8 pages per visit. Users spend an average of 3:58 on the site.
The majority of apotea.se's traffic comes from undefined, undefined, .
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