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The Italian Amazon of Wellness
How Farmaè built a €60M health empire while ignoring customer sentiment
In a market dominated by fragmented local pharmacies, Farmaè has quietly built a €60M digital health powerhouse that serves 411,000 Italians monthly. Yet behind the impressive traffic lies a paradox: a growing business with a crumbling reputation.
"Farmaè proves that in health e-commerce, scale and sentiment are not always correlated."
The Traffic Engine
Farmaè dominates organic search with 60% of traffic coming from SEO. They rank #96,085 globally—respectable for a niche vertical—but their secret weapon is keyword ownership. They capture 10,280 monthly searches for 'farmae' alone, creating a moat around their brand. The real insight? They're competing for generic terms like 'farmacia online' (16,920 monthly searches) while their competitors fight for scraps.
The Trust Paradox
Here's the bombshell: 424,412 Trustpilot reviews with a 2.2-star rating. That's not a bug—it's a feature of their model. The volume suggests they're aggressively collecting reviews (likely post-purchase emails), but the low score reveals operational friction. For founders: this is what happens when you optimize for transaction velocity over customer experience. The revenue keeps flowing, but the brand equity bleeds.
The tech stack tells a story of pragmatic evolution. They're running jQuery and Bootstrap alongside modern tools like Vite and Tailwind CSS—a classic 'Frankenstein stack' of a startup that scaled faster than it could refactor. This isn't criticism; it's evidence of a team shipping features while managing 200+ employees. The 653,507 backlinks suggest aggressive content marketing and PR, likely built over years of dominating Italian health search.
- 94% of traffic comes from undefined locations (likely Italy), showing extreme market concentration
- They rank for 'farmasave' (56,740 monthly searches)—a competitor keyword they're hijacking
- Direct traffic at 32% proves strong brand recall, despite poor reviews
The Italian Opportunity is Real
Farmaè proves that in fragmented health markets, aggregation wins—but only if you fix the trust deficit before scaling.
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5 keywordsHow is Farmae's SEO?
Meta Tags
Farmaè - Para-farmacia Online di cosmesi, para-farmaci, erboristeria e omeopatia
Farmaè - vendita online di para-farmaci, prodotti per l'infanzia, generi di largo consumo e cosmesi. La tua farmacia online.
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Reviews (20)
Very good service
Very good service. Fast shipping, precise wrapping.
La farmacia del futuro... Grazie all'impegno proattivo dell'intelligenza artificiale predittiva... Ti arriva sotto casa il farmaco prima di ammalarti! farmacia del futuro..
La farmacia del futuro... Grazie all'impegno proattivo dell'intelligenza artificiale predittiva... Ti arriva sotto casa il farmaco prima di ammalarti!
-it‘s really worth bying there
-it‘s really worth bying there: low prices, quickly
Comparison price quality timing
Comparison price quality timing
RIMBORSO FATICOSO - hard reimboursment
Ho ordinato 2 prodotti che erano (e sono tutt'ora disponibili). Inizialmente l’ordine è stato confermato poi mi hanno informato di non avere il prodotto è che sarei stata rimborsata. Da tre settimane ho provato a contattarli, ma senza alcun risultato. Non acquistate nulla. NON SONO ASSOLUTAMENTE AFFIDABILI AGGIORNAMENTO AL 9 AGOSTO dopo aver aperto un reclamo su ALTROCONSUMO sono stata rimborsata I ordered two products which were (and still are available on their website) first the order was ok, then they informed me they didn't have the items so I was going to get a refund. Since then I've tried to contact them many times without success. After three weeks still no refund!! update on 9th August after a complaint on Altroconsumo I've been reimboursed
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About farmae.it
Farmaè - vendita online di para-farmaci, prodotti per l'infanzia, generi di largo consumo e cosmesi. La tua farmacia online.
Company Overview
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Technology Stack
farmae.it uses 25 technologies across their website including Font Awesome, hCaptcha, HSTS, PHP, and more.
Fonts
Font Awesome
Security
hCaptcha, HSTS, reCAPTCHA
Programming Languages
PHP
Privacy & Consent
Didomi
Advertising
Awin, Microsoft Ads
CRM
Salesforce
Traffic & Audience
farmae.it receives approximately 411.2K monthly visitors and ranks #96,085 globally. The website has a bounce rate of 61% with visitors viewing an average of 4.3 pages per visit. Users spend an average of 2:04 on the site.
The majority of farmae.it's traffic comes from undefined, undefined, .
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