Pharmacies in Moldova: Who’s Top on Google?

Top most visited sites in the niche “pharmacies” in Moldova.

Purpose of the analysis: to identify the dynamics of organic traffic, to identify leaders, to determine the market capacity.

The rating includes sites from Google search engine, offering for purchase: medicines, drugs, cosmetics and other related products in Moldova.

The table reflects traffic that has been received in the last 30 days. (November 2025)

*Methodology and assumptions. For evaluation we use Ahrefs analytics service – one of the most accurate tools on the market. However, its Organic Traffic metric is a model assessment based on positions and clickability, so it is often lower than the actual traffic. For our projects, the difference is usually 3-5 times, which we regularly check with GSC/GA4.
So if the Ahrefs report shows a notional 1,000 visits, the real volume may be 3,000+. This is not a “tweak” but the limitations of the model: the tool does not see part of the “long tail”, brand variations, local and fresh queries, Discover, etc.
Please keep this assumption in mind when reading the figures: Ahrefs is rather conservative.

For clarity, let’s display the traffic volume data in a pie-shaped pie chart to see who’s

*Diagram #1 shows the distribution of traffic between sites in the niche: “pharmacies” in Moldova,

Comparison of traffic from Google for the years 2024-2025

In this section, we compare the total search traffic of all 20 players for 2024 and 2025.

“Total traffic” is all conversions from Google for any search query: both branded (e.g. “farmacia felicia botanica”, “dita vitamins”) and generic (“canephron” , “credit pe card”, “flosteron”, “escapelle“, “pepsane “, etc.).
The metric reflects the overall scale of a site’s visibility in search and covers all key areas, brands and pages that users search for on Google.

Unbranded traffic

Non-branded traffic are queries that do not include the “brand name” but are related to the services that the company offers. For example, “unguent antiinflamator”, “sirop pentru tusa uscata”, “clintopic gel” and other keywords that users search for on Google.

Branded traffic

Branded traffic is search queries that mention the name of a company, brand or domain.

For example: “farmacia dita”, “dita estfarm”, “hippocrates farmacie”, “farmacia orient online md”, “oriet chisinau”

Queries contain the name of a brand. The user heard somewhere, saw an advertisement, noticed a sign or a recommendation, and then decided to clarify the details in Google search.

100% branded traffic to the site – indicates that the site is ranking poorly in Google search and is hardly visible, the site is not getting traffic on users’ “key queries”.

Ratio of “branded – Non-branded” traffic in %

This is a bar chart of sites in the “pptech” niche for the year 2025.

Each column = 100% of a particular site’s traffic, broken down into two shares:

• purple – non-branded traffic (conversions from searches on general queries “name of the drug”, “name of symptoms”, etc.);
• blue – branded traffic (requests with the company name).

How to read

• Compare the height of the purple part: the bigger it is, the stronger the site grows due to SEO on general queries.
• The bigger the blue part, the higher the brand/offline/advertising dependency.

The diagram shows which sites in the “pharmacies” niche are gaining audience through SEO, and which ones are gaining audience through brand awareness.

Traffic to the site by top queries

The table demonstrates by which queries the site gets the most visitors.

How much is organic traffic worth?

Organic Traffic Value is an estimate of what the current volume of free visits would cost if a company were to buy those clicks through Google Ads.

Simply put – it is the market price of a site’s visibility in search.

If a site gets 8000 visits per month and the average click price for such queries is $0.30
then its organic traffic is valued at about $2.4k per month

Financial performance

Conclusions

The online pharmacy market is highly concentrated in SEO, with felicia.md and ff.md together taking ~78% of all organic traffic.

SEO potential – most of the organic traffic to the site comes from drug names ~40% and about ~60% from brand names of pharmacies, people search for specific drug names and pharmacies in Google search.

People go to Google for medicines instead of going to an offline pharmacy – by groups of motives:

• Select a drug “based on symptoms”.
• Check indications/contraindications, compatibility, interactions.
• Clarify dosages, dosage regimens, forms of release.
• “Analogs and generics”, “with this take”, “what to replace in case of shortages”.
• Read reviews, “instruction PDF”, experiences of others.
• Users go to Google en masse to solve tasks: selecting a medicine, checking information, comparing prices, availability, delivery, anonymity, avoiding queues, etc.
• Check restrictions: pregnancy/children/elderly, allergies, sports/driving, alcohol.
• Compare prices.
• Anonymity. Users often prefer to buy online products that they are uncomfortable asking for offline: intimate products, IPA/contraception products, antifungal products, odor remedies, sweat remedies, parasite remedies, and many others. The pharmacy is embarrassed to ask. Online allows for “no pressure” shopping.
• Learn about promotions, cashback, bonuses on different networks.
• Check availability in the nearest pharmacies, reserve
• Order delivery (sick, no transportation, no desire to leave the house).
• Sensitive topics – need anonymous search/delivery.
• The awkwardness of asking the pharmacist, the desire to “prepare” in advance.
• The habit of “google first”, including getting opinions in AI assistants.
• Travel/travel: what to take, whether you can carry, what to replace abroad.
• Avoid queuing and going to multiple locations when there is a shortage.
• Mode of operation and urgent delivery in the city.
• and more.

Websites that are able to serve such user queries on their site will rise to the top 5 of the search results. Google is interested in helping its users to return for help in Google search more and more often. Google robots evaluate the pages of the site according to certain criteria, in the top of the output get sites that best close the “intent of the query” and at the same time demonstrate fresh – relevant content, fast, clear and user-friendly interface.

Traffic leaders: felicia.md (142k), ff.md (137k) followed by a long tail: farmacie. md (30k), apteka. md (15.7k), hippocrates.md/vivafarm. md(7-7.5k) and others.

Finance: Summarized by companies represented: revenue rises from 8.71 billion (2024) to 11.01 billion (2025), but net income stagnates/slightly declines (516 million to 508 million). Margin falls due to rising operating costs and competitive pressures. (procurement, personnel, rent, operating expenses)

The market leader in terms of turnover: dita.md (showing a turnover of 3.32 billion and a profit of 249.42 million) holds about 30% of the market in 2025.

Experts’ opinions

Opinion of Angela Cijevschi, Managing Director – xplane.md

How the pharmacy market in the Republic of Moldova is changing

The pharmacy market in Moldova shows high maturity and consumer activity. According to the latest data, 87% of Moldovans aged 18-65 have made purchases in pharmacies in the last six months. This is one of the highest penetration rates among retail segments, which emphasizes the importance of pharmaceutical services for the population.

The highest penetration of pharmacy purchases is observed in Chisinau – 88%, which is explained by the high density of pharmacy chains, wide assortment and developed infrastructure. In other cities the indicator is comparable -86%, which confirms the steady demand for medicines throughout the country.

Top market players

Consumer loyalty in Moldova is concentrated around the three leading chains:

Farmacia Familiei – 41%.

Felicia – 21%

Hippocrates – 14%

In total, 78% of customers prefer these brands, which indicates high market concentration and strong trust in large chains. Farmacia Familiei confidently holds the leadership due to its wide network, availability of outlets and high recognizability.

Online channel: accelerated digitalization

In recent years, the online pharmacy sector in Moldova has been actively developing. 71% of the urban population have shopped at online pharmacies, which demonstrates a steady shift in consumer habits towards convenience and time saving.

The market leaders are:

apteka.md – 24%

farmacie.md – 23%

felicia.md – 18%

medicamente.md – 13%

ff.md – 13%

The data shows that shoppers are actively using multiple platforms at the same time, choosing the best offer in terms of price, product availability and delivery speed.

What does this mean for the market?

Increased competition among networks. Large players will strengthen their influence, while medium and small networks will have to rethink their positioning strategies, offering more specialized services or improved service.

Strengthening the role of online channels. Digitalization is becoming a key factor of competitiveness. Pharmacies that do not invest in online infrastructure risk losing a significant share of customers in the near future.

Today, the rules of the game in the market are changing. The consumer is more demanding, expects better service, convenience, quickly available information about products and loyalty program.

Conclusion:

Consumer Target Index 2025, Xplane Research S.R.L.

The pharmacy market in Moldova is undergoing an active transformation with the emergence of new technologies and opportunities. Leading chains are strengthening their positions and online channels are becoming a full-fledged part of the pharmaceutical ecosystem. Large chains are strengthening their positions, and online channels are becoming a full-fledged part of the pharmaceutical ecosystem. Companies are moving to a new level of interaction with customers, seeking to build trust and adapt to changing consumer habits.

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