E-Pharmacy in Rural Pakistan: Evaluating Platforms' Reach, Opportunities, and Challenges

Background: E-pharmacy platforms in Pakistan have largely focused on urban centers, leaving rural areas underserved due to limited digital literacy, infrastructure, and awareness. Despite potential benefits, little research has examined their reach and challenges in rural Pakistan.Objective: To evaluate the reach, opportunities, and barriers to e-pharmacy platforms in rural Pakistan, and to identify strategies for improving their adoption.Methods: A mixed-method approach was used, involving secondary data analysis to identify existing e-pharmacy platforms, and primary data collection through Key Informant Interviews (KIIs) with 35 pharmacists, healthcare professionals, and researchers. Thematic analysis was conducted using NVivo software to identify key themes and barriers.Results: Seven major e-pharmacy platforms were identified. These platforms primarily serve urban areas with limited reach in rural regions. Key opportunities include convenience, cost-effectiveness, and telemedicine integration. Major barriers include poor internet connectivity, low digital literacy, mistrust, and logistical challenges.Conclusion: E-pharmacies can bridge healthcare gaps in rural Pakistan but require improved internet infrastructure, regulatory oversight, digital literacy programs, and targeted outreach to build trust and expand reach.