Seven out of ten Italians who shop online also use the internet to purchase drugs and supplements. The value of health and wellness product purchases made through digital channels topped €2.1 billion last year, representing a 7.4% increase over 2024. The number of online shoppers in the industry has increased to 24.6 million, accounting for 70.5% of the country's total e-shoppers. The way individuals select a product has also changed. While the search engine remains the key point of contact (18.1%), followed by professional opinions (13.6%), the most significant change is the inclusion of artificial intelligence and chatbots among the top five pre-purchase touchpoints. AI is primarily used to resolve doubts (29.5%) and to comprehend how to use a product correctly (30.8%). Nonetheless, 66% feel that an algorithm will never replace human guidance from a doctor or pharmacist. A surprise statistic concerns loyalty: 44.1% of consumers say they always or usually buy from the same source. This tendency is even more prominent among those under 35, with merchant loyalty increasing to 51%.