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Brazilian Pharmaceutical Retail Moves More Than R$ 100 Billion Per Year and Starts to Explore a New Model: Transforming the Large Flow of Daily Sales into Financial Revenue, Reducing Costs with Banks and Retaining Consumers.
The Brazilian pharmaceutical retail operates with high volume, purchase frequency and reach — and starts to transform this reach into a source of financial revenue.
In 2024, the major networks associated with Abrafarma generated R$ 103.14 billion, while RD Saúde (Drogasil and Droga Raia) recorded R$ 41.8 billion in gross revenue and a network of more than 3,200 stores nationwide.
According to a report published by Finscale channel, the daily volume of payments circulating in large retail chains is so high that, if they operated as financial institutions, some of them would rank among the largest banks in the country.
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However, experts point out that most of the financial gains generated by these transactions are still captured by banks and payment intermediaries.
Tight Margins and High Financial Costs
Pharmacies have a constant sales dynamic, with recurring consumers and immediate need purchases.
Despite this, a significant portion of the financial margin is absorbed by intermediaries, such as acquirers, card networks, and issuing banks.
For each transaction made with a card, there are fees that reduce the net amount received by the networks.
In an environment of reduced margins, this impact is considered significant.
According to public data, Pague Menos recorded a net margin of 2.1% in the fourth quarter of 2024, illustrating the profitability challenge in the sector.
Also according to Finscale’s findings, fees charged by financial institutions and payment operators can reach 5.9% of the total value of each sale.
Analysts claim that this percentage exceeds the average net margin of many networks, reinforcing the dependency of pharmaceutical retail on the traditional financial system.
Fintexization: Pharmacies Adopt Fintech Model
According to retail and finance experts, the so-called “fintexization” — a term used to describe the integration of financial services into traditional business models — has become an alternative to reduce costs and retain customers.
Three main factors explain pharmacies’ interest in this process.
The first is the volume of transactions, which can reach millions per month in large networks.
The second is the purchase frequency, as many consumers return to the same stores weekly.
The third is the trust relationship built with the public, which favors the adoption of new services, such as digital wallets and proprietary credit programs.
The Finscale channel highlighted that the increase in digitalization and the use of loyalty programs based on CPF have expanded data collection on behavior and consumption.
According to analysts, this information is strategic for creating financial products tailored to each customer’s profile.
What Changes in the Financial Operation of Pharmacies
The traditional counter transaction, when integrated with financial solutions, begins to generate new sources of revenue, as pointed out by industry consultants.
In practice, this can occur through four main axes.
The first is the integration of payment methods with applications or loyalty programs, allowing faster and recurring operations.
The second is the direct installment made by the chain itself or in partnership with fintechs, which tends to reduce credit costs.
The third is the centralized management of receivables, which enables negotiating more advantageous rates.
Finally, the fourth axis involves complementary products such as cashback, insurance, and subscription programs, which strengthen the bond with the consumer.
Experts observe that by taking on part of the financial infrastructure, chains increase control over cash flow and diversify their sources of revenue — without exclusively relying on medication sales.
Cases in Brazil and International Examples
In Brazil, some networks have expanded the use of relationship applications that concentrate offers, coupons, and purchase history.
Registration by CPF enables personalized pricing and allows tracking consumption recurrence, as long as in compliance with the General Data Protection Law (LGPD).
According to findings from Finscale, medium and large networks are already testing in-house installment plans and internal digital wallets.
According to the channel, these solutions allow capturing part of the revenue that was previously restricted to banks and operators.
Analysts emphasize that similar initiatives have already been consolidated in other segments, such as supermarkets and fuel networks, and can serve as a reference for pharmaceutical retail.
Abroad, companies like CVS and Walgreens have implemented integrated digital wallets linked to loyalty programs.
This model facilitates recurring payments for medications and services, in addition to increasing customer engagement.
Experts highlight that in all cases, the central point is the centralization of payments and transactional data within the retail ecosystem itself.
Steps for Implementing the Financial Model
According to consultants consulted by Finscale, the first step for networks intending to adopt their own financial models is to map the cash flow in detail.
It is necessary to identify costs by card brand, advance fees, average collection times, and dependency on banks.
Next, it is recommended to analyze customer profiles and evaluate which services would have the greatest adherence, such as installment payments, credit, or cashback programs.
The third step is to choose between developing the solution internally or using specialized fintech platforms, considering regulatory and security aspects.
Implementation usually starts with pilot projects in high-traffic regions or stores, allowing to measure the impact on revenue and retention before expansion.
Experts recommend prioritizing the consumer experience, maintaining clarity in communicating benefits, and closely monitoring financial performance.
Health Retail Expands into the Financial Sector
Industry analysts state that the integration of health and finance represents a long-term trend in retail.
By offering payment facilities, credit, and benefits within the same ecosystem, pharmacies increase their relevance in consumers’ daily lives.
According to an assessment by Finscale, this trend does not replace the focus on medications, but expands the business model by incorporating value-added services.
The expectation of experts is that networks adopting this format will be able to reduce operational costs and strengthen customer loyalty.
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