(KTSG) – In many developed countries, over-the-counter (OTC) medicines have become common products in supermarkets and convenience stores. Consumers can easily purchase cold medicine, pain relievers, digestive aids, or allergy medications while shopping—quick, convenient, and cost-effective.

In Vietnam, the retail medicine shelf model has only appeared in recent years. The 2016 Law on Pharmacy first allowed non-pharmaceutical businesses to sell OTC drugs; the 2024 Law on Pharmacy continues to improve this regulation. However, the number of supermarkets and convenience stores implementing this model remains small and disproportionate to market potential.

According to the new regulation, establishments organizing retail medicine shelves are not required to obtain a certificate of eligibility for pharmaceutical business but must register their business, ensure proper storage conditions, have a professional supervisor with at least a primary-level pharmacy qualification, and sell only medicines listed by the Ministry of Health. These shelves must also be registered with the local Department of Health.

Currently, the model is developing in two directions. First, pharmacies or drug counters are located next to supermarkets and convenience stores. Second, retail medicine shelves are placed directly inside supermarkets, convenience stores, and shopping centers. With more than 7,800 convenience stores and mini-supermarkets nationwide (Modern Trade Report 2025), this model is considered a feasible and cost-saving solution compared to opening traditional pharmacies.

The retail medicine shelf model is expected to create easier market access opportunities for businesses while providing convenience for consumers, who can purchase pharmaceuticals along with daily consumer goods at supermarkets or convenience stores.

In addition to aligning with modern consumption trends, this model is also associated with digital transformation in the pharmaceutical sector. The 2024 Law on Pharmacy has added regulations for online pharmaceutical trading, including conditions for e-commerce transactions, information security, traceability, quality management, and delivery processes. This creates a foundation for businesses to combine the advantages of retail medicine shelves with online business models—from online ordering to home delivery.

At the same time, the application of artificial intelligence (AI) in inventory management, traceability, and drug use consultation is becoming increasingly common, helping optimize operations, control risks, and ensure regulatory compliance. The development of specialized logistics systems for the pharmaceutical industry also enhances the feasibility of the retail chain.

However, businesses still face many challenges: a shortage of pharmacists directly working at sales points, investment costs for standard-compliant storage facilities, and the need for management systems and personnel training. These barriers must be overcome for the model to truly thrive. Alongside this, communication and public awareness play a key role in changing consumer habits, helping people trust and access OTC drugs more safely and conveniently.

In the context of fierce competition in the pharmaceutical market and increasingly demanding consumers, the retail medicine shelf model is expected to become a strategic move—expanding market share for businesses while improving the convenience of community healthcare services.