How Verafarma reaches new audiences with Shopware

The Challenge

Farmasave has long been a market leader in Italy’s pharmaceutical sector, serving a loyal customer base through both physical pharmacies and its Magento-based online store, farmasave.it. However, shifting consumer behavior and the rise of digitally native shoppers created a strategic opportunity.

Rather than disrupting its established brand, Farmasave acquired Verafarma as a distinct digital entity to experiment with a new brand architecture and conversion model tailored to younger, digitally engaged audiences. The objective was clear: expand reach without compromising brand equity or operational continuity.

To achieve this, the new ecommerce platform needed to:

• Prepare for upcoming digital prescription regulations in Italy

• Deliver a modern, mobile-first user experience aligned with digital-native expectations

• Integrate seamlessly with the existing operational ecosystem

• Support omnichannel continuity across multiple brands and verticals

The initiative was not about replacing the existing store, but about strategically evolving the group’s digital presence.

The Solution: Verafarma.it on Shopware

Verafarma partnered with Adiacent to implement Verafarma.it on Shopware 6. Shopware was selected for its architectural flexibility, scalability, and ability to support long-term industry evolution, including digital prescription readiness.

Beyond technical implementation, Adiacent played a strategic role in shaping Verafarma’s positioning and user experience, ensuring alignment with the brand’s values, regulatory framework, and long-term business objectives. The result was a digital experience that balanced innovation with compliance and customer trust.

Key elements of the solution included:

• Seamless integration with ERP, Farmadati (external product data provider), WMS, marketing automation tools, Zendesk, and Doofinder

• Advanced catalogue promotions supporting targeted cross-selling and upselling strategies

• Extensive use of Shopware’s Page Builder to create brand-specific landing pages efficiently

• Multi-channel capabilities enabling management of Verafarma, Farmasave, and future verticals without operational disruption

The launch of Verafarma.it was showcased at Netcomm Forum 2025, where Adiacent presented the project within a broader discussion on innovation in the pharmaceutical ecommerce sector.

The Impact

Since launching in April 2025, Verafarma.it has:

• Increased traffic and sales through a modern digital experience and targeted advertising

• Successfully engaged younger, digitally connected audiences without disrupting loyal Farmasave customers

• Strengthened brand perception with a mobile-optimized, contemporary design

• Improved operational efficiency through integrated backend systems and streamlined promotional workflows

• Future-proofed the business with a platform capable of adapting to regulatory and market developments

Verafarma represents a controlled, low-risk environment to test and validate new digital strategies while preserving leadership in its core market.

Partnership Perspective

“Partnering with Shopware and Adiacent is a strategic investment in the future of Farmasave. We needed a platform capable of supporting our long-term growth, innovation, and adaptability, particularly regarding future industry requirements like digital prescriptions. Shopware positioned us perfectly, not just for today's operational excellence but for sustainable success well into the future.” — Mario Cozzolino, CEO of Farmasave and Verafarma

“Our work with Farmasave goes beyond technology: it’s about enabling strategic evolution. Verafarma is a tangible example of how a well-defined brand vision, supported by Shopware’s flexibility, can open new market opportunities while preserving existing customer trust.” — Tommaso Galmacci, Adiacent

Looking Ahead

Farmasave plans to continue expanding Verafarma into new verticals and marketplaces while maintaining farmasave.it as the trusted platform for its established audience. The dual-brand strategy allows the group to balance innovation with stability, ensuring relevance across generations in a rapidly evolving pharmaceutical market.