The aim of the study is to understand how the different generation of consumers behave towards e-pharmacies. To attain these goals, first, descriptive statistics have been performed and, second, ANOVA was used to test any mean difference in customer generation about the behavior toward e-pharmacies. Data has been collected through an online survey on a sample of Italian consumers. The empirical research revealed that respondents show a strong preference for purchasing from e-pharmacies, particularly among younger generations, with cosmetics and veterinary drugs being key generational differentiators in product preferences. Mobile devices dominate online shopping for pharmacy products, and price, quality, and time delivery are critical factors driving purchasing decisions.