Respondents from all categories reported using digital services, including e-commerce platforms like Jumia and Konga, as well as social media platforms such as Facebook and Instagram. Online health information about family planning, sourced from platforms like social media and online articles, was embraced by some respondents. Commonly cited sources included WebMD, non-site-specific Google searches, and social media platforms. However, most respondents were skeptical about online information and preferred verifying it through guidance from their healthcare providers (HCPs), and to a lesser extent with friends.

Study participants were well-versed in FP as a healthcare service, including its services and products. Contraceptive pills, both daily and emergency, were the most commonly FP products accessed through e-pharmacy platforms. Similarly, respondents exhibited greater awareness and usage of e-pharmacy services compared to telemedicine services. This preference was linked to the belief that telemedicine was unnecessary due to the availability of traditional in-person healthcare services. The perception was further shaped by the convenience of accessing online health information for self-diagnosis, a preference for in-person consultations with healthcare professionals to evaluate their capabilities and authenticity, and concerns about online scams.

Key drivers that encourage the adoption of digital services for FP products and services were:

• Social proofing – referrals from family and friends
• The convenience of accessing digital health services through smartphones 
• Providing onboarding support to guide users through registration and product ordering 
• Providing online information about the available FP methods and potential side effects to guide user choice
• Accessing multi-language support for guidance and counseling services

When making the decision of what FP product to purchase, the major drivers for this decision are: 

• Partner approval and support
• Referrals and recommendations from friends
• Ease of use of the contraceptive method
• Financial considerations related to purchasing and delivery costs
• Perceived protection against side effects

Conversely, critical barriers against the use of FP family planning product and services through digital services were: 

• Lack of awareness or information support about the variety of FP products available
• Preference for accessing FP products through physical sources such as brick-and-mortar pharmacies and healthcare facilities, i.e., being able to physically inspect products physically prior to purchase
• Perceptions that accessing FP through digital services was associated with a markup on the purchasing costs and added delivery charges
• Skepticism regarding the credibility of online health professionals 
• Pre-existing beliefs against the use of FP caused by religious views (the use of FP being seen as a sin) and negative misconception about FP being associated with long-term infertility, chronic health conditions and death

We also identified the following structural barriers to the uptake and use of digital services for FP purposes: 

• Network connectivity issues was the most common perceived challenge to access
• Limited language support for users that were not fluent in English language for onboarding and engaging with e-Pharmacists during online consultations
• Delays, long waiting times and slow responses when engaging in online consultations
• UX design limitations and issues that negatively impacted processing payments and searching for desired products 
• Long delivery times 

Barriers related to the engagement of current e-Pharmacy users on platforms were also identified, as depicted in the figure below.