On Thursday, GoodRx (GDRX), the well-known healthcare technology company, unveiled a groundbreaking new method for consumers to pay for and obtain their prescriptions. This online platform is designed to provide a seamless e-commerce experience, and the company plans to eventually extend this service across all of its pharmacy partners.

The newly launched service allows customers to not only search for their medications at competitive prices but also to complete the payment process without leaving the GoodRx website. After paying online, users can conveniently pick up their prescriptions directly at the pharmacy counter or opt for home delivery if the retailer offers that service. This marks a significant shift from the previous model, where users could only access coupon information through the site and had to visit physical stores to fill their prescriptions.

Hy-Vee, a chain of supermarkets predominantly located in the Midwest, has been selected as the first partner for this innovative service. In a statement released on Thursday, GoodRx explained that when a customer searches for their medication on the GoodRx platform and selects Hy-Vee as their preferred pharmacy, the system will check the availability of the medication, validate the prescription, and facilitate online payment before the customer heads to the store to collect their prescription.

Moreover, GoodRx is actively engaged in discussions to implement the same e-commerce capabilities on its website and mobile application with its other retail partners. The company collaborates with a variety of well-known retailers, including Costco (COST) and Target (TGT), as well as pharmacy giants CVS (CVS) and Walgreens (WBA). Although GoodRx has refrained from confirming specifics regarding which partners are currently in talks, CEO Wendy Barnes mentioned in an exclusive interview with Yahoo Finance that there is considerable interest from retail partners.

The move to streamline prescription services has emerged as a prominent trend within the healthcare industry in recent years. Major players such as Walgreens and CVS have already adopted strategies that allow customers to reorder prescriptions through mobile apps and pick them up via drive-through services or same-day delivery options. Last year, Walmart (WMT) also began offering same-day delivery for prescriptions, allowing customers to add their prescriptions to an online shopping cart alongside typical grocery items. Meanwhile, Amazon (AMZN) has also integrated prescription filling as part of its online shopping service.

Wendy Barnes, who previously held executive positions at Rite Aid, Cigna's Express Scripts (CI), and Pfizer (PFE), emphasized the importance of creating a digital experience that encourages more consumers to return to pharmacies. This shift is particularly crucial as traditional pharmacies face increasing competition from both online retailers and generic providers like Hims & Hers (HIMS). She noted, "[Consumers] want to know that [their prescription] is going to be there, that they're not going to have to wait in line and find out that it's not covered. All of that is done [through GoodRx]." In addition, Barnes mentioned that enabling the purchase of other retail items in-store, similar to what Amazon and Walmart have achieved, is a future goal for GoodRx.