What B2B cosmetics companies need to know about e-commerce

Online sales of cosmetic and personal care products continue to grow despite the return to retail shopping following the COVID-19 pandemic. As reported by data gathering and visualization platform Statista, “in 2023, the cosmetics and beauty e-commerce industry in the United States is expected to generate roughly 86 billion U.S. dollars in sales, and this figure is forecast to reach over 94 billion U.S. dollars by 2026​​.”

Further, Statista reports, “the revenue in the ‘Personal Care’ segment of the E-commerce market in the United States was forecast to continuously increase between 2023 and 2027 by in total 22.7 billion U.S. dollars (+42.4 percent), and after the ninth consecutive increasing year, the indicator is estimated to reach 76.2 billion U.S. dollars and therefore a new peak in 2027​​.”

But where are US consumers most likely to purchase cosmetic and personal care products when shopping online? “According to a survey​​ conducted in 2023, consumers in the United States are most likely to complete beauty purchases on Amazon.”​ The survey determined that “almost one in four reported purchasing beauty products on Amazon, while around 23 percent revealed doing so on Walmart​.”

Considering that Amazon and Walmart’s digital storefronts therefore comprise nearly half of US consumer purchases in these categories, it is exceptionally valuable that manufacturers and suppliers to these industries understand the nuances of how brands can successfully navigate these online storefronts.

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