Beauty E-commerce Category Is Growing

CosmeticsConsumers are increasingly heading online to discover, research and purchase health and beauty items. In fact, a recent survey of beauty and personal care brands found that e-commerce sales are projected to grow by 29.1%. Many health and beauty brands are focused on optimizing their online experience to boost this growth, especially as consumers are discovering and researching products. Here are a few ways these brands are using their sites:

  • 83% of health and beauty sites incorporated user reviews
  • 72% included sample products with each order
  • 33% of sites offered live chat
  • 31% had a customer Q&A
  • 17% featured a customer loyalty program

Remember that with e-commerce, your site is your storefront so consider adding customer service oriented features such as live chat. Consumers are accustomed to being able to ask questions to a salesperson in a brick and mortar store, especially when it comes to health and beauty products, so keep customer service at the forefront of your site. Optimize your website and help consumers through the discovery and purchase process by offering how-tos, reviews and other perks such as a reward program or a 30 day product guarantee.

Source: eMarketer

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