Beauty eCommerce sales are soaring. According to eMarketer, Beauty eCommerce sales are expected to surpass $30 billion by 2026. The same report predicts Beauty eCommerce sales will make up nearly one-third of all retail sales in the category by 2026.
However, not every eCommerce marketing strategy is set up to catch the eye of this growing group. MikMak’s 2023 Beauty eCommerce Benchmarks and Insights uncovered what’s drawing in the most Beauty eCommerce shoppers. Here are some highlights, along with ways for eCommerce marketers to cash in on Beauty products.
Global Beauty eCommerce sales are climbing fast
Beauty eCommerce sales took off during the pandemic, and they don’t appear to be slowing. McKinsey predicts global Beauty sales will climb to $583 billion by 2027, tacking on $156 billion in sales in five years.
The same report found North America and China are leading the global push for more Beauty products. North American sales are estimated to rise by $115 billion in four years. Chinese Beauty sales are expected to hit $96 billion in that timespan.
Instagram and Pinterest are influencing Beauty purchases
Instagram and Pinterest are drawing in the highest Purchase Intent (PI) Rates (the number of shoppers who add at least one item to their cart) among social eCommerce platforms. Instagram’s PI Rate is 11.2 percent, which is nearly two times higher than the category benchmark. Pinterest’s PI Rate lags just behind at 11 percent. Facebook sits in the third slot at 7.6 percent.
YouTube, TikTok, and Snapchat trail behind the Top 3 with 5.7 percent, 4.4 percent, and 1.1 percent, respectively.
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However, looking solely at PI Rate may shortchange highly visual platforms like TikTok. When it comes to Purchase Intent (PI) Clicks (the number of shoppers who click through to at least one retailer), TikTok is the third-best performing social commerce platform. With 21.1 percent of PI Clicks, it’s just a few points shy of the second-best traffic driver, Instagram (23.4 percent).
What does this gap in TikTok’s numbers mean?
It means that people are seeing ads on TikTok at a high rate, but they aren’t clicking through to purchase as often. The missing link may be creative ads that inspire purchases. With stronger ads, eCommerce marketers may carve out more sales from high-traffic platforms like TikTok.
The best eCommerce marketing strategies target major retailers
MikMak insights found large retailers are landing eCommerce Beauty sales at different rates. Among major retailers, Amazon holds the highest percentage of PI Clicks, securing 32.1 percent. Walmart grabs the second-most clicks, with 25 percent. Not far behind is Ulta, a specialty cosmetic retailer, at 18 percent, and Target at 17 percent. CVS trails the pack with 6.5 percent.
To cash in, eCommerce marketers should ensure shoppers can access the top retailers that the consumer prefers. Spread ads out across retailers, but make sure you’re showcasing your brand on popular Beauty platforms such as Instagram and Amazon.
Strategies to build eCommerce ads that attract Beauty shoppers
Wondering what eCommerce marketing strategies are working best? The top eCommerce ads include:
- A bold design that catches shoppers’ attention
- A clear call to action
- Flexible checkout options
- Sharp visuals that display the product’s value right away
- Shoppable options on your brand’s website with additional checkout options
- Content optimized with MikMak, so shoppers can find products locally
Here’s a recent example of a brand using eCommerce Beauty ads to boost sales effectively:
When COVERGIRL saw organic influencer content about their Simply Ageless 3-in-1 Foundation take off, they took action. They partnered with MikMak to build eye-catching paid support. With MikMak Commerce Creative, they made the influencer’s content shoppable and created easy checkout options with whichever retailer the shopper prefers. Ultimately, the content generated a PI Rate that jumped 5.4 times higher than the category benchmark on TikTok.
Uncover more Beauty eCommerce shopping insights
With the right insights, eCommerce marketers can draw out more sales from this growing group of Beauty shoppers, but these Beauty shopping insights only scratch the surface. Read MikMak’s full 2023 Beauty eCommerce Benchmarks and Insights for a deeper look at Beauty consumer behaviors.
