In catalogues as well as in retail technology, cosmetics and innovations are inseparable. That is why we at Studio Concept start from the cosmetic still life and move on to solutions that sell, invent the future.
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Overview and growth of beauty e-commerce
A few taps on the smartphone and the purchase is made, that’s why it is successful. The simplicity of the digital marketplace has revolutionised shopping, especially when beauty is at the centre. The transformation of habits goes hand in hand with innovation, so growth is a natural consequence.
The online market revolutionises the way of shopping but also profoundly affects sales techniques, the store becoming a reference point open at all hours of the day and night. The result is an offer that is competitive in price but also in variety.
The percentages support a steady positive trend, not by chance Statista reports a turnover of around 380 billion dollars in 2023. These are the figures for beauty sold through web channels. The annual growth forecasts would seem to reward Europe with 11%, a figure that is even higher than expected for the cosmetics market in China.
Beauty e-commerce market dynamics in major European countries
Talking about global growth is indeed indicative of the general trend, but analysing the behaviour of individual markets can be even more advantageous. Although the Brexit did not quite have the desired effect, the UK cosmetics market proves to be one of the most promising in the Old Continent.
European beauty speaks German, Germany offers a particularly flourishing market for e-commerce in cosmetics. The more than 77 million customers fuel a turnover that is expected to increase by at least 10 million by 2027.
The Italian market is among those in which the growth forecasts are highest, as many as 12 percentage points point hint at an expansion capable of leaving room for investment in the beauty sector. The figure promises competition typical of large numbers, in the near future know-how and a sparkling entrepreneurial spirit will be needed. The prospects in the Bel Paese suggest that quality will benefit.
Innovative strategies for beauty e-commerce
Growth means minimising the margin for error: “careful preparation” is therefore the real mantra for those in the industry. The common mistake is to get caught up in the competition and focus on other brands, true innovation instead puts the customer at the centre.
Competitor analysis is important to understand the characteristics of the market, but this could be of marginal value if not part of an initial brainstorming. Putting ideas in relation to customer expectations is a powerful approach, especially when you have e-commerce data at your disposal.
The evolution of online commerce puts aside the classic display mode, the customer is being won over by the new experiential approach. Virtual Try-on and AI help are powerful means but require a budget not within everyone’s reach, resorting to the classic quiz or online consulting can be low-budget but equally effective alternatives. What matters most? Facts reward ideas that aim straight at the target audience.
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The impact of digitisation on e-commerce and retail in the beauty sector
Multiplying the flow of information means offering the customer a panel of tools for an informed purchase. This is just one of the effects in the innovation applied to the cosmetics industry, the barrier between e-commerce and retail falls and the differences are abandoned.
If the QR code is now commonplace, NFC technology is taking space together with AI processing. The effect is a change of direction in the sales process, the physical store as well as the online portal multiply the information useful for purchase. The innovation suggests a radical change, the sales process does not convince but rather motivates to buy.
Using digital tools is also a way to optimise sales management, resulting in a reduced cost impact. Optimising outputs allows price containment, the lower increase is good for cosmetics.
Creation of beauty and cosmetics e-commerce websites
Although the web has been the virtual marketplace for at least thirty years, the Internet speaks a rapidly changing language. Therein lies the challenge of cosmetics on the web, it is not enough to be there but to find the most effective approach to get there.
Communicating from an SEO perspective, focusing on visual content that enhances but does not distort the product, and involving the customer in an experiential journey are the cornerstones of effective e-commerce. Content polarises interest, images captivate the buyer and expert advice dispels any doubts.
Product quality is essential, a benchmark in customer loyalty, but it may not be enough if the sales portal does not run smoothly. The key lies in renewing with the right balance between platform and content, evolving helps in conversions.
The evolution of beauty e-commerce has redefined the way consumers interact with cosmetic products, offering an increasingly simple and engaging shopping experience. In a market that is constantly growing and changing, the key to success lies in innovation and the ability to adapt to new trends.
At Studio Concept, we understand the importance of combining creativity and technology to develop solutions that not only attract attention, but also convert visitors into loyal customers. From still life photography to optimised websites for beauty and e-commerce, we are ready to support brands on their path to success.
