Ecommerce is an ever-changing and dynamic market that is heavily influenced by trends and demographic changes such as the rise in clean beauty. The beauty ecommerce industry is one of the most dynamic markets in the digital trade industry fueled by various market players, such as consumers, brands, and marketers.
If you're planning to make your mark in the beauty ecommerce, you should start with having a reliable supplier like the Asian Beauty Wholesale. You can check out their website to see the wide selection of Asian cosmetics and skincare products.
Here's a list of significant beauty ecommerce trends to note:
1. Customer online purchasing frequency
Consumers buy beauty products online every couple of months, not daily, weekly, or monthly. In a highly competitive market environment as in beauty ecommerce, it's challenging to maintain customer loyalty and retention. The beauty ecommerce market makes it easy for customers to browse through competing brands to maximize buyer choices.
A survey shows that online buyers tend to purchase beauty products on a monthly, recurring basis. Thus, beauty companies should model their business strategies around this statistic. For example, updating previous customers with new deals monthly is an ideal marketing strategy. Daily or even weekly email updates may prove annoying to customers and thus backfire, discouraging them from returning to your brand.
Most customers also have email subscriptions from various brands. A sleek, minimalist email update might work better, especially in a hyper-advertised online market.
2. Selection preferences
Customers buy beauty products from big retail websites to easily compare various brands in one place. You should create a website for your beauty company since it drives your customers' trustworthy and professional presence. Having a website allows you to capture customer emails, create stunning photo galleries, enable chat support, and further customization only by having your ecommerce website.
However, a survey shows that customers mostly shop for online beauty products through online retailers. Mainstream online retailers make it easy for buyers to compare prices, look out for deals, and compare various brands in one place. Beauty brands would do well and boost their profits by partnering up and opening online stores with major retail markets such as Amazon.
Amazon was among the top online retail stores in Germany, Spain, Italy, and the United Kingdom, except France, whose most significant beauty ecommerce player is their local beauty brand Yves Rocher.
3. Real-time customer interaction
Capitalize on enabling real-time chat support. Accessibility and user-friendliness are critical factors in having a successful online business platform. Apart from having a clean website design and streamlined buying mechanisms such as various payment options and shipping policies, customer support also ranks high in online business success.
Real-time chat support is the top customer support strategy, compared to email and Frequently Asked Questions (FAQ). Chat support provides quick, on-demand customer support that caters well to the buyer's journey. Unlike email and FAQ, chat support reduces the research burden imposed on the buyer. Chat support prevents buyer discouragement caused by a lack of information on technical know-how.
4. Encourage reviews
Personal experiences and endorsements on social media from previous buyers inspire customers to buy beauty products online. The biggest motivator for attracting online buyers is product reviews, recommendations, and endorsements from previous social media buyers.
A survey shows that new buyers were motivated to try new products and buy them online through personal recommendations they've seen on social media. Products reviewed by ordinary people in real-life situations helped the brand increase its relatability to a broader audience than advertising done by a professional model.
These personal recommendations and endorsements are called User Generated Content (UGC) and consistently bring high buyer conversion rates. UGC mainly works well among the younger ‘millennial' demographic (18-35 age range) who are social media savvy.
A great way to boost UGC is by partnering with social media influencers, beauty bloggers, and vloggers. Exclusive discount codes accessed via personal product recommendations is a growing trend amongst digital beauty marketers.
5. Environmentally-conscious products
Ethical concerns motivate customers to buy beauty products online. Socially aware, informed customers have been the trend in the overall global market. Buyers now purchase products and patronize brands based on ethical concerns such as environmental issues.
Labels like cruelty-free, recyclable, sustainably-produced, minimal toxicity and hand-made have become deal-breakers for an increasing demographic of informed buyers. Thus, beauty brands would fare well by promoting transparency and adding ethical concerns into their core product philosophy.
Conclusion
Optimize your online beauty business by taking note of buyer timelines, partnering with online retailers, enabling chat support, capitalizing on User Generated Content (UGC), and promoting ethical transparency as strategic online business practices. These ecommerce practices can help your company rake in a big payday.
