Beauty eCommerce Benchmarks and Insights Report
Consumers prefer to purchase beauty product essentials from e-commerce platforms, according to a new MikMak report.
It’s no surprise that consumers are turning to e-commerce platforms to purchase their beauty product essentials, according to MikMak’s Beauty eCommerce Benchmarks and Insights Report.
With 32.1% of purchase intent clicks, Amazon tops the list of retailers with most in-market traffic, followed by Walmart with 25.2% and Ulta Beauty with 16.5%.
A color-correcting primer is the most popular product in consumers’ carts, followed by concealer, nail polish, eyelashes, mascara, gel nail polish, eyeliner, hair dye, press-on nails, and liquid foundation.
Study findings also show that shoppers don’t place only one or two items in their cart, with the average cart containing 6.3 items.
Rachel Tipograph, CEO of MikMak stated that online shopping for beauty products is on the rise with 11% penetration, and this has caused major retailers such as Amazon, Target and Walmart to increase their offerings in order to gain more market share. In response to consumers using various media outlets to research new products through influencers, friends or algorithms, brands are leveraging MikMak’s commerce capabilities to help shoppers purchase items from their preferred retailers – whether it be a big box store or a specialty retailer.
At 11.2%, Instagram yields the highest purchase intent rate for the beauty category, which means that beauty shoppers are most likely to purchase from shoppable media running on the social network.
In-market traffic is largely driven by Facebook, driving 40.8% of purchase intent clicks. Instagram and TikTok follow, driving 23.4% and 21.1%.
Consumers are more likely to click on ads that have bold, eye-catching creative that stands out, showcases the product first and its value right away, and offers flexible checkout options.
In the study, shoppers press checkout on their carts on Thursday at 5 PM EST, followed by the weekend with 15.7% of purchase intent clicks on Saturday and 14.9% on Sunday.
