How is the beauty industry being influenced by e-commerce?
When beauty e-commerce first started in 2012, sceptics had a field day. “People need touch and feel” and “premium products need an advisor-led push” were some common refrains. A decade later, here we are. The largest of global brands now launch first on e-commerce platforms, many new brands are born exclusively online, and a new class of marketers, aka influencers, is not only helping brands build online but are themselves becoming brands. The internet has led to entirely new mega-trends being created with nine out of 10 consumer journeys being influenced by digital.
Being online is not a matter of choice anymore for brands, but a question of not missing out on a whole new generation whose beauty purchase journeys are being shaped in myriad ways. From consuming content, participating in communities and engaging with influencers, to talking to brands, and getting free products for trial, it has a lot to offer. With technology enabling new features like live consultation, video shopping, live commerce and social commerce, the space is only going to turn more interesting in the near future.
Founder and CEO, Plum