Thais are swaying between the various distribution channels. In a recent report, trend research company Kantar takes a close look at the buying habits of these buyers, for whom cosmetics are important.
“By understanding where and how consumers shop, beauty brands can ensure they are present, with the right offer and the right experience, to increase their reach and maximise sales,” Kantar explains in its preamble.
Powerful but stable e-commerce
E-commerce is entering the middle phase of its development. Almost half (47.1%) of beauty product buyers now go online, compared with 39.5% in 2021, and a large proportion of them (70%) are regular online consumers.
“The good news is that the growth of online commerce is gradual and is not having a detrimental impact on offline sales,” analyses Kantar.
Everyone orders online. “A quarter of the network’s value (24.5%) comes from millennial consumers, followed by baby boomers (23.3%) and the ‘Silver’ generation (19.4%). Although younger, members of generation Alpha spend more online than Gen Z (17.7%).”
Shoppers like to do their beauty shopping online to compare prices and find the best deal.
However, this is no longer the only reason. They also appreciate fast (and free) delivery and the ease of returning their order if it doesn’t suit them.
Customer feedback is also vital, as it helps to build trust. “This indicates that shoppers no longer see the lowest cost as the …
