Today, e-commerce is the most dynamic channel in Europe. Its growth can be explained by the natural increase in the number of buyers. In other words, the inflationary context is driving consumers to find strategies to control their budgets. Online shopping, for example, is a great way to track down bargains. “Certain highlights, such as Black Friday for example, are attractive and always attract more customers,” comments Claire Marty.

Of all the product categories sold on the Internet, high tech (Apple and Samsung) and textiles have the highest market share. However, cosmetics are beginning to make inroads, to the detriment of the historical branches. “Once again, this growth in beauty is healthy, as it is driven by a gain in buyers from physical distribution. They turn to e-commerce because they find an offer that suits them.”

The vast territory of online sales

When it comes to buying cosmetics online, the general public is spoilt for choice.
In France, pure players (Amazon) and beauty specialists (Sephora, Marionnaud) are the channels households turn to most (23% and 39% market share respectively).
According to Claire Marty, Amazon is strengthening its position and becoming a genuine competitor. This is due to its ability to …