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Wednesday, May 10, 2023Market

E-commerce and its multiple facets

L'e-commerce et ses multiples facettes

The sale of cosmetics on the Internet has been widely democratized in recent years. But on this distribution channel, there are different players competing for the favors of the e-consumer. In a recent article, Nielsen IQ sought to better understand the various components of cosmetic e-commerce.

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According to Nielsen IQ, the sale of beauty products on the Internet is shared between four different players.

Pure-player generalist shops
These are companies like Amazon or Veepee. “Amazon recorded the strongest growth among French online retailers specializing in beauty products, reinforcing its position as number 1 by gaining four points of market share over this period. Veepee comes in second place with 1.7% of the share of the whole sector, against no less than 17.6% for Amazon”, explains Nielsen IQ. “The average basket is significantly lower than that of other merchants (€18.20 compared to an average of €43.04 among the ten main distributors), a figure which is hardly surprising given that 87% of sales come from Prime members”.

Specialty shops
Sephora, Marionnaud and Nocibé are retailers whose activity is dedicated to beauty. They absorb 41% of the market share in value on the sale of cosmetics on the Internet in France.
In general, consumers have an average basket amounting to nearly €64.

“Direct to Consumer” brands
“While the DTC model has proven itself in recent years, it still represents only 16.5% of the digital beauty retail landscape. Manufacturers, such as Typology, Horace, Clarins and Caudalie, are expanding their customer …

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