A Beauty eCommerce Benchmarks and Insights Report found when it comes to shopping for their beauty product essentials, consumers are opting to purchase anything and everything from e-commerce platforms.
In terms of products, consumers are buying, color-correcting primer is the top choice, followed by concealer, nail polish, eyelashes, mascara, gel nail polish, eyeliner, hair dye, press-on nails, and liquid foundation. Online shoppers are also not placing just one or two items in their cart. The study reported the average cart contained 6.3 items.
The report found Amazon was the top retailer with the most in-market traffic with 32.1% of purchase intent clicks, Walmart falls into second place with 25.2% purchase intent clicks, Ulta Beauty falls into third, followed by Target and CVS.
“With eCommerce penetration for beauty at 11%, we are seeing mass retailers like Amazon, Target and Walmart rise as consumers’ preferred retailers to shop for beauty products,” said Rachel Tipograph, CEO of MikMak.
Instagram is the highest-performing social channel for the beauty category by yielding the highest purchase intent rate at 11.2%, which means that beauty shoppers are most likely to purchase from shoppable media running on the social media platform. Facebook sees most of the top three social channels for in-market traffic, driving 40.8%of purchase intent clicks. Instagram and TikTok follow, driving 23.4% and 21.1%, respectively.
As far as when they shop, consumers checkout on their carts most on Thursdays at 5 PM EST. Weekends were not far behind for the most traffic from shoppers, with over 15% purchasing on Saturday and 14.9% on Sundays, the study notes.