Top online purchase channels for beauty items 2024

A survey conducted in 2024 asked consumers what percentage of their beauty product spending was allocated to each purchase channel. The survey revealed that the top online marketplaces were responsible for the largest portion of global consumers' expenditure on beauty products. Around 25 percent of consumers' expenditure on beauty items came from leading marketplaces. Retailer websites and physical stores accounted for roughly 16 percent of the shopping distribution.

The global online beauty market

Shopping for beauty on the internet has never been as popular as it is right now. In 2023, the global revenue of beauty e-commerce reached around 45.68 billion U.S. dollars. The United States and China are responsible for a vast hunk of this revenue, as the U.S. brought in 10.98 billion and China 10.54 billion, therefore making them the top two countries in the global online beauty market. Other notable countries are Japan, Germany, and France. All in all, the internet has become a booming platform for the beauty industry, and global revenue figures are forecast to grow by 20 billion by 2027.

Amazon conquers yet another commerce segment

Amazon, the king of e-commerce, has slowly become the go-to place for beauty shoppers. For instance, in the United States, Amazon is the online platform where consumers are most likely to complete beauty purchases. What makes Amazon special is that it is a one-stop shop for shoppers. They can easily add beauty products to their carts filled with other everyday necessities. Amazon also offers a vast variety of beauty products and brands at competitive prices. A consumer survey from 2023 shows that more than two-fifths of U.S. shoppers think they can find cheaper beauty products on Amazon than they can at other stores. Therefore, the convenience and competitive prices of Amazon make it appealing for beauty shoppers.

Leading online shopping channels to buy beauty products worldwide in 2024

Characteristic	Consumers share of spending
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Release date

September 2024

More information

Region

Worldwide

Survey time period

May 22 to June 5, 2024

Number of respondents

31,500 respondents

Special properties

consumers who shop online at least once a month

Method of interview

Online survey

Supplementary notes

In this survey, consumers were inquired about the percentage of their expenditure on beauty products across various channels (totaling 100 percent).

The study was conducted in the following 20 countries: Argentina, Australia, Brazil, China, Colombia, France, Germany, India, Indonesia, Italy, Mexico, Netherlands, New Zealand, Peru, Saudi Arabia, South Africa, Thailand, UAE, UK, and US.

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