Data: Amazon Leads Beauty Category With Most In-Market Traffic


Amazon is driving the most in-market traffic with 32.1% of purchase intent clicks, according to the 2023 Beauty eCommerce Benchmarks and Insights Report released by MikMak.

Top 5 Retailers:

  1. Amazon
  2. Walmart
  3. Ulta Beauty
  4. Target
  5. CVS

Among beauty products, color correcting primer is the top product in consumers’ carts based on purchase intent. 

As for the highest-performing social channel for the beauty category, Instagram takes the lead with its purchase intent rate at 11.2%.

Interestingly, the prime time for consumers to shop for beauty is Thursday at 5 p.m. EST. 

According to eMarketer, beauty e-commerce is predicted to reach $30.73 billion by 2026.

Rachel Tipograph, CEO of MikMak, said, “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. Big box retailers have aggressively stepped up their offerings in this category to gain more market share. As shoppers turn to various media channels to discover new products through their favorite influencer, friends or just an algorithm, beauty brands worldwide are leveraging MikMak’s Commerce capabilities to ensure those shoppers are able to check out at their preferred retailers, regardless of whether a mass merchant or specialty store.” 

Methodology: The report is a collection of e-commerce key performance indicators (KPIs) collected across hundreds of brands, more than 250 channels and more than 3,000 retailer integrations to understand consumer online shopping behavior. The Index also includes data from MikMak Shopper Intelligence, which ties first-party e-commerce data to more than 1,000 demographic and psychographic data points and can be segmented by product, retailer, and more.

Data: Amazon Leads Beauty Category With Most In-Market Traffic

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