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Ecommerce Pulse Report

Ecommerce pulse report for Health, Beauty & Cosmetics

Online Health, Beauty & Cosmetics sales are influenced by many external factors — the season, the style, pop culture, social media and the economy. Connecting with customers by offering a compelling collection at the right price is a challenge. See how your company compares to the performance of your industry peers transacting on the Signifyd Commerce Network.

Yes, we all know that ecommerce was on an impressive growth path

What nobody knew was that those rosy projections were severely understated. The year 2020 heralded the Great Acceleration, a turning point which saw ecommerce accelerate at warp speed as consumers further embraced the convenience and increased selection available through online buying.

Retail ecommerce sales worldwide

2017 2018 2019 2020* 2021* 2022* 2023* 2024* 274755 315629 365207 419879 474540 524091 565696 599186 100,000 0 200,000 300,000 400,000 500,000 600,000 700,000 Revenue in million U.S. dollars
YoY Health, Beauty & Cosmetics sales

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Ecommerce launched five years into the future, with sales figures today that we were expecting in 2025

Welcome to the future, a world in which online sales have become increasingly important to Health, Beauty & Cosmetics merchants. The prominent role of ecommerce requires new thinking around marketing, promotions and the role of social influencers.

“Retail executives have been fixated on the dramatic increase in ecommerce sales, but the more interesting story is less about the last few months and more about the next few years. Based on the totality of transactions passing through Signifyd’s network, we see that this cohort of new users are buying online for the first time, and then returning to shop online again at the same or another merchant within one month. Returning to shop in short order is the way new spending habits form and share-of-wallet shifts.”


Health, Beauty & Cosmetics growth by category

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Health, beauty & cosmetics companies have seen impressive growth, but the different segments in the vertical do not move in lockstep

When we dig deeper into the vertical’s sales, we see dramatic differences not only in how the different segments perform, but also in how sales move up and down at different times. Market forces, undoubtedly, have different effects on different segments.

Pulling the levers on pricing and promotions has had a profound effect on the overall business

Of course keeping an eye on ecommerce spending in the Health, Beauty & Cosmetics vertical is important. But retailers have a range of KPIs to track. AOV is a retail vital sign. Merchants can use it as a health barometer, but it’s important to dig into what’s behind the ups and downs. Promotions? A fad pushing higher-priced products?

0% 20% -40% -20% ApparelAccessories B2B Mid-pricedFashion Housewares Jewelry &Watches MusicalInstruments Health &Supplements Low TicketFashion Alcohol Tobacco &Cannabis Pet Supplies SportingGoods Beauty & Cosmetics Outdoor & Leisure Weapons &Accessories CPGProducts Baby Auto & Tires ConsumerElectronics Footwear Quarterly AOV Trend by Industry Vertical Mix-shift towards higher AOV items as consumers replace in-store spend to CNP spend for Auto Parts & Tires Combination of Mix-shift and discounting leadingtowards drop in AOV for Apparel Accessories Declining AOV Increasing AOV Mix-shift towards lower AOV items contributingtowards declining AOV in Consumer Electronics Discounting strategies in mid-price fashion led to declining AOV -41% -30% -24% -22% -21% -18% -11% -11% -3% -2% 2% 2% 3% 4% 8% 9% 12% 16% 17%
Buy online, pick up in store

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Shoppers have shown a new enthusiasm for ordering online and picking up in store or at the curbside

Better online experiences — product descriptions, photos, reviews, personalization quizzes, guides — have kept consumers engaged and products top of mind. Some of the biggest retailers in the space have added curbside service to offer customers added convenience. This chart illustrates the buy-online-pick-up-in-store trend in health and beauty. While fluctuations will continue, BOPIS and curbside pickup are here to stay.


Conquer curbside pickup
for the post-COVID era

Fraud pressure is a moving target with fraudsters constantly probing for weaknesses

Fraudsters target the various segments of the Health, Beauty & Cosmetics vertical in different times and ways. Signifyd’s Fraud Pressure Index charts the rise and fall of very high risk — and presumably fraudulent — orders over time. Fraud levels are compared to a Q1 benchmark of 100%.

Fraud pressure in Health, Beauty & Cosmetics by category

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With big surges comes operational gaps. Expect challenges from these fraud pressure vectors:

eBay marketplace “triangulation” fraud

The fraudster creates genuine seller profile on marketplaces and uses stolen card data to fulfill the order from another retailer. Attack vector moved to popular SKUs over the summer.

Look-alike fraud websites

Fraudsters clone brand websites to replicate brand look onto similar URL, but do not ship product after accepting payment. Trending SKUs will be targeted.

Touchless delivery abuse risk

As FedEx and UPS moved to no-signature delivery, retailers saw an uptick of Item-Not-Recieved (INR) and Significantly-Not-As-Described (SNAD) claims.