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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.

Health, Beauty & Cosmetics

More shoppers are heading online for the latest Health, Beauty & Cosmetic items. Take a look at this snapshot of where that spending is taking place in the vertical.

Health, Beauty & Cosmetics by category
YoY Health, Beauty & Cosmetics sales

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

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.

Inflationary pressures emerge in tandem with increased ecommerce spending.

Health, Beauty & Cosmetic merchants worldwide are faced with increasing production and fulfillment costs. Merchants must walk a fine line between absorbing costs while staying competitive. It’s key in today's competitive world to keep eye on AOV and pricing.

YoY Health, Beauty & Cosmetics AOV
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

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

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.

Curbside pickup BOPIS mule fraud

Many retailers like Dick’s Sporting Goods and Best Buy accelerated BOPIS, in the form of touchless curbside pickup, to counter store. They also saw an uptick in mule fraud.


What’s in our Health, Beauty & Cosmetics index?

The Ecommerce Pulse Report from Signifyd was designed to provide ongoing coverage of changes and trends in the ecommerce landscape. The data in this report illustrates how the health, beauty & cosmetics vertical is performing now compared to historical performance. Data is aggregated by category across thousands of ecommerce merchants globally.


  • Beauty & cosmetics
  • Health & supplements
  • Health, wellness & fitness
  • Consumer medical supplies

Fast facts

  • Full fidelity on 60M orders per month (session behavior, cart data, payment info, shipping and billing info)
  • 98% of transactions are identified automatically because of the breadth and strength of our network

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