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.
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.”
J. BENNETT, SVP OPERATIONS & CORP. DEVELOPMENT, SIGNIFYD
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?
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.
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%.
Current fraud trends to watch out for
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 10,000+ ecommerce merchants globally.
- Beauty & Cosmetics
- Health & Supplements
- Health, Wellness and Fitness
- Consumer Medical Supplies
- 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