By Ellie-Rose Davies, Content Executive at IMRG

In this blog, we reveal why beauty brands are seeing more success when selling online than other product categories and, with the help of industry experts, we give advice for retailers who want to experience similar growth. Read on to find out more on: ¢ Beauty stats and figures: Online revenue, and Conversion, ABV, and AOV. ¢ Top trends to accelerate growth: Offering exclusive benefits to customers, Reducing decision fatigue, and Using online marketplaces. ¢ Optimising the post-purchase experience: Harvey Nichols shipping transformation, Beauty Pies in-house fulfilment success, and Post-purchase engagement and customer loyalty.

Beauty stats and figures

Online revenue

IMRG tracks the performance of various online retail product categories, and beauty has consistently been the top performer. For instance, in the last 12 months, beauty has, for the most part, been well above the industry average growth rate (see chart).