America’s “beauty-loving” economy is shifting online, and Amazon is the first choice!

According to the beauty product e-commerce insight report released by MikMak , when it comes to purchasing beauty products, more and more American consumers are choosing to buy what they need from e-commerce platforms .

In terms of platform choice, Amazon leads the market with 32.1% of purchase intent clicks, Walmart ranks second with 25.2% of purchase intent clicks, and Ulta Beauty ranks third, followed by Target and CVS.

Among all types of beauty products , consumers' favorite is color correcting primer , followed by concealer, nail polish, false eyelashes, mascara, gel nail polish, eyeliner, hair dye and liquid foundation.

In addition, studies have shown that consumers who buy beauty products generally do not buy only one or two items at a time . Data shows that they buy an average of 6.3 beauty products each time .

“With e-commerce penetration of beauty products growing to 11%, we are seeing mass retailers like Amazon, Target and Walmart emerge as new platforms for consumers to purchase beauty products , ” said Rachel Tippog, CEO of MikMak.

In addition to e-commerce platforms, social media is also one of the main places for consumers to buy beauty products. Among the top three social media channels in terms of market traffic, Facebook ranks first, driving 40.8% of purchase intention clicks, followed by Instagram and TikTok, at 23.4% and 21.1% respectively.

Among them, Instagram is the best performing social media channel for the beauty category, with the highest purchase intention rate of 11.2%, which means that beauty consumers are most likely to buy their favorite products from Instagram.

In addition, the report also found an interesting data that many beauty consumers will press the checkout button at 5 pm Eastern Time on Thursday.

Weekends followed closely behind, with 15.7% and 14.9% of purchase intent clicks on Saturday and Sunday respectively. With these data, beauty sellers can flexibly adjust their budgets in different time periods when placing ads.

USA

Amazon

Beauty