The UK beauty industry became a "dark horse" in the second quarter, with online orders growing by 78%

July 8th news, according to foreign media reports, recently, the marketing platform Mention Me conducted a survey on the UK e-commerce market. The survey showed that the epidemic continued to drive the development of the UK e-commerce market. Compared with the same period in 2019 , in the second quarter of the UK , in the four industries of beauty, home and garden, fashion, and food and beverage , online sales increased by 64%.

Among them, the beauty industry performed the best, with online orders increasing by 78% compared to the second quarter of 2019 , followed by fashion (+58%) and home and garden (+67%). It is worth noting that although the epidemic has eased and retail sales continue to grow, it is still 2% lower than the expected level for the same period .

In addition, during the epidemic, the British gradually changed their consumption habits and were willing to try new ways of dining, and consumer spending became diversified. Although the sales of the catering industry in the UK in the second quarter fell by 11% compared with the same period last year , the online food retail industry is very hot. Research shows that more and more British people will choose to buy food and beverages online , and sales have increased by 60% compared with the second quarter of 2019.

The survey pointed out that during the epidemic, relying on recommendations from friends and family to find products has become the latest consumer trend and a key channel for commodity growth. In the second quarter , food and beverages were the most easily recommended commodity categories. Although the order volume decreased compared with the same period last year, it was still higher than the level before the lockdown . This shows that consumers are happy to recommend their favorite brands to friends.

Simon Dring, head of retail insights at Mention Me, said: Consumers are increasingly relying on recommendations from friends and family to find brands, products and services , but many retailers are unable to make sense of the huge statistical data, and the situation of some retailers has become more difficult in the face of an increasingly competitive e-commerce market.

Therefore, retailers must attach importance to customer experience and encourage consumers to share with family and friends. After all, customer recommendations are an important channel for sustainable and organic growth of brands , and are also the most effective way to gain customer loyalty, improve retention rate and increase revenue.

U.K.

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