The Ecommerce Sales industry is dynamic and rapidly changing. New strategies and trends emerge every day alongside continually evolving demographics. Being an entrepreneur in the online beauty industry like Asian Beauty Wholesale requires being updated with the latest trends and implementing new ways to integrate them. Here’s a review of the trends to help boost your beauty eCommerce sales.
1. Enhanced browsing Experience
Many entrepreneurs seemingly forget or downplay the importance of browsing experience and thus neglect to strategize it. Browsing is a very crucial part of the customer’s buying journey as he/she gets to know and choose products by interacting and browsing through the Internet and your website. Thus, making sure that your prospective customers have good browsing experience is a must for any smart online beauty entrepreneur and make the most out of it by investing in high-quality web development, intuitive user design, and interactive tools to fully engage with the customer and expedite their purchase.
Many online retailers have been focusing on streamlining design interfaces that make it easier for the customer to look at and compare products and not be annoyed or discouraged by clumpy texts or glaring price tags. Some websites also have introduced chatbots to assist customers who may ask questions along the way.
2. Building strong communities
Online beauty startups like Huda Beauty and Ipsy have become successful in large part because their founders Huda Kattan (Huda Beauty) and Michelle Phan (Ipsy) have built a strong fan base from their beauty blogs and channels. Both icons have created strong communities of beauty enthusiasts who were already familiar with their creative work (e.g. beauty tutorials, videos, product reviews) that securing a solid consumer base didn’t become a problem as soon as they decided to launch their own product lines.
Many beauty entrepreneurs are following the likes of Huda Kattan and Michelle Phan who use fan bases and communities as a business strategy in beauty eCommerce.
3. Embracing diversity and inclusivity
Rihanna’s makeup line Fenty Beauty has become a hit mainly because it was the first makeup company to offer forty shades of foundation and has been praised especially by darker-skinned women for promoting skin diversity and inclusivity. This trend has made so much impact that major beauty brands like Dior widened the range of their foundation colors since most makeup brands only offered limited colors leaning towards lighter skin tones.
4. Mastering Amazon
Amazon continues to be the largest online retailer spanning a global reach and is the first go-to for online shoppers. Thus, partnering and being able to master Amazon’s ecosystem is a must for any online beauty entrepreneur who wants to broaden their audience reach. Amazon has its own rules and systems and part of being a successful online entrepreneur is being able to use their rules to your advantage and optimize your selling experience.
5. Optimizing through Virtual Reality (VR)
Virtual Reality (VR) is a new cutting-edge technology that allows users to experience further and heighten their senses through immersing themselves in virtual reality. First used in online gaming circles, Virtual Reality (VR) has been introduced into eCommerce to enhance the customer buying experience. In the beauty industry, major brands like Sephora utilize this technology to help customers find the right color shades for them through their Virtual Artist app that allows users to ‘virtually try on’ various makeup shades by uploading a picture of themselves through the app. Virtual Reality (VR) helps users gain a personalized shopping experience that increases brand interest and loyalty and minimizes costs for beauty companies. It also reduces the chances of trial-and-error for both parties.
6. Online-to-Offline model (O2O)
The online-to-offline (O2O) model is another way to merge online and offline marketing strategies that greatly enhance the buying experience. This involves creating physical walk-in stores and pop-up booths that showcase the company’s products with a major emphasis on built-in, integrated online technologies. Beauty brands like Chanel’s arcade pop-ups, Dior’s Pink City, and Yves Saint-Laurent’s Beauty Hotel pop-ups provide an interesting, engaging hands-on experience for buyers that break up the monotony of traditional brick-and-mortar and grocery stores.
7. Using social media Commerce
Social media integration has been the biggest trend in eCommerce that is the driving force behind the majority of the sales in the beauty industry. Through social media, beauty influencers and icons can build strong community bases and even newbie beauty entrepreneurs can compete with more established brands by leveraging social media dynamics. Likewise, major brands are able to establish closer and more personalized customer interactions through social media channels. Overall, social media has proven to be the biggest game-changer in the beauty eCommerce industry that must be used and optimized to one’s advantage.
The beauty eCommerce industry is competitive and ever-changing. However, with the right tools, skillset, and knowledge, navigating this dynamic industry is exciting and allows beauty entrepreneurs to gain a deeper understanding of their demographics and improve their brands accordingly.
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