“These items lend themselves well to ecommerce because you don’t have to worry about perishability, and they’re often replenishment items that can be re-purchased with one click,” said eMarketer senior forecasting analyst Cindy Liu. “You also don’t need to visit a retail store to see and touch the products because you know what you are getting every time you buy.”
Growth is driven by a number of factors, beginning with the fact that there’s a lot of room for it. Just over 10% of total retail sales of health, personal care and beauty are made online, according to our estimates. By comparison, categories like consumer electronics and toys and hobby purchases will see roughly 39% and 32% of sales through online channels this year, respectively.
And as more consumer packaged goods offerings appear online—a growing number of which serve niche consumer segments—consumers will be more inclined to purchase.
The rise of social shopping and commerce has also spurred growth in ecommerce sales. According to a February 2019 report from social media metrics firm Shareablee, health and beauty content lends itself well to sharing, commenting and “liking” on Facebook, Instagram and Twitter.