This year, the beauty industry is witnessing one of the strongest shifts to e-commerce ever. The transformation began in March 2020 with the onset of the COVID-19 pandemic, causing the omnichannel approach to lose relevance as many brick-and-mortar retailers were forced to shutter. The change to digital will be accelerated as health and safety standards may encourage consumers to permanently use alternate methods to purchase products. ​

In this new beauty marketplace, a strong e–commerce presence is vital to surviving the pandemic. Today, the e-commerce channel accounts for more than 15% of beauty industry sales, up from almost nothing only a decade ago. Sales growth for 2020 is on track to surge by more than 20%. Virtual consultations, events, and try-ons, as well as online communities, live chatbots, and payment installment programs, are all strategies marketers are using to lure consumers online. Pick-up-and-go and delivery services also saw and will continue to see spikes in usage well into 2021.

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