July 10, 2024

Unlock beauty and personal care e-commerce in Europe: trends & logistics tips

Europe’s beauty and personal care e-commerce market is thriving, fueled by strong local players and an ever-growing consumer base. From cosmetics and fragrances to skincare and toiletries, the demand for these products is reshaping the landscape. Projected to reach $56.49 billion in e-commerce revenue in 2024, the cosmetics subcategory leads with an ARPU of $388.44. Key markets include Germany, France, Italy, the UK, Spain, and Poland.

Discover the dynamic world of personal care e-commerce and learn how practical logistics tips can help you grow your business in this booming sector.

Top beauty and personal care e-commerce stores in key markets

Europeans buy beauty and personal care products through various channels, often visiting vertical marketplaces like Sephora, Douglas, and Notino, all founded in Europe.

Top online personal care stores in key markets

Poland tops the list in online cross-border personal care product sales

The European average stands at 18% in terms of cross-border online cosmetics purchases.

Poland leads the chart, with 28% of shoppers purchasing cross-border. The Netherlands follows at 21%, while Austria records 19%. Both Italy and the United Kingdom are at 18%, aligning with the European average. Germany has the lowest share, at 14%.

Online personal care purchase preferences

In 2023, Gen Z and Millennials show higher willingness for online personal care purchases. Sweden, Italy, and Norway lead in this trend.

Besides, most European online shoppers buy personal care products once a month (33%) or once every 2 or 3 months (34%).

Online personal care purchase preferences in Europe 2023

Tips for e-commerce logistics in personal care products

Choose right packaging

Unlike fashion and apparel products, personal care products should choose packaging that protects against leaks, spills, and contamination.

Efficient warehouse processing

Most European customers expect orders to arrive within 3-5 days, with varying transit times across countries like Belgium (1.06 days), France (1.91 days), and Germany (1.22 days).

Fast processing in warehouse operations helps shorten lead times, seamlessly transitioning goods from inbound to outbound transportation with minimal or zero storage time.

Leverage technology for tracking and transparency

Use tracking technologies to provide real-time updates to customers about their order status. This transparency can build trust and reduce the number of customer inquiries about delivery status.

Robust returns management

For personal care products where customers may have specific preferences or allergies. A robust returns process that is easy for customers to use can enhance their overall experience. Ensure that your policy is clear and that the return process is straightforward and quick.

Boost your personal care brand with efficient e-commerce logistics

Choose logistics service providers with experience in handling personal care products. Consider delivery times, costs, and service levels.

CIRRO E-Commerce offers a comprehensive solution across Europe. From warehouse pick-up to last-mile delivery and returns, we manage every step efficiently. With 15 strategically located logistics hubs, we ensure smooth parcel processing and reliable delivery through our trusted network of last-mile partners. Our direct API connection simplifies label printing in your warehouse.

For your returns hassles, we provide pre-fixed return labels, and customers can drop off parcels at convenient PUDO points. Our robust network ensures prompt return deliveries to your warehouse, easing your return management.