Since the pandemic reshaped the way we live, e-commerce has become more popular than ever. In 2021, e-commerce sales in the U.S. exceeded $360 billion. In 2022, this figure increased to $431.4 billion.
With consumers increasingly swayed by convenience (Amazon Prime next-day delivery, anyone?), the appeal of e-commerce is unlikely to wane anytime soon.
Almost every consumer category has been affected by the rise of e-commerce, and the personal care sector is no exception.
• Seamless customer experience: Given our collective acclimatization to and preference for all things convenient, it’s a no-brainer that shoppers prioritize a seamless shopping experience. From product discovery through to purchase, ensure that every step of the buyer’s journey can be completed with ease. Almost 70% of shoppers abandon their carts, so online stores must be doing all they can to mitigate the risk of this happening. This includes introducing options such as multiple payment methods and free shipping. Additionally, make sure you’re transparent about costs so that there aren't any nasty surprises at the checkout. A robust returns policy is also a big plus.
• Durable, yet lightweight packaging: Whether it’s a shampoo, eyeshadow pallet, or body lotion, one of the most important aspects of the design of e-commerce products is that they arrive to the customer in one piece. This means that the materials their packaging is made from must be durable. However, at the same time, e-commerce products need to be lightweight to save on shipping costs so that brands can sell their products to consumers at reasonable prices. This is one of the reasons why online retail behemoth Amazon established its Frustration-Free Packaging (FFP) incentive program, encouraging brands to use more durable and lightweight packaging solutions.
• Sustainable packaging: The almost infinite reach of the internet means that consumers have more information at their fingertips than ever before. When it comes to e-commerce, this means they’re able to thoroughly research and compare brands before making purchase decisions. As individuals become increasingly eco-conscious, it’s becoming increasingly likely that they perform their due diligence before shopping with a brand and buying from brands that prioritize sustainability. This means that for those selling their products online to stand out, they should consider making the switch to sustainable packaging solutions.
Here at APG, we have a wide range of e-commerce-appropriate packaging solutions available to help your brand stand out in the ever-competitive world of online shopping.
Navigating beauty trends in the digital era: How sustained e-commerce habits shape personal care choices
