A study by affiliate network Admitad based on 6.5 million orders worldwide and 1.3 million in India generated by network partners for beauty brands and retail sites, says that the number of online orders for beauty products in India jumped 13 pc in the first half of 2023 while GMV grew by over 20 pc.
The study estimates that global sales of the beauty and self care industry grew by more than 15 pc during the same period, up from 11 pc in CY 2022.
Admitad analysed sales of 450 brands worldwide and 155 in India, including Sephora, Alibaba, Apollo 24X7, Forest Essentials, Plum Goodness, Beardo, BABOR, Loccitane, Clarins, Calvin Klein and Kiehl’s for the study.
Neha Kulwal, Managing Director, APAC and India, Mitgo, said, “In 2022, Indian buying activity in the beauty industry hardly experienced any growth, but in the first half of 2023, it caught up with and even began to slightly outpace the pace of global customer activity. The number of beauty orders grew by 13 pc and the amount Indian shoppers are willing to spend on cosmetics and self care rose by 20 pc.”
The average order value of online sales of beauty products in India has increased by a few percent and is now around 15 USD, according to Admitad.
Telegram works
On average, global orders for beauty products from Google contextual ads grew by more than 30 pc in 2023, according to the study. Messengers, in particular Telegram, contributed highly in terms of sales growth in this segment – the number of orders through them more than doubled. Sales from Affiliate stores increased by 45 pc.
Admitad estimates that coupon platforms in India have had a greater impact on shoppers’ decisions than the global average, accounting for more than 22.5 pc of all orders. The positive attitude towards them in the country continues to grow – in 2023, the number of purchases in which Indian shoppers applied a coupon increased by 14 pc.
In India, beauty purchases through messenger Telegram more than quadrupled in 2023 and their share in total orders exceeded 10 percent, finds Admitad.
India buys on mobiles
From the sample studied, the share of mobile sales in the global beauty industry in 2023
was 46 pc, up from 44 pc in 2022. The corresponding figures for Indian users were 60 pc in 2022 and in excess of 70 pc in 2023.
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