Factors that influence consumers to buy health and beauty products online

Recently, e-commerce optimization platform Ideoclick collected feedback from more than 2,000 American consumers and produced a report revealing the factors that prompt consumers to buy health and beauty products online.

The results of the study show that health and beauty products occupy a very important place in consumers' lives. In the past year, 67% of respondents have purchased beauty products online , and 80% of respondents have purchased health and personal care products online.

Meanwhile, more than half of consumers surveyed (56%) plan to spend more on beauty products in anticipation of upcoming holiday gatherings, and 40 % plan to buy beauty products more frequently in the next three years.

The survey also found that social advertising accounted for the largest share of factors influencing consumers to buy beauty and health products online, with 41% of beauty consumers and 33% of health and personal care consumers saying they were more likely to make a purchase because of an ad they saw on a social media platform.

Online reviews are also a major factor influencing consumers’ online purchases of beauty and health products, with 39% of respondents saying they hope to get advice on whether to buy the product from online reviews. In addition, the opinions of online bloggers are also an influencing factor, with 23% of consumers choosing to buy because of bloggers’ promotions.

Although social media is the biggest factor influencing consumer shopping trends, only a small number of consumers will make purchases directly on social media platforms. According to the report, only 7% of beauty consumers and 5% of health and personal care consumers said that social media is their preferred platform for purchasing these products.

Ideoclick's survey also found that more than half of respondents are concerned about buying counterfeit beauty, health and personal care products when shopping online. As a result, nearly half of respondents said they like to read online reviews of products when shopping and said they have a relatively high level of trust in online reviews of these products .

With the continuous development of e-commerce, consumers are more and more willing to buy the products they need online. At the same time, the competition in the e-commerce field is becoming more and more fierce. Sellers in the beauty and health and personal care industry must understand the real needs of consumers in order to stand out from many brands.

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