Amazon Leads Online Beauty Market in Eight European Countries
A NielsenIQ report shows that Amazon ranks first in the online beauty platform market in eight out of ten major European markets; TikTok Shop has become the second-largest beauty retailer in the UK, indicating a multipolar competitive landscape in European beauty e-commerce.
What are the key facts?
- 1Market Position: First in online beauty in eight European countries
- 2Key Data: Male consumers contribute about 50% of sales
- 3Competitors: TikTok Shop, Local DTC Brands
What happened?
According to the latest report from NielsenIQ, Amazon leads the beauty e-commerce market in eight major European countries, currently driven by male consumers, who account for about half of the sales. Additionally, TikTok Shop has significantly performed in the UK market, ascending to the position of the second-largest beauty retailer. Analysts suggest this signals the onset of a multipolar competitive landscape in European beauty e-commerce, presenting both challenges and opportunities for brands and retailers.
What does this mean for cross-border sellers?
Beauty sellers should leverage Amazon's channel advantages while also recognizing TikTok Shop's rapid rise in the European social e-commerce landscape. It is advised for sellers to adopt differentiated product selection targeting male consumer groups to seize market opportunities.