How is the US beauty and jewelry e-commerce market? The latest data is released

Recently, DigitalCommerce360 released data on the top 1000 retailers in the United States in 2023, and also analyzed the e-commerce sales of various categories. This article will introduce the e-commerce sales of the two major categories of health and beauty and jewelry accessories.

Jewelry e-commerce sales are strong, with young people being the main buyers

Data shows that there are 41 jewelry retailers among the top 1,000 retailers in DigitalCommerce360. In 2022, these retailers' e-commerce sales reached US$5.63 billion, a year-on-year increase of 5.4%. The overall retail sales of this category increased by 2.6%. In addition, these retailers accounted for 14.4% of the overall retail sales.

Of the 41 retailers, most saw sales growth in 2022, and of the five largest retailers, only one brand, Fossil Group, saw sales decline last year.

Other data showed that in 2022, the average order value of these 41 retailers increased from US$269 in 2021 to US$326, an increase of more than 21%; the conversion rate also increased from 1.8% in 2021 to 1.9%; the median number of monthly independent visitors was 330,000, a year-on-year increase of 6.9%.

Overall, in 2022, despite consumers returning to physical stores, the e-commerce sales of jewelry and accessories remained good, and its sales growth was not only caused by inflation. Judging from various indicators, this category will maintain its growth momentum in 2023.

In terms of target customer base, the jewelry category attracts consumers of all ages, but most of the consumers are young people. Nearly half (48.9%) of the consumers of the top 41 jewelry retailers are 34 years old or younger. Among the retailers ranked 1001-1999, 34 jewelry retailers have slightly older consumers than the top 41, with 46.5% of them being 34 years old or younger and 7.8% being 65 years old or older, 1% higher than the top 41.

Health and beauty e-commerce is gaining momentum, young people and the elderly deserve attention

Among the top 1,000 retailers on DigitalCommerce360, there are 56 retailers in the health and beauty category. In 2022, these retailers' e-commerce sales reached US$26.76 billion, a year-on-year increase of 9.6%, more than double the 3.7% increase in the category's overall retail sales; these retailers accounted for 6.7% of the category's overall retail sales, up from 6.3% in the previous year.

Among these 56 retailers, the average order value in 2022 was $93, up more than 12% from $83 in 2021; the average conversion rate fell from 4.1% a year ago to 4.0% in 2022; and the median number of monthly unique visitors was 850,000, down 13.3% from 980,000 in 2021.

Overall, e-commerce sales in the health and beauty category are largely driven by inflation, but as physical shopping resumes, e-commerce sales are still performing well, and digital sales of cosmetics, moisturizers, vitamins, perfumes, etc. are still growing.

In terms of target customer groups, DigitalCommerce360 and BizrateInsights surveyed 1,053 online shoppers in March 2023 and found that 70% of online shoppers shop for beauty products online at least once a month, and there are some particularly active and highly engaged shopping groups.

Data shows that in the health and beauty category, young people account for nearly half of consumer spending, with people aged 18 to 34 accounting for 47.2% of health/beauty consumers. At the same time, older consumers cannot be ignored, with consumers aged 55 or above accounting for 18.9%.

Editor✎ Ashley/

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