Consumer electronics lead with 44% online sales by 2027, while beauty trails at 22%. L'Oréal dominates CPG e-commerce with a 27% share, far ahead of its peers.
E-commerce growth varies significantly by product category. Consumer electronics lead the pack with 30% of sales online in 2023, rising to 44% by 2027. Apparel and furniture follow closely at 27% and 28%, both expected to surpass 34%. In contrast, beauty and personal care products sit at 18%, projected to grow modestly to 22% by 2027. Food remains the least penetrated, accounting for only 4% of online sales globally in 2023 and reaching just 6% by 2027. Luxury goods are showing promising growth, increasing from 14% to 18% online sales penetration during the same period. These numbers reveal which sectors are succeeding and which are still playing catch-up in the digital space.
Ecommert data shows that, L'Oréal leads the beauty e-commerce race, with 27% of its sales coming online. Coty holds second place with 20%, followed by Nestlé at 19%. Procter & Gamble comes in at 18%, while Reckitt and Colgate-Palmolive sit at 15%. Unilever and Kenvue lag slightly, each at 14%. What sets these leaders apart? They invest in digital-first strategies, including retail media partnerships and advanced organizational capabilities. Retail media ad revenues are another differentiator, with digital platforms commanding 14–22%, far surpassing omnichannel retailers like Walmart and Kroger at 3–7%. As the beauty and personal care category moves toward 22% penetration by 2027, digital investments will be key to sustaining growth.
What’s stopping beauty e-commerce from growing faster?
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