How to Boost Your Beauty and Cosmetics eCommerce Sales: Key Channels and Strategies for Success

Beauty & cosmetics eCommerce is growing rapidly, and the global cosmetics market is expected to reach $132.35 billion by 2029, driven by online shopping trends and expansion into new markets. In this competitive landscape, brands must adopt smart strategies to fully leverage both online and offline sales channels.
Based on our work with leading beauty brands and insights shared during the Digital Beauty Summit 2025, we analyse the 4 key channels to succeed in beauty & cosmetics eCommerce and how Lengow helps brands make the most of each one.

Marketplaces are now the leading channel for online beauty purchases, accounting for 25% of global online sales in 2024. Platforms like Amazon, Tmall and Mercado Libre offer brands huge exposure, helping them reach both local and international consumers. For any beauty brand looking to scale quickly and enter new markets, being present on marketplaces is no longer optional — it’s essential.

Managing product listings, prices and promotions across multiple marketplaces and countries can be a major challenge. That’s why many leading brands rely on NetMarkets, which makes it easy to manage all marketplace activity in one place — from product listings to order and stock synchronisation — across 200+ marketplaces worldwide. This way, brands can maximise their visibility and global expansion while maintaining full operational control.

Retailers’ websites represent 16% of all beauty product purchases, making them a key channel for reaching consumers through trusted partners like perfumeries, pharmacies, and major retail chains. But selling via retailers comes with a critical challenge: maintaining control over pricing and brand image, as poorly managed promotions and discounts can hurt brand perception.

To ensure consistent pricing and a strong brand presence, brands need tools to monitor in real-time how their products are sold, at what price, and how they’re displayed on retailers’ websites. With NetRivals, brands can conduct in-depth competitor price monitoring and market analysis, while NetMonitor allows them to track how resellers present their products (including prices, images, and descriptions). Together, these solutions help brands make informed decisions, maintain strong pricing strategies, and protect their premium positioning.

Despite the growth of eCommerce, physical stores still account for 16% of beauty purchases and remain a critical part of the customer journey. Today, many brands aim to bridge the gap between online and offline by offering consumers a complete view of their product availability. Google Local Inventory Ads (LIA) play a key role in this, enabling brands to show real-time stock availability, prices, and locations of nearby stores.

Google LIA helps shoppers find the products they want, when and where they want them. But for this system to work, brands and retailers must keep local inventories updated in real time — and this is where Lengow comes in. Through Lengow’s platform, brands can manage and enrich product data, ensuring that local stock, prices, and availability by store are always up to date.

1. Full product catalogue management (online and offline) via Lengow.
2. Local store data: real-time updates of stock and prices for each location.
3. Automatic creation of enriched product feeds for Google LIA.
4. Local ads shown to consumers, highlighting nearby product availability.

This approach enhances customer experience and directly impacts results. For instance, a leading beauty brand working with Lengow achieved a +30% increase in online traffic, +55% rise in in-store visits, and +20% growth in online conversions, while reducing in-store visit costs by 20%. A perfect example of how connecting offline and online worlds drives real sales.

While marketplaces and retailers dominate, official brand websites remain a strategic channel for direct sales and customer loyalty, representing 9% of beauty purchases in 2024. But to drive traffic and sales, brands need well-targeted and powerful advertising strategies.

This is where NetAmplify makes the difference. NetAmplify allows brands to automate and optimise Product Ads and omnichannel campaigns across Google, Meta, Pinterest, and more. By leveraging real-time product catalogue data, brands can create dynamic, high-performing ads that reach the right consumers at the right moment — maximising return on investment (ROI). And by unifying all campaigns in one strategy, brands deliver a consistent and seamless customer experience across all channels.

Success in the beauty industry requires a well-managed multichannel strategy:
✔️ Marketplaces to scale and reach new audiences
✔️ Retailers to protect your brand and pricing
✔️ Physical stores connected to online
✔️ Brand website powered by omnichannel advertising

At Lengow, we help beauty brands manage, optimise, and grow across all key sales channels — from a single, unified platform.
👉 Want to know how? Book a personalised demo