The relatively new shopping channel鈥檚 popularity has surged in countries like Colombia and Mexico, per Wunderman Thompson, as consumers seek out more interactive and personalized digital experiences from brands. Why it matters: Live shopping will be key to reaching new audiences, engaging shoppers, and driving online sales.
It鈥檚 looking to markets like Mexico and the Middle East to offset potential weakness domestically. These initiatives could eventually make Ulta a nimbler, more effective competitor to the likes of Sephora鈥攂ut such benefits will likely be limited this year, given the severe pressures consumer spending is under as well as the time needed to ensure proper execution.