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Amazon and Walmart scoop up beauty sales as shoppers search for convenience: Our Industry KPIs data shows that the two account for the majority of purchase intent clicks in the beauty and personal care category.

Apparel surges: Apparel and beauty content engagement is trending down overall鈥攂ut not for Gen Z. Unique visitors ages 18 to 24 to apparel websites grew 26.5% from June 2024 to December 2024. Engagement was highest toward the end of seasons. Unique apparel visitors grew from 15,446 in June to 17,046 in August.

Social commerce is gaining momentum in the UK鈥攚ith sales set to double by 2028鈥攁s major brands join TikTok and as more people shop on social platforms.

Additionally, beauty brands like e.l.f. Cosmetics, Fenty Beauty, and Maybelline, manage activations and games on the platform. Meanwhile, Walmart built out a whole marketplace called Walmart Discovered, where users can personalize their spaces, discover items, and also play games.

High-income shoppers have more flexibility in their spending decisions. Hence, they can afford to deliberate on a new brand or product before making their final purchase, especially if they can hold out for higher quality. As such, the source of product discovery often differs from the purchase channel. This deck will:.

For example, over 30% of these young consumers have cosmetic products meant for people three times their age. And 75% believe they deserve to get 鈥渕ost鈥� of what they want.

Our take: ShopMy has primarily focused on beauty, fashion, and skincare marketing but sees significant growth opportunities in adjacent categories like wellness, maternity, and food and beverage. The platform also aims to expand its advertiser base internationally. Go further: Read our Influencer Marketing Agency Ecosystem 2024 report.

Gen Z spends significantly on beauty products online while favoring in-store shopping for apparel. For groceries, this tech-savvy generation relies heavily on search engines and social media to discover new products. Additionally, the trend toward low- and no-alcohol beverages is gaining momentum, as many Gen Zers embrace initiatives like Dry January.

Toiletries and cosmetics include diapers, skincare such as cleansers and moisturizers, contraceptives, cosmetics and makeup, deodorant, toothpaste, razors, and haircare. Alcoholic beverages include hard seltzers, liquor, beer, wine, champagne, and cocktails/malt beverages.

German grocery retailer Lidl launched a TikTok Shop pop-up in the UK, marking one of the first major grocery retailers to experiment with TikTok鈥檚 ecommerce capabilities.

TikTok Shop leans on top brands, live shopping to boost holiday sales: The platform will feature exclusive products from brands like Benefit Cosmetics and celebrity-led livestreams alongside Cyber Five discounts.

It recently partnered with ad tech provider The Trade Desk and rewards platform Ibotta to help advertisers deliver more personalized campaigns and coupons across beauty, alcohol, and other categories. Its outlook anticipates 鈥渟ignificant鈥� investment in expansion, which could pressure its profits.

Nordstrom targets teens with curated beauty selection: The department store hopes to capitalize on their growing appetite for premium products and desire for in-store purchases.