The cosmetics e-commerce market has increased significantly. Department stores and counseling manufacturers have doubled from the previous year.

 The market size in 2020 will be 375.7 billion yen (up 20.6% from the previous year). As consumers' cosmetics purchasing channels are shifting to EC due to refraining from going out, further expansion is expected in the future. The market size in 2021 is forecast to be 416.6 billion yen (up 110.9% from the previous year).

Due to the strong performance of EC platforms such as Rakuten and Amazon and the acceleration of digitalization in recent years, entry into the cosmetics mail-order market, which was originally easy to enter, is increasing. In addition, manufacturers that have mainly contracted with retail stores to sell products, such as institutional product manufacturers and department store manufacturers, are also strengthening their development with the aim of acquiring new customers. The cosmetics EC market accounted for 13.7% of the total cosmetics market, up 4.0 points from the previous year.

Looking at the market size in 2020 by manufacturer type, mail-order manufacturers that have EC as one of their main channels are the largest at 296.8 billion yen (112.5% ​​compared to the previous year). The number of manufacturers focusing on EC is increasing by reducing the number of catalogs issued and the amount of commercials dropped in order to popularize smartphones and reduce costs. It is said that the EC conversion rate continues to rise. In addition, department store and counseling manufacturers have doubled in scale from the previous year to 28.1 billion yen. Originally, department stores were focusing on EC due to the decrease in the number of stores, but the movement to further strengthen it became remarkable due to the temporary closure last year, and even after the cancellation, skin measurement and make-up simulation were carried out on the EC site, and the results increased. It is said that it is. However, as the corona slump settles down in the future, consumers seeking touch-ups at the counter will return to stores, and the growth in the EC rate is expected to stagnate temporarily.

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