For several years now, online has been the fastest growing channel of the cosmetics retail market in Poland, and this will not change in the coming years. Between 2020 and 2025, internet sales will grow by an average of 9.5% a year, i.e. more than three times faster than the market as a whole, according to a new report from PMR, “Cosmetics retail market in Poland 2020. Market analysis and development forecasts for 2020-2025“.
In 2019, online sales of cosmetic products in Poland reached PLN 2.6bn (€611m), and accounted for almost 11% of the entire cosmetics retail market. According to PMR forecasts, this share will increase to almost 16% in 2025.
Several factors explain the fast growth of the internet channel. For one thing, cosmetics chains have been launching their e-shops. All the major ones have now done so. The last of the pack to enable online shopping was Hebe, in July 2019. And the popularity of their e-shops keeps increasing: Rossmann’s was forced to scrap free in-store pickup last year, after it was overwhelmed by orders during one of its frequent promotions.
Meanwhile, new online-only players continue to enter the market. A prominent recent example in Flaconi, a leading e-tailer of perfume and beauty products in Germany, which launched in Poland in 2019. Non-cosmetics e-tailers are foraying into cosmetics, too: Zalando strongly expanded its beauty offer last year, for example.