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Top 50 Health & Beauty Report 2021

Download the Health & Beauty Top 50 Report

The top 20 ecommerce health & beauty brands of 2021 have been revealed, following the launch of the Top 50 Health & Beauty Ecommerce Report from payments solution Adyen and ecommerce growth agency Fluid Commerce.

The 2021 report analysed 50 ecommerce brands built on Adobe Commerce, assessing their websites against a series of ecommerce best practice criteria. When compared to the 2020 edition, this year’s report highlights which brands have invested heavily in their online stores since the pandemic began. 

The greatest improvement was found within the hair & grooming industry, with the collective score for the merchants in this sector increasing from 55% in 2020 to 66% in 2021. The average score for all retailers included in the report was 61%.

Coming out on top in 2021 are Cytoplan with 78%, moving up from 63% in 2020, and Executive Shaving, which increased from 63% in 2020 to 77% in 2021. Beauty Works came in third place with 76%. These retailers increased their scores by focusing on three key ecommerce areas: Delivery, Payments & Checkout and Speed.

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The report judged online health & beauty retailers based on qualities such as speed and security, trust, navigation, product pages, checkout and payment, delivery and returns, and community.

Fluid Commerce managing director Adam Hindle says: “With life almost back to normal, the impact of the pandemic on ecommerce will not fade quickly. Customers' expectations of a smooth, slick and speedy ecommerce experience has never been higher, and it is fantastic to see how many health & beauty brands have invested in their ecommerce presence over the last eighteen months.

“The improvement among the hair & grooming sector is particularly notable - with so many of us resorting to DIY haircare in the last 18 months, it is worth acknowledging the hard work that brands have put in in order to meet this surge in online demand. Now that hair salons are back open, we look forward to seeing how brands continue to innovate and improve their online offering to keep their new customers’ attention.”

Featuring leading brands such as ELEMIS, Bodybuilding Warehouse and Augustinus Bader, research in the report reveals:

  • The top 20 retailers

  • What makes for an outstanding product page

  • How to create a checkout experience that delivers

  • Who leads the pack for navigation and UX

Download the Health & Ecommerce Report report now to discover inspiring examples of ecommerce excellence, and learn best practice top tips.

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