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42% of online beauty shoppers expect rapid delivery, survey finds

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A new survey has highlighted the importance of speedy delivery for consumers buying health and beauty products online. Nearly half of shoppers now expect beauty brands to offer guaranteed same-day or next-day delivery, rising to 57% of those aged 16-24.

The study, by rapid delivery firm Gophr and Censuswide, also found that social media has a large part to play in driving these expectations. Some 14% of Instagram shoppers expect same-day delivery to be the fastest option available, while 35% want to see guaranteed next-day delivery.

This can also been seen in shoppers buying directly through TikTok. With 13% expecting same-day delivery to be available, and 37% expecting guaranteed next-day delivery.

There is a mismatch however in what services beauty retailers offer. The report found only 5% of the UK’s 100 top beauty brands offer guaranteed same-day delivery (Byredo, Chanel, Diptyque, Illamasqua and Jo Malone), which was down from 6% last year.

Additionally, there were also only 50 brands offering guaranteed next-day delivery as their fastest option, again down from the 52 offering the speedy delivery in 2022.

“It’s not enough to have a logistics programme that enables fast delivery when people buy at your website – you also need to be able to ship products at speed to those who’ve bought directly through their social feeds,” said Graham Smith, strategic account director at Gophr.

“If a brand is investing in online and social media marketing, it has to be able to meet the demand it’s generated and have the distribution channels in place to act quickly.”


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