Beauty Brands Presence & Share of Search on Marketplaces

As e-commerce grows, so does the need for brand presence across a number of marketplaces. And beauty brands are no exception.

In terms of reshaping how consumers approach wellness and beauty shopping, Amazon stands out as a notable platform.

As per a 2023 Statista report, it’s predicted that Amazon will account for almost 41% of all retail e-commerce sales in the US by 2024, marking an increase of 1.2 percentage points from 2023. Of particular interest to beauty and wellness brands is the health and personal care category – the third largest segment on Amazon’s platform – which is projected to expand by 1.5 percentage points to approximately 35% in the following year.

Beauty Brands’ Presence Across Multiple Marketplaces

Although Amazon is among the most prominent e-commerce platforms for brands, it remains essential for them to establish a presence on additional marketplaces like Flipkart. By doing so, brands can broaden their target audience, amplify revenue generation, and improve brand presence.

Consequently, diversifying platform distribution proves advantageous for enhancing overall brand competitiveness. Brands can no longer rely solely on one platform, no matter how dominant it may be. By expanding to platforms like Flipkart, and Nykaa, and even emerging platforms like Meesho, beauty brands can tap into different demographic segments and customer preferences.

Moreover, being present on multiple platforms allows brands to leverage each platform’s unique features and promotional tools. For instance, Flipkart’s Big Billion Days or Amazon’s Prime Day are significant sales events that can drive massive traffic and sales. Brands that strategically plan their promotions around these events can significantly boost their visibility and sales.

Challenges in Managing Presence Across Multiple Marketplaces

Nevertheless, this approach presents certain difficulties as well. Managing presence across multiple marketplaces is not without its challenges.

Some of the challenges beauty brands face in terms of brand presence include:

• Time-intensive management of multiple listings: Ensuring that product information, images, pricing, and stock levels are updated across all platforms can be highly time-consuming. Each platform has its own set of guidelines and requirements, adding to the complexity.
• High costs associated with maintaining a presence across several platforms: Listing fees, advertising costs, and the need for additional resources to manage these listings can add up quickly. For smaller brands, these costs can be prohibitive.
• Inconsistent pricing by sellers due to lack of centralized control: Without a centralized pricing strategy, prices can vary significantly across platforms, leading to customer confusion and potential loss of trust.
• Difficulty in tracking inventory and ensuring accurate product availability: Keeping track of inventory across multiple platforms can be challenging, especially during peak sales periods. Stockouts on one platform while having excess inventory on another can lead to lost sales and increased holding costs.
• Managing reviews or feedback from customers who have had different experiences on different platforms: Customer experiences can vary across platforms due to differences in user interface, delivery times, and customer service. Managing and responding to reviews and feedback consistently can be daunting.

Importance of Share of Search (SoS) for Beauty Brands

But more than being present on these marketplaces, the share of search of each brand is what having a good brand presence is all about!

Let’s look at some of the big brands in beauty like Plum, Biotique, Mamaearth, Lakme, etc., and their brand presence on marketplaces like Amazon and Flipkart based on their Share of Search percentage:

What is Share of Search (SoS) and why does it matter for Beauty Brands?

Share of Search (SoS) refers to the percentage of total searches conducted online for a particular category or keyword that a specific brand captures. It serves as an indicator of consumer interest and intent towards a brand within its respective industry, in this case, makeup brands, with Mamaearth leading on Amazon and Pilgrim on Flipkart.

Keeping a regular watch on SoS enables companies to detect potential growth areas, keep tabs on competitors’ progress, and fine-tune marketing approaches based on these findings. As compared to conventional metrics like share of voice or market share, which typically depend on past information and might not precisely represent current fluctuations in consumer desire, SoS has recently gained traction owing to its accuracy in depicting real-time changes. 

Strategies to Improve Share of Search

Improving Share of Search for beauty brands involves several strategic actions:

1. Keyword Optimization: Ensure that your product listings are optimized with relevant keywords. This helps in improving visibility when consumers search for specific terms.
2. Content Quality: High-quality product descriptions, images, and videos can significantly impact consumer interest and engagement. Detailed and attractive listings are more likely to capture attention.
3. Advertising: Invest in paid search advertising to boost visibility. Sponsored product ads can place your brand at the top of search results, increasing the likelihood of clicks and purchases.
4. Customer Reviews: Encourage satisfied customers to leave positive reviews. High ratings and positive feedback can enhance your brand’s credibility and attractiveness.
5. Promotions and Discounts: Regular promotions and discounts can drive more traffic to your listings, thereby increasing your share of search.

Conclusion

Expanding brand presence beyond just Amazon and exploring other e-commerce marketplaces like Flipkart offers immense benefits for beauty brands looking to widen their customer base, boost revenue, and enhance visibility.

While managing multiple listings comes with inherent challenges, keeping track of your Share of Search (SoS) ensures a robust brand presence. Stay updated on consumer interest and intent, monitor competitors, and refine marketing tactics using SoS – a key metric that truly reflects the effectiveness of your multiplatform strategy.

If you’re interested in knowing your beauty brand’s share of search, schedule a demo with us today.