In 2024, US beauty and personal care e-commerce sales increased by of 16%. The share of beauty and personal care sales taking place online also increased, from 35% to 39%. Within this expanding digital landscape, Amazon further solidified its dominance, 47% market share in 2024, an increase from 44% in 2023. Meanwhile, Sephora, the second-argest online retailer for beauty and personal care in the US, experienced a slight market share dip from 10% in 2023 to 9% in 2024 despite growing value sales.
The global online marketplace landscape is evolving rapidly, driven by technological innovations, shifting consumer behaviours and fierce competition. Established giants must increasingly contend with fast-growing upstart platforms, creating new opportunities for brands and sellers.
At Shoptalk Europe, a premier gathering held annually in Barcelona for retailers, brands and industry professionals, the conversation centred on the evolving landscape of modern retail.
In 2025, the retail sector is transforming as discount-orientated retailers continue to outperform the market amid economic uncertainty. Meanwhile, social media platforms evolve into important retail players in their own right.
Retailers’ constant experimentation with new concepts and formats helps to lay the groundwork for the industry’s future. In 2025, one of the most important areas of innovation in retail formats – new digital interfaces – focuses on the online realm. Another – experiential retail – focuses on the offline. This emphasis on both the digital and experiential dimensions of shopping underscores the strategic role that new concepts are playing in shaping the retail industry’s evolution.
This infographic highlights recent retail trends and Euromonitor's projections for the industry.