Pure Beauty

The best beauty e-commerce websites revealed

By Austyn King | Published: 21-Apr-2022

The Body Shop bested rivals Holland & Barrett, Feelunique and Beauty Bay in providing the best online shopping experience for customers

The Body Shop has topped the list of retailers providing the best e-commerce website for customers, according to the latest rankings from the UK Digital Retail Index.

The Natura-owned brand achieved the highest score in the ranking of 500 retailers, based on four key criteria: accessibility, search engine optimisation (SEO), user experience (UX) and site speed.

With a total of 381 points – out of a possible 400 – it came in ahead of rival health and beauty players Holland & Barrett, the second best performing retailer in the category and Feelunique, with the third highest beauty ranking coming in 26th overall.

“What sets the retailers with top-performing websites apart is their commitment to SEO and continuous technical improvements that enhance user experiences,” commented Brad Houldsworth, Head of Product at e-commerce specialist Remarkable Commerce, which compiled the rankings.

“A scalable website that enables them to respond to demand during peak periods is critical for driving sales and building brand loyalty.

“Shopper habits have now changed for good since the pandemic, shifting even further towards e-commerce, and retailers have to be ready for surges during peak periods, or they’ll get left behind.”

The Body Shop beat out larger e-commerce players including Amazon, which came in the lower half of the rankings at 253rd overall, and Asos, at 196th – despite both platforms investing in their beauty offering in recent years.

The top ten best performing health and beauty e-commerce sites

1. The Body Shop

2. Holland & Barrett

3. Feelunique

4. Liberty London

5. Beauty Bay

6. Kiehl’s

7. Dior

8. Avon

9. Liz Earle

10. Specsavers

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