The dermocosmetics sector is undergoing a key transformation in its marketing channels. According to data presented at the II E-Dermo Pharma Summit, recently held in Madrid, the online channel is growing at a rate four times higher than physical distribution. This data reflects the significant change in consumption habits and the consolidation of e-commerce as a growth engine for the category.
A more digital and demanding consumer
The profile of the dermocosmetics consumer has evolved significantly in recent years. Currently, it is a highly informed user who values the shopping experience, accessibility and personalization. This transformation has favored the digital environment, where online pharmaceutical channels have conversion rates higher than the average for the beauty sector.
The average spend in online pharmacies is €54.68, well above the €19.59 of the general facial care ecommerce channel, which highlights the consumer's commitment to higher value-added products and specific solutions. In addition, the conversion rate in pharmaceutical ecommerce reaches 1.88%, with peaks of up to 3.56% in repeat customers.
Digital innovation as a competitive advantage
Companies that have incorporated technologies such as artificial intelligence, virtual assistants or personalized recommendation systems have improved their commercial performance and SEO positioning. These tools allow optimizing the user experience and generating a more direct and effective relationship with the consumer.
Likewise, the role of social commerce is consolidated as a channel of influence and sales. Platforms such as TikTok or Instagram have become key tools for digital prescription, thanks to the presence of professional profiles —such as pharmacists and health experts— who combine dissemination with personalized advice. This hybrid prescription model enhances consumer confidence and accelerates conversion.
A market in transition, but with a defined course
The report presented during the Summit underlines that, although the physical channel maintains its relevance, ecommerce is positioned as a strategic axis for the development of dermocosmetics in the coming years. Brands that bet on an omnichannel strategy, integrating valuable content, technology and user experience, will be better prepared to respond to the new demands of the market.