It’s been a topsy-turvy year for beauty retail, with unprecedented digital sales far outpacing brick-and-mortar.

What criteria are eCommerce beauty consumers considering when making their selections?

Perhaps the most notable finding from Dotcom’s 7th annual eCommerce consumer study of 1,137 U.S. online shoppers, is what a tremendous impact sustainable packaging has on purchase decisions and brand affinity. The firm outlined a number of key packaging takeaways shaping the eCommerce landscape—including several specific to beauty consumers.

Dotcom’s data showed that every category of shoppers agreed that sustainable packaging is the environmental factor most likely to make them shop with a brand. For beauty consumers, the second most influential factor is ethical sourcing.

As far as inner packaging, sustainability again emerged as the most influential factor for beauty consumers when choosing which brands to shop with (41%); the No. 2 spot went to free samples (38%)

End results are also important. Consumers who purchase beauty/cosmetics online are among the groups most supportive of a circular economy (41%).

What’s more, among packaging factors (e.g., free samples, gift-like packaging), sustainable packaging is the one most likely to compel an online shopper to be a return customer (42%). Likewise, among environmental factors (e.g., ethical sourcing, fuel-efficient transportation, product ingredients), sustainable packaging was reported as the most attractive feature (45%).

Given the choice between receiving an online order in a box or a poly bag, 82% of all respondents said they prefer boxes, citing better protection in transit, more eco-friendly—and reusable.

In terms of demographics, luxury shoppers placed more emphasis on environmental factors when making purchase decisions. More men reported prioritizing sustainable packaging than women.

Consumers over 60 years old led in crediting sustainability as the packaging factor most likely to make them want to shop with a brand again. Younger e-shoppers favored branded and gift-like packaging, which they said increases their excitement about receiving/opening a package.

We hope you’ll be excited by the wide array of innovative and sustainable packaging you’ll find detailed in this issue—and at BeautyPackaging.com.