Even though just 1% of Personal Care sales happen online, that number is expected to grow to up to 5% by 2018 and to as much as 10% thereafter. Retailers with an online presence – particularly Amazon and Walmart – will play a large role in this online growth. L2’s Digital IQ Index: Personal Care | US reveals brands are working with these players to increase their repeat customers.

Brands seem to be incredibly invested in Amazon. 95% have at least one product eligible for Amazon’s Subscribe & Save and 55% feature multiple images of a product on the Amazon product page. And some have decided to invest in controlling the perception of their brands on Amazon; 26% of brands have a custom storefront on Amazon.


Brands are starting to invest in Walmart. Close to half of brands placed a manufacturer’s description on at least one of their products, and 26% place product videos on at least one of their product pages. (30% of brands placed product videos on Amazon product pages.) Few brands have custom storefronts (6%) but that number is bound to increase once Walmart further reveals its digital and multichannel ambitions.

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