In this video interview, L2 Founder Scott Galloway says Germany has the characteristics of a large digital Beauty market. The country has more internet users than any other country in Western Europe, and its online consumers make up a larger portion of total consumers than in any other country. However, privacy regulations and frequent returns pose challenges for e-commerce. Germans return 40 to 50% of e-commerce orders. Furthermore, Germany has four or five different mid-size to large markets (as opposed to one large market such as London or Paris), which makes building a brand difficult. Galloway says these complexities lead to brands deciding to invest elsewhere. To read more about the German beauty market, download our Digital IQ Index: Beauty | Germany report.
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