Gartner for Marketers Research

Insight Report January 31, 2020

Beauty US: Role of the Brand Site

As retailers like Amazon and Sephora continue to take share of online beauty purchases — now owning over half of the market — brands must evaluate where their websites fit into the consumer journey. Direct-to-consumer brands, in particular, need to reevaluate how they measure site performance and balance conversion with brand-building metrics that prioritize long-term customer value.

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