eCommerce Benchmarks - Skincare Brands

eCommerce Benchmarks - Skincare Brands

December 21, 2022

Jamie Stock

Jamie is an eCommerce Consultant with over ten years of experience. Working on both the brand and agency side gives him a truly holistic understanding of everything eCommerce.

I’ve pulled together some of the current benchmarks we’re seeing in the skincare eCommerce space. These benchmarks will be updated quarterly and should be used as guides. To keep it fair, I have not included which metrics belong to which brand. These are meant as a guide, as the data provided cannot be verified.

The five case study brands in no particular order are:

  • Dermatica
  • Aesop
  • Lumin Skin
  • Lush
  • Skin + Me

Bounce Rate

As shown below, the average bounce rate for some of the top skincare brands is roughly 43%.

Time on Site

The average time on site is roughly 3 minutes.


Is no surprise that a vertical with high frequency would have Direct and Organic search as the most popular channels.

Social Split

YouTube stands out as the most popular channel for almost every brand.

Speeds & Grade

Low Grades are a common missed opportunity for each brand.

Popular Tech





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