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:

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

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Bounce Rate

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

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Time on Site

The average time on site is roughly 3 minutes.

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Channels

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

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Social Split

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

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Speeds & Grade

Low Grades are a common missed opportunity for each brand.

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Popular Tech

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Resources

Simialrweb

Pingdom

Builtwith

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