Nearly 2 million internet users in e-drugstores
The number of visits to e-drugstores and e-perfumeries more than doubled within a year. Would you like to know which of them enjoy the greatest interest of Polish internet users? The latest analysis by Gemius has what you need.
According to the Chamber of Digital Economy (e-Chamber), perfume and cosmetics are the products categories that gained most popularity in consumers who shop online within the last five years. Gemius has decided to check which e-drugstores enjoy the greatest interest among Polish web audience. The analysis included the latest data from December 2014 and December 2013.
It turned out that:
- Within the year in question, the interest in online drugstores increased two-fold. In December 2014 they were visited by 1.9 m web users (9 per cent of all online population aged 7+), while in December of the year before, they attracted 0.9 m users (4 per cent).
- Among the analysed websites, the December’s favourite was Douglas.pl. It then recorded 480 thousand internet users. Only slightly fewer (420 thousand) internet users visited Sephora.pl. The ranking list of Poland’s three most popular e-drugstores closes with Iperfumy.pl, with 370 thousand users in December 2014.
Department stores to compete with e-drugstores?
The reasons for the double increase in the number of internet users visiting e-drugstores within the year are analysed by Maciej Milewski, Business Consultant at Gemius: “The rise is mainly due to online sales investments made by the largest e-drugstores such as Douglas or Sephora. Another factor is the increase in the number of online stores offering products from this range”, he believes.
In the Business Consultant’s opinion, e-stores that have so far been known for narrow specialisation, are now extending their range by including cosmetics and perfume. “The market is becoming an increasingly competitive place, which is a significant challenge for the smaller e-drugstores and e-perfumeries”, Maciej Milewski of Gemius sums up.
About the Research
The data comes from gemiusAudience, an international research project conducted by Gemius in over 30 countries in Europe, Middle East and North Africa. It aims to determine the number and demographic profile of internet users and to learn about the ways in which they use the net: websites, audio and video material, or applications. The research is carried out in compliance with the international code of conduct ICC/ESOMAR.