The increased migration of customers from the offline to online channel caused by the pandemic resulted in significant increases in sales for the entire e-commerce. In e-commerce, the position of the Polish cosmetics industry is especially strong. However, the level of advancement of Polish cosmetics producers differs in terms of the tools used to generate online sales and the effectiveness of their use. The biggest "winners" of the spring lockdown in Poland in the beauty category turned out to be entities with already well-developed e-commerce.

This is the result of the report "E-commerce of Polish cosmetics producers" conducted by K2 Precise among the 25 most popular e-commerce websites in the surveyed industry.

They were verified, among others in terms of website traffic, visibility on Google, content marketing activities, implementation of analytical tools, paid promotion in social media and presence in affiliate programs and marketplaces. Experts from K2 Precise also identified areas that have not been sufficiently well adapted and indicated ways to optimize them.

Cosmetics manufacturers rely on traffic from Google

The study showed that for leading Polish players in the beauty industry, the basic sources of traffic in the e-store are: organic traffic, paid advertising in the search engine and direct entries

The share of traffic from social channels varies between 6%. and 35 percent and is related to the advertising strategy adopted by the brand. YouTube traffic also contributes to this result.

Such a high share of Google is not surprising - search engines are the main source of information about a product for the vast majority of consumers (93%). The cosmetics industry scores very well in Google's natural results. In this category, you can find phrases whose popularity reaches tens of thousands of searches per month.

Untapped potential of content marketing

Almost half of all analyzed e-stores do not have a blog section on which they could build their industry expertise. Only 11 stores use blog sections to optimize internal linking, and only 6 go a step further and introduce product boxes into their articles.

Facebook is the most popular advertising

Not all e-stores invest in paid advertising. Some do not use Google Ads ads or use them only to promote the brand. In turn, as many as 3⁄4 use paid advertising in social media. E-stores also rarely use affiliate programs - only 15 percent. of them generate sales through efficiency publishers.

Only 1/3 of producers use the potential of web analytics

The vast majority of e-stores do not have fully implemented analytical tools, and thus cannot effectively implement their marketing and sales strategies. This is an area that requires urgent competences, in particular in the context of introducing the new version of Google Analytics to the market.

Present on Allegro and Amazon, but usually without their own store

There is no problem with buying Polish cosmetics on Allegro or Amazon - almost all brands have their offers. What is surprising is the fact that the producers are giving way to resellers. Only 35 percent. of the surveyed brands have an official brand store on Allegro, and 20 percent. on Amazon. This is all the more surprising as it is estimated that marketplaces' share in the e-commerce market will soon reach 50%.

The image of the Polish cosmetics industry, as shown in the report prepared by us, is the numerical advantage of intermediate and beginner players. Almost all major brands are already present in e-commerce, but there are many areas for improvement, in particular in the area of ​​using advanced advertising tools, analytics and content marketing

-comments Maja Biniewicz, Chief Business Officer at K2 Precise.

About the report

The report "E-commerce of Polish cosmetics producers" was prepared by experts and experts from the K2 Precise agency on the basis of an analysis of the 25 most popular e-commerce websites in the industry. The report analyzed data from, inter alia, from,, SimilarWeb, Kantar, Google Analytics, Facebook Ads Library, Helium 10 and K2 Precise analytical tools. The analysis covers the period from January 2020 to January 2021.

Download the report on

K2 Precise. March 19, 2021.



K2 Precise

Olga Zadroga

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K2 agency

Agata Klusek

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Łukasz Lewandowski

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Grzegorz Glica

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K2 Digital Products

Grzegorz Sperczyński

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Piotr Kościelny

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Emilia Gajzler

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