Health and beauty products are among the fastest growing categories for ecommerce, according to a new report from ecommerce analytics firm ecommerce-marketing. 

In 2018, ecommerce accounted for 21% of the global market, up from 13% in 2017, according the report by ecommerce marketing company ecommerce platform eCommerceMarketplace. 

The company also revealed that ecommerce accounts for just 4% of overall ecommerce spending in 2018, down from 7% in 2016. 

According to ecommerce marketer Jason Johnson, this is likely due to the increasing amount of customers who are shopping online, which allows them to get more value for their money. 

“It’s an online space that’s rapidly growing, and there’s an abundance of people looking for the products and services that they need,” he said.

“If you look at our customer base, it’s almost 50% female and 25% Caucasian.

We’re finding a lot of people who don’t necessarily have a medical need, and so that’s one of the reasons why they’re looking for eCommerce.”

Johnson added that eCommerce Marketplace, which has a presence in the US, UK and Australia, has found that “the majority of its clients are looking for medical care, so the market has been very active”. 

Johnson said that although eCommerceMarkets study only focused on ecommerce in the United States, there is a “clear need” for a similar study in Australia. 

More from eCommerceMarks study: ‘The ecommerce boom is here to stay’ The survey also found that eShop, the world’s biggest online shopping platform, is experiencing an explosive growth in 2018.

 More than 2.5 million eShop shoppers bought products in 2018 alone, up nearly 60% from the year before. 

With a focus on helping shoppers buy their favourite brands, eShop offers more than 20,000 products, ranging from shoes to cosmetics and home care to food and fashion.

“As eCommerce grows, so does the demand for its products,” said Johnson. 

ECommerceMarketing also found evidence that the health and beauty sector has seen a significant increase in activity over the past 12 months.

Healthcare accounted for more than 4% in 2018 (up from 3% in the previous year), while eCommerce accounted for almost 7% of total healthcare spending. 

As for the healthcare sector’s growth in 2020, Johnson said: “In 2020, the growth rate for health care was more than doubling, and it’s actually growing faster than the overall health industry.” 

“We’ve been seeing a lot more health care companies on eCommerce than the industry as a whole, and they’re using eCommerce to drive a lot higher-value sales.” 

The health and wellness sector accounts for more that 4% (up 1.2% from 2018) of total ecommerce spend in 2018 and accounts for a growing share of ecommerce activity in the industry. 

Johnson also said that e commerce platforms are increasingly using ecommerce to sell to healthcare providers. 

“[These are] the health providers who have a need for the product or service, or they’ve got a lot in mind for the item,” he explained. 

While eCommerce platforms have been working hard to become more attractive to healthcare practitioners, Johnson added that the growth in healthcare is also a “big part of the reason eCommerce is a huge market”.

“It is certainly not a small market, and we think it’s very important to continue to attract the best people to eCommerce and help them to grow their business,” he added. 

If you want to read more about eCommerce, click here.