Fragrance ecommerce isn’t quite coming up roses

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Fragrances will see about $240 million in US ecommerce sales this year, following a massive 72.9% growth rate in 2021, when consumers returned to social activities but stuck with their pandemic-induced habit of shopping online.

Beyond the chart: For many consumers, however, shopping for scents online just doesn’t make sense. Fragrances account for just a whiff of cosmetics and beauty ecommerce, making up 1.3% of the broader category’s $18.60 billion in online sales this year. Within the fragrance market itself, ecommerce penetration will linger below 5% through 2026, even as online sales increase as a proportion of the industry’s $7 billion in retail sales.