The future of beauty: can Amazon replicate the Tmall (Alibaba) model?

According to a McKinsey-Business of Fashion study, marketplaces such as Amazon are already the leading online sales channel for beauty products, capturing 28% of sales, twice the share of both corporate websites and specialised retailers such as Sephora, both at 15%.

It would seem that in the West Amazon has already won the digital race in beauty, particularly in the luxury segment. In fact, even in Italy Amazon is already a significant player, and as of this year it has been included in the sector sell-out panel, the results of which are religiously studied by the management of major companies