Setting up your online cosmetics store

Cosmetics are a very attractive niche for e-commerce sellers. However, competition is fierce, so you shouldn’t launch without taking precautions. Setting up an online cosmetics store requires meticulous preparation, so you can put every chance on your side of reaching your goals.

The qualifications needed to sell cosmetics online

If you simply resell cosmetics products, no qualification or diploma is required. However, if you plan to create your own products, you are subject to French and European regulations.

You must:

• register on the CPNP, the European portal for notification of cosmetic products;
• provide documents proving that you do not use any prohibited substance;
• present a test demonstrating the stability of your products and determining an expiry date;
• carry out microbiological tests;
• obtain approval of your products from an independent laboratory;
• ensure compliant labeling, according to EC standard No. 1223/2009;
• complete your Product Information File required by Article 11 of Regulation No. 1223/2009;
• send this file to the regulatory body via the CPNP.

If you are a reseller, you must make sure that the manufacturer of the products you want to sell is indeed compliant with the required standards.

Writing a business plan for your online cosmetics store

The business plan is an essential document for any entrepreneur investing in a business. It is drawn up beforehand to confirm the viability of your project. It allows you to determine the investment you need and to develop your business strategy.

The business plan includes a market study that confirms you have chosen a niche likely to be profitable. To do this, you need to work on your target audience, the specifics of your business strategy, the originality of your products, and so on.

The financial section gives you arguments to obtain the backing of investors, including your bank. You also rely on a written section in which you present your project and any team you will be working with. If you are working alone, you must prove that you can handle all the tasks.

Finally, the business plan for your cosmetics e-commerce serves as a roadmap during your first years of operation. You track the progress of your store in real time and adjust your investments and marketing based on how your results compare to your forecast.

The importance of market research

Market research for your online cosmetics store is essential to the success of your project. It examines its profit potential while taking competition into account. It helps define your target audience, an essential element for establishing a sharp, effective business strategy.

Think about your shipping method

The shipping method for your parcels needs careful thought. A cosmetics order can weigh anywhere from a few grams to several kilos. You therefore need to find the carrier(s) offering the best rates as well as the best delivery conditions. Your customers must receive their orders quickly. Additionally, they shouldn’t need to be present to sign for a receipt as long as their parcel fits in their mailbox.

It’s not advisable to charge shipping fees for small orders, as this would double the price for your customer. You should therefore factor this cost into your selling price. For heavier orders, it’s up to you to decide whether it’s better to add a delivery charge or whether you can also include it in the selling price. In any case, don’t forget to factor in these costs to protect your margin.

International shipping

In any case, think about international shipping, as costs can be much higher. If you don’t deliver to every country, state this clearly on your website. You can also handle this on a case-by-case basis and ask customers outside France (or outside the few countries you list) to send you a message so you can set a delivery rate based on the destination.

If you plan to grow your business outside France, including outside the eurozone, choose accounting software for your online cosmetics store, like Bizyness, that automatically converts currencies and the invoicing language.

Selecting the manufacturers whose products you will resell

If you set up as a reseller, choosing the manufacturer(s) of the cosmetic products is fundamental to your success. You need quality products that will satisfy your customers and generate positive word of mouth. Their price must be reasonable, so that you can resell them at a price acceptable to your target audience while making a sufficient margin that generates money to invest in your store and to pay yourself.

Take your time to find the best and most original products. Competition is fierce, and you need to stand out to carve a place for yourself in this sector. Organic products are naturally very much in vogue. Make sure the organic label is justified through recognized certifications.

Building the online store

After thorough preparation that has validated the viability of your project, it’s time to move on to building your online cosmetics store.

Choosing the platform

There are CMS (Content Management Systems) designed specifically for online stores that you can adapt to any product. They let you customize your site with your logo and visual identity, while ensuring you have the essential features for a business, including payment methods.

Compare prices and features to choose the one that best suits your project. Think about how you’ll manage your store going forward. You need to be able to sync it with your accounting software in order to automate as many tasks as possible. Online invoicing software like Bizyness, for example, is designed for e-commerce. It is notably compatible with Shopify, WooCommerce and Wizishop.

Choose your domain name

Choosing your domain name requires careful thought, as it’s a permanent decision. It should be evocative, easy to remember and simple to spell. Take the time to think it through and ask people around you for feedback and comments on the options you’re considering. It’s essential to test your domain name on people outside your project, as they’ll have the outside perspective you lack.

Make sure your domain name isn’t already in use and legally protected.

A few essential elements for your online cosmetics store

Your sales site must be clear and intuitive. Avoid convoluted layouts and heavy graphics, especially animations. Many areas in France still have poor connectivity. If a page takes several seconds to load, and internet users tend to be impatient, you risk losing many sales opportunities.

Beyond your product listing pages, you need to build out your site to attract prospects, inspire their confidence, encourage them to fill their cart, and then complete their purchase.

• The homepage presents your business and its strengths. It lets you showcase your new arrivals, promotions and free sample offers.
• The “about” page is very important, as it lets your visitor identify with you. It should be concise and inspire confidence.
• The “Contact” or “Customer Service” page is essential so your customer can reach you easily.
• The blog should be regularly updated with articles on topics related to cosmetics: tutorials, general information, product benefits, and so on.

Payment methods

To make it easier for your customers to buy, it’s advisable to offer several payment methods. Always keep customers abroad in mind.

Social media

Social media has become essential for any online business. It lets you communicate in a privileged way with your prospects and customers. Facebook remains a classic choice for its popularity and its ability to accommodate all types of posts: written content, photos, video, polls, contests, and so on.

You can also focus on one or two other platforms; however, avoid spreading yourself too thin. Update your social media regularly to build an ongoing connection with your community.

Work with influencers

There are countless influencers who can help you grow your business. Smaller influencers have the advantage of being less demanding. Their community is smaller than that of the most famous influencers, but it is much more involved and engaged, which ensures you an excellent return on investment.

Loyalty programs

Since cosmetics are consumable products, it’s in your interest to build customer loyalty. Think about ways to give them gifts without cutting too much into your margin: discount coupons, loyalty cards, free shipping, and so on.

Invoicing software for your online cosmetics store

The choice of invoicing software for your online cosmetics store should be based on its strengths. The goal is to allow you to spend as little time as possible on your accounting so you can focus on growing your store. You’ll already be busy sourcing new products, handling shipments, managing stock, running your site and social media, and managing sales.

The accounting software for your cosmetics e-commerce business must be compatible with your CMS, allow you to automate as many tasks as possible, be compatible with tools like Zapier, sync with your business bank account, be customizable so you can issue documents that identify you to your customers, and handle foreign currencies.

We invite you to try Bizyness, accounting software for online stores that offers all these features. During a two-week free trial (no credit card required), you’ll have the chance to test all its services.