Consumers in the beauty industry often don't use Google Search

Many digital marketers are likely already aware that traditional Google searches, visiting websites, and making purchases are no longer a given. But in the beauty industry or the health and wellness sector, this percentage is even higher.

A recent study by Stella Rising of 511 consumers shows that a full 57% of consumers do not use Google as their first step when searching for or buying a product. Instead, they turn directly to platforms like TikTok, Instagram, YouTube, and AI tools. And the most striking thing about this? This isn’t limited to the youngest generation (Gen Z). Consumers in their 40s and 50s and older are also using these channels extensively.

Search has become a relay race

Instead of a single, fixed channel, the customer journey is now a relay race between different platforms:

1. Initial exploration (social media / AI): Consumers discover an interesting product via TikTok, Instagram, or a recommendation from an AI chatbot. Only 43% still start directly on Google.

2. Verification (Google): For example, if someone sees a product on TikTok, only 7% buy it directly on the platform. A full 72% then go to Google to search for reviews, user experiences, and trustworthy online stores.

3. The Purchase (Your Website): Only when your online store inspires trust, loads quickly, and provides clear product information will the order finally be placed.

In short: TikTok and Instagram answer the question “Does this product work?”, while Google and your website answer the question “Is this seller trustworthy?” But even this is by no means set in stone, and the customer journey can now take all sorts of forms. Furthermore, the initial perception of a brand or product is more important than ever. The actual purchase may not take place until much later, once trust has been established.

What does this mean for your online store and your digital strategy?

As an online store owner or digital entrepreneur, it’s essential to be present at every stage of this relay race. Focusing exclusively on traditional SEO on Google is no longer enough—but without a strong website with good search engine optimization, you’ll lose potential customers just before the finish line.

Here’s how to respond effectively:

1. Make sure you’re discoverable as a “source of validation” (SEO & reviews)

When a potential customer types your brand or product name into Google after hearing about it on social media, your website needs to be at the top of the results.

• Make sure your product pages are easy to navigate: Clearly list the ingredients, how the product works, and usage instructions.

• Display reviews: Genuine customer reviews eliminate any lingering doubts.

2. Use videos and visual content

Since consumers are increasingly searching via platforms like Instagram and YouTube, it makes sense to create short videos (Reels, Shorts, TikToks). Show how your product works, offer tips, and wrap up with a link to your website. Also, incorporate influencers into your marketing budget. Sponsored content with the right influencer can significantly boost your target audience’s trust. Simply partnering with just any influencer can often leave a negative impression. Therefore, carefully select who you approach, as well as which platforms and influencers to work with.

3. Ensure a lightning-fast and reliable online store

When a visitor lands on your site via social media or a search query, every second counts. A slow website will cause the visitor to bounce immediately and end up switching to a competitor.

At MijnHostingPartner.nl, we use our fast SSD web hosting and optimized packages to ensure your website or WooCommerce online store always runs at top speed. That way, you won’t miss a single conversion due to frustration over long load times when consumers land on your site via a search.

The way consumers search for products has changed, but the core remains the same: trust and discoverability at the right moment. By being active across multiple channels and laying a solid foundation with a fast, secure website, you’ll get the most out of your online business.

Would you like to equip your online store with a fast, reliable hosting solution? Check out our Linux web hosting packages and make sure your website is ready for today’s and tomorrow’s visitors!

Source: https://searchengineland.com/beauty-consumers-google-search-493828