‘Quick’ Emerging as a Growth lever for Online BPC in KSA
Akshay Jayaprakasan
When online Beauty & Personal Care (BPC) first took off in the GCC, growth was fuelled by increased digital adoption and wider product availability. Over time, however, the market has evolved with consumers embracing not just the convenience of online shopping but also the speed and reliability of newer channels.
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In Saudi Arabia, this shift is even more pronounced. The Kingdom has a higher online BPC penetration than the UAE, and the rise of quick delivery is setting new benchmarks for consumer expectations.
Quick commerce is reshaping beauty shopping habits, driving a meaningful share of GMV and becoming a defining feature of the category’s future. Here’s a closer look at this dynamic changing dynamic.
KSA is a Leader in Online Beauty & Personal Care
Saudi Arabia is the frontrunner in the region’s online Beauty & Personal Care (BPC) market. Online penetration in KSA has reached 20%, ahead of the UAE, where penetration stands at 18%.
This gap, though modest, reflects that consumers in KSA are showing greater comfort and preference for purchasing BPC products online. With strong adoption of e-commerce platforms, increasing trust in digital payments, and the growing influence of social commerce, the Kingdom is setting the pace for digital BPC growth in the GCC.
For brands and retailers, this signals a clear opportunity that KSA is becoming the key battleground for online BPC, where digital-first strategies and localised experiences will define the winners.
Most Online BPC Shoppers Use Quick Channels
In 2024, nearly 2 out of 3 online BPC shoppers purchased BPC products through quick commerce channels. This marks a notable shift in consumer behaviour, as immediacy and convenience become central to how shoppers engage with the category.
This trend underscores the evolving role of quick commerce from just a fulfilment model to a strategic lever for BPC growth. Platforms are leveraging fast delivery windows, curated assortments, and promotional tie-ups with beauty brands to capture wallet share in a competitive market.
For retailers and brands, the opportunity is clear: quick channels are no longer optional, but a must-have in the BPC playbook. While margins can be pressured by higher logistics costs, the trade-off is improved frequency, stronger customer stickiness, and a higher share of impulse-driven purchases.
Quick: Drives 5% GMV and Rising as BPC Growth Lever
Quick delivery is now emerging as a key growth driver in the online BPC segment across the region, already accounting for over 5% of online BPC GMV, signalling a shift in consumer expectations toward immediacy and convenience.
Hyperlocal players such as Ninja, Noon, and Nana are leading this segment, focusing on curated assortments in personal care and makeup categories to capture high-frequency purchases. Pharmacies like Al Nahdi offer 30-minute delivery for select SKUs, while omnichannel retailers such as Sephora provide same-day delivery. Platforms like 6th Street (90-minute delivery) and Centrepoint.com have also introduced quick delivery options.
Investing in quick commerce infrastructure, optimising curated assortments, and integrating omnichannel capabilities will be critical to capturing this fast-growing segment of online BPC demand.
Interested in diving deeper into the BPC and Online Retail landscape in Saudi Arabia? Reach out to us for a more detailed discussion.