A Study of Innovative Trends in E-Commerce with Reference to Beauty and Personal Care Industries

The beauty and personal care industry in Mumbai is undergoing significant shifts due to evolving e-commerce trends. However, the interplay between customer satisfaction, technological innovations, and brand influencer marketing remains underexplored. This study examines the relationships between customer satisfaction and purchase sources, gender-based perceptions of augmented reality (AR) and virtual reality (VR), and age-based influences of brand influencers on e-commerce growth. A descriptive research design was employed, using non-probability convenience sampling to collect data from 115 participants through an online survey. Primary data were gathered via structured questionnaires, while secondary data were sourced from industry reports and academic literature. The Chi-Square Test of Independence was applied to analyze the data using SPSS. The findings of the research study revealed that 64% of respondents shows positive sentiments with their online shopping experiences, although customer satisfaction was not significantly influenced by the source of purchase. AR/VR technologies were positively perceived by 57% of respondents, with no significant gender differences in their effectiveness. Both genders valued AR/VR equally, indicating their universal appeal. Conversely, age significantly influenced perceptions of brand influencers, with younger consumers (18–25 years) considering them essential to e-commerce growth. This study highlights the need for businesses to enhance customer experiences through improved product quality and service, invest in user-friendly AR/VR technologies, and tailor marketing strategies to diverse demographic segments. The research contributes to a deeper understanding of consumer behaviour in the beauty and personal care e-commerce sector, offering actionable insights for businesses to thrive in a competitive landscape. Keywords: E-Commerce, Beauty and Personal Care, Customer Satisfaction, AR/VR Technology, Brand Influencers.