Analysis of the impact of mega and macro trends on the online cosmetics stores

Online cosmetics stores are a rapidly growing and highly competitive segment of the e-commerce market. Consumers of online cosmetics stores put forward more stringent requirements for both the goods themselves and the service, which is associated with high competition, the constant growth of the range of cosmetics and the great variability of their purchase. In this connection, monitoring, analysis and interpretation of trends is a key factor in the development of online cosmetics stores. The article presents an analytical review of mega and macro trends, as well as an analysis of their impact on online cosmetics stores and consumers. This analysis forms an understanding of the prospects and direction of development of online cosmetics stores in general, and can also help in the formation of a flexible toolkit for adapting to the rapidly changing conditions of the modern world.