Benchmarks / Beauty and personal care / v2.0.2

Beauty and personal care agentic commerce benchmark v2.0.2

Across 27 beauty and personal care stores Ottom measured at every stage in the 90 days to 9 October 2026, the median agentic readiness score was 97 out of 100. 85% of them let an AI shopping agent reach the payment step.

n = 27 of 27 stores · 11 July 2026 to 9 October 2026 · v2.0.2 · bench-v5 · methodology

A store enters Ottom’s survey only if a catalogue of at least ten products can be read from it in one request, which in practice means Shopify and WooCommerce storefronts. These figures therefore describe the storefronts Ottom can read in bulk rather than beauty and personal care as a whole. The methodology sets out what that excludes.

Readiness score

The median of the 27 beauty and personal care stores Ottom measured at every stage in the 90 days to 9 October 2026 scored 97 out of 100, and a quarter of them scored 92 or below.

The spread of overall readiness scores across the category. We publish quartiles rather than a best and worst store, because the best and the worst are each one identifiable merchant.

Where agents stall

Of the 27 beauty and personal care stores Ottom measured at every stage, 78% scored 80 or better at the discover stage, against 96% at the compare stage.

Each stage of the journey, and the share of beauty and personal care stores whose score at that stage was 80 or better.

Reaching the payment step

85% of the 27 beauty and personal care stores Ottom measured let an AI shopping agent reach the payment step. Ottom stops there and never submits payment.

What stops them

The most common stall on beauty and personal care stores is products have no GTIN or MPN to match against, found on 56% of the 27 stores Ottom scanned in the category in the 90 days to 9 October 2026.

The most common stalls in this category, as a share of all 27 stores scanned. A stall found on fewer than 5 stores is withheld, because at that count it points at a merchant rather than at a category.

What to change first

• No product identifier

  Populate the barcode field (GTIN, EAN or UPC) on each variant, which most platforms already have a field for.

• No sitemap

  Publish /sitemap.xml covering product, collection and policy URLs. Most platforms generate this for you once it is enabled.

5 further stalls were found in this category but withheld: too few stores showed them to report a share without pointing at an individual store.

Citing this benchmark

These figures are published under CC BY 4.0. Quote them freely, with this attribution:

Ottom, Beauty and personal care agentic commerce benchmark v2.0.2, 11 July 2026 to 9 October 2026, methodology bench-v5. https://ottom.io/benchmarks/beauty/v2.0.2. Licensed CC BY 4.0.

The same figures as JSON.