The verdict in three sentences
For a cosmetics brand selling 70% through retailers, direct online sales recover 25 to 40 points of margin per product, provided three things are handled: payments including wallets and instalments, UK delivery, and international shipping under post-Brexit cosmetics rules. A dedicated store costs more to launch than social media accounts or marketplaces, but it keeps the customer list and the margin. The right calculation is extra margin per jar sold direct, multiplied by realistic volume, compared with the cost of the store and marketing.
Own store, social media or marketplaces
In the UK, a beauty brand can sell through social commerce, Amazon, Etsy or its own site. Each channel works differently.
| Channel | 2026 entry cost | Commission or fees | Customer list | Suited to |
|---|---|---|---|---|
| Instagram, TikTok Shop, WhatsApp | Close to zero | 0 to 9% depending on platform, high handling time | Scattered | Launch, 20 to 50 orders a month |
| Own ecommerce store | GBP 8,000-25,000 (market estimate) | 1.5 to 2.5% card fees | Complete | Above 100 orders a month |
| Amazon UK | About GBP 25 a month subscription | 8 to 15% depending on price, plus fulfilment | None | Light, fast-moving products |
| Etsy | USD 0.20 per listing | 6.5% plus about 4% payment | Partial | Handmade ranges, gift sets |
| Physical retailers | None | 35 to 45% off retail price | None | Volume and local awareness |
The store does not replace retailers: it captures loyal customers, repeat orders and overseas buyers, who pay more and order larger quantities.
Cost, payments and delivery: 2026 benchmarks
The amounts below are 2026 market estimates for the UK in GBP (1 GBP is about 1.17 EUR). They are not Kolonell prices.
| Item | 2026 range | Note |
|---|---|---|
| Store with 30 to 80 products | GBP 8,000-25,000 | Catalogue, ingredient pages, reviews, wallets |
| Card, Apple Pay and Google Pay fees | 1.5 to 2.5% per transaction | Payout D+2 to D+3 |
| Instalment payments | 3 to 6% | Raises basket size on gift sets |
| Royal Mail Tracked 48 | GBP 3.50-4.50 | 2 to 3 days |
| Next-day courier | GBP 5-8 | Before 4 pm cut-off |
| Shipping 1 kg to the EU | GBP 10-20 | IOSS for VAT, 3 to 7 days |
| Express 1 kg to West Africa | GBP 45-70 | 3 to 5 days |
| Returns | 2 to 5% of orders | Opened cosmetics usually non-returnable |
To sell cosmetics to consumers in the UK, a brand needs a UK Responsible Person and SCPN notification of each product. Selling directly into the European Union also requires an EU-based Responsible Person and CPNP notification. Without that, ship in bulk to an EU distributor who carries compliance.
Mini case study
Amara, founder of a shea butter skincare brand made in London, sells a 250 ml jar at GBP 18. Retailers pay GBP 10.80, and unit cost is GBP 4: her margin per jar through retail is GBP 6.80, or 38% of retail price.
Selling direct, after 2% payment fees (GBP 0.36) and GBP 0.80 of packaging, her margin is GBP 12.84, or 71% of retail price: 33 points more. With 300 orders a month of 2 jars on average, or 600 jars, extra margin reaches 600 x 6.04 = GBP 3,624 a month. After GBP 1,200 of advertising and GBP 600 of part-time customer service, about GBP 1,824 a month remains. A GBP 15,000 store pays back in around 8 months, if that volume is reached. At 100 orders a month, extra margin (200 x 6.04 = GBP 1,208) does not cover those GBP 1,800 of costs: cut advertising or target larger overseas orders first.
Need a professional website?
Kolonell builds websites that attract clients, optimized for the Sénégalese market. Free quote in 2 minutes.
FAQ
Should we drop retailers when launching the store?
No. Retailers keep local awareness. The store should show the same retail price, otherwise retailers feel undercut and cut orders by 20 to 30%.
How do we handle orders from West Africa and the diaspora?
Offer international cards and wallets, with shipping quoted at checkout. Bulk shipping to a local distributor often costs 60 to 70% less per jar than individual express parcels.
Can we price in euros for EU customers?
Yes, multi-currency pricing is standard, for example EUR 21 per jar, with shipping on top. Conversion fees are usually 1 to 2%.
How long to launch the store?
Allow 4 to 8 weeks for 30 to 80 products, including 1 to 2 weeks for photos and ingredient pages.
What ad budget to start with?
A budget of GBP 800 to 1,500 a month on Instagram, TikTok and Meta lets you test hero products over 2 to 3 months.
Let's scope your project. Send us your catalogue, delivery zones and export goals: we will scope the store, payment methods and logistics, with budget and timeline. Detailed quote within 48 h. WhatsApp +221 77 596 93 33, or request your free quote.
Mohamed Bah
Fondateur, Kolonell
Passionate about digital and entrepreneurship in Africa, Mohamed has been helping Sénégalese businesses with their digital transformation since 2020. Founder of Kolonell, he believes every SME deserves a professional and accessible online présence.
