Online skincare sales can be an important part of aesthetic clinic aftercare, helping clinicians support treatment outcomes, maintain patient relationships and create an additional revenue stream. Rather than being viewed as a separate retail business, an online shop can act as an extension of the clinic and the care provided after treatment.
Patients have made a significant investment in receiving treatment at your clinic and are naturally keen to understand how they can prolong its benefits. As their practitioner you have earned their trust and are well placed to become their go-to skincare adviser, recommending the products and aftercare routine that best support their individual treatment plan.
How online skincare supports aesthetic clinic aftercare
Patients typically see their clinician as a trusted source of information on which skincare products can support treatment longevity and which active ingredients may be unsuitable following treatment. Recommending and providing the right aftercare products should therefore not be considered simply as upselling, but as part of the wider patient care you provide.
Your shop should be treated as a digital extension of your clinic, allowing patients to access the products you recommend after they leave the treatment room.
How online skincare can extend the patient journey
If your strategy is to move your aesthetic clinic from transactional treatments towards long-term patient outcomes, the patient journey needs to continue beyond a single course of treatment.
An essential part of the treatment plan you create with your patient should include the aftercare steps required and the skincare products that can support them. Offering a convenient way for patients to purchase these products through your online retail can help maintain that relationship while making it easier for them to follow your recommendations.
Why sell skincare through your own online shop?
An aesthetic clinic online shop gives you greater control over the products you recommend and keeps the purchasing journey connected to the clinician-patient relationship.
- You can stock professional skincare products that are not available through high street retailers and may only be sold following consultation with a qualified clinician.
- The products you recommend and sell through your clinic and online shop remain connected to the patient relationship, rather than sending patients to mainstream retailers or third-party websites.
According to The Salon Owner’s Guide to Retail Sales report by Phorest in 2023, “Aesthetic clinic owners often assume that if a patient doesn’t buy aftercare at checkout, they simply aren’t interested. The data tells a radically different story.” The report found that 85% of clients want to buy their skincare from their trusted provider, but only 28% actually do so in clinic.
This suggests that the issue may not be a lack of interest in professional skincare, but a lack of digital convenience. The time patients spend with you in clinic is an opportunity to educate them about aftercare, which you can support by giving them a convenient way to purchase the products you recommend.
Business benefits of selling skincare online
Selling skincare online can give aesthetic clinics an additional revenue stream while supporting patient retention and treatment aftercare.
Retail margins can be significant, and an online shop allows clinics to continue the commercial relationship with patients after they leave the treatment room.
If you do not provide an easy way for patients to purchase their recommended skincare, they may turn to search engines, AI tools or third-party retailers to find alternative suppliers, potentially directing them towards competing clinics and businesses.
What to consider when setting up your aesthetic clinic's online shop
Creating an online shopping experience that supports existing patients while attracting new clients requires careful consideration of both the technology and the legal requirements around selling professional skincare products online.
There is no need to build a shop from scratch, as several purpose-built platforms are available. A typical aesthetic clinic may only stock two or three brands or around 60–100 products, so it is important to select a platform that is cost-effective for a relatively small inventory.
Key features to consider include:
- Transaction fees in addition to payment-processing fees
- Repeat ordering
- Vouchers and gift cards
- Discounts and promotions
- Complimentary products at checkout
- Financing options
- Abandoned-cart emails
- Membership capabilities
An online shop will not generate sales on its own. Clinics need to promote their online skincare shop in-clinic and across their social media channels, while using customer data responsibly to develop relevant email marketing strategies.
Ultimately, the shop should be viewed as part of the wider service an aesthetic clinic provides. It gives patients continued access to the skincare products recommended by their clinician, creates an additional revenue stream for the business and extends the patient experience beyond the treatment room.
Lisa Kelly
Lisa Kelly is the founder of Websites For Clinics, industry experts helping aesthetic clinics, doctors, dentists and nurses attract new clients and generate new bookings to grow their clinic business.
FAQs
Why should aesthetic clinics sell skincare online?
Selling skincare online can extend the aftercare service provided by an aesthetic clinic, giving patients convenient access to the products recommended by their clinician. An online shop can also support patient retention, maintain the relationship between appointments and create an additional revenue stream for the clinic.
How can an online skincare shop support patient aftercare?
An online skincare shop allows patients to continue purchasing the professional skincare products recommended as part of their treatment plan after they leave the clinic. This can make it easier for patients to follow their aftercare routine while keeping skincare recommendations connected to the clinician providing their treatment.
What are the benefits of selling skincare online for aesthetic clinics?
An online skincare shop can provide an additional source of revenue while helping aesthetic clinics maintain relationships with existing patients. It can also make repeat purchases more convenient, support patient retention and allow clinics to continue providing skincare advice and recommendations beyond the treatment room.
What should aesthetic clinics consider when setting up an online shop?
Aesthetic clinics should consider the legal requirements for selling skincare products online, transaction and payment-processing fees, repeat ordering, vouchers and gift cards, discounts, abandoned-cart emails and membership capabilities. Clinics should also choose an online shop platform that is appropriate for the size of their product range and actively market the shop through their website, clinic and social media channels.
