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While there have been some clear winners—we don’t even have to look at the numbers to call out loungewear brands and home fitness businesses—our research revealed some unexpected standouts.
Those thriving business types—and our predictions for the most profitable small businesses to start in 2022—are:
The numbers: 55% of health and beauty business founders reported being satisfied with business performance in the past year. (The average across all business types was 38%.) While the past year’s performance is a good indication of success, an even higher percentage expects continued success. 79% of health and beauty founders reported having a positive outlook in the following months.
Why these businesses thrived
Under the category of health and beauty, you’ll find personal care items like hand sanitizer and soaps. These products were in high demand, especially at the outset of the pandemic, with increased concern about surface transmission. Another side effect to rolling lockdowns was the impact on the beauty service industry. Consumers diverted their beauty spending to at-home spa and salon experiences.
With the slow rollout of vaccines and the continued need for self-care, we predict that health and beauty businesses will continue to thrive through 2022.
High-potential health and beauty businesses to start in 2022
If you’re looking to start a profitable health or beauty business this year, consider the changing needs of consumers. We identified trends that emerged in 2020 and are here to stay.
Businesses that can sell online and offer multiple delivery methods will win. Pair that approach with product ideas that are in high demand:
💡 Quick start tip: Spin up a beauty business quickly by considering reselling or white label. For more on these models, consult our guide to starting a makeup line.
The numbers: 63% of founders who sold subscriptions were satisfied with business performance, compared to 55% of founders who did not sell subscriptions. We identified two subscription models commonly used by businesses that thrived in 2020:
Why these businesses thrived
In our consumer trends research, we found that buyers were more likely to shop from businesses that offered convenience, say through online purchasing options and multiple choices for delivery or pickup. Subscriptions offer an easy way for customers to receive the products they buy frequently without having to make multiple trips to stores—and risk exposure.
Even early in the pandemic, it was reported that subscription box businesses were experiencing a surge. Many replaced a lack of connection to activities that brought joy with delight delivered regularly to doorsteps.
High-potential subscription businesses to start in 2022
We recently announced that Shopify has made it even easier to sell subscriptions on our platform. That means, if you’re already a business owner, you can add a subscription option to help you increase predictable revenue and customer loyalty. If you’re starting from scratch, this could be a great online business idea for you.
You could sell:
💡 Quick start tip: Read our quick guide to adding subscription options to your existing business. If you’re starting from scratch, reach out to existing subscription box businesses to see if you can partner up. Having your product included in a popular box can increase your reach and exposure.
The numbers: 62% of founders who sold both B2B and B2C were satisfied with business performance in 2020, while only 53% of B2C-only business owners reported the same. This model was most common among those running businesses in the food and beverage industry, with 53% of those surveyed reporting selling both B2C and B2B.
Planned business expansion is an obvious indicator of a business’ current success. Among those who sell both B2B and B2C, 24% reported they planned to expand their business into new product areas in the near future.
Tip: A well-formed business plan can help mitigate these challenges. Write yours with our free business plan template.
Why these businesses thrived
Reaching new customers and getting products into their hands became increasingly challenging as stores shuttered and delivery providers became overwhelmed. Those who used multiple channels or models to reach customers had a better chance of survival in 2020—and high potential to be profitable in 2022.
For example, a brand that sold its handmade skincare wholesale to beauty retailers may have seen its B2B business dip with closure of these partner stores but could supplement the loss by selling the same products B2C via an online store.
High-potential B2B/B2C businesses to start in 2022
In 2020, Shopify announced the launch of Handshake, a wholesale marketplace for retailers and suppliers alike. If you already sell direct-to-consumer, consider adding wholesale to the mix and increase your exposure to new markets. If you’re a wholesaler, spin up a direct-to-customer arm of your business to make up for sales that have been impacted by the pandemic.
If you’re an aspiring entrepreneur looking for a product idea, many can be sold both B2B and B2C. Our findings indicate that a combination of these will give you a better chance at having a profitable small business. Start with our resources to help you find a product, or tap into some recent product trends:
💡 Quick start tip: Take your existing B2C business to a B2B audience by consulting our guide to selling wholesale.
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