Estée Lauder taps Shopify to speed ecommerce transformation

The company said the partnership — described as a first-of-its-kind for the beauty sector — will build a unified digital commerce foundation spanning direct-to-consumer websites and freestanding stores.

The Estée Lauder Cos. is teaming with Shopify to overhaul its global ecommerce infrastructure.

The collaboration is part of a broader turnaround push. The retailer aims to deliver faster, more personalized shopping experiences and improve performance across its beauty portfolio.

The retailer said the partnership will build a unified digital commerce foundation spanning direct-to-consumer websites and freestanding stores. Estée Lauder described it as a first-of-its-kind for the beauty sector. It has planned the first phase of the rollout for Q1 2026.

Stéphane de La Faverie, Estée Lauder president and CEO, said in a statement that Shopify is a commerce leader.

“Through this partnership, we are poised to unlock new levels of consumer centricity and omnichannel shopping experiences,” de La Faverie said.

Estée Lauder is No. 41 in the Top 2000. The database ranks North America’s largest online retailers by their annual ecommerce sales and more. Digital Commerce 360 projects Estée Lauder ecommerce sales to reach $2.23 billion in 2025.

Before the Estée Lauder, more than 115 of the Top 2000 online retailers in North America were already using Shopify as their ecommerce platform, according to Digital Commerce 360 data. In 2024, the combined web sales of all Top 2000 retailers that used Shopify’s ecommerce platform reached $10.496 billion.

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Why Estée Lauder is working with Shopify

Estée Lauder made the decision as part of its “Beauty Reimagined” strategy. As consumers increasingly toggle between digital and physical channels, it aims to:

Improve speed to market.

Streamline operations.

Better connect brand touchpoints.

The initiative arrives as the company works to stabilize sales following weakness in travel retail and uneven demand in key international markets.

Shopify president Harley Finkelstein said the collaboration reflects where enterprise retail is heading as brands demand tighter integration between data, storefronts, and fulfillment. “Together, we’re shaping the next era of retail where iconic brands and world-class technology redefine what’s possible,” he said.

Estée Lauder expects the platform shift to give it stronger access to real-time consumer insights and AI-powered analytics — capabilities executives say are essential to personalization, inventory planning, and direct-to-consumer expansion. “Shopify will equip us with real-time data, insights and AI-driven capabilities – enabling us to be more agile,” said Brian Franz, the company’s chief technology, data and analytics officer.

The beauty manufacturer, which sells products in roughly 150 countries and territories, cautioned that the initiative carries execution risks, noting in a forward-looking statement that results could differ materially depending on the success of its broader profit recovery and growth plans.

Still, for one of the world’s most recognizable luxury beauty houses, the push signals a clear priority: accelerate digital transformation and meet consumers wherever they choose to shop.