This week, I checked in on the Estée Lauder Companies’ integration with Shopify as it seeks to make its operations more nimble. Additionally, Sephora makes the move to TikTok Shop, and OPI’s parent company files to go public. ‘We have to decide on what our core competency is going to be’: Why the Estée Lauder Companies is outsourcing its e-commerce operations
MAC consumers may have noticed something different when purchasing a lipstick or foundation on the beauty brand’s website: Their orders will now be fulfilled using Shopify.
The Estée Lauder Companies first announced a partnership with Shopify in October and began by migrating its Tom Ford and Lab Series brands’ e-commerce sites to the platform. In August, it announced the launch of MAC’s e-commerce site on Shopify. The company has also launched Shopify at checkout at five of MAC’s physical stores and plans to migrate most of its e-commerce sites, along with additional freestanding stores, to the platform by the end of fiscal year 2027.
“We have to decide on what our core competency is going to be,” said Omer Iqbal, svp of omnichannel and consumer technology at The Estée Lauder Companies. “Are we going to be an organization that’s competing with the Salesforces, the Shopifys on checkout? No, we’re going to leverage them.”
