Case Study: Sally Beauty achieves 800% online sales growth and rapid fulfillment improvements with VTEX

How Sally Beauty succeeded during the COVID-19 crisis

Sally Beauty, a global beauty retailer with 36 stores in Chile, launched its ecommerce channel in January 2019 using the VTEX platform. During the COVID-19 crisis the company faced a massive spike in online demand—units sold rose nearly 4,000% and total sales climbed 800% year‑over‑year—while also confronting severe logistics delays that stretched some deliveries to 15 days. Sally Beauty needed a scalable, flexible digital platform and operational changes to handle the surge and preserve customer experience.

VTEX delivered a scalable ecommerce platform with local support, training and seamless Microsoft Dynamics AX ERP integration, enabling rapid SKU expansion (from ~500 to 2,000+), faster promotions and continuous conversion improvements. Combined with Sally Beauty’s logistics redesign (reducing Santiago deliveries to two working days) and customer service channels, the VTEX partnership helped capture 60% new online buyers, sustain a 15% month‑over‑month sales gain in the crisis period, and position ecommerce to account for at least 9% of total sales going forward.

Sally Beauty

Romina Mitar

E-commerce Manager