Home The Feed
Your selections:

E-commerce to account for over 8% of FMCG sales in 2021 | WARC | The Feed

The Feed

Read daily effectiveness insights and the latest marketing news, curated by WARC’s editors.

E-commerce to account for over 8% of FMCG sales in 2021
10 June 2021
E-commerce to account for over 8% of FMCG sales in 2021
Purchase behaviour Alcoholic drinks industry (general) Food industry (general)

More than 8% of global FMCG sales will be from online channels this year, according to research from Kantar, GfK, IRI and Intage. This is double the level in 2018 (4.2%) and up from 6.5% in 2020.

Why it matters

Online is a rapidly growing channel in the FMCG category but its share of sales value varies significantly across markets, with highs in Mainland China and South Korea and lows in much of Latin America.

Kantar adds that the key challenge for online FMCG brands is driving loyalty and winning share among lower spend trips. WARC's latest research into...

This content is for subscribers only.

Sign in or book a demo to continue reading WARC’s unbiased, evidence-based insights that save you time and help you make marketing choices that work.

Become a member Sign in