After acquiring Gerber in 2007, it was another 13 years before Nestlé rolled out e-commerce operations for the baby food brand with a combination of content and B2B functionality to cater to both consumers and businesses.

Why it matters

When taking the e-commerce route, businesses should consider features such as product information, resources, personalisation, and subscription and chat intuitive features – all of which Nestlé finds enable ease of use across the buying journey.

Takeaways

• The most important feature on the Nestlé Gerber site is the subscription model.
• Also critical for FMCGs is an intuitive search function to access information across the site....