E-commerce to account for over 8% of FMCG sales in 2021

Rob Clapp

An overview of online's share of FMCG sales value across 35 different markets.

More than 8% of global FMCG sales will be from online channels this year, according to research from Kantar, GfK, IRI and Intage.

The forecast expects online channels to take an 8.3% share of FMCG sales in 2021 given a partial lockdown and this rises to an 8.7% share under a full lockdown scenario. This is double the level in 2018 (4.2%) and up from 6.5% in 2020.

However, online's penetration of FMCG sales varies significantly across markets. It accounts for one quarter in Mainland China (25.0%) and South Korea (24.4%), followed by a double-digit share in Great...

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