The Future of E-Commerce in FMCG

Findings from the fourth edition of the Kantar Worldpanel e-commerce report, an international company dealing in consumer knowledge and insights, confirm that online grocery remains the hottest topic in FMCG retail.

Stephane Roger, Global Director of Shopper and Retail

In previous years, we have measured and described the expansion of e-commerce in FMCG. We have seen the share in value of this channel growing to 4.6%. Last year, online experienced a 30% growth in sales, twice that of 2015 growth and much higher than the mere 1.3% increase generated by all FMCG channels in 2017.

Retailers and brands are now convinced that investment in growing their online business is crucial, if not mandatory. The myths surrounding e-commerce only five years ago-a 'small opportunity', 'a poor shopper experience', 'unprofitable'-have all been swiftly...

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