Unilever’s shift to e-commerce

Unilever is making its business e-commerce ready through several strategies that other companies and brands can emulate.

Growth is hard for FMCG companies, the original high-scale suppliers of big box retail whose traditional methods are slowly growing outdated as commerce shifts beneath their feet.

E-commerce, meanwhile, presents an important opportunity for the sector, but shifting a big-box model to an online retail model requires significant structural changes. Claire Hennah, Global e-commerce director at Unilever’s beauty division, has been at the forefront of that change.

Despite investments and blessings right from the top of the organisation, and significant success, the company still has work to do. The initial signs are promising, as CEO Alan Jope told investors in...

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