E-commerce is the quickest-growing sales channel for the FMCG industry globally, according to data from market research companies Kantar, GfK and Intage.
Online FMCG sales increased by 15.8% year on year in 2021, more than three times faster than the next best performer (Cash & Carry).
This growth has come from two key drivers – more shoppers and more frequent purchases. Worldwide FMCG e-commerce penetration has grown from 31.6% in 2019 to 39.8% in 2021. Over the same period, online purchase frequency has risen from 6.9 per year to 10.4.
This strong and continued growth means e-commerce has...