Winning e-commerce: How CPG brands can streamline their business internally

Gemma Spence

The early signs globally that nationwide lockdowns will continue to impact the online maturity and buying behaviour long-term can be seen in the broadening of e-commerce audiences.

The immediacy of growth brought on by the global pandemic and lockdown in e-commerce is well reported. Mintel, for example, recently revealed that the online grocery market is forecast to grow by 33% in 2020 to reach an estimated value of £16.8 billion, up from £12.7 billion in 2019.

According to McKinsey, the industry is also forecasting a shift of 15% share of total sales from e-commerce within consumer packaged goods (CPG) globally to a staggering 24% by 2025, an increase of almost 9% based on behavioural change post-COVID-19. 

Indeed, the early signs globally that nationwide lockdowns will...

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