Overall, online and offline FMCG sales totaled more than $1.01 trillion in 2018, which is 2.6% more than a year ago. Many think that e-commerce's piece of the pie is still small, but it's worth noting that e-commerce accounted for 5% of total omnichannel sales, but drove 40% of its growth. E-commerce is a hot topic in the CPG industry. However, when it comes to innovation testing, it can be a challenge to think about this new space.
Spent online for 2018 Cyber Monday
(+20% v2017)
Of grocery shoppers expect to shop online for groceries in the next 5 years
Growth rate of online vs. offline global FMCG sales
(2016-2020)
What percentage of CPG online shoppers still prefer brick & mortar stores?
What percentage of grocery shoppers use a physical store to evaluate a product before purchasing online?
What percentage of CPG consumers shop in both brick & mortar stores and e-commerce?
Important to start innovating with an omnichannel lens, but also to tailor the online approach to the innovation strategy
Does online shopping represent an infinite "shelf" or "distribution"?
Example: There are 8,000 Cereals on Amazon, but only 230 in the average grocery store
Example: There are only 24 items on Page 1 of Amazon
What percentage of shoppers never pass beyond page 1 of the online shopping experience?
Getting visibility online means maximizing your search rankings; having the right assortment, packaging, and marketing helps.
What are the top 2 factors for consumers when determining which product to buy online?
Reviews are important to consumers and important to search rankings. The implications:
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