NIELSEN BASES

ACTIVATING THE E-COMMERCE OPPORTUNITY

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.

$7.9B

Spent online for 2018 Cyber Monday

(+20% v2017)

70%

Of grocery shoppers expect to shop online for groceries in the next 5 years

5X

Growth rate of online vs. offline global FMCG sales

(2016-2020)

CAN YOU MYTHBUST SOME MISCONCEPTIONS ABOUT

E-COMMERCE?

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"?

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?

Fill out the form below to request a presentation of the full findings from a BASES Innovation team member.