The online sales of FMCG are set to grow by 54% in the next 5 years, a new study has revealed.
IRI’s latest E-Commerce in FMCG report has revealed that online sales for the segment are booming in Europe, with Italy and Spain witnessing double-digit growth of 42% and 29% respectively.
Huge Growth Opportunities
Pierluigi Carlini from solutions and innovations at IRI, explained, “The traditional grocery landscape is being disrupted as influential online players reinvent the food and drink shopping experience, and smaller specialists offer a more personalised approach to consumers.
"But we believe there are huge growth opportunities for FMCG retailers and brands to use their online platforms and data to help meet the demands of today’s younger shoppers who expect a seamless, effortless online experience, combined with value for money, product choice, and availability.”
Emerging Trends
The report also outlined several emerging trends in the e-commerce sector, that would help retailers and manufacturers identify opportunities to boost online sales.
Monitoring big data for studying individual buying behaviour and offering personalised recommendations, emerged as one of the top trends.
Geo-marketing featured as another trend that has the potential to pull in on-the-go consumers.
It can also be used to trigger impulse online buying or encourage consumers to visit physical stores by offering promotions.
Other trends include the introduction of one-click ordering, using apps for online shopping, instantly redeemable targeted rewards, voice-ordering options, and faster and more convenient delivery options.
© 2019 European Supermarket Magazine – your source for the latest retail news. Article by Dayeeta Das. Click subscribe to sign up to ESM: European Supermarket Magazine.
