E-commerce, driven by the rapid
take-up of smartphones and tablets,
is an increasingly significant
distribution channel. In the retail
market, FMCG e-commerce sales are
growing and account for 1.2% of total
sales, although on current trends this
is expected to double to 2.4% by 2020.
In some developed markets, such
as the UK, e-commerce is already
up to 5% of FMCG sales.
Online shoppers can be up to 25%
more loyal, while e-commerce
also offers FMCG companies the
opportunity of round-the-clock
shopping, access to new consumers,
improved margins and easier
product launches