Consumers around the globe have adopted e-commerce in varying degrees across multiple categories depending upon their needs and market dynamics. Emerging technologies, macroeconomic conditions, cultural differences and many other factors are influencing the evolution of e-commerce. Fast-moving consumer goods (FMCG) e-commerce has seen recent success in many markets around the globe on the heels of new investments in technology, start-up ventures and innovation in business models.

In developed markets, there is potential for growth in FMCG e-commerce by way of consumers’ preference for offline store to online, better price discounts available online and the desire for convenience. In many developing markets, the rise in internet penetration, online banking, mobile wallets, overall rise in consumer spending and improved infrastructure is leading the way for increased  online FMCG sales. Amid the opportunity, however, established FMCG brands, retailers and manufacturers need to understand the factors driving success in e-commerce across their focus markets in order to suitably expand their omni-channel strategy for business growth.

Nielsen’s Future Opportunities in FMCG E-commerce study examines the e-commerce landscape in 34 markets around the globe, influenced by foundational, macro-economic, social and supply growth drivers. The 10 key drivers framework helps FMCG companies understand online FMCG success based on an individual threshold value for each driver and their  combined effect in a given market.

This report looks at the changing FMCG e-commerce landscape in eight markets (Colombia, New Zealand, Norway, Poland, Portugal, Taiwan, Thailand, United Arab Emirates), influenced by 10 key drivers, along with deep insights for each of these markets. It also discusses the potential of FMCG online in these markets based on three success levers. This report estimates the percentage e-commerce channel share and market size of online FMCG compared to offline sales for eight markets expected in 2022. The study is an in-depth exercise to enable manufacturers, retailers and distributors prioritise their investments and plan their market strategy based on the market potential presented by the framework.