Stephane Roger, Global Director of Shopper and Retail
In previous years, we have measured and described the expansion of e-commerce in FMCG. We have seen the share in value of this channel growing to 4.6%. Last year, online experienced a 30% growth in sales, twice that of 2015 growth and much higher than the mere 1.3% increase generated by all FMCG channels in 2017.
Retailers and brands are now convinced that investment in growing their online business is crucial, if not mandatory. The myths surrounding e-commerce only five years ago-a 'small opportunity', 'a poor shopper experience', 'unprofitable'-have all been swiftly...