What are FMCG brands doing to make sure online shoppers convert?

For the reason that onset of the Covid-19 pandemic, ecommerce demand and exercise have been elevated – one thing that comes as no information to anybody working within the retail or digital advertising industries.

CBRE Group’s Global E-commerce Outlook Update report, printed in June 2022, discovered that 20% of worldwide retail gross sales have been carried out on-line in 2021, in contrast with 9% in 2016 – representing a rise of 133% in 5 years, and a rise of 46% within the first two years of the pandemic alone. The report calculates that the worth of the worldwide ecommerce market totalled US $3.1 trillion in 2021, up from $1.3 trillion in 2016.

Whereas not the entire astronomical spikes seen in 2020 and 2021 have been sustained, and a specific amount of buying exercise has gravitated again in direction of shops, there’s no denying that Covid-19’s impression on the retail panorama has been long-lasting.

However elevated on-line demand is barely helpful to retailers and types if they'll efficiently seize and convert it – and place themselves as buyers’ most popular possibility as an alternative of their opponents. Within the Quick-Transferring Client Items (FMCG) sector, this presents a further problem as many FMCG manufacturers don't personal the connection with their clients, and have traditionally invested primarily in top-of-the-funnel advertising and promoting to construct their model slightly than lower-funnel exercise geared toward conversions.

Within the wake of Covid-19, that is altering considerably. On this article, I’ll take a look at three key areas through which FMCG manufacturers are adapting their methods to seize and convert on-line demand:

  • their presentation and presence on the digital shelf;
  • their on-line proposition and product providing;
  • and their availability and fulfilment processes.


For every, I’ll embody examples of FMCG manufacturers which have discovered success by adapting their methods or innovating on this space.

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