Online sales in the fast-moving consumer goods (FMCG) sector are forecast to hit $130 billion by the end of 2025, according to a new report published today by Kantar Worldpanel.
Called “accelerating the growth of e-commerce: 2015 edition”, the report includes an estimate that the online sales share of FMCG purchasing in advanced e-commerce markets will double in the next 10 years, taking online purchasing to 30% in South Korea, 15% in China and at least 10% in the UK and France.
“With growth of 28% globally in 2014 alone, sales online are rising, particularly in the world’s most advanced e-commerce markets,” said Kantar, adding that FMCG e-commerce grew fastest in China last year at +34%, followed by South Korea (+22%).
“In Europe, the FMCG ecommerce grew 20% in the UK and 12% in France.”
In analysing what this means for producers, processors and retailers, Kantar’s global shopper and retail director, Stéphane Roger, highlighted the crucial importance of not being left behind in the race for online business.
“The market is remarkably unkind to latecomers,” said Mr Roger (pictured above), adding that the “winning retailers” at present were those who had invested first in online systems.
“Tesco in the UK and France’s E.Leclerc both enjoy an online market share double that of their offline counterparts. For brands, meanwhile, the urgency lies in getting on shopping lists, with our data showing that 55% of online shoppers use the same shopping list from one purchase to the next, giving first movers a big advantage.”