Global online FMCG sales grow by 13%

Online purchase behaviour
Almost nine out of 10 Chinese shoppers prefer using their smartphone to make FMCG purchases online. This is in contrast to only 29% of British shoppers – almost half of consumers in the UK use a laptop, similar to French and Spanish trends.

Eric Batty, global e-commerce business development director at Kantar Worldpanelsays: “The fact that 90% of Chinese consumers use their smartphones to buy online groceries is staggering and shows what can be achieved. European retailers and brands have a lot to learn – they have a huge opportunity to increase sales among a more dynamic and savvy audience who prefer to shop in this way. However, it’s crucial that they take a country-by-country approach to acknowledge the different devices, websites and apps which shoppers elect to use in different geographical markets.”

Fulfilment models
Online grocery home delivery has been adopted by almost all British and Chinese online shoppers but there is growth in France and Spain. Meanwhile, British consumers are increasingly moving to a new fulfilment model – subscriptions, which are used by 16.1% of the country’s online shoppers – representing an opportunity for the rest of Europe and in China Mainland.

Forecast
“Only a quarter of the world’s population currently shops for their groceries online, so it will be vital to attract new shoppers by providing a frictionless, convenient and pleasant shopping experience both online and off,” says Stéphane Roger, global shopper and retail director at Kantar Worldpanel.

“We predict that by 2025 online will represent over 10% of global FMCG sales. While China Mainland and the US will continue to lead the way and Asian markets will stay at the cutting edge of online adoption, there is still much to play for worldwide – especially by exploring opportunities to invest in emerging markets like India, Indonesia, Brazil, Mexico and Africa.”

Download the press release with charts through the link in the right.