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Online FMCG Sales Growing 4X Faster Than Offline; Global FMCG E-Commerce Sector To Hit USD 400B By 2022


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Asia Region Becomes the Biggest Contributor to Online Activities for Global FMCG Sales

35 Percent of Indonesian Consumers Willing to Use Online Ordering and Delivery Services

Jakarta, September 24, 2018 – Global online sales of FMCG products is growing four times faster than offline sales, with Asia setting the pace for growth in the coming years in online FMCG sales, according to a new report by global measurement company, Nielsen.

The Nielsen Future Opportunities in FMCG E-commerce Report, which examines the current growth drivers of FMCG e-commerce in 34 markets, highlights the rapid pace at which FMCG e-commerce will grow over the coming years (18.4% CAGR annually) and estimates total global sales will reach as high as US$400 billion by 2022. The Asia Pacific region is expected to provide some of the biggest growth opportunities for online FMCG over the next five years, with 43% of the region’s consumers already using e-commerce platforms for home delivery of products, and a further 15% indicating better internet connectivity would increase their propensity to shop online. South Korea is leading the way in e-commerce globally, with nearly one-fifth (18%) of all FMCG sold via online channels, closely followed by China (16% of FMCG sold online). Taiwan, Japan and Australia also rank in the top five markets for share of FMCG sales online (5.6%, 5%, and 3% respectively). Other Asia Pacific markets covered in the report include India, Singapore, Malaysia, Indonesia, Thailand and New Zealand.

The Nielsen report identifies some of the key future drivers of FMCG e-commerce growth, including:

●        Foundational growth drivers: market size, bank account penetration, internet penetration, smartphone penetration

●        Macro-economic growth drivers: ease of doing business, population density, postal reliability

●        Social growth drivers: trust, savings culture

●        Supply growth drivers: maturity of FMCG e-commerce players

The emergence of new e-commerce players is creating an increasingly competitive retail landscape in Asia Pacific. High quality infrastructure and technology innovation support further e-commerce adoption for consumers in Japan (24%) who are purchasing FMCG online for home delivery. Nielsen estimates that Japan’s  2017 e-commerce share of total FMCG sales (5%) will increase to 7.9% (USD36 billion) by 2022.

Today, online accounts for 6-7 percent of global FMCG Sales. In Indonesia this online activity up to 2017 has contributed 1 percent of sales of FMCG products globally. 39 percent of Indonesian consumers stated that internet connections that are often unstable and limited became one of the obstacles to making an online purchase. However, this did not dampen their desire to make online orders, 36 percent of Indonesian consumers said they had used order online for delivery to home services, 35 percent said they were still willing to use order online for delivery to home services as well.

Taiwan region has strong technology and internet access for consumers, along with geographical proximity to Mainland China and South Korea, markets leading in FMCG e-commerce. Nielsen estimates that Taiwan market’s 2017 e-commerce share of total FMCG sales (5.6%) will increase to 8.1% (US$878 million) by 2022.

Meanwhile, in other markets around the Asia Pacific region, Australian  shoppers (38%) already use e-commerce for OTC medicines and health-care products. Nielsen estimates that Australia’s 2017 e-commerce share of total FMCG sales (3%) will increase to 4.8% (US$ 3.5 billion) by 2022.

“Many consumers across Asia Pacific have experienced online shopping in some form, be it travel, apparel, electronics or other similar categories,” notes Ji Hyuk Park, Nielsen’s Developed Markets Digital Retail Lead. “Developing markets across the region holds much promise for rapid FMCG e-commerce growth in the coming years as consumers make the leap from traditional trade to online marketplace, making the need for omni-channel offerings more critical than ever for FMCG retailers.”

Seeing this situation is important for FMCG producers and retailers (offline, online, omnichannel) to prioritize the value of Trust to give  impact to consumers and survive in this industry competition. FMCG producers need to ensure that the products that are sold online are authentic and with good quality. Meanwhile, retailers are expected to facilitate secure payment transactions and keep personal information confidential, as well as to provide a simple, unstressful return service for consumers; deliver fresh products with good quality, and provide customer services to assist consumers properly.


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The Nielsen Future Opportunities in FMCG E-commerce report presents the changing FMCG e-commerce landscape in 34 markets, influenced by foundational, macro-economic, social and supply growth drivers. Smartphone penetration, internet access, online banking, delivery infrastructure and need for convenience has encouraged consumers to buy FMCG online in many markets. This report estimates the percentage e-commerce channel share and market size of online FMCG compared to offline sales for 34 markets, by the year 2022. It provides insights to manufacturers and retailers to pursue FMCG e-commerce strategies that will help sustain and maximise growth opportunities in the coming years.

About Nielsen

Nielsen Holdings plc (NYSE: NLSN) is a global measurement and data analytics company that provides the most complete and trusted view available of consumers and markets worldwide. Our approach marries proprietary Nielsen data with other data sources to help clients around the world understand what’s happening now, what’s happening next, and how to best act on this knowledge. For more than 90 years Nielsen has provided data and analytics based on scientific rigor and innovation, continually developing new ways to answer the most important questions facing the media, advertising, retail and fast-moving consumer goods industries. An S&P 500 company, Nielsen has operations in over 100 countries, covering more than 90% of the world’s population. For more information, visit

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