FMCG e-commerce: Asia sets the tone

Posted by Oliver Koll on Jun 11, 2019

Isn’t it convenient and less time consuming to sit at home or in your office and do your shopping online? Your preferred retailer delivers your order directly to your home or prepares them for easy pick-up. Is this activity still increasing in 2018? We report average figures across 26 countries:

  • On average, 25% of all households have purchased online at least once. This is a plus of 12% compared to 2016.
  • In Asia, every second household makes use of online grocery shopping followed by Europe (1 in 5) and South America (1 in 30).
  • Value-wise online shopping is on the rise: While households allocated on average 2.7% of their total spending to online channels in 2016, this number increases to nearly 4% in 2018 but this is now largely driven by Asia.
  • In 2018 Asian consumers spend nearly 9% of their total FMCG expenditure online, a plus of 40% compared to 2016. In comparison, online sales of European shoppers account for only a third of Asian levels but are on the rise as well at +15% compared to 2016 but this growth largely came in 2017.
  • All countries online value share increased from 2016 to 2018, except in Russia (-15%) and Slovakia (-23%).

Clearly, Asia is setting the pace for FMCG e-commerce growth with high levels of online penetration paired with high value shares and high growth. Europe lags behind with more moderate growth levels whilst South America is still in its infancy.

*Austria, Argentina Belgium, Brazil, Bulgaria, China, Croatia, Czech Republic, Denmark, France, Germany, Hungary, Italy, Korea, Malaysia, Mexico, Netherlands, Poland, Romania, Russia, Taiwan, Slovakia, Sweden, UK, Ukraine