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Many shoppers are loyal to their favorite consumer packaged goods (CPG) products, but their journey with these brands often begins with an in-store impulse purchase. For this reason, CPG brands are faced with different challenges in the ecommerce space than other product categories. Jennifer Silverberg, CEO of CPG ecommerce technology suite SmartCommerce, spoke with eMarketer’s Tricia Carr about what CPG brands can do to convert new and existing customers online.
eMarketer: Where do CPG brands stand in the ecommerce arena?
Jennifer Silverberg: In the past couple of years, consumers began using ecommerce for convenience more than anything else. This is where CPG brands can shine. Their position is unique because their products are convenience-driven. Consumers might not care that something is more expensive, but if they can order it online and they don’t have to go to the store, they will.
Retail Ecommerce Sales Share for the Top 10 US Companies*, 2018 (% of US total retail sales)
Top 10 US Companies*, Ranked by Retail Ecommerce Sales Share, 2018 (% of US retail ecommerce sales)
Top 10 US Companies*, Ranked by Retail Ecommerce Sales, 2016-2018 (billions, % change and % of total retail ecommerce sales)
FMCG Retail Ecommerce Sales Share Worldwide, by Region/Country, 2017 (% of total retail sales)
FMCG Retail Ecommerce Sales Share Worldwide, by Product Category, 2015-2017 (% of total retail sales)
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