Kantar Worldpanel’s quarterly FMCG E-commerce Index reveals that in 2016, global FMCG online sales grew by 26%, with e-commerce now contributing to 35% of global FMCG growth.
The share of grocery shopping conducted online continues to rise, particularly in the world’s most advanced e-commerce markets, such as South Korea, China and the UK. In the UK, online sales grew from 6.7% to 7.3% value share in the last year alone. British shoppers are second only to South Koreans in the proportion of groceries they buy online.
In 2016, FMCG e-commerce value growth was highest in the most mature markets in Asia: China (+53%) and South Korea (+41%).
In Europe, the countries with the strongest sales growth are Spain and Portugal, up +29% and +24% respectively, with the biggest e-commerce markets, UK and France, still growing at a pace of +8%.
While China and South Korea are clearly embracing the digital shopping experience, Latin America remains less engaged. In the US, the share of e-commerce represents just 1.5%. However, with initiatives from Amazon and more established US grocery retailers, the region is likely to catch up quickly.