Manal Haddad

Is FMCG Online Selling The Way To The Future?

After using the print media, radio, and television for advertising and promotion, FMCG companies are trying to use different online mediums to connect with their consumers.

Using the web, they seek to establish as direct a relation with their customers as possible. From pursuing tactics to keeping them engaged, FMCG companies are utilizing every online tool at their disposal to increase their market share. Satisfying customers, building trust, and appreciating and implementing the critical feedback of their loyal customers, the FMCG industry seems to be playing its cards right.

The online market is a big area to explore. However, with a well-planned strategy and access to the right forums, a company can expand its outreach. One such platform is social media, where a majority of the audience already discusses their opinions about different consumer goods. Companies such as Coca Cola, Oreo, Red Bull, Skittles, Pringles, Monster Energy, Dr. Pepper, Nutella, Ferrero Rocher, and Starbucks have used Facebook and other social media websites to target and persuade customers with creative and innovative campaigns.

According to the Kantar Worldpanel’s Brand Footprint study, Coca Cola, Colgate, Nescafe, Maggie, and Pepsi bag the first five positions in a list of 16 global FMCGs having users whose figure increased with a billion last year only. Influencing the food, beverages, health, and beauty among other sectors that were researched, these major brands are most popular in around 35 countries. With most of their marketing tactics now focused on online mediums, it seems that FMCGs are now thinking of online selling as something that will make up the bulk of their sales in the future.

Will Major Retailers Move to Web Shops?

The online web is where all the competition is these days. No one wants to leave a battleground unattended from their side. Major retailers can jeopardize their market share, their growth, and chances of creating a global presence if they don’t join the cyber race. Given that all the known names in the industry are already online, it can be safely said that major FMCG retailers realize the importance of online selling.

From e-commerce websites like and e-Bay to affiliate marketing sites, major retailers around the world are already using every online tactic in the book to make FMCG products available to customers. People trust online transactions for retail sales and purchase, and as more and more customers go online, the role that web shops play will keep on increasing in the future.

Will FMCG Consumers Accept Online Shopping

With each passing day, urbanization and busy lifestyles are making more and more people turn to online shopping. When you go online to place an order, you save time and have more options available to you as compared to a brick and mortar store. Making a trip to the store also requires you to commute, resulting in extra costs. When you shop online, you can have the goods delivered to your doorstep, and makes thing significantly easier.

Does Online Shopping Compromise the Shopping Experience?

The virtual shopping experience is vastly different because the product is not there for you to touch or feel. However, with the help of online shopping, consumers can:

  1. Stay up-to-date with brand news
  2. Have access to exclusive content
  3. Be the first to learn about new products, services, and special offers
  4. Take part in competitions
  5. Receive freebies
  6. Give feedback

Considering the current trends in online shopping, it can be concluded that online selling is the way to the future in the FMCG industry. What is your opinion on the matter?

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