A research by Kantar Worldpanel forecasts fast moving consumer goods ecommerce will account for USD 53 B by 2016 vs. USD 36 B in 2013 making it grow to 5.2% from 3.7%. Country analysis shows that in South Korea 55% of people buy online and currently 10.2% of FMCG are done electronically, a figure predicted to grow to 13.8% by 2016.
France has seen exponential growth of the click and collect offer in which will increase online share to 6.1% from 3.9% today. Other countries included in the report were UK (5.5% vs. 4.9%), Taiwan (4.5% vs. 3.2%), China (3.3% vs. 1.9%), Portugal (1.4% vs. 0.9%) and Spain (1.2% vs. 1.0%). The article also showed that there is neither cannibalization of physical stores nor less loyalty among consumers.
Stéphane Roger, Global Shopper and Retail Director at Kantar Worldpanel, said: “The future belongs to retailers and brands that see the bigger picture and leverage the opportunities provided to broaden their target markets.
Being a slow adopter has the potential to significantly damage sales and erode market share.”
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