By 2025, 31% of fast-moving consumer goods on China’s mainland will be sold through online channels, more than double that in 2018, according to Kantar Worldpanel.
Online sales of fast-moving consumer goods (FMCG) grew by 20.3% globally in 2018 and now represent 5.1% of grocery sales worldwide, according to new Kantar Worldpanel data. Growth was spurred by the US and China’s Mainland, which together represent 84% of the growth in global e-commerce thanks to the success of Amazon, Alibaba, JD.com, and Walmart.
High penetration of online purchases in Asian economies is made via smartphone, meaning these countries continue to lead the way in terms of online FMCG shopping. Over 19% of all FMCG sales in South Korea now come from online, the highest proportion in the world.
China's Mainland follows with 14.0% – though based on current growth rates and the fact that nine in ten online purchases are already made on a mobile, it is expected to overtake South Korea’s position by...
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