Food and FMCG sectors to develop more online sales

Food and FMCG manufacturers are increasingly looking to develop direct selling channels online to build engagement with consumers, according to a study.


More than a quarter (27%) of food and grocery manufacturers are considering building branded e-commerce stores to sell products directly to consumers, according to research by grocery analysts IGD .

Companies such as GlaxoSmithKline have already launched online stores in a bid to better understand its customers’ online shopping habits and improve its marketing. Others, such as Procter & Gamble, have turned to social networking site Facebook which offers an opportunity for brands to build a relationship with ‘fans’ and sell products via the site.

In its ‘Building capability for a digital future’ report IGD reveals that 43% of brand manufacturers expect 10% of their total revenue to come from online by 2015.

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