In 2025, ecommerce is no longer just a sales channel—it is the beating heart of how FMCG brands connect with consumers.
This is confirmed by the new report “The State of FMCG Ecommerce” by Euromonitor International and Semrush, based on insights from 300+ FMCG websites and purchase behaviors across 15 global markets.
With an 11% growth in 2024 and over 24.7 billion average monthly visits to FMCG sites, digital commerce is now the primary touchpoint for consumers. But how can brands adapt to such a fast-moving, competitive landscape?
📊 The Context: Key Figures in FMCG Ecommerce
- 60% of traffic comes from mobile, reaching 86% in China and 90% in India
- Display advertising is up +156%, showing a pivot toward visual formats
- Social commerce booming: Instagram +34%, YouTube +25%, Facebook +6%
- AI and ChatGPT are reshaping discovery: +1138% in referral traffic
- Seasonal events like Prime Day and Cyber Monday generate billions in extra sales
📌 The 5 Digital Shifts Reshaping FMCG Ecommerce
1. Go mobile-first—or be left behind
Mobile now dominates the ecommerce experience. In Asia, mobile has fully overtaken desktop: India sees 90% of purchases on mobile, China 86%.
Even in Europe and North America, mobile traffic is growing.
A seamless mobile UX is no longer optional—it’s essential. Brands must prioritize intuitive navigation, fast-loading pages, and mobile-optimized checkout flows.
2. The rise of visual and social commerce
Display advertising grew 156% in 2024, especially in high-engagement categories like Health & Beauty (+158%).
Today, digital storytelling happens through video, visual content, and creator-led formats. Brands must invest in digital assets and interactive media to stand out.
Social commerce is also gaining ground: over 15% of Instagram users made purchases on-platform, while TikTok Shop is reinventing shopping through influencer-driven content.
3. AI in the shopping journey
Referral traffic from ChatGPT skyrocketed by 1138% in under two years, signaling the beginning of AI-assisted product discovery.
To stay competitive, FMCG brands must:
- Ensure visibility in AI models and product data sets
- Structure product content for semantic discoverability
- Leverage AI for personalization, automation, and product recommendations
Brands who adopt AI-first strategies will gain a measurable edge in performance and efficiency.
4. Seasonal events as ecommerce power boosters
Prime Day and Cyber Monday aren’t just for electronics anymore. FMCG brands are now seeing major sales lifts:
- Prime Day: +25% sales YoY (+$1.9B in extra revenue)
- Cyber Monday: +52% surge in traffic
Brands that use data-driven promotional strategies during key shopping events can capture value-seeking audiences and build long-term loyalty.
5. Emerging markets are reshaping the global map
From 60% in 2020, developed markets’ share of FMCG ecommerce dropped to 52% in 2024. Rapid growth is coming from:
- Turkey: 22% online penetration, led by quick-commerce platforms like Getir and Bim
- India: 4th largest traffic market, with Flipkart (+26%) and Myntra (+47%) driving growth
- Mexico: +5% traffic growth, reaching 15% ecommerce penetration
👉 To win in these regions, brands must focus on localization, delivery speed, and mobile-first execution.
🧠 Loyalty vs Price: Two Competing Models in FMCG Ecommerce
The report reveals two opposing models in the digital FMCG space:
- High-overlap brands (Amazon, Lotte): Compete on price, delivery, and convenience. Require dynamic pricing, UX optimization, and logistics agility.
- Low-overlap brands (Chanel, MyProtein): Compete on loyalty, exclusivity, and community engagement.
Each brand must define its digital positioning and choose between scale or differentiation.
🚀 Top 5 Priorities for FMCG Brands in 2025
- Mobile-first by design: Prioritize mobile UX in every touchpoint
- Visual commerce strategies: Leverage display ads, video, and creators
- Growth in emerging markets: Localized marketing and mobile infrastructure
- AI and automation: Smart personalization and efficient workflows
- Data-driven calendar promotions: Align with peak seasons for maximum impact
Conclusion
2025 will be a turning point for digital FMCG. Success will come to those who embrace innovation, adapt their strategies, and go all-in on mobile, AI, and visual storytelling.
At Brandon Group, we help brands succeed across ecommerce platforms with custom strategies, marketplace expertise, and data-driven execution.👉 Let’s talk and explore how we can elevate your brand in the digital shelf of 2025
