A Handy Guide to FMCG eCommerce Strategy

Fast-moving consumer goods (FMCG) are products people often buy, such as toiletries, food, beverages, and cosmetics, that move off shelves quickly. FMCG is a dynamic and fast-paced industry that must keep up with changing consumer demands and preferences to remain competitive.


Over the years, the FMCG market witnessed tremendous growth, especially in eCommerce, with more people shopping for these products online. Statista found that in 2018, online sales made up 5.1% of the global FMCG market

The same research projects the figure to double by 2025, hastened by the growing popularity of online shopping, convenience, and the pandemic-induced shift to online channels.


As an FMCG company, understanding and implementing a comprehensive eCommerce strategy is crucial to staying competitive in today’s market. This blog discusses the essentials of FMCG eCommerce strategy and the best practices to adopt to succeed in the space.


The 4 Essential FMCG eCommerce Strategies

In today’s digital marketplace, FMCG companies must have a robust eCommerce strategy to succeed. Below are some essential strategies that businesses should focus on to optimize their eCommerce operations, maximize customer satisfaction, and boost sales.


1. Seamless User Experience

The customer’s experience with your brand is vital, as 86% of consumers say they would leave a brand after two or more bad experiences.


The design and functionality of your website or app significantly affect the user experience. Therefore, it’s crucial to ensure that your online portal is user-friendly, visually appealing, and easy to navigate. Customers should easily find the products they’re looking for and quickly proceed to checkout without any hassle.


Your back-end processes also need to be efficient. Your eCommerce supply chain should seamlessly flow from inventory management, order processing, and shipping to warehousing, distribution, and returns/refunds to get your goods to customers.



2. Social Media Integration


Social media has become an integral for many Filipinos, with almost 75% of the population browsing their social media feeds nearly four hours a day. Your business can use social media’s reach to increase online visibility and connect with potential clients.


These platforms let you interact and integrate naturally with your customer base where they already are. You can also leverage influencer marketing and viral trends to drive traffic toward your products and maximize the impact of your online efforts.



3. Omnichannel Presence


If you’re looking to compete online, a customer needs to be able to reach you from their preferred channel. You need to offer the same service quality whether the customer is ordering on your website, social media page, their phones, or your physical store.


They should be able to switch between channels without losing their shopping progress. Besides social media, your business should have a website and mobile app to meet all potential customers where they want to.



4. Perfect Personalization

Today, customers look for a more personalized shopping experience, with 66% of consumers expecting companies to cater to their needs and expectations. FMCG companies can analyze customer data to understand their preferences and behaviors.


Know what customers want before they even mention it. Offer personalized recommendations, discounts, and promotions to increase satisfaction, cross-sell, upsell, and close transactions fast.


Best Practices for FMCG eCommerce

Implementing the correct practices can differentiate between stalling and thriving in the competitive eCommerce market. Whether you’re just starting or looking to optimize your existing operations, explore these key practices to stay ahead of the game.


  • Conduct Market Research

Before you dive headfirst into your business plans, you should take the time to conduct thorough market research. You may find gaps your business can fill, observe competitors, and understand the market’s preferences and behaviors. It’ll help you better understand the industry landscape and make informed decisions for your business.



You should do market research thoroughly and regularly to keep up with shifting demands and eCommerce trends.


  • Build a Strong Digital Presence

A strong digital presence is crucial for FMCG companies to reach wider audiences and increase brand awareness. This step includes creating engaging content, social media marketing, and collaborating with influencers and eCommerce enablers to maximize your digital footprint.


The end goal is to be an established brand that customers trust and would recommend to others, and the only way to achieve this is to have consistent, quality interactions online.


  • Embrace eCommerce Innovation

Every day, new technologies and applications enhance the convenience and utility of the Internet. There are many exciting innovations you can incorporate, like artificial intelligence (AI), artificial reality (AR), and virtual reality (VR), that can help improve your services.


For example, AI can help you quickly create content while AR and VR can help customers visualize the goods they’re buying.


  • Prioritize Customer Experience

Your interactions with a customer dictate their satisfaction with your company. With the wide reach of social media and online reviews, a negative experience can damage your company’s image. Conversely, a positive customer experience can increase customer loyalty and advocacy, improving brand reputation and growth.


It’s in your best interest to prioritize the customer experience to stand out, build a lasting relationship with your customers, and increase your sales.


Elevate Your FMCG eCommerce Game with etaily

The FMCG industry experienced significant growth in the eCommerce space in recent years, and companies must have a comprehensive eCommerce strategy to fully utilize this opportunity. Optimize the entire online customer journey to stay competitive in this sector, from when a potential customer finds your brand to all subsequent interactions.


At etaily, we understand the unique challenges of FMCG eCommerce, and we have the expertise and tools to help you succeed. Our team offers 360° eCommerce solutions to boost your online presence, attract more visitors, increase conversions, and ultimately, grow your online business.


If you’re an FMCG company interested in upscaling your D2C eCommerce operations, improving your performance marketing efforts, optimizing conversions, or developing your marketplace presence, contact us today to learn more!