IRi：2021年CPG电子商务制胜报告（英文版）（33页）.pdf

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1、PartMarch26Discovering Pockets of Demand042021V出0111INWINNINGCPGE-COMMERCE90换IRi#page#EXECUTIVESUMMARY8While COVID-19 acceleratedthe growth and adoption of e-commerce to an estimated $175B* in CPG sales in 2020.retention of newshoppers,increasing comfortbuying CPG online and accelerationof investmen

2、ts by leading retailers in online capabilities will driveexpansion of onlinegrocery furtherin 2021.representing an estimated 12%of total edibleand 35%of nonedible sales.CURRENT TRENDS101shop online.often repeating their listpreierred for food and beverage purchases.BuaMw eBpusiuaunsaau euoppe Gunbe.

3、suod uonoeBip KueuuMxejduosKaunofaddousuuoaulWinning theomnichannelshopperis criticalas theytend to spendmore shareofwallet withasingle retailer.ent and pricesconsistent within-store.consumersareless pricesensitivethanin-storeconsumers，mostservicesdeliveraMostlargermanufacturersthathavelowershareine

4、commerceare benefiting fromthe growth ofpickupanddelivery.Smallermanufacturers win in home shipmentOPPORTUNITIES|RetailersOPPORTUNITIES|ManufacturersContinueto investwith speed in digital capabilitiesInvestin paidsearch，socialmedia andshoppingappsto buildonlinepresence andincreaseshareandcommerceto

5、gain omnichannel shareBuildbasketsforholidaysandevents，inpartershipwithretailers.Consider driving more pricing online vs.in-store forconvenienceandvariety.inadditiontooptimizingfulfillmentcostsandmediaadvertising to driveSupport pickup and delivery as well as home shipment.profitabilityOffer more pe

6、rsonalized solutions and variety (flavorspacks）Build unique in-store and onlineexperiences to driveanddrive more price/mix in onlinegrocerytraffic，encouragediscoveryandimpulseandEngage withyourconsumersviadirectto-consumerinitiativesincreaseoccasion-basedpurchasesandsocialmediaIRi#page#CPG E-Commerc