Kantar Worldpanel reports that the e-commerce channel penetration has now reached 32% in latest 52 weeks up to June 13th 2014, a growth of +44% compared to 2 years ago.
The report shows that an increasing number of FMCG categories in China are seeing fast sales growth in the e-commerce channel.
Over latest 24 weeks up to June 13th 2014 e-commerce channel value share has reached 2.3% with 0.4 points gained compared with some period last year and top tier cities have seen more aggressive share gain than lower tier cities. According to Kantar Worldpanel categories such as beer, foreign spirit and Non-UHT Milk have tripled their sales in the online channel over latest 24 weeks up to June 13th compared with same period in last year. Apart from these products, with a comparatively higher price per unit, more mass products also saw fast growth in size, such as laundry bar, bathroom cleanser, toothbrush and facial tissue and etc.
Kantar reports that more and more families are going online to buy their FMCG products and this is having a significant impact on the retail landscape in China; e-commerce channel penetration has now reached 32% in latest 52 weeks up to Jun 13 2014, a growth of +44% compared to 2 years ago.
