Winning in CPG E-Commerce

A report from IRI examines how retailers and manufacturers can continue to expand growth in online grocery.

Winning in CPG E-Commerce



Overcoming CPG E-Commerce Challenges – Post COVID-19

CPG e-commerce sales have been rapidly increasing, growing to $175 billion in 2020 and expecting to top $200 billion during 2021. Although COVID-19 has accelerated e-commerce growth and shopper adoption, the challenge now for manufacturers and retailers is to retain those new shoppers, increase comfort with buying CPG online and accelerate investments into new capabilities that will drive further expansion of online grocery.

E-commerce shopper penetration has been broadening across generations, income levels, categories and channels, and online baskets increasingly resemble in-store baskets. However, the online shopper journey is complex, and retailers and brands need solutions that can help them continue to grow.

This report shares the latest trends in CPG e-commerce, the opportunities for manufacturers and retailers, and which solutions can help increase margins, reduce cross-channel cannibalization, and drive stronger shopper loyalty and repeat purchases across online channels.


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