The online CPG market is becoming omnichannel

As more and more consumers turn to the internet for a portion or all of their grocery shopping, online and offline have merged into the consumer-centric omnichannel market.

Table of Contents

The growth of online CPG into the omnichannel

Covid has accelerated a transition to online grocery shopping. 

online CPG grocery

 74% of global retail and consumer brand professionals said they expect the crisis-led rise in online shopping to become permanent in an October survey fielded by Euromonitor International.” 

The shopping journey has now become more complex, with consumers comparing prices and items and commentaries on different sites and platforms. To retain or increase sales and maintain customer loyalty, manufacturers need to ensure that consumers have a seamless and consistent experience with their products across all online and offline interactions. 

China: one the most advanced online to offline markets

Asian ecommerce markets are the most mature in the world. Chinese chains like Coop at Home with 389 online stores and LeShop with 163 stores are leading the way in bringing consumers into physical stores through digital platforms.

The US CPG ecommerce market

In America online grocery got a bit of a late start but the market is quickly catching up. Walmart now has 4,743 online stores, Amazon Fresh now counts 11 grocery stores in addition to its massive online business and delivery network, and Kroger offers over 2,000 pickup locations and 2,400 delivery locations in the U.S.

France, the birthplace of the click & collect model

The population distribution in France keeps delivery too expense for it to go mainstream, however the BOPIS and click and collect models are mature. The country’s largest chain, Leclerc, has 784 “drives” or click and collect stores, Intermarché has 1695, Carrefour 1228 and Courses U 873.

The UK CPG online market: the most mature in europe

In the UK, online grocery is shifting from a warehouse to a store-based model as brick and mortar stores find value in their proximity to consumers everywhere. Asda has 713 online stores, Morrisons Click And Collect has 447 locations, Tesco has 378 and Sainsburys, 337.

Related content
Ebooks

Retailer-specific SEO recipe UK

Appearing among the top search results on a retailer’s website is crucial as it increases brand visibility and ensures that the brand stays at the top of the shopper’s mind.

This guide shows how the criteria for search results vary at different UK retailers for the cereal category.

Read More »
Content Advisor
Blogposts

Content Advisor

Our latest feature, Content Advisor, employs artificial intelligence (AI) to automatically provide you with optimized suggestions for product titles and descriptions. Powered by ChatGPT, this advanced AI model generates compliant titles and descriptions based on predefined recommendations.

Read More »
Amazon Buy Box
Blogposts

What is AMZ’s Buy Box?

This guide is designed to unravel the mysteries surrounding the AMZ Buy Box, providing in-depth insights and practical strategies to assist you in clinching this coveted spot for your products. By doing so, you can amplify visibility and boost sales on one of the largest online retail platforms globally.

Read More »
retail media network
Blogposts

What is a retail media network?

This comprehensive article explores the realm of retail media networks, investigating their definition, their influence on the retail industry, and the essential role strategic partnerships play for Consumer Packaged Goods (CPGs) within this ecosystem.

Read More »

Don't miss a thing !

CPG ecommerce newsletter
Subscribe to our newsletter

Privacy policy

Data collection - Use of cookies - Consent

DataImpact undertakes to ensure that the collection and processing of your data, carried out from the www.dataimpact.io site, comply with the Data Protection Act and the RGPD. This processing is necessary for the execution of our services and the internal functioning of our company. For any information on the protection of personal data, you can also consult the site of the Commission Informatique et Liberté www.cnil.fr.

Identity of the data owner:

Personal data are collected by : Société par actions simplifiée DataImpact whose registered office is at 39 Rue Lucien Sampaix, 75010 Paris, RCS PARIS 799 367 222 T: +33 (0)1 42 51 87 08

Purpose - use of your data:

DataImpact is likely to collect personal data about you for the purposes necessary for its activity, whether in terms of recruitment, responding to your requests for information, execution and monitoring of service contracts. Types of data collected: DataImpact only collects data that is strictly necessary for the purposes of its activity. The personal data collected can be the following:

-In the context of a request for information (name, first name, email, telephone, company name).

-As part of a recruitment process: (surname, first name, email, telephone, company name), information on the curriculum vitae (marital status, surname, first name, date and place of birth, nationality, professional background, academic background, hobbies)

-If necessary, connection data including your IP address may be collected for purely statistical purposes.

Origin of the data:

The personal data collected by DataImpact are those directly given by the person concerned when using the contact form or surfing on the site www.dataimpact.io.

Intended transfers of personal data to a non-EU Member State:

To date, DataImpact does not transfer, nor envisage any transfer of your personal data to a non-European Union member state.

Retention period of the categories of data processed:

Connection data are kept at the latest within one year after connection to the www.dataimpact.io website.
Data relating to applicants for a post are kept at the latest five years after the last contact, with a view to possible recruitment.

Data of prospects are kept no later than three years after the last contact.

Customer data are kept for the duration of the service contract.

Protection of your data:

DataImpact ensures that its employees and service providers, subcontractors or hosts, also respect the absolute confidentiality of the information provided to them.

We maintain in-house electronic and organizational security measures in relation to the collection, storage, and communication of data.

Your rights under the Data Protection Act:

DataImpact takes all appropriate measures in order to facilitate the exercise of the rights of its clients regarding their personal data (right of access, rectification, deletion, limitation of processing, portability, to define the fate of its data after death).

The information provided in connection with the exercise of these rights is provided in writing or electronically. On request, the information may be provided orally. All requests should be sent by post to 739 Rue Lucien Sampaix, 75010 Paris or to [email protected].

In accordance with the regulations in force, your request must be signed and accompanied by a photocopy of an identity document bearing your signature and specify the address to which the reply should be sent. A reply will then be sent to you as soon as possible and in any event within one month of receipt of the request.

Flows out of your data after your death:

The new article 40-1 of the French Data Protection Act allows individuals to give instructions regarding the storage, deletion and communication of their data after their death.

You can read the procedure relating to these directives by following the following link: “https://www.cnil.fr/fr/ce-que-change-la-loi-pour-une-republique-numerique-pour-la-protection-des-donneespersonnelles#mortnumerique”.

Cookies:

You are informed that, during your visits to the www.dataimpact.io website, a cookie may, if necessary, be automatically installed on your browser software. A cookie is a small file stored on your computer. As such, it is a block of data that does not allow users to be identified but is used to record information relating to their browsing on the site. Cookies are used, on the one hand, to facilitate your navigation on the site and, on the other hand, for statistical purposes. In order to better know the frequentation of the site, we (mainly) measure the number of pages viewed, visitors, visits, as well as the activity of visitors on our site and their frequency of return.

The parameters of the browser software make it possible to inform about the presence of cookies and possibly to refuse them in the manner described at the following address “http://www.cnil.fr/vos-libertes/vos-traces/les-cookies/”.

You have the right to access, withdraw and modify personal data communicated through cookies under the conditions indicated above.

Terms of Service

Article 6 III of the Law of 22 June 2004

Société par action simplifiée DataImpact
39 Rue Lucien Sampaix, 75010 Paris
T: +33 (0)1 42 51 87 08
M: [email protected]
RCS PARIS 799 367 222

Director of publication: Yacine TERKI

Hosting : O2 SWITCH 222 Boulevard Gustave Flaubert 63000 Clermont-Ferrand

Terms and conditions of use:

The information contained and consultable on this site is provided for information purposes by DataImpact. They can be modified at any time without notice. Under no circumstances does it constitute advice or a service of any kind whatsoever. You assume full responsibility for the use of this site or the information it contains.

DataImpact cannot be held responsible for damages related to the consultation or use of the website by the user. Hypertext links may refer to third party sites over which DataImpact has no control.

DataImpact declines all responsibility for the content of these sites. The use of this service is reserved for strictly personal use. Any reproduction or representation, of all or part of the information, brochures or logos contained on the site, on any medium whatsoever, is prohibited. Failure to comply with this prohibition constitutes an infringement that may result in civil and criminal liability of the counterfeiter.