The boom in digital technologies in recent years has sped up the evolution of retail and changed buying habits – providing a new driver of growth for fast-moving consumer goods (FMCG). E-commerce and online distribution are particularly fitting for FMCG In a talk with VIR, Nguyen Phuong Nga, market development director at Kantar Worldpanel Vietnam, an international company dealing in consumer knowledge and insights based on continuous consumer panels, said the growth of e-commerce revenue from FMCG exceeded 100 per cent. Thereby, e-commerce will take up a significant portion of the Vietnamese FMCG segment in the next five years, gaining ground thanks to the convenience it offers and the dynamism of retailers. Three years ago, an FMCG brand like Vinamilk using online channels for sales was controversial. At the time, although Vinamilk held one of the largest FMCG distribution networks in Vietnam, it pounced on online salesto seize the opportunities e-commerce was creating. In fact, over the world, FMCG businesses like Nestlé have also established flourishing online sales channels that now bring in triple or even more profit compared to traditional channels. Nguyen Phuong Nga from Kantar Worldpanel Vietnam “Thanks to the analysis of data collected from online platforms, FMCG… Read full this story
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