Research from data analytics company Euromonitor International and Semrush has underscored the impact of online shopping on the FMCG sector, with e-commerce sales grow by 11% in 2024.According to The Future of FMCG E-commerce in 2025 report, digital platforms have become the primary consumer touchpoint.

Based on Euromonitor Internationals Voice of the Consumer: Lifestyles Survey 2024, best price, free shipping, and the ability to order at any time are the top motivations for online shopping.

Pet Care leads FMCG online penetration

Consumer health, beauty and household products, have seen notable e-commerce growth, given longer shelf lives and higher margins.

Rabia Yasmeen, global insights manager for e-commerce at Euromonitor International, says digital transformation is unlocking unique opportunities across different sectors.

“As digital platforms become embedded in everyday consumer life, the rise in digital touchpoints offers FMCG brands powerful opportunities,” she said.

Pet care has the highest online penetration, with 30% of sales occurring online, followed by consumer health, accounting for 23% of sales in 2024, driven mainly by vitamins and dietary supplements.

In terms of revenue, beauty and personal care continues to dominate the e-commerce space, with 22% of sales occurring online and reaching a total of US$118 billion in 2024.

“The growing importance of e-commerce is now evident not only for brand building and engagement, but also for driving conversions both online and offline behaviours,” Ms Yasmeen said.

Mobile devices gaining dominance

Mobile is reshaping how consumers discover and interact with FMCG brands online. In China, 86% of retail e-commerce happens via mobile, while in India, this adoption stands at 90% and 60% in South Korea.

According to Semrush traffic analytics, mobile accounts for more than 60% of global visits to FMCG e-commerce platforms, with surges during seasonal campaigns and mega-sale events.

Asia’s mobile-first digital economy drives retail growth, with mobile visits surging during seasonal sales, reinforcing that mobile platforms are becoming the primary battleground for FMCG brands.

“Mobile-led discovery is now the default for FMCG brands engaging digital-first consumers,” said Fernando Angulo, senior market research manager at Semrush. “It’s where visibility, engagement, and purchase decisions align. In Asia and Latin America, this shift offers a key opportunity to prioritise mobile-first experiences.”