Sales of groceries through e-commerce platforms reached $48 billion in the year to June 2016, according to Kantar Worldpanel.
The third annual Future of E-commerce in FMCG study shows that e-commerce now accounts for 4.4 per cent of all FMCG sales.
While the e-commerce channel is growing, the FMCG market as a whole is flat, increasing just 1.6 per cent during the same period.
Rank Country E-commerce share of market 2016 (value)
1 South Korea 16.6 per cent
2 Japan 7.2 per cent
3 UK 6.9 per cent
4 France 5.3 per cent
5 Taiwan 5.2 per cent
6 China 4.2 per cent
7 Czech Republic 2.1 per cent
8 Spain 1.7 per cent
9 The Netherlands 1.7 per cent
10 USA 1.4 per cent
Stéphane Roger, global shopper and retail director at Kantar Worldpanel, said: “FMCG growth is slowing, but our data shows that people are looking for more convenience, which can be met by shopping online. Grocery e-commerce, although currently small, with only one in four people shopping online, is growing fast. We forecast it will grow to 9 per cent of the market and be worth $150bn by 2025. With new entrants such as Amazon expanding rapidly, the industry is facing a shake-up.”