Is online still on the rise?
Spend has shifted back to modern trade channels,
but the number of people shopping for FMCG online is increasing.
Online FMCG spend is still growing steadily, despite the end of COVID restrictions. With less financial support from the government, people have shifted their spending back to national modern trade (MT), which is helping this channel to win back its market share. Offline stores are having to compete not only with other physical stores, but also with online platforms.
Over time, more and more people are starting to shop online. In 2022, we saw people making smaller purchases, but shopping more often.
New online shoppers come from almost all demographics. It’s easy to assume that you can only reach younger generations, shoppers in Greater Bangkok or high-income shoppers online, but that’s not true. More opportunities await brands that can expand their buyer base.
While it’s true that personal care still dominates in ecommerce, we see people exploring and buying more categories online. However, different platforms suit different sectors, so it’s important for brands to focus on the places where their potential consumers are.
