During COVID-19, eCommerce grew 41% in just three months, versus 22% growth in 2020. In France, the UK, Spain and China the average share has moved from 8,8% to 12,4%. China represents one of the biggest online markets with eCommerce accounting for ¥1 in every ¥4 spent on FMCG, while the UK, the next biggest market, represents £1.13 in £10 spent on groceries.
In China, Alibaba rose from 5.7% share to 10.9% at the end of April, with more than one in three Chinese shoppers making an FMCG purchase through WeChat.
Supermarkets and convenience store formats also grew during the lockdown as proximity and store footprint have become key factors in success.