The e-commerce landscape for Fast-Moving Consumer Goods (FMCG) is undergoing a significant transformation, with digital platforms firmly establishing themselves as the primary consumer touchpoint.
A new report, “The Future of FMCG E-commerce in 2025,” by data analytics company Euromonitor International and Semrush, highlights key trends shaping this dynamic sector, revealing that while beauty and personal care leads in revenue, pet care boasts the highest online penetration. Mobile devices, particularly in Asian markets, are the driving force behind this digital revolution.
In 2024, the beauty and personal care sector commanded the largest share of e-commerce revenue, reaching a staggering USD118 billion, with 22% of its total sales occurring online. This underscores the segment’s robust performance in the digital realm. However, when it comes to online penetration, pet care stands out, with an impressive 30% of its sales transitioning to online channels. Consumer health closely follows, accounting for 23% of online sales, largely propelled by the demand for vitamins and dietary supplements.
Rabia Yasmeen, global insights manager for e-commerce at Euromonitor International, emphasized the profound impact of digital transformation. “As digital platforms become embedded in everyday consumer life, the rise in digital touchpoints offers FMCG brands powerful opportunities,” she stated. Yasmeen added that the growing importance of e-commerce is evident not only for brand building and engagement but also for driving conversions both online and offline.
The report also sheds light on consumer motivations for online shopping, with Euromonitor International’s Voice of the Consumer: Lifestyles Survey 2024 identifying best price, free shipping, and the ability to order at any time as the top drivers.
Mobile-First Dominance, with Asia at the Forefront
Mobile devices are undeniably reshaping how consumers discover and interact with FMCG brands online. Semrush traffic analytics reveal that mobile accounts for over 60% of global visits to FMCG e-commerce platforms, with significant surges observed during seasonal campaigns and mega-sale events.
Asian markets are leading this mobile-first digital economy. In China, a remarkable 86% of retail e-commerce transactions occur via mobile, while India boasts a 90% adoption rate and South Korea stands at 60%. Fernando Angulo, senior market research manager at Semrush, highlighted this shift: “Mobile-led discovery is now the default for FMCG brands engaging digital-first consumers. It’s where visibility, engagement, and purchase decisions align.” He further noted that in Asia and Latin America, this shift presents a crucial opportunity to prioritize mobile-first experiences.
Emerging Markets Drive Future Growth
While developed markets accounted for 52% of global FMCG e-commerce in 2024, down from 60% in 2020, emerging markets are rapidly closing the gap. This decline reflects the accelerated growth of e-commerce in these regions, which are projected to capture 51% of global retail e-commerce by 2028, up from 48% in 2024.
Turkey is a notable leader in this trend, with 22% penetration. India has emerged as the fourth-largest digital traffic market, and Mexico experienced a 5% growth in digital traffic to FMCG e-commerce sites in 2024, reaching 15% penetration. This surge in emerging markets is fueled by tech-savvy consumers, localized digital innovation, and accelerating economic expansion, painting a vibrant picture for the future of FMCG e-commerce.