Consumer packaged goods is one of the largest industries in the world, with global values in the trillions and annual growth projected at more than 5% in the years to come..
CPG, which can include everything from a bag of chips to kitchen cleaner to lipstick, is a massive influence on the global economy. That especially includes ecommerce businesses.
So as CPG sales continue to grow, having a healthy ecosystem on an ecommerce platform is essential now, and in the future.
Important CPG ecommerce channels to sell through
With the rise of online sales, CPG ecommerce channels are expanding more than ever before and with multiple digital shelves to sell from. However, with so many omnichannel options available, it can be difficult to choose which channels to sell through.
Online retail marketplaces.
These may include online marketplaces such as Amazon, Walmart, or Target. All have world-class digital experiences and offer unparallelled access to customers for both offline and online channels.
The benefits of having an all-in-one solution may be appealing to some companies.
DTC (Direct-to-Consumer).
Increasingly, CPG brands are selling their products directly to consumers through their own websites — built with ecommerce platforms such as BigCommerce — or through social media.
By taking control of their sales and marketing channels, CPG companies can build their own brand identity and better control pricing and promotions. Additionally, DTC allows CPG companies to collect valuable data and metrics.
BOPIS (Buy Online, Pick Up In Store).
BOPIS is often used with a third-party vendor and has become an essential tool for ecommerce retailers. It minimises the hassle of shipping costs and waiting times for consumers, which helps make online shopping more convenient than ever before.
Key components of a CPG ecommerce ecosystem
The customer experience for CPG companies should not vary significantly from other industries. Providing a simple, clear experience with a frictionless checkout process will likely lead to fewer abandoned carts.
Product listings pages.
Clean and clear product pages explaining the benefits and messaging of a product, as well answering common customer questions, will encourage sales. Provide rich media such as photography and videos to further encourage a purchase.
Shopping cart software.
Whether it’s an enterprise business with a custom-built solution or using a third-party SaaS, the shopping cart should be easy to use. Making it simple to add and subtract — and showing the final cost at all times — provides transparency to the customer.
Payment processing systems.
Don’t put up unnecessary roadblocks to completing a purchase. Enable customers to pay in a variety of ways — from credit cards to digital wallets — to reduce the reasons they have to not complete a purchase.
Order fulfilment.
Logistics are hard, but having a fully integrated solution that automates most tasks will simplify the fulfilment process. Having orders automatically routed to warehouses and then processed to be shipped can reduce the time between order completion and the customer receiving their product.
Return handling.
Returns happen and it’s a best practise to have the logistics in place to deliver products back to warehouses. Unless the product is damaged, it is still viable for being sold. Having good systems and processes in place is good loss prevention.
Customer support.
Making it easy for customers to enquire about products or orders makes them more likely to complete orders or become a return customer. Having automated options like a chatbot means that online stores can provide 24/7 support without staffing around the clock.
Enterprise business strategies to improve CPG sales growth
Enterprise businesses are likely always looking for ways to improve their sales growth. Here’s how to take CPG sales to the next level.
Product subscriptions to drive recurring revenue.
Product subscriptions generate predictable revenue, which makes it easy to budget and forecast. Providing options such as subscription boxes, automatic replenishments, or auto-renewing subscriptions means revenue companies can count on.
Determine the best brands and double down on content.
If it’s a company with hundreds — or thousands — of SKUs, it can be difficult to focus. Do you give a little digital marketing to all products or a lot of attention to a few?
The latter may just be the answer. Focusing on the strongest brands (including those with the highest profitability) and supporting them with a robust content strategy that gets them in front of potential customers.
Businesses should leverage their mission.
Strong brands have clearly defined missions. Be confident in what the company stands for and provide products that back up what it says.
For example, if a business says they are a sustainable company, make sure the packaging uses recycled plastics.
Connect with customers.
In today's market, customers expect a seamless and personalised experience. This means that products must be convenient to purchase, easy to use, and fulfil their specific needs.
By focusing on the customer experience, businesses can build a loyal customer base and drive sales growth.
CPG ecommerce trends
The shift to online shopping is extending to CPG as well. For CPG companies looking to establish or optimise their ecommerce sales experience, they should be aware of these emerging trends.
Demand for fulfilment flexibility will continue to rise.
Don’t restrict how a customer can receive their product. If they’re fine with waiting a few days for it to be delivered, that’s fine. If they want it today, provide a BOPIS option if there is a brick-and-mortar store, or even invest in the infrastructure to provide same-day delivery. This has the added advantage of encouraging brand loyalty.
Mobile will drive more sales and conversions.
With more than half of all online shoppers coming from mobile devices, it's more important than ever for CPG brands to adopt a mobile-first approach to their ecommerce strategy.
This means focusing on mobile optimisation, such as improving page load times, streamlining navigation, and simplifying checkout flows. Altering the marketing strategy to drive to mobile channels is wise as well.
Integrate big data into the decision-making process.
Modern ecommerce involves data-driven decisions. A robust ecommerce platform provides opportunities to collect massive amounts of customer data, which can be leveraged to provide unique insights into customer behaviour.
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The final word
The CPG market may be relatively new entrants into ecommerce, but are poised to extend their massive influence into the space, especially coming out of the COVID-19 pandemic.
By adapting to evolving trends and embracing the latest tools and technologies, CPG stands to meet consumer demand and grab a larger part of the ecommerce market share.