FMCG as an e-commerce trend

Many specialists predict that e-commerce is the business of the future but you don't have to be an expert to notice that the market is heading this way. The e-commerce segment is developing at an outstanding pace and many of us have already become accustomed to online stores. Unfortunately, not all Polish brands have their e-commerce business developed.

Many native companies continue to focus on saving old business models instead of opening up to new technologies. It's a serious mistake that could cost them a lot.

Are we learning from the Western Europe?

Foreign companies are definitely not afraid to risk and thus their chances of success are growing. They also understand that most of their ideas will consume a lot of money. We usually conduct experiments in the field of e-commerce, because monitoring failures and their subsequent analysis is not entirely in our nature.

Meanwhile, it is important to remember that the digital revolution a definite win win situation if we speak of nearest future. Moreover, it is happening right now. Such a revolution deeply changes the face of business and even the entire industry supplying basic consumer goods to the market.

Revolution on the FMCG market

A major revolution recently took place on the market of FMCG services. (fast-moving consumer goods). These products are sold quickly and at relatively low prices. The FMCG product market includes food products, soft drinks, alcoholic beverages, tobacco products, household chemicals and cosmetics.

According to Gemius's report “E-commerce in Poland 2018”, 22 percent users bought food products online so far. On the other hand, 27 percent users intent to order food products online in the nearest future. Although we continue to supply products such as clothing, tickets or multimedia on the Internet, we increasingly buy everyday products there as well.

FMCG analysts predicted a dynamic increase in the number of people ordering online including food in 2018. This is due to the development of distribution networks and, on the other hand, to the restriction of trade on selected Sundays.

And what are the trends of FMCG sales in 2018?


Customers are increasingly paying attention to the origin of food, its quality and composition. This trend was triggered by the “clean labels” movement. It linked to the expectations of customers who wanted to have more detailed information about the composition of the products and wanted them not to contain too many artificial ingredients and preservatives. Technology is also playing an increasingly important role in this matter. Many companies use applications to scan products codes to list all ingredients, its origin, as well as production methods etc. Sometimes they also use blockchain technology, thanks to which customers can e.g. trace entire path a given product has went through (e.g. a fish origin, transportation process and up to stores).

The price of locality

Despite globalization, increasing opportunities for acquiring goods from distant corners of the world as well as the popularity of ethnic cuisine, many Poles try to consciously support the domestic industry and choose local products. Specialists estimate that this trend will grow. It is worth remembering if you run a business.

Cheap delivery

Customers expect the ordered products to arrive quickly and easily. This is one of the sales ranges that stores can compete for a customer. Fast, easy and cheap, and preferably free delivery can convince even the most “resistant” consumers to buy right from your online store.

Speed and ease of order

FMCG articles are most often bought while standing in traffic jam, travelling etc. These are not products whose choice requires a lot of time and analysis such as expensive clothing, jewellery etc. Usually cheap articles aren't so engaging for a user/cutomer.

Will e-commerce deny stationary purchases?

It's far too early for such forecasts. Still many of us choose stationary purchases. Omnichannel, or multi-channel customer service is an absolute trend of this year, which proves that running a brick-and-mortar store without online version of it is jsut not enough. It is obvious running a traditional store will not be enough and presence in the network will be an absolute necessity.

One of the most popular way to buy things online is to order them via online store and pick it up personally in a stationary store. So the store becomes a kind of showroom where we can watch the products in order to buy them online.

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Wielu specjalistów prognozuje, że e-commerce to handel przyszłości, ale nie trzeba być ekspertem, aby zauważyć że rynek zmierza w tę stronę. Segment e-commerce rozwija się w znakomitym tempie, a wielu z nas już przyzwyczaiło się do zakupów w sieci. Niestety nie wszystkie polskie marki idą w tym kierunku. Wiele rodzimych firm w dalszym