Online consumer goods purchases—particularly among millennials and high-end shoppers—are on the rise. There is a sense of urgency for consumer packaged goods companies to place a strategic priority and to shift their sales and marketing strategies to address this eCommerce tipping point or risk losing both share and relevance. In fact, ecommerce is the fastest growing channel for consumer packaged goods companies.
It’s not surprising that online consumers are younger, more affluent, and have a higher level of education when compared to the general population. However, what we have learned is that even within this highly attractive group, there are key distinctions, according to a new online shopper study from e-tailing solutions and Catapult Marketing.