How omnichannel ecommerce is changing the way emerging CPG brands do business

The pandemic reshaped the way consumers shop, creating a significant opportunity for consumer packaged goods (CPG) brands to reimagine their strategies and embrace omnichannel ecommerce. As shopping habits continue to evolve, brands that sell through retail—whether online, in-store, or both—must adapt to meet these changes head-on. By fully leveraging omnichannel, ecommerce, and retail strategies, CPG brands can unlock their growth potential and thrive in this new landscape.

Did you know that during the height of the pandemic, 41% of online grocery shoppers in the US were first-time users? While this surge was driven primarily by a desire to stay healthy and avoid public spaces, these consumers have since discovered the convenience of online shopping, and the trend seems permanent. Now more than ever, shoppers are turning to innovative ways of purchasing, from shoppable media to “Shop Now” buttons on paid and owned content. These tools make it easier for consumers to find and purchase what they need with minimal effort, and drive impulse buys and faster decision-making for CPG brands.

Enter: Adaptive retail

Brands have a major opportunity to adapt to the new shopping movement by embracing omnichannel strategies that combine ecommerce and retail. This shift is eye-opening, allowing brands to connect with shoppers across multiple touchpoints and meet them wherever they are in their buying journey. Whether traditionally reliant on brick-and-mortar, exploring DTC (direct to consumer, or new digital approaches, all CPG brands can participate in this transformation.

The role of ecommerce in omnichannel strategies

Launching a brand online has become an effective way to test products, markets, and audiences without the complexities of traditional retail distribution. For emerging brands, ecommerce allows for quick market entry without relying on retailers and buyers. However, as competition grows, digitally native brands are facing increasing challenges, such as rising costs for customer acquisition, sales, and fulfillment. This is where omnichannel strategies become critical.

Brick-and-mortar stores still play a vital role in the retail ecosystem, accounting for 84.6% of retail sales. In fact, many retailers now fulfill ecommerce transactions through physical store locations, blending the convenience of online shopping with the advantages of local fulfillment. For CPG brands, this fusion of digital and physical shopper channels highlights the importance of thinking holistically. Retailers remain essential partners, even for brands that heavily invest in ecommerce. Their expertise ensures that products reach the right shelves and resonate with the right audiences, both online and in-store.‍

Why omnichannel is the future

Consumers expect seamless transitions between channels, whether they’re browsing products online, picking up items in-store, or discovering new products through social media. By adopting an omnichannel approach, brands can provide a cohesive shopping experience that builds loyalty and drives sales.

For traditional CPG brands, this means expanding beyond the reliance on brick-and-mortar stores to include ecommerce platforms and digital outreach. For digitally native brands, it means exploring partnerships with physical retailers or adopting hybrid models to reduce costs and enhance visibility. The goal is the same: To create a unified shopping experience that meets consumers’ needs wherever they choose to shop.‍

Key takeaways for CPG brands

The shift towards omnichannel ecommerce is an opportunity for CPG brands to innovate and grow. To succeed, brands should focus on:

• Adopt omnichannel strategies: Meet consumers where they are by integrating online, in-store, and social shopping experiences.
• Leverage ecommerce testing: Use online platforms to quickly test products and markets before scaling.
• Balance your digital & physical presence: Combine the reach of digital channels with the reliability of brick-and-mortar stores to maximize impact.
• Optimize for convenience: Incorporate tools like shoppable media and “Shop Now” buttons to simplify the buying process.
• Think holistically: Connect ecommerce, retail, and omnichannel efforts into one seamless experience.
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As shoppers continue to embrace new habits, CPG brands have a unique opportunity to transform their strategies and drive growth. By embracing omnichannel ecommerce, emerging CPG brands can ensure they stay relevant, competitive, and ready to meet the needs of today’s increasingly connected consumers.

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