Consumer Products Gain Traction on Online Portals


As the online shopping trend is increasing by the minute, even everyday consumer products including deodorants, cosmetics, shampoos and toilet cleaners are gaining foothold in the booming e-commerce market. For now, the online shopping segment is dominated by books, fashion and electronics.

This growth in the consumer products is powered by smaller FMCG firms with limited resources, but now the major national brands are also increasing their presence in online portals so that they do not miss the opportunity for growth.

As per an Amazon India spokesperson, categories including baby nursing, skincare, cosmetics, grooming products and deodorants have grown over five times in the past year. This growth is powered by firms without much distribution network such asPark Avenue, Adjavis, Vini Cosmetics, Patanjali, Khadi and TTK.

The Amazon spokesperson added that customers are looking for unique brands that are free from paraben and sulphate including Prakriti Herbals, Vedantika Herbals, Iba Halal Care, Indulekha, Vaadi Herbals and others.

Another popular retailer, Snapdeal also expects that the growth in the consumer products will be around 50 times in the next three years. A spokesperson of the retailer said that after ticketing, electronics and fashion genres in the e-commerce industry, FMCG is the next one that would ride the growth of the segment. Interestingly, customers know their consumption patterns and this could lead to regular repetitive purchases.

Snapdeal is claimed to be working with most of the FMCG players such as HUL, ITC, P&G, Godrej and L’oreal. It is selling around 1,00,000 products in the consumer product category with offerings such as skincare, cosmetics, baby care products, sexual wellness, health supplements being the popular ones.

Other portals that provide consumer products include Flipkart and eBay and they sell hair oil, soaps and shampoos. In addition, online purchase of grocery and personal care products is also increasing across the global markets. Furthermore, Britannia sells directly on major online marketplaces and its distributors are pretty small. DaburIndiahas also appointed exclusive stockists for the online channel.










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