How to Adapt for Digital Shelf Growth

Custom content for e.fundamentals by Food Dive's Brand Studio

A recent digital-readiness assessment found that 49% of U.S. shoppers purchase CPGs online. That rate is impressive, but even more impressive is the prediction that in as few as five to seven years, 70% of consumers will have converted, bringing 2022’s online grocery spend to a potential $100 billion.

Because the transition is occurring at a time of shifts in consumer behavior and looming economic uncertainty, brands that’d hoped to stretch their e-commerce onboarding across half a decade had better compress their timelines considerably or risk leaving revenue in the online shopping cart.

This playbook will help brands wrap their heads around the challenges of omnichannel conversion. It also highlights:

  • What’s driving changes in consumer motivation, purchase incentives and last-mile solutions
  • The value of open-source, future-proofed platforms that integrate with a brand’s developing digital architecture
  • Why the human element is essential to mastering the path from search to purchase


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