FMCG E-Commerce in 2026: Consumer Trends and the Power of Marketplaces Converge

The FMCG sector is being reshaped by digitalization and changing consumer behavior. As of 2025, FMCG (Fast-Moving Consumer Goods) e-commerce sales are growing globally, online shopping has become the main channel in many markets, and consumers prefer discovering products online. Moreover, 2026 consumer trends are transforming FMCG purchasing behavior into much more than simply “buying a product.”

Below you will find the key data behind this transformation and how brands need to adapt.

Table of Contents

FMCG E-Commerce 2025: Market Overview

Global FMCG e-commerce websites grew by 11% in 2024 and reached an average of 24.7 billion monthly visits — making digital platforms the primary touchpoint for consumers.

🔹 As of 2025, the total size of the global FMCG market is estimated to have reached approximately USD 13.6 trillion.

🔹 The share of online FMCG sales within total FMCG exceeds 15% in some countries; in many markets, this rate is expected to approach 20%.

🔹According to Euromonitor data, although online penetration (the share of online channels within a category’s total sales) varies by category, the contribution of marketplaces increases significantly in categories with high online penetration. In particular, Consumer Health and Beauty categories have both high online penetration and strong marketplace share.

The Importance of Marketplaces in FMCG Shopping

2025 reports show that a large portion of FMCG e-commerce sales traffic is generated through marketplaces — these channels are now not only sales platforms but also the main platforms for product discovery and brand awareness.

This clearly demonstrates that despite category differences, marketplaces have become a central and scalable channel within the FMCG e-commerce ecosystem.

📌 Consumers begin their product searches on marketplaces, and during campaign periods, these visits significantly impact performance.

For this reason, FMCG brands must invest in:
✔ Product listing optimization
✔ Search visibility
✔ Product reviews and content quality

These areas are critical for success.

Strong FMCG Trends in 2025: Sustainability, AI, and Experience

Industry forecasts for 2025 highlight:

🔸 Online FMCG demand continues to rise and digital consumer behavior is evolving.
🔸 Sustainability and digitalization have become key trends in new product development.
🔸 AI and big data analytics are being used for customer segmentation and personalized recommendations.

Additionally, digital trends such as AI and social commerce are not only accelerating FMCG e-commerce strategies but also redefining the customer experience.

2026 Consumer Trends: New Priorities in FMCG Purchasing Behavior

According to Euromonitor’s Top Global Consumer Trends 2026 report, the main trends shaping FMCG purchasing decisions are:

🔹 Comfort Zone: In stressful living conditions, consumers are turning toward products that provide comfort and reassurance.
🔹 Rewired Wellness: Health, functionality, and scientifically backed benefit claims drive purchasing decisions.
🔹 Fiercely Unfiltered: Instead of generic, mass-appeal products, demand is increasing for products that reflect personal style and individual worldviews.
🔹 Next Asian Wave: Asia-originated commerce models that combine mobile, social, and fast shopping experiences are increasing their global influence

These trends directly impact product, content, and marketing strategies and shape consumer expectations.

FMCG Brand Strategies

✅ Making Digital Channels the Core Channel
FMCG e-commerce is no longer just an additional sales channel but the first brand touchpoint. Therefore, marketplace and website SEO are as critical as in-store visibility.

✅ Leveraging AI and Data Analytics
Advanced analytics are becoming increasingly important in personalized recommendations, stock and campaign forecasting, and product placement optimization.

✅ Offering Sustainability- and Value-Oriented Products
Consumers now seek not only price but also sustainability, ethical production, and quality — influencing product portfolio strategies.

✅ Optimizing Mobile & Social Experience
Most traffic comes from mobile; user experience, payment convenience, and social interaction are key success factors for brands.

In summary, 2025 data shows that FMCG e-commerce is growing, visits are increasing, and digital is now the main channel. The 2026 consumer trends demonstrate that this growth is not only volumetric but also behavioral and value-driven.

For brands, success is no longer just about sales — it is about experience management, data and technology integration, and trend-oriented product strategies.