Grocery product manufacturers are becoming more proficient in their e-commerce capabilities — especially sales and retail relationships, content and media, though supply chain issues remain a challenge — and most foresee e-commerce share growth as they invest strategically and focus on performance and results, according to a survey of consumer packaged goods manufacturers by Advantage Solutions.

The survey of 37 CPG manufacturers found:

  • Seven in 10 manufacturers say e-commerce analytics capabilities are underdeveloped or still emerging; three-fourths same about their train or upskill e-commerce talent.
  • More than 80% of retailers are increasing their investments in retail media on-site search and display ads in the next year
  • Nearly half are funding their retail media investments through shopper marketing budgets
  • More than four in 10 are testing or piloting direct-to-consumer programs in the next 12 months.
  • About eight in 10 say optimizing retail media investments and digital shelf content are among their top strategies for driving e-commerce market share in the next six months.

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