Smartphone and television gross sales online have declined, while the contribution of in-store purchases has elevated. The return of the in-store experience is attributed to premiumization and narrowing price gaps between online and offline channels. On the opposite hand, e-commerce continues to thrive for fast-moving shopper items due to fast commerce platforms. FMCG corporations are seeing a 3-5% increase in e-commerce contribution, with alternate channels accounting for 1 / 4 of total gross sales. While the pattern favors fast commerce for necessities, discretionary purchases like apparel and electronics are correcting after a surge in online sales during the pandemic. Alibaba…
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