Amazon’s Dominance of CPG E-Commerce Continues, But Seems to Be Easing

August 27, 2019

This article is included in these additional categories:

CPG & FMCG | Industries | Retail & E-Commerce

CPG e-commerce in the US has grown by three-quarters (76%) in just 2 years, reaching $65 billion during the 52-week period ending at the close of January 2019. While Amazon accounted for the largest portion (33% share) of the growth of CPG e-commerce over that 2-year period, it’s not the only player in town. In fact, it has actually seen its dollar share drop, while certain other online retailers have seen theirs increase, per data from Nielsen.

Two years ago, Amazon enjoyed 43% dollar share of CPG e-commerce – but that dollar share has now declined to 39%. Interestingly, there are several e-commerce retailers that have actually experienced growth in this market during the same time period and are taking dollar share from both Amazon and other retailers.

The retail giant, Walmart, which accounts for 11% share of the total growth of CPG e-commerce since 2017, has tripled (2% in 2017 to 6% at the start of 2019) its percentage share of online CPG dollars. Similarly, Instartcart saw its dollar share double (4% to 8%) over the same period and accounted for 13% of the growth in CPG e-commerce.

Another company which has risen in its share of CPG e-commerce dollars – up from 3% in 2017 to 5% in 2019 – is the pet food and product online retailer Chewy.com. What may seem like a niche market compared to the likes of Amazon, Walmart and Target, which have a range of product types, Chewy’s growth may not be as surprising. That’s because IRI ranked pet supplies and pet food #2 and #3, respectively, in CPG e-commerce categories by dollar share last year 2018.

The other two retailers Nielsen singled out as gaining CPG e-commerce dollar share in the current environment are Target and Kroger. Together with Walmart, Instacart and Chewy, these 5 have not only taken market share from Amazon but also from all other retailers.

Further analysis can be viewed online here.

About the Data: Current percentage figures refer to the 52-week period ending Jan. 31, 2019, which is compared with 2 years earlier.

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