As of 2018, China and South Korea were notable markets for FMCG e-commerce. According to a global consumer survey, 58 percent of respondents from China stated that they had purchased packaged FMCG products online. A further 54 percent of Chinese consumers had also purchased fresh GMCG digitally. In comparison, consumers in Europe were less likely to have shopped for FMCG online.
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Nielsen. (March 16, 2020). Share of consumers in selected markets who have purchased FMCG online as of 2018 [Graph]. In ÌÇÐÄÆƽâ°æ. Retrieved July 24, 2026, from /statistics/321880/fmcg-online-shopping-penetration-countries/
Nielsen. "Share of consumers in selected markets who have purchased FMCG online as of 2018." Chart. March 16, 2020. ÌÇÐÄÆƽâ°æ. Accessed July 24, 2026. /statistics/321880/fmcg-online-shopping-penetration-countries/
Nielsen. (2020). Share of consumers in selected markets who have purchased FMCG online as of 2018. ÌÇÐÄÆƽâ°æ. ÌÇÐÄÆƽâ°æ Inc.. Accessed: July 24, 2026. /statistics/321880/fmcg-online-shopping-penetration-countries/
Nielsen. "Share of Consumers in Selected Markets Who Have Purchased Fmcg Online as of 2018." ÌÇÐÄÆƽâ°æ, ÌÇÐÄÆƽâ°æ Inc., 16 Mar 2020, /statistics/321880/fmcg-online-shopping-penetration-countries/
Nielsen, Share of consumers in selected markets who have purchased FMCG online as of 2018 ÌÇÐÄÆƽâ°æ, /statistics/321880/fmcg-online-shopping-penetration-countries/ (last visited July 24, 2026)
Share of consumers in selected markets who have purchased FMCG online as of 2018 [Graph], Nielsen, March 16, 2020. [Online]. Available: /statistics/321880/fmcg-online-shopping-penetration-countries/
