Top 100 FMCG Brands in E-Commerce

Delivery

This report comes in PPT.

Key findings

E-commerce leadership has become a critical driver of brand success, as path to purchase evolves

E-commerce leadership has become critical for brand success. The Top 100 brands in e-commerce have moved beyond having an online presence and are actively winning in the digital space through strong business models and ecosystem partnerships. As consumer path to purchase evolves, brands must build strong online equity, and the rise of DTC models serves as a clear indicator of this shift.

The growing billionaire’s club in e-commerce underscores growth potential 

Nearly 30% of the Top 100 brands have either surpassed or are nearing USD1 billion in annual e-commerce sales, underscoring not only the scale and maturity of digital commerce in FMCG, but also the potential for growth and penetration within the channel.

Beauty and personal care, private label and pet care brands dominate the ranks

Beauty and personal care players have the highest representation in the Top 100 brands, followed by private label brands and pet care. These three groups collectively represent 62 of the top 100 brands, signalling the power of a wide category assortment, shopper resonance and predictable replenishment-driven frequency in driving success.

Retailer-led private label brands can no longer be ignored

19 retailer-led private label brands make it to the ranks, accounting for 25% of total sales for the ranked brands. This underscores the growing influence of grocery retailers in e-commerce, driven by their strategic investments in omnichannel infrastructure and platform capabilities. As these brands grow, manufacturer-led brands will see greater value-driven competition based on price.

Chinese brands break into the top 100 in e-commerce globally, owing to strong national e-commerce sales.

Locally rooted, culture-led brands are breaking into the global rankings by converting dominant home-market sales and cross-border e-commerce into scale. Notably, Proya, Yili, Wu Liang Ye and Moutai signal the broader global ascent of Chinese brands. Marketplaces and social virality have turned heritage players into global skin care powerhouses.