NielsenIQ (NIQ) has expanded its FMCG e-commerce measurement solution into Indonesia, Singapore, and Thailand. This offering aligns online sales insight with NIQ’s Retail Measurement Service (RMS) which tracks offline markets.
As FMCG brands and retailers face rising digital sales in Southeast Asia, NIQ’s service provides a harmonised view of online and offline performance. Online sales in the region have doubled over the past five years and are expected to double again in the next five. By 2030, NIQ projects 30 % of all FMCG retail sales in Asia will come from e-commerce.
The expanded FMCG e-commerce measurement offering uses three core data streams: RMS-ePOS data for offline sales, validated alternative data from non-cooperating online retailers, and advanced modelling via machine learning. Delivered via NIQ’s Discover analytics platform, the solution enables brands to visualise omnichannel performance and make data-driven decisions faster.
Why the expansion matters
In many Southeast Asian markets, online and offline sales channels blur into one journey for consumers. With FMCG e-commerce measurement, companies can track shopper behaviour across both channels. This improves strategic planning for product launches, pricing, promotion, and channel mix. Also, standardized measurement makes it possible to compare performance from brand to brand. Also, from category to category, while using the same consistent definitions.
What this means for brands and retailers
Brands should use FMCG e-commerce measurement to identify growth pockets earlier and adapt their omni-channel strategies accordingly. Retailers can leverage the harmonised data to optimise shelf-space allocation, online promotions, inventory, and logistics. In doing so, they can increase agility in fast-moving markets like Indonesia and Thailand, where e-commerce is growing rapidly.
In conclusion, NIQ’s expansion of FMCG e-commerce measurement across Southeast Asia marks a key moment for retail analytics in the region. The corporations that implement this gauge will probably unlock more profound consumer insights, achieve a more robust competitive positioning, and be more equipped for the future of FMCG retail.
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News Source: Businesswire.com
