Although the consumer goods and FMCG industry are still driven heavily by offline activities, the importance of the online business is gaining in importance due to the attractive growth options it offers. Since online business is also gaining in relevance in terms of its future potential, and this growth is occurring at the expense of offline business, providers are recommended to develop suitable digitalisation and e-commerce strategies. Only by doing so can they avoid losing market share in the context of the channel shift from offline to online.

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