L2 Digital IQ Index
The French market for fast-moving consumer goods (FMCG) is shifting. Across the Index, brands have neglected to invest in online brand-building beyond display advertising, allowing eco brands to usurp market share with optimized search visibility and impactful social media storytelling. Due to the glaring deficits of major hypermarket sites, Amazon France and Cdiscount have won a disproportionate share of FMCG e-commerce, generating twelve times the traffic of Carrefour and Auchan combined. To defend their market share, brands must carefully consider e-tailer partners and scale up their digital performance to match the investments and expertise of emerging online players.