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Gartner L2 Digital IQ Index
Established FMCG brands have fared better in Germany than in other European markets, as enduring consumer loyalty and slow e-commerce growth have prevented the rise of digital-first competitors. However, Amazon has established itself as a dominant presence in the region, and brands are struggling to adapt their brand-building beyond traditional display ads to optimize their online presence. Brands creating a holistic digital experience are better positioned to reap the rewards of future online growth.