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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.
How Germany's FMCG Brands Can Leverage Amazon
September 7, 2017
This video covers highlights from L2’s Digital IQ Index: FMCG Germany, a report benchmarking the digital performance of 60 personal care and home care brands across 11 product categories. A key area of analysis is how FMCG brands can maximize their visibility and sales through the most popular online e-tailer in Germany: Amazon.