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L2 Digital IQ Index
E-commerce sales are expected to contribute half of the growth in CPG over the next five years, making e-tailer distribution relationships critical for Home Care brands. As legacy players continue their transition from traditional to digital promotion, they face threats from multiple angles. Private label products threaten on-platform visibility, while newcomer independent brands wield laser-focused digital expertise and social media savvy to achieve disproportionate online market share.