Ecommerce shoots 11%, driven by mobile, visual formats and AI

Ecommerce is no longer a secondary channel for large -consumption brands. In 2024, it grew by 11% globally, reaching 24.7 billion monthly visits and consolidating itself as the main point of contact with the consumer. This is revealed by the study «The State of FMCG Ecommerce» of Semrush y Euromonitor Internationalwhich also highlights the key role of Mobile channel, visual formats and artificial intelligence as motors of change.

During the last year, dates like Cyber ​​Monday and Prime Day marked records, with increases of 52% and 25% in traffic respectively, generating additional $ 1.9 billion in sales. The strongest online categories were Pet care (30% of digitized sales), Consumer and Beauty Health/Personal Care (both with more than 20%). In contrast, perishable products such as dairy, bakery or drinks remain late, with less than 10% in digital sales due to traditional logistics barriers and purchase habits.

«In the current panorama of rapid evolution, A solid digital strategy It is essential for mass consumer goods companies », comments RaidGlobal Insights Manager e-commerce in Euromonitor International. «To successfully navigate in this dynamic space, it is required A new set of powerful tools, advanced capabilities and specialized knowledge. At the center of this transformation, an urgent need arises from High quality and applicable intelligence ».

The mobile and visual formats reinforce the purchase journey

The report highlights that 60% of global traffic already comes from mobile devices, reaching 90% in regions such as Asia. This trend is promoting an approach focused on what mobileespecially in developing markets, where the Internet connection is mainly done through mobile. At the same time, payment channels are living a visual evolution: traffic generated by advertisements display It grew by 156%in 2024, and platforms such as Instagram (+34%), YouTube (+25%) and Facebook (+6%) are strengthened as key spaces to discover products, where visual content and adapted to the digital environment charges prominence.

Highlighting a relevant fact is the Influence of generative artificial intelligence. Chatgpt consumption raised 1138% last year, and 37% of professionals in the sector already identify this technology as one of the main distortion tools for marketing in great consumption.

The growth is expanding since 2020, specifically, the share of the developed markets has fallen from 60% to 52% in the global eCommerce, while countries like Turkey (22% digital penetration), India (and the fourth market in traffic volume) or Mexico (+5.24% in 2024) consolidate their prominence.

Spain one step away from change

The report also shows that Europe had a 4.75% decrease in digital visits during 2024, which reflects that in some countries already developed the market is somewhat saturated. In this scenario, Spain still has opportunities to growespecially if you bet on strategies focused on the mobile use and digital innovation is promoted also outside the big cities.

The behavior of consumers in Spain supports this idea. The use of networks such as Instagram or Tiktok is very high, and categories such as beauty, health and well -being can have very good results if they bet on selling through social networks and use influencers content. In addition, the commercial calendar in Spain – with dates such as the Black Friday, the summer sales or the promotions of large stores – fits well with the key moments worldwide, which facilitates adapting campaigns such as Prime Day or Cyber ​​Monday to the rhythm of local consumption.

«Spain is in a privileged position to capitalize on the turn towards the visual and the mobile, especially in sectors such as the well -being or cosmeticswhere the Emotional connection with the consumer is key«, He points out Fernando AnguloSenior Marketer Research by Semrush. «The challenge is in Apply more agile omnicanal modelsthat combine the strengths of traditional trade with really fluid digital experiences ».

The trade environment is playing in favor. The strength of local brands such as Mercadona or El Corte Inglés allows to develop mixed models, where customers can buy online and collect in store, receive the order at home or combine both. These options can be key to grow faster.