The State of Fast Moving Consumer Goods Ecommerce

Semrush

FMCG E-commerce isn’t slowing down—it’s evolving fast

Consumer behavior is shifting—and fast. In 2024, FMCG e-commerce grew 11%, with global traffic hitting 24.7B monthly visits.

Mobile drove 60% of that traffic, and platforms like YouTube (+25%) and Instagram (+34%) became key discovery channels. AI is quickly reshaping the space too—ChatGPT-driven traffic soared 1138% in just one year.

Behind the momentum lies a bigger story: new channels, new rules, and new opportunities for growth.

Download the report to uncover the trends shaping FMCG in 2025.

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