How to Improve Your FMCG Ecommerce Website

How to Improve Your FMCG Ecommerce Website _ MediaOne

The Covid-19 pandemic sped up digital transformation and technologies by several years, according to a report from McKinsey & Company. Two years later, we see the digital transformation as the new normal.

We’re no longer just adapting to the pandemic—we’re embracing it.

Among the industries that have experienced the boom is Fast-Moving Consumer Goods (FMCG). FMCG companies are now more than ever relying on ecommerce websites to reach their customers and boost their sales.

But having an ecommerce website is no longer enough; you have to optimize it for an enriched and smooth user experience.

In this article, we’ll share some tips on how to do just that.

So, what are Fast-moving Consumer Goods (FMCG)?

FMCG is a term used to describe products intended for everyday private consumption and usually bought in large quantities from retailers. Examples of FMCG include food, beverages, toiletries, over-the-counter drugs, household items, cosmetics, and more.

Now That You Know What FMCG Is…

Let’s look at the brand value of some of the leading FMCG Brands World Wide. 

The biggest FMCG companies in the world include Pampers, LEGO, L’Oréal, Colgate, Gillette, Danone, and Johnson & Johnson. 

Pampers is the leading FMCG brand, with a brand value of $13.8 billion in 2022. L’Oréal is the second with a brand value of $12.915 billion, while LEGO takes third place with a brand value of $11.846 billion.

  • Pampers
US$13.8 Billion
  • L’Oréal
US$12.9 Billion
  • LEGO
US$11.8 Billion
  • Nestle
US$10.9 Billion
  • Colgate
US$10.8 Billion
  • Gillette
US$10.2 Billion
  • Danone
US$9.5 Billion
  • Kellogg’s
US$ 8.7 Billion
  • Johnson & Johnson
US$6.1 Billion

Source: Statista

Pampers and Gillette are owned by the same company, Procter & Gamble, and together they account for a combined brand value of $24 billion. 

FMCG companies have a huge potential to reach customers through their ecommerce websites. But how do you make sure they get the most out of it?

FMCG Stats You Should Know 

According to market research firm Nielsen, e-commerce will contribute about 11% of total FMCG sales by 2030 (about eight times its current size). 

That would be a significant increase, considering they only accounted for 0.4% of FMCG sales in 2016 and 1.3% in 2018.

As you can see, with the right strategies, FMCG brands have a great opportunity to increase their sales online. 

Although most FMCG brands still sell primarily through physical stores and digital retail outlets such as Amazon, eBay, and Walmart, there still is a huge opportunity for them to capitalize on the growing trend of ecommerce and sell directly to their customers. 

The Benefits of Having an Optimized FMCG Ecommerce Website

The Benefits of Having an Optimized FMCG Ecommerce Website

A well-optimized and user-friendly ecommerce website can benefit your business in many ways.

#1. Collecting Data for Your FMCG 

An optimized FMCG Ecommerce website is an excellent strategy for collecting data about your customers. You can use this data to analyse customer usage patterns, preferences and behaviour to create tailored marketing campaigns for each customer. 

The website can provide important insights on things like:

  • What products sell the most
  • What are their buying trends?
  • What are the geographical locations of your customers
  • How do customers feel about your product

You can use this information to make smarter decisions about your product offerings, pricing and marketing strategies. You can also use it to enhance their shopping habits, making them more likely to purchase from you. 

However, you don’t want to spook them by making them feel like you know too much about their shopping habits. Be responsible with how you collect and use your customers’ data, and, most importantly, make sure it is secured and stored safely.

#2. Personalization

We can all learn from Amazon’s personalization strategy. They’re one of the most successful online retailers, and it’s no secret that their personalization strategy plays a big role in their success. 

No two people are served the same recommendations, as they tailor their offerings to each customer’s needs and preferences.

Likewise, you can use the data you collect from your customers to personalize their shopping experience on your ecommerce website. 

By understanding what products they like, what content resonates with them, and how they browse or purchase items, you can tailor your website to their individual preferences.

That should make it easier for them to find items they like and eventually get them to consider buying from you.

#3. Gain an Edge over Your Competitors

It would be best never to underestimate the power of a well-crafted website

A neat, organized, and visually appealing ecommerce store can make all the difference between customers visiting your store or turning away to purchase from someone else’s. 

Ensure your website is easy to navigate and understand, with clear product descriptions and categories. 

Remember, in 2016, only 0.4% of global sales made through ecommerce were FMCG products. The number grew to 1.3 in 2018, and if the trend continues, it will likely keep going up, hitting 11% in 2021.

#4. Increase Repeat Customers

Repeat customers are like gold dust for any business. 

If consumers are happy and satisfied with their purchase from you, they are likely to return for more. 

So, it is important to ensure that your FMCG ecommerce store is built around the idea of providing your customers with a positive experience. 

Yopto conducted a survey that showed 39% of customers are likely to remain loyal to a brand if they receive great services and offers. 

So focus on providing them great customer service, timely updates on their orders, and ensuring that the products they receive are satisfactory. 

It’s the only way to guarantee they’ll return for more.

Remember that 84% of customers trust online reviews as much as personal recommendations. And when customers are happy with your store, they’ll surely leave a positive review. 

So, it’s always worth putting effort into ensuring your customers have a good experience. 

That way, you can turn one-time buyers into loyal repeat customers and increase their lifetime value. 

It’s also more cost-effective than having to find new customers constantly.

#5. Promotion Free from Competitors’ Noise

An ecommerce store will empower you to maximize engagement without competing with other retailers. 

You can create targeted campaigns tailored to your customers and reach them through email or social media. 

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On your platform, you can create a range of promotional offers and discounts to encourage customers to shop with you. 

Plus, creating exclusive deals for your subscribers will help you stand out from the noise your competitors create. 

You can even experiment with personalized recommendations tailored to your customer’s interests. 

In other words, people visiting your store get to play by your rules without being bombarded with messages from other retailers.

#6. Independence from Retailers

Being independent of retailers like Tesco or online marketplaces like Amazon also means that you won’t be affected by their pricing and selection decisions. 

You can set your own prices, design your store layout and determine which items to include in their product catalogues.

Any contractual agreements or obligations won’t hold you back, and you don’t have to worry about your profits being slashed by the intermediaries. 

Plus, with no physical store, you get to avoid extra costs like rent, staff wages, utilities, etc. 

You also get to use various online tools to increase efficiency and automate mundane tasks. 

These include inventory management software, analytics platforms, and customer relationship management systems.

16 Actionable Tips to Improve Your FMCG Ecommerce Website

Now that you know the basics of running a successful FMCG ecommerce business, here are 16 actionable tips to help you get the most out of your store:

1. Pay Attention to Your Site Navigation

Your site navigation plays a critical role in how customers interact with your store. 

If customers can’t find what they’re looking for quickly and easily, they’ll likely leave your store without purchasing. 

Wear the customer’s mind and create an intuitive navigation structure that makes it easy for them to find what they’re looking for. 

Be sure to run the site through “Usability Hub” to test out its navigation flow.

  • Are the categories incomplete or disorganized?
  • Is the site missing any particularly important features?
  • Do you have an HTML sitemap?
  • Are the products listed on separate pages or in easy-to-read category pages?

2. Optimize Product Descriptions

The way you present your products is key to making sales. 

Make sure each product description contains detailed information about the item, including its features, benefits, and any other specifications that customers may need to know about. 

You should also include high-quality images of the product from different angles.

Doing all these things will help your customers better understand the item and potentially make them more likely to purchase it from you. 

Remember to keep your product descriptions concise, clear, and to the point.

3. Utilize SEO Best Practices

Search engines are the biggest source of organic traffic for ecommerce websites. 

By optimizing your site for search engines, you should be able to drive more visits to your store and potentially increase sales. 

You can start by doing keyword research to identify the most relevant terms for each product page. 

Create an SEO-friendly URL structure, use meta tags, and fill out alt text on images to ensure they can be found in the search results. 

Don’t forget about link building, either. See if you can get other sites to link back to your store.

You can guest blog, submit your content to directories, and contact other web admins about link exchanges.

4. Improve Your Checkout Process

Nobody wants to be stuck in a long, confusing checkout process. 

Make sure your checkout process is fast, efficient, and secure. Ensure that payment options are clearly displayed, and customers don’t have to go through too many steps to complete their transactions. 

Get rid of unnecessary distractions such as banners and ads. Also, offer a guest checkout option so customers don’t have to create an account if they don’t want to. 

A good checkout process should make it easy for customers to complete their purchases without any hassle.

5. Site Speed

In 2006, Amazon estimated they lost 1% of their revenue for every 100 milliseconds of latency. 

Akamai’s research also shows that a 1-second delay in page load time can lead to a 7% decrease in conversions

Assuming you sell about $500,000 worth of products monthly, a 1-second delay could cost your business $35,000!

That’s why you want to ensure your site runs quickly and smoothly. 

Optimize images and videos, enable caching, and reduce redirects and broken links. Also, consider using a CDN if necessary.

Ideally, you want your pages to load in three seconds or less. 

The faster your site loads, the happier your customers will be and the more sales you’ll make. 

It’s a win-win.

6. Product Images and Product Copy

The advertising maxim “A picture is worth a thousand words” still holds true today. 

Consumers want to see high-quality images of the products they’re buying.

Make sure your product images are sharp, clear and consistent in size and style throughout your site — this will help create a more professional look. 

Also, include multiple angles of each product so customers can get a 360-degree view to make an informed purchasing decision.

Don’t forget the product copy, either. Good product descriptions can go a long way in helping customers understand the features and benefits of what they’re buying. 

Make sure your descriptions are accurate, detailed and helpful. 

Also, consider adding reviews or ratings to each product page — this can be a great way to get customers’ feedback and boost sales.

7. Seeking Reviews

BrightLocal research shows that 49% of people trust online reviews as much as a personal recommendations.

Smart FMCG eCommerce owners understand the importance of reviews and actively seek them out from customers. 

This can be done through email surveys, social media posts or by including customer feedback directly on your product pages. 

However you decide to solicit reviews, make sure they’re moderated and visible on your site — this has been proven to be a major factor in driving conversions. 

And, of course, you want to respond to any reviews that come in – this will show your customers that you’re actually listening and concerned about their well-being. 

Good customer service will only improve your eCommerce reputation in the long run.

8. Fixed or Free Shipping

Shipping is one of the biggest obstacles to completing a purchase, especially when it appears as an added cost after the customer has made a selection. 

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The extra fee outweighs the convenience of shopping online for many customers. 

Therefore, your FMCG eCommerce should offer free or fixed-rate shipping to increase sales and drive customer loyalty. 

By providing a predictable cost for delivery, you can incentivize customers to buy more products on their next purchase. 

Free shipping is a great way to increase sales, but it may not be feasible for every retailer. 

Find the right balance for your eCommerce store, and customers will thank you for it.

9. Upselling & Cross-selling

Upselling and cross-selling are tried and tested methods for increasing sales. 

You can increase their order amount by offering related items or add-ons to your customers’ purchases.

For example, if someone is buying a bottle of shampoo, why not offer another product they could benefit from, like a conditioner or styling product? 

Adding additional products to their order can also save them on shipping costs, so it’s worth considering. Upselling and cross-selling can be done through automated emails and on the actual product pages. 

Let the customer know they won’t be paying extra shipping costs if they add a few more items to their order. 

That way, you can quickly increase your average order value without sacrificing much in customer service.

10. Display Security Badges

The anxiety online consumer experiences while making a purchase is very real. 

A customer’s trust in your eCommerce site is paramount to them making a purchase. 

They won’t buy from you if they don’t feel safe and secure.

You want to reassure them by displaying security badges from well-known cybersecurity companies like McAfee or Symantec. 

Make sure the badges are visible on both the product and checkout pages. 

The idea is to communicate to the customers that their data is safe and secure with you, giving them the confidence to purchase.

11. Display Social Proof

Online users are more likely to warm up to your FMCG eCommerce website if they see that their peers have had a positive experience. 

That’s social proof; you can use it to boost your sales.

You can collect customer reviews and display them on the product page. 

Customer testimonials are compelling because they come from real people who’ve used your products or services. 

You can display reviews, likes, recommendations, celebrity endorsements, and other visual elements to make your website more reliable. 

It’s also a good idea to include a product rating system to give customers an idea of its performance. 

That will help them make more informed decisions about their purchase. 

Ultimately, social proof is one of the best ways to increase the credibility and trustworthiness of your FMCG eCommerce website.

12. Install and Monitor Google Analytics

Google Analytics is a powerful tool for tracking website visitors and their behaviour. 

It can help you gain insights into how customers interact with your eCommerce site, including which pages they visit the most and what products have the highest conversion rates. 

Using this information, you can identify weak points on your FMCG eCommerce website and make improvements accordingly. 

Google Analytics also gives you real-time data on user behaviour to adjust your website and marketing campaigns accordingly. 

Installing and monitoring Google Analytics is necessary to optimize your FMCG eCommerce website for better user experience and higher sales.

13. Clear Call to Actions

Every page on your FMCG eCommerce website should have a clear call to action. 

That is important for guiding users toward specific actions, such as signing up for a newsletter or purchasing. 

Ensure each page has a prominent CTA that stands out and encourages users to take the necessary steps to complete their goals. 

For your product page, you want to add a visibly clear “Add to Cart” button under each product to make it easier for customers to complete their purchases. 

Remember that the CTA’s location, colour, and size all contribute to its effectiveness, so take the time to optimize them for maximum impact.

14. Implement a Cart Abandonment Strategy

The Baymard Institute estimates that 69.82% of eCommerce shopping carts are abandoned. 

Imagine if you could recover at least a portion of the lost revenue.

All you need is an effective cart abandonment strategy to help you convert these potential customers into buyers.

First, you want to consider luring them back with a software solution like PicReel or a human-touch solution such as live chat support.

You can also encourage returned customers with follow-up emails, coupon codes, and other incentives.

Pay attention to customer feedback and use it to your advantage when crafting your cart abandonment strategies.

For example, if customers complain about the high shipping cost, offer discounts or free shipping for orders above a certain amount. 

With the right approach, you can recover those lost sales and significantly boost your profits.

15. Create FAQ Pages

People visiting your website often have questions. 

Creating FAQ pages is a great way to answer those inquiries and save customers time.

Be sure to cover all common topics — from payment information, product features, and delivery policies to account management and returns & exchanges.

Organize the questions into easy-to-follow categories so customers can quickly find what they want.

Also, consider providing a search feature that your customers can use to find what they need in a pinch.

16. Start Blogging

Blogging is a great way to engage with your target audience and get them interested in your products.

Think of topics relevant to your industry that will appeal to customers, such as tips for using your products better, product reviews, industry trends, and more.

You can even create content around current events related to your products. 

That’s a great way to stay up-to-date with the latest happenings in the FMCG ecommerce world and get people talking about your brand.

Just remember to keep it interesting — nobody likes boring or overly-promotional content. 

A good mix of informative and entertaining posts can do wonders for your online presence.

The Final Wrap

There you have it — 16 tips for how to improve your FMCG ecommerce website. 

No matter what stage your business is in, these strategies will help you build a stronger foundation and generate more sales.

About the Author

Tom Koh

Tom is the CEO and Principal Consultant of MediaOne, a leading digital marketing agency. He has consulted for MNCs like Canon, Maybank, Capitaland, SingTel, ST Engineering, WWF, Cambridge University, as well as Government organisations like Enterprise Singapore, Ministry of Law, National Galleries, NTUC, e2i, SingHealth. His articles are published and referenced in CNA, Straits Times, MoneyFM, Financial Times, Yahoo! Finance, Hubspot, Zendesk, CIO Advisor.


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