Industry Context
At the onset of the pandemic, the consumer packaged goods (CPG) industry has seen a rising demand for direct-to-consumer (D2C) purchasing and a shift towards digital purchasing. As a result, traditional B2B companies are broadening the scope by incorporating digital D2C channels. Currently, the vast majority of consumers discover new brands and products online. The global pandemic and stay-at-home mandates have magnified this tendency. As a result, having a strategy that strengthens and supports eCommerce is paramount for companies that wish to maintain a competitive edge in the market.
