Online sales of FMCG, or fast-moving consumer goods, increased 11% in 2024, according to Euromonitor International. This comes as no surprise with the flood of products in the market and developing AI capabilities that can streamline putting the perfect people in front of their ideal products. With online shopping more convenient than ever and beauty becoming more popular among younger demographics, it’s open season for spending. Beauty and personal care led e-commerce sales in 2024 at $118 billion.
Mobile purchases drove FMCG purchases, comprising 60% of traffic, with many mobile purchasers being part of the Asian market. The Latin American market is also shaping the global digital economy further. A report on the 2025 e-commerce space notes that digital platforms are the main consumer touchpoint. A Euromonitor survey found that lower price points, free shipping and convenience are the main draws of online shopping. The growth in health and beauty products is attributed to the longer shelf lives of the products and higher margins.
“Digital transformation is unlocking unique opportunities across different sectors,” Rabia Yasmeen, global insights manager for e-commerce at Euromonitor International. “As digital platforms become embedded in everyday consumer life, the rise in digital touchpoints offers FMCG brands powerful opportunities.”
Consumer health product sales were only beat out by pet care sales, with the former comprising 23% of sales in 2024, mostly due to demand for vitamins and supplements.
Euromonitor International specializes in data analytics and research in markets, industries, economies and consumers. It provides global insight and data on products and services to key businesses into optimal growth opportunities. Serving as a foundation for strategic business decisions, Euromonitor International has 16 offices around the world with more than a thousand analysts covering 99.9% of consumers so that it’s easier to navigate global markets.
