SINGAPORE | NielsenIQ has announced the launch of its enhanced FMCG E-commerce Measurement Solution in Indonesia, Singapore, and Thailand.
Developed specifically for the FMCG industry, the solution empowers brands and retailers with a single, harmonised view of e-commerce sales performance, complementing NIQ’s Retail Measurement Service (RMS) for offline markets.
According to NIQ, by 2030, 30 percent of all FMCG retail sales in Asia are projected to come from e-commerce. The channel’s growth has accelerated as consumers increasingly blend online and offline shopping behaviours, researching products online before purchasing in stores or discovering items in-store and completing the transaction digitally.
Over the past five years, Southeast Asia’s FMCG e-commerce market has doubled in size and is expected to double again within the next five years. A significant share of this momentum is driven by Thailand, Vietnam, and the Philippines, among the world’s fastest-growing e-commerce markets.
At the same time, Indonesia remains the region’s anchor, accounting for more than half of Southeast Asia’s total online FMCG sales. Collectively, the region now represents the third-largest e-commerce market globally, underscoring its role as a strategic growth hub for FMCG manufacturers and retailers.
“With e-commerce’s continued growth in Southeast Asia, brands need more than surface-level insights; they need higher accuracy, higher coverage, and harmonised data that gives a true view of FMCG performance across channels,” said Josh Morgan, APAC E-commerce Lead, NIQ.
“NIQ’s E-commerce Measurement does exactly that: it helps businesses identify opportunities early, act with confidence, and grow smarter in one of the world’s most dynamic digital markets.”
NIQ E-commerce Measurement provides an integrated, RMS-aligned view of FMCG e-commerce performance by combining:
- Trusted ePOS data from NIQ’s Retail Measurement Service (RMS) - NIQ’s flagship solution that tracks market share, sales, distribution, pricing, and promotion effectiveness across FMCG categories. RMS provides the most complete and trusted retail data, enabling clients to assess product availability, measure sales performance, and identify new trade opportunities, which tracks offline retail sales and market share across global FMCG categories.
- Validated alternative data sources from non-cooperating online retailers, ensuring robust visibility into digital performance.
- Advanced modelling powered by NIQ’s Data Science team, applying machine learning and expert validation.
- Monthly refreshed insights through NIQ Discover - a holistic, intuitive analytics platform that unifies NIQ’s retail and e-commerce data assets in one place. NIQ Discover provides a single access point to view what’s happening across markets and understand why, enabling users to configure their own analytics, visualise insights easily, and make confident, data-driven decisions locally or globally.
NIQ’s enhanced solution is the only FMCG e-commerce measurement in Southeast Asia fully aligned with RMS standards, providing clients with a consistent framework for measuring performance across the full retail spectrum.
More global news here
