Nestlé targets 25% e-commerce share of sales by 2025

Nestlé aims to have online sales comprise about 25% of all sales in four years, a company executive said at the recent investor’s day conference. Currently, its direct-to-consumer and business-to-business-to-consumer (B2B2C) online sales contribute 13% ($11.93 billion) of the $91.80 billion annual sales.

Bernard Meunier, head of strategic business units and marketing and sales, said that the 2025 target is twice the average of total consumer goods sales.

To achieve its goal, the company will continue focusing its budget on digital marketing and data analysis from 47% to 70%, Meunier said. The company will also Increase consumer data records from about 250 million in 2020 to about 400 million records in 2025. 

“We currently track daily all key online stores that carry our brands in more than 60 markets to ensure content accuracy, product availability and to review consumer feedback, critical details that can increase our products add-to-cart rate by up to 30%—this is the new reality of our markets to support the e-commerce acceleration.”

Nestlé’s well-known brands include Gerber, Poland Spring, Kit Kat, Starbucks Coffee at Home, DiGiorno, Hot Pockets, Lean Cuisine, Häagen-Dazs, Purina, Friskies, and others.

The company employs more than 500 digital experts globally, and more e-commerce-dedicated account managers, Meunier revealed.