How Online Shopping is Reshaping FMCG in Retail
Victor Botha
The FMCG retail landscape is undergoing a quiet revolution: online shopping. What began as a convenience during lockdown has become a defining shift in consumer behaviour that is reshaping how people shop for everyday essentials.
Online shopping has become a place where South Africans turn to stock their pantries, plan their meals, and manage their households.
In this article, I dive into what this means for retailers and how you can reach your customers in the digital space to stay ahead of the competition.
The Digital Shift: A New Era for FMCG Retail
The expected 17% rise in digital-first shopping is largely driven by convenience. Consumers want fast, hassle-free shopping options that fit into their lifestyles, whether it’s a mobile shopping app, subscription models for household staples, or on-demand delivery services.
With the e-commerce market continuing to grow, the FMCG industry is now one of the fastest-expanding categories in online shopping. This means that the traditional shopping journey is now dynamic, data-driven, and deeply personal.
For FMCG brands and retailers, the shift presents both challenges and opportunities to be present where their consumers live, click, and shop.
The New Consumer Mindset
In this shifting consumer market, loyalty isn’t built on the shelf or at the checkout counter.
Rather, it’s earned through consistent, personalised experience that makes consumers feel understood.
But even in a digital-first landscape, emotion still matters. Shoppers connect with brands that show integrity, authenticity, and care. Because as much as data drives decisions, trust drives loyalty.
For FMCG brands, this means combining technology with heart is key. Those who can balance convenience with connection are the ones who win.
Opportunities for FMCG in the Online Space
Retailers have begun building systems where online and in-store strategies can coexist and support each other. This means FMCG brands can meet their customers wherever they choose to shop.
For example, click-and-collect has become a standard feature for many South African chains. This option offers the speed of online shopping without sacrificing the in-store connection.
Online-exclusive promotions and app-based loyalty programs are also deepening engagement, while last-mile delivery partnerships are redefining the concept of convenience.
An example of this is Takealot’s partnership with MrD delivery services for their TakealotNOW offering.
Members can opt into the TakealotNOW subscription service and enjoy benefits like free delivery on MrD orders or Takealot goods delivered in as little as an hour. This drives Takealot brand loyalty, while directing customers to use MrD more often.
These are just two examples of how brands have stepped into the online shopping space to reach more customers through convenience-driven strategies.
What This Means for Retail on the Ground
The digital shift is happening in real-time, but retailers have been ready to adapt their strategies, store layouts, and service models to meet consumer needs.
Even as online shopping grows, the in-store experience still matters. Shoppers now just want to know that what they need is available on the shelf.
This means the future of FMCG retail lies in balancing that assurance with the digital convenience customers expect.
At Meridian, we see this shift every day through our retail and operations teams, with our focus remaining on executing with excellence. This ensures that our brands are visible online and winning in-store.
We use data to drive smarter decision-making, improving on-shelf availability and collaborating with retailers to deliver a great shopping experience across the board. When strategy meets execution, that’s where brands truly thrive.
Keep Powering Forward with Meridian
While online shopping is reshaping FMCG, at its core, success still comes down to connection. This means brands must continue to create experiences that resonate with their consumers.
The Meridian team has always believed progress is built through partnership, aligning strategy with execution and innovation. This is how brands thrive.
If you want to learn more about how we can help your brand power forward with heart, feel free to get in touch and let’s make it happen.