{"id":2610,"date":"2022-07-19T00:00:00","date_gmt":"2022-07-19T00:00:00","guid":{"rendered":"\/www.youradv.com\/advantage-360\/cpg-manufacturers-navigate-fast-changing-ecommerce-marketplace\/"},"modified":"2025-10-29T16:37:49","modified_gmt":"2025-10-29T16:37:49","slug":"cpg-manufacturers-navigate-fast-changing-ecommerce-marketplace","status":"publish","type":"advantage360-reports","link":"https:\/\/youradv.com\/advantage360\/cpg-manufacturers-navigate-fast-changing-ecommerce-marketplace\/","title":{"rendered":"CPG Manufacturers Navigate Fast-Changing E-Commerce Marketplace"},"content":{"rendered":"<p>Grocery product manufacturers are becoming more proficient in their e-commerce capabilities \u2014 especially sales and retail relationships, content and media, though supply chain issues remain a challenge \u2014 and most foresee e-commerce share growth as they invest strategically and focus on performance and results, according to a survey of consumer packaged goods manufacturers by Advantage Solutions.<\/p>\n<p>The survey of 37 CPG manufacturers found:<\/p>\n<ul>\n<li>Seven in 10 manufacturers say e-commerce digital shelf analytics capabilities are underdeveloped or still emerging; three-fourths say the same about their ability to train or upskill e-commerce talent.<\/li>\n<li>More than 80% of retailers are increasing their investments in retail media on-site search and display ads in the next year<\/li>\n<li>Nearly half are funding their retail media investments through shopper marketing budgets<\/li>\n<li>More than four in 10 are testing or piloting direct-to-consumer programs in the next 12 months.<\/li>\n<li>About eight in 10 say optimizing retail media investments and digital shelf content are among their top strategies for driving e-commerce market share in the next six months.<\/li>\n<\/ul>\n","protected":false},"excerpt":{"rendered":"<p>Grocery product manufacturers are becoming more proficient in their e-commerce capabilities \u2014 especially sales and retail relationships, content and media, though supply chain issues remain a challenge \u2014 and most foresee e-commerce share growth as they invest strategically and focus on performance and results, according to a survey of consumer packaged goods manufacturers by Advantage [&hellip;]<\/p>\n","protected":false},"featured_media":1073,"menu_order":0,"template":"","format":"standard","meta":{"_acf_changed":false,"footnotes":""},"advantage360-category":[46],"class_list":["post-2610","advantage360-reports","type-advantage360-reports","status-publish","format-standard","has-post-thumbnail","hentry","advantage360-category-shopper-study"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v26.5 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>CPG Manufacturers Sharpen Focus on E-Commerce<\/title>\n<meta name=\"description\" content=\"A new Advantage survey shows how manufacturers are optimizing digital shelf content and retail media to grow share.\" 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