Singapore — A new report reveals that the fast-moving consumer goods (FMCG) e-commerce market is increasingly being shaped by a smaller group of dominant brands, with the top 100 brands now accounting for 21% of global FMCG e-commerce value.
According to Euromonitor’s report, nearly one-third of these brands generated more than 1 billion USD in annual online sales across 12 FMCG categories and 15 key markets. Many of these leading brands are enhancing their digital operations through predictive customer journey mapping and diversified online touchpoints to strengthen brand equity and customer engagement.
Rabia Yasmeen, global insight manager for e-commerce at Euromonitor International, said, “Leading e-commerce brands distinguish themselves not just through visibility but by transforming their digital presence into brand equity by owning a distinctive, category-relevant identity online to build lasting customer relationships and brand preference.”
The report also highlighted a major shift in market dynamics, with 19 retailer-led private label brands included in the top 100 list. Together, they accounted for 25% of the ranked brands’ total online sales.
Accordingly, private labels have increased in popularity as consumers prioritise value perception, with many of these brands closing the quality gap with traditional competitors while maintaining lower prices. Retailer-led brands such as Great Value and Tesco have also benefited from omnichannel strategies and strong visibility through their parent companies’ retail ecosystems.
Private label brands are also moving into the premium category, with M&S, Member’s Mark, and Kirkland Signature already positioned in this segment. These brands have achieved growth by combining product quality with value and convenience, appealing to both cost-conscious and discerning consumers.
Aside from this, the research also showed the growing strength of Chinese brands, with six entries in the top 100, driven largely by dominant domestic and cross-border e-commerce performance.
Premium baijiu brands Wu Liang Ye and Moutai ranked tenth and eleventh, respectively, achieving success despite catering exclusively to domestic consumers. Both have maintained growth through controlled distribution and pricing within leading online marketplaces.
Other Chinese brands, such as Proya and Yili, continue to expand their influence globally, supported by social media visibility and the reach of international marketplaces.
Moreover, while affordability remains a key purchase driver for online shoppers, demand for premium and specialised products continues to rise. Brands that offer quality, exclusivity, or unique experiences are maintaining strong performance despite wider market pressures.
