The explosion of e-commerce in the last decade has caused consumer packaged goods (CPG) companies to rethink day-to-day processes across their entire enterprise, according to the Omnichannel Retail - Operating Harmoniously in an Integrated Digitally Enabled Supply Chain white paper from PMMI, The Association for Packaging and Processing Technologies.
In the United States, online sales are growing 15% a year, compared to just a 1.5% increase in overall retail sales, as reported by McKinsey. The U.S. Chamber of Commerce reported Q1 2019 online sales as 10.2% of total retail sales, with the market share rising steadily quarter after quarter.