Manufacturers of American consumer brands are betting on e-commerce

According to media reports, more and more U.S. consumer brand manufacturers are investing in various forms of e-commerce — B2C, B2B, and the more popular B2B2C.

The report analyses the growth of leading large, medium and small manufacturers in several major industries in the e-commerce sector. Changing the behavior of consumers and business buyers, increasing profits by selling directly to consumers, and consolidation of retail chains are among the trends driving brand manufacturers, the report said.


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The report points to two U.S. consumer-brand manufacturers that fared better in 2018: Kraft Heinz and Procter & Gamble.

Fastest growing manufacturer — Kraft Heinz (e-commerce sales up 400% in 2018)

Kraft Heinz is the third largest food and beverage company in North America, with well-known brands such as Kraft, Heinz, Planters, Grey Poupon and Oscar Mayer.

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Over the past three years, Kraft Heinz has pushed its e-commerce development into a fast-track development, opening a digital Development research center in Silicon Valley in November 2018 and acquiring Wellio, an artificial intelligence and food technology company in San Francisco.

Manufacturer’s Giant- Procter & Gamble (2018 e-commerce sales of $4.5 billion)

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Procter & Gamble, one of the world’s largest consumer goods makers, has brands ranging from Tide to Gillette. Procter & Gamble’s online sales account for 7% of its total global sales, with an annual growth rate of about 30% in recent years, including 2018.