Over a span of two decades, the FMCG sector has witnessed a prolific shift in the way consumers buy their offerings. In the early ‘90s, people bought what their local newspaper or radios advertised giving a boom to the advertising sector which was the primary voice of the FMCG industry. Shopping channels were predominantly local stores and supermarkets that were either stand-alone or within cozy spots inside malls. Fast forward to the 21st Century, the eCommerce wave started disrupting nearly every sector as consumers started to make more informed buying decisions after comparing prices, quality, and ease of buying. 

In fact, studies show that by 2022, nearly 12% of all FMCG sales globally will be through eCommerce channels. Compared to other sectors, this may not be a huge figure, but the growth rate the sector achieved in the digital era has been phenomenal. 

The key challenge that FMCG companies face in staying competitive in a highly digital savvy market is their distributor operations. The success of any FMCG product depends on the speed in which they reach customers either at stores nearby or through online shipments courtesy of eCommerce websites. For both these channels, distributor networks must align with the agility and speed that the rest of FMCG operations have achieved through digital transformation over the years. 

This brings us to yet another intriguing question. What should FMCG companies do to make their distributor operations reach the levels of digital supremacy needed to remain competitive in today’s fast-paced world? Here are a few tips