Using advanced analytics to grow your ecommerce business

September 13, 2019| by Steve Burdett

Though we all know e-commerce within supermarkets is still in its infancy in the Netherlands — we also acknowledge its importance and its potential. E-commerce for groceries already hit a billion EUR in sales in 2018, and we expect it to reach EUR 1.8 billion by 2020.

And from a market share perspective, all figures point to an increasing acceleration: our latest Nielsen figures show that ecom in grocery has already achieved a 3.1% share mid-2019, and is anticipated to reach 3.5% by the end of the year.

Adding that all up, including the fact that the Netherlands’ internet penetration and population density are one of the highest in Europe, the Netherlands is only one step away from rapid acceleration in the ecommerce space. 

According to our report “Future Opportunities in FMCG e-Commerce”, there are 10 drivers that correlate most with the success of FMCG e-commerce — and the Netherlands has almost all of these factors.

With the knowledge that ecommerce will undoubtedly be important for the future, you’re probably interested in the best strategies to get consumers to buy from you online. Here are some key factors that will help you get customers through your (virtual) doors:


Consumers are looking for great deals, and any discounts or promotions that might reduce cost. Online shopping is no different from bricks and mortar in this aspect. Look for smart ways to ensure your promotions do what they’re supposed to: get repeat customers and increase your volumes without cannibalizing on existing sales.


User experience is a key driving force for the future of ecommerce. For online grocery shopping, this means having access to the full product information (including labels like free-from, etc). It also means your customers can find what they’re looking for easily, with minimal time and effort.


In an increasingly globalized society, access to a wide variety of products is beneficial as different cuisines and dietary requirements are catered to. Make sure your assortment grow to match your targeted client base.


Having products in stock may seem like an obvious point, but it is essential for sales, especially to those loyal to specific brands.


Once you have your product content online and distributed to retailers, the challenge becomes how to best meet customers demands. Looking after a product portfolio across multiple retailer websites to guarantee that all product information and pricing is consistent, stock levels are good and the customer has a great experience is extremely important — but requires a lot of time, effort and resources. 

So how do you manage all those data points, while still being able to see and act on the big picture?

By using advanced analytics tools, you can focus on your three key ecommerce business areas:


Check that your products are accurately listed online and how to expand your portfolio. Get analysis on which of your products are available for purchase and how many are listed on the virtual shelf. Monitor your competitors as well, especially those disruptor brands that may not be present in physical stores.


Find out how your products perform against specific keyword searches and how best to optimize those products for each retailer site. Make sure that product images and information are current and consistent granting consumers the experience they’re seeking.


Keep an eye on your pricing strategy and promotions, while also gaining information on what promotions your competitors are using and the effect they have on sales. You can then adjust your pricing accordingly and measure success.

To find out about how you can transform your ecommerce strategy using advanced ecommerce analytical tools, contact us +31 (0) 30 20 40 770 or email


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