While not an established channel in the traditional sense like MULO or the Natural Expanded channels, The Ecommerce channel for CPG brands encompasses all digital platforms where products are marketed and sold online, including brand-owned DTC websites, third-party marketplaces like Amazon and Walmart.com, retailer ecommerce sites, social commerce platforms, and rapid delivery services.
Many of these platforms offer scalable access to consumers, rich data insights, and opportunities for rapid product testing and brand storytelling. While it enables higher margins and direct consumer relationships, it also presents challenges like high acquisition costs, fulfillment complexity, and potential channel conflict.
For modern CPG brands, ecommerce is both a critical sales channel and a strategic growth engine.