1st December 2021
Daniel Pfund, Senior Financial Analyst
The proportion of Nestlé sales through e-commerce was 12.8% in 2020. The company wants to accelerate sales through this channel to almost double the proportion and reach 25% of sales by 2025 through the Internet. It must be said that Nestlé is already well ahead of the industry, which on average has reached only 6.5% of sales through the Internet in 2020.
To reach this ambitious goal, Nestlé is banking on digital marketing. Already 47% of marketing expenses are done online. The multinational hopes to increase this percentage to 70% by 2025. In terms of profitability, online marketing is much more efficient and generates a return on investment that is more than double that of other more traditional marketing expenses.
Nestlé also has a plan to partner with other companies that operate in the same “ecosystem”. For example, in pet food, the company collaborates with veterinarians and other online sites. The Swiss multinational is also one step ahead of its competitors in this area.