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Candy Companies Should Get The E-Commerce Ball Rolling Now

February 10, 2017: 12:00 AM EST
Candy makers need to develop an e-commerce strategy now to get a head start on developing relationships with online retailers that stock their product lines. A good example of how an early start reaps rewards is the German unit of Mars Chocolate, which has gained a lot of experience and insight since it launched a B2C website selling personalized M&M’s (MyMM.com) ten years ago. Confectioners should not be dissuaded by the fact that e-commerce accounted for only 4.4 percent of global FMCG sales last year. E-commerce is expected to account for nine percent of the market by 2025 ($150 billion). A Mars Germany exec says it’s a small share now but is “gathering speed so you need to act quite quickly in this area.”  [ Image credit: © Mars MyMMs.com ]
Oliver Nieburg, "E-Tail-Volution: Why Confectionery E-Commerce Strategies Shouldn’t Be Put on Hold", FOODnavigator.com, February 10, 2017, © William Reed Business Media SAS
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