Nov 17 (Reuters) – Nescafe maker Nestle (NESN.S) on Wednesday said it expects to nearly double its e-co…….
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Nov 17 (Reuters) – Nescafe maker Nestle (NESN.S) on Wednesday said it expects to nearly double its e-commerce sales to 25% of its group total by 2025 by stepping up marketing and technological investments.
Nestle will push sales of its products to consumers directly via its own online channels, or direct to consumer, Nestle CEO Mark Schneider said, building on the success of Nespresso coffee pods and Purina PetCare, which are increasingly being sold directly to consumers via Nespresso.com and Purina.co.uk.
“We plan to take (e-commerce) sales from about 13% in 2020 to 25% by 2025,” Bernard Meunier, head of Nestle’s strategic business units and marketing and sales, said at a virtual investor summit.
This will be achieved by increasing digital marketing investment to 70% by 2025 from 47% in 2020, Meunier added.
The KitKat chocolate maker did not provide details of the size of the investment, which will be funded through self financing and savings. So far, Nestle’s e-commerce investments have not been dilutive to the business, the company said.
Nestle’s total sales in 2020 were 84.34 billion Swiss francs ($90.71 billion). E-commerce sales represented 14.1% of the total in the first nine months of 2021, compared with 12.8% in the same period in 2020. read more
Meunier said e-commerce sales growth will be driven by markets such as the United States, Europe and China.
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