NIQ Expands E-Commerce Measurement Capabilities for FMCG Across Southeast Asia
NielsenIQ a leader in consumer insights and market research, announced the launch of an upgraded e-commerce measurement solution for fast-moving consumer goods (FMCG) in Indonesia, Singapore, and Thailand. Designed specifically for the consumer goods (FMCG) industry, this solution helps brands and retailers track e-commerce sales performance with an integrated and standardized framework, complementing their offline retail data tracking (RMS) services to create a comprehensive cross-channel market view.
NIQ predicts that by 2030, 30% of FMCG retail sales in Asia will come from e-commerce. As consumers increasingly integrate online and offline behaviors (such as online searching, in-store trials, and online transactions), the growth of e-commerce channels continues to accelerate.
The Southeast Asian FMCG e-commerce market has doubled in size over the past five years and is projected to double again in the next five. Thailand, Vietnam, and the Philippines are among the fastest-growing e-commerce markets globally, while Indonesia is the core market in the region, accounting for more than half of Southeast Asian FMCG online sales.
Overall, Southeast Asia is now the world’s third-largest e-commerce market and is becoming an important growth hub for FMCG brands and retailers.
As e-commerce continues to grow in Southeast Asia, brands need to move beyond superficial insights. They need more precise and comprehensive integrated data to fully understand the true performance of their FMCG products across channels,” said Josh Morgan , Head of E-commerce, NIQ Asia Pacific . “NIQ’s e-commerce measurement solution exists precisely for this purpose: it helps businesses identify opportunities early, operate with confidence, and grow more strategically in one of the world’s most dynamic digital markets.”
Online consumer goods performance view consistent with Retail Data Tracking (RMS)
NIQ’s e-commerce metrics provide an integrated, RMS-aligned FMCG e-commerce market view through the following methods:
- RMS ePOS: Trusted POS data: NIQ’s flagship data tracking solution tracks market share, sales volume, distribution channels, pricing, and promotional effectiveness, providing offline retail with the most complete and reliable data globally.
- Verified alternative data sources: from non-partner e-commerce retailers, ensuring strong visibility in the online marketplace.
- Advanced pattern modeling: supported by the NIQ Data Science team with machine learning and expert validation.
- The latest monthly insights from the NIQ Discover platform: Integrating all of NIQ’s online and offline retail data, providing a single entry point to view market changes, quickly understand the reasons behind them, and assisting users in building analytical and visual insights and making confident data-driven decisions.
Why it is important
NIQ’s upgraded solution is the only FMCG e-commerce measurement tool in the Southeast Asian market that fully complies with RMS standards, providing clients with a consistent performance evaluation framework across the entire retail sector. This enables businesses to assess growth opportunities, compare brand and category performance, and make decisions based on unified metrics.
- E-commerce leaders: Gain insights into the performance of FMCG brands and competitors through precise data compliant with Retail Measurement Service (RMS) standards, enabling businesses to make bold, reliable, and data-driven strategic decisions.
- Leader Insight: Simplify the omnichannel reporting process through a unified RMS definition.
- Category Manager: Quickly identify category changes and emerging online growth models.
- Sales Executive: Strengthen retailer partnerships by leveraging comparable data validated by NIQ Discover.
NIQ’s competitive advantages
- Unmatched accuracy: Integrating the RMS electronic POS system with proven alternative data, providing a reliable and market-compliant measurement solution for FMCG products.
- Unparalleled coverage: Tracking FMCG categories across major e-commerce channels and retailers in Southeast Asia.
- Omnichannel advantage: NIQ Discover provides unified, RMS-compliant insights into in-store and online sales data.
- Growth Partnerships: Supported by NIQ local experts, insights are translated into measurable actions.
About NIQ
NielsenIQ (NIQ) is a leading global consumer insights and market research consultancy. We provide the most comprehensive and clear analysis of consumer behavior and market dynamics, working with businesses to uncover growth opportunities. NIQ merged with GfK in 2023, combining the strengths of two industry leaders to provide unparalleled global industry information. Today, NIQ operates in over 95 countries, serving more than 97% of global GDP. Leveraging extensive retail data and deep consumer insights, and utilizing the industry’s most advanced AI platforms and analytics tools, NielsenIQ (NIQ) presents businesses with an unprecedented Full View™ of the market.
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