E-commerce channel, accounted for about 7 per cent of FMCG sales nationally in the June quarter, reflecting its growing influence in the Indian retail ecosystem, according to estimates by NielsenIQ.
This comes at a time when leading FMCG players have been pointing to witnessing robust growth in the online channel led by quick-commerce.
In terms of the channel share to FMCG sales, in the June quarter, e-commerce channel’s share stood at 7 per cent, which was up 3 per cent, modern trade channel share at 12 per cent, up 1 per cent and traditional trade share stood at 81 per cent, down 4 per cent.
The report pointed out that 68 per cent of the e-commerce channel contribution still comes from metros but non-metros are becoming the next growth driver for e-commerce. Non-metros are growing 3x faster than metros in e-commerce, NIQ added.
“E-Commerce continues to outpace the market, led by Southern metros.Personal care, impulse and habit-forming categories are driving adoption, establishing online as a key source of incremental FMCG growth,” NielsenIQ FMCG Quarterly Snapshot for April-June 2026 (AMJ ‘26) stated.
Leading FMCG players have pointed to growth in contribution of online shopping channels especially quick commerce channel to the overall sales. Nestle India recently said that contribution of e-commerce channel to its sales has more than doubled since 2021.
For Marico, all digital channels including quick commerce contributed over 20 per cent to India business revenues.
Meanwhile, NielsenIQ pointed out that in the top eight metros, e-commerce channel’s share to FMCG sales increased to nearly 21 per cent in the June quarter compared to 19 per cent in March quarter.
In the top 52 metros, online channel’s share stood at 17.4 per cent in June quarter up from 15.8 per cent in the March quarter. In Southern metros, which includes Bengaluru, Hyderabad and Chennai, the e-commerce channel’s share to FMCG sales stood at 25 per cent in June quarter compared to 22.5 per cent in March quarter.
E-commerce channel’s volume growth in urban region was pegged at 34.8 per cent and value growth at 58 per cent in the quarter under review, the report revealed.
Meanwhile, the research and insights firm pointed to moderation in overall FMCG growth led by consumption slowdown in traditional trade channel.
All India Omni value growth stood at 0.8 per cent in June quarter on the back of a price growth of 2.8 per cent and volume decline of 2 per cent.
“Traditional Trade dragged rural FMCG into decline while organised trade sustained urban growth. Modern trade remained resilient fuelled by non-metro expansion, while price-led growth in e-commerce was backed by strong consumption,” it added.
Published on September 27, 2026
