NIQ Expands FMCG E-commerce Measurement Across Southeast AsiaA

• 17 Nov 2025
• TM Team
• 0 Comments

NielsenIQ (NIQ), a leader in consumer intelligence, announced the launch of its enhanced FMCG E-commerce Measurement Solution in Indonesia, Singapore, and Thailand. Developed specifically for the fast-moving consumer goods (FMCG) industry, the solution empowers brands and retailers with a single, harmonised view of e-commerce sales performance, complementing NIQ’s Retail Measurement Service (RMS) for offline markets.

According to NIQ, by 2030, 30% of all FMCG retail sales in Asia are projected to come from e-commerce. The channel’s growth is accelerating as consumers increasingly blend online and offline shopping behaviours - researching products online before purchasing in stores or discovering items in-store and completing the transaction digitally. Over the past five years, Southeast Asia’s FMCG e-commerce market has doubled in size and is expected to double again within the next five years. A significant share of this momentum is driven by Thailand, Vietnam, and the Philippines, among the world’s fastest-growing e-commerce markets, while Indonesia remains the region’s anchor, accounting for more than half of Southeast Asia’s total online FMCG sales. Collectively, the region now represents the third-largest e-commerce market globally, underscoring its role as a strategic growth hub for FMCG manufacturers and retailers.

“With e-commerce’s continued growth in Southeast Asia, brands need more than surface-level insights—they need higher accuracy, higher coverage, and harmonised data that gives a true view of FMCG performance across channels,” said Josh Morgan, APAC E-commerce Lead, NIQ. “NIQ’s E-commerce Measurement does exactly that: it helps businesses identify opportunities early, act with confidence, and grow smarter in one of the world’s most dynamic digital markets.”