NIQ FMCG e-commerce measurement has been significantly enhanced, with NielsenIQ (NIQ) rolling out a harmonized, RMS-aligned solution across Indonesia, Singapore, and Thailand to give brands and retailers a more accurate and integrated view of fast-moving consumer goods (FMCG) online performance.
A Single, Harmonized View Across Channels
NielsenIQ’s upgraded solution combines its Retail Measurement Service (RMS), which tracks offline sales and market share, with validated alternative data from online retailers, even when they don’t directly cooperate. Through machine learning and expert validation, NIQ’s data science team models this data to deliver robust insights.
Monthly-updated analytics are available via NIQ Discover, a unified platform that brings together offline and e-commerce data, letting users explore performance, trends, and growth opportunities in one place.
Why It Matters for FMCG Businesses
As e-commerce continues to grow in Southeast Asia, NIQ’s harmonized measurement helps companies navigate this fast-evolving landscape:
- Aligned metrics: Brands can now compare online and offline FMCG performance using the same definitions and standards.
- Data-driven decisions: With richer data, category managers and sales leaders can pinpoint where online growth is fastest and act on emerging trends.
- Strategic visibility: E-commerce leaders gain better market benchmarking, while insight teams simplify omnichannel reporting.
Market Context & Growth Potential
NIQ notes that by 2030, 30% of all FMCG retail sales in Asia could come from e-commerce. Over the past five years, Southeast Asia’s FMCG e-commerce market has doubled, and NIQ expects it to double again within the next five.
Key growth drivers include:
- Consumers blending online research with in-store purchasing.
- High-growth markets such as Thailand, Vietnam, and the Philippines are emerging as e-commerce hotspots.
- Indonesia acts as a regional anchor, accounting for a large share of Southeast Asia’s FMCG online sales.
NIQ’s Competitive Differentiators
- Unmatched Accuracy: RMS ePOS data paired with modeling and alternative data delivers high-fidelity measurement.
- Wide Coverage: Tracks categories across major e-commerce channels in Southeast Asia.
- Omnichannel Integration: NIQ Discover brings all data under one roof for seamless analysis.
- Local Expertise + Global Scale: Backed by NIQ’s on-the-ground teams and global methodology.
Implications for Brands & Retailers
- Growth Optimization: Brands can spot where online demand is rising and prioritize investments accordingly.
- Performance Benchmarking: With harmonized metrics, companies can better understand how they stack up against competitors both online and offline.
- Channel Strategy Alignment: The data enables informed decisions about trade spend, online promotions, and inventory allocation.
- Executive Insights: Sales and insights leaders can leverage NIQ Discover for strategic discussions and long-term planning.
Looking Ahead
NIQ plans to expand this e-commerce measurement capability to more Southeast Asian markets in 2026, extending its unified view across the region. As FMCG players continue to navigate increasingly complex omnichannel environments, this solution positions NIQ as a key partner in translating data into action and growth.
A Single, Harmonized View Across Channels
NielsenIQ’s upgraded solution combines its Retail Measurement Service (RMS), which tracks offline sales and market share, with validated alternative data from online retailers, even when they don’t directly cooperate. Through machine learning and expert validation, NIQ’s data science team models this data to deliver robust insights.
Monthly-updated analytics are available via NIQ Discover, a unified platform that brings together offline and e-commerce data, letting users explore performance, trends, and growth opportunities in one place.
Why It Matters for FMCG Businesses
As e-commerce continues to grow in Southeast Asia, NIQ’s harmonized measurement helps companies navigate this fast-evolving landscape:
- Aligned metrics: Brands can now compare online and offline FMCG performance using the same definitions and standards.
- Data-driven decisions: With richer data, category managers and sales leaders can pinpoint where online growth is fastest and act on emerging trends.
- Strategic visibility: E-commerce leaders gain better market benchmarking, while insight teams simplify omnichannel reporting.
Market Context & Growth Potential
NIQ notes that by 2030, 30% of all FMCG retail sales in Asia could come from e-commerce. Over the past five years, Southeast Asia’s FMCG e-commerce market has doubled, and NIQ expects it to double again within the next five.
Key growth drivers include:
- Consumers blending online research with in-store purchasing.
- High-growth markets such as Thailand, Vietnam, and the Philippines are emerging as e-commerce hotspots.
- Indonesia acts as a regional anchor, accounting for a large share of Southeast Asia’s FMCG online sales.
NIQ’s Competitive Differentiators
- Unmatched Accuracy: RMS ePOS data paired with modeling and alternative data delivers high-fidelity measurement.
- Wide Coverage: Tracks categories across major e-commerce channels in Southeast Asia.
- Omnichannel Integration: NIQ Discover brings all data under one roof for seamless analysis.
- Local Expertise + Global Scale: Backed by NIQ’s on-the-ground teams and global methodology.
Implications for Brands & Retailers
- Growth Optimization: Brands can spot where online demand is rising and prioritize investments accordingly.
- Performance Benchmarking: With harmonized metrics, companies can better understand how they stack up against competitors both online and offline.
- Channel Strategy Alignment: The data enables informed decisions about trade spend, online promotions, and inventory allocation.
- Executive Insights: Sales and insights leaders can leverage NIQ Discover for strategic discussions and long-term planning.
Looking Ahead
NIQ plans to expand this e-commerce measurement capability to more Southeast Asian markets in 2026, extending its unified view across the region. As FMCG players continue to navigate increasingly complex omnichannel environments, this solution positions NIQ as a key partner in translating data into action and growth.
A Single, Harmonized View Across Channels
NielsenIQ’s upgraded solution combines its Retail Measurement Service (RMS), which tracks offline sales and market share, with validated alternative data from online retailers, even when they don’t directly cooperate. Through machine learning and expert validation, NIQ’s data science team models this data to deliver robust insights.
Monthly-updated analytics are available via NIQ Discover, a unified platform that brings together offline and e-commerce data, letting users explore performance, trends, and growth opportunities in one place.
Why It Matters for FMCG Businesses
As e-commerce continues to grow in Southeast Asia, NIQ’s harmonized measurement helps companies navigate this fast-evolving landscape:
- Aligned metrics: Brands can now compare online and offline FMCG performance using the same definitions and standards.
- Data-driven decisions: With richer data, category managers and sales leaders can pinpoint where online growth is fastest and act on emerging trends.
- Strategic visibility: E-commerce leaders gain better market benchmarking, while insight teams simplify omnichannel reporting.
Market Context & Growth Potential
NIQ notes that by 2030, 30% of all FMCG retail sales in Asia could come from e-commerce. Over the past five years, Southeast Asia’s FMCG e-commerce market has doubled, and NIQ expects it to double again within the next five.
Key growth drivers include:
- Consumers blending online research with in-store purchasing.
- High-growth markets such as Thailand, Vietnam, and the Philippines are emerging as e-commerce hotspots.
- Indonesia acts as a regional anchor, accounting for a large share of Southeast Asia’s FMCG online sales.
NIQ’s Competitive Differentiators
- Unmatched Accuracy: RMS ePOS data paired with modeling and alternative data delivers high-fidelity measurement.
- Wide Coverage: Tracks categories across major e-commerce channels in Southeast Asia.
- Omnichannel Integration: NIQ Discover brings all data under one roof for seamless analysis.
- Local Expertise + Global Scale: Backed by NIQ’s on-the-ground teams and global methodology.
Implications for Brands & Retailers
- Growth Optimization: Brands can spot where online demand is rising and prioritize investments accordingly.
- Performance Benchmarking: With harmonized metrics, companies can better understand how they stack up against competitors both online and offline.
- Channel Strategy Alignment: The data enables informed decisions about trade spend, online promotions, and inventory allocation.
- Executive Insights: Sales and insights leaders can leverage NIQ Discover for strategic discussions and long-term planning.
Looking Ahead
NIQ plans to expand this e-commerce measurement capability to more Southeast Asian markets in 2026, extending its unified view across the region. As FMCG players continue to navigate increasingly complex omnichannel environments, this solution positions NIQ as a key partner in translating data into action and growth.
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