NielsenIQ (NIQ) (NYSE: 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, harmonized 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 behaviors – 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 harmonized 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.”
An RMS-Aligned View of FMCG Online Performance
NIQ E-commerce Measurement provides an integrated, RMS-aligned view of FMCG e-commerce performance by combining:
Trusted ePOS data from NIQ’s Retail Measurement Service (RMS) — NIQ’s flagship solution that tracks market share, sales, distribution, pricing, and promotion effectiveness across FMCG categories. RMS provides the most complete and trusted retail data, enabling clients to assess product availability, measure sales performance, and identify new trade opportunities, which tracks offline retail sales and market share across global FMCG categories.
Validated alternative data sources from non-cooperating online retailers, ensuring robust visibility into digital performance.
Advanced modeling powered by NIQ’s Data Science team, applying machine learning and expert validation.
Monthly refreshed insights through NIQ Discover—a holistic, intuitive analytics platform that unifies NIQ’s retail and e-commerce data assets in one place. NIQ Discover provides a single access point to view what’s happening across markets and understand why, enabling users to configure their own analytics, visualize insights easily, and make confident, data-driven decisions locally or globally.
Why It Matters
NIQ’s enhanced solution is the only FMCG e-commerce measurement in Southeast Asia fully aligned with RMS standards, providing clients with a consistent framework for measuring performance across the full retail spectrum. This alignment allows businesses to evaluate growth opportunities, compare brand and category performance, and make decisions backed by unified metrics.
E-commerce Leaders: Gain RMS-aligned accuracy into FMCG brand and competitor performance- empowering bold, trusted, data-backed strategic decisions.
Insights Leaders: Simplify omnichannel reporting with consistent RMS definitions.
Category Managers: Identify category shifts and emerging online growth patterns faster.
Sales Leaders: Strengthen retailer partnerships using verified, comparable data through NIQ Discover.
NIQ’s Competitive Edge
Unmatched Accuracy: Harmonizes RMS ePOS and validated alternative data to deliver trusted, market-aligned FMCG measurement.
Unrivaled Coverage: Tracks FMCG categories across major e-commerce channels and retailers in Southeast Asia.
Omnichannel Advantage: Provides a unified RMS-aligned view of in-store and online sales through NIQ Discover.
Growth Partnership: Supported by NIQ’s local experts to turn insights into measurable action.
About NIQ
NielsenIQ (NIQ) is a leading consumer intelligence company, delivering the most complete understanding of consumer buying behavior and revealing new pathways to growth. Our global reach spans over 90 countries covering approximately 85% of the world’s population and more than $7.2 trillion in global consumer spend. With a holistic retail read and the most comprehensive consumer insights—delivered with advanced analytics through state-of-the-art platforms—NIQ delivers the Full View™.
