Fewer phones, more FMCG items flying off ecommerce shelves

When it comes to buying big-ticket items like smartphones and televisions, consumers are moving back to brick-and-mortar stores from e-commerce while it’s the opposite for daily necessities, according to companies and market researchers.

The share of e-commerce in total smartphone sales was 45% in 2023 compared with 48-49% in 2021 and 2022, according to Counterpoint Research data. For products such as televisions, the contribution has dropped to 29-30% from 34% last year, while for washing machines it’s down to 18-19% from 21%, industry executives said.