eBusiness leverages and exploits new digital and existing channels to deliver omni-channel brand experiences to consumers, driving sales growth in a competitive market. This requires resetting marketing, commerce and service models to drive more meaningful and relevant consumer engagement, boosting acquisition, conversion and retention.

To understand the health of eBusiness in Europe, we surveyed senior decision-makers in France, Germany, Italy, Spain and the UK. Our research provided insight into strategies, innovation and investment – as well as the existing skills, technology and processes businesses have in place to execute on strategies.

4 key takeaways for eBusinesses


of companies believe eBusiness will drive growth of at least 11%, yet a third stated their eBusiness strategy was “well defined but not highly effective.”


of decision-makers agree they need to innovate at an increasingly rapid pace to survive.


of decision-makers are planning to make significant increases in investment in commerce technology over the next three years.


of executives strongly agree to having the infrastructure in place to manage what they build, and only 23% strongly agree that their staff and partners understand how eBusiness works.

Large CPG companies no longer have built-in advantages and run the risk of becoming just “manufacturers” if they don’t build eBusiness skills.

About the survey

Our survey asked CPG eBusiness decision-makers in a variety of industries to give insight into their eBusiness strategies, innovation and investments. The decision-makers surveyed include Chief Marketing Officers, Chief Digital Officers, Heads of eBusiness and other executives in Marketing and Digital.

Accenture surveyed 375 companies in France, Germany, Italy, Spain and the UK. Data was collected from May 21 to June 11, 2018. The decision-makers interviewed represent the following industries:

Food and beverage – 43%

Consumer healthcare products – 25%

Household goods – 14%

Personal care – 12%

Alcoholic beverages – 6%

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Angelo D'Imporzano​

Senior Managing Director, Lead – Consumer Industries, Europe​

Sohel Aziz

Managing Director

Jim Clark​

Research Lead – Global Accenture Interactive


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