Global FMCG B2B e-Commerce Market Size, Share, Statistics Analysis Report By Product type (Healthcare (Over the counter (OTC), Vitamin and dietary supplement, Feminine care, Others), Home care (Cleaning products, Fragrance, Others), Food & Beverages (Bottled water, Juices & drinks, Tea & coffee, Fresh food, Frozen food, Processed & packaged food, Others), Personal care & cosmetics (Body care, Hair care, Oral care, Skin care, Baby care), By End user (Offline retailers, Distributers, Food service, Specialty store, Hypermarket/Supermarket, Others), Region and Companies - Industry Segment Outlook, Market Assessment, Competition Scenario, Trends and Forecast 2025-2034

Report Overview

The Global FMCG B2B e-Commerce Market size is expected to be worth around USD 1,354 Billion By 2034, from USD 561.7 Billion in 2024, growing at a CAGR of 9.20% during the forecast period from 2025 to 2034. In 2024, North America held over 38.7% of the global FMCG B2B e-Commerce market, with a revenue of approximately USD 217 billion. The U.S. market was valued at USD 195.6 billion and is expected to grow at a CAGR of 7.8%.

FMCG B2B e-commerce refers to the digital platforms and systems that facilitate transactions between businesses within the fast-moving consumer goods (FMCG) sector. This model enables manufacturers, wholesalers, and distributors to sell products directly to retailers, restaurants, and other business buyers through online channels. It streamlines procurement processes, reduces operational costs, and enhances supply chain efficiency.

The FMCG B2B e-commerce market has experienced significant growth in recent years. The growth of the market is driven by the increasing adoption of smartphones and internet connectivity in tier-2 and tier-3 cities, particularly in developing regions. Mobile apps designed for low-literacy users have enabled small and micro retailers to engage in digital trade, expanding the customer base for B2B platforms. Additionally, cost-efficiency continues to be a key driver.

The demand for FMCG B2B e-commerce solutions is on the rise as businesses seek to improve operational efficiency and reduce costs. Digital platforms offer streamlined procurement processes, real-time inventory management, and enhanced visibility into supply chains. These benefits are particularly appealing to small and medium-sized enterprises (SMEs) looking to compete with larger players by leveraging technology to optimize their operations.

According to IBEF, India’s FMCG sector reached Rs. 14,50,896 crore (USD 167 billion) in 2023, driven by strong consumer demand and rising prices for essential goods. The market is expected to grow at a robust CAGR of 27.9% from 2021 to 2027, aiming to touch nearly Rs. 53,43,120 crore (USD 615.87 billion) by the end of the forecast period. The adoption of technologies such as AI, IoT, and e-procurement platforms is transforming the FMCG B2B e-commerce landscape.

AI-driven analytics provide insights into customer preferences and purchasing patterns, enabling businesses to tailor their offerings and marketing strategies accordingly. IoT devices facilitate real-time tracking of goods and inventory, improving supply chain transparency and efficiency. E-procurement platforms automate purchasing processes, reducing manual errors and accelerating transaction times .

The FMCG B2B e-commerce market presents numerous investment opportunities, particularly in emerging markets where digital infrastructure is rapidly developing. Investors are drawn to the sector’s potential for high returns driven by technological advancements and the increasing demand for efficient procurement solutions. Companies that offer scalable, user-friendly platforms with robust analytics capabilities are well-positioned to attract investment and expand their market share.

Key Takeaways

• The Global FMCG B2B e-Commerce Market size is expected to reach USD 1,354 Billion by 2034, up from USD 561.7 Billion in 2024, growing at a CAGR of 9.20% during the forecast period from 2025 to 2034.
• In 2024, the Personal Care & Cosmetics segment dominated the market, accounting for more than 23.8% of the share in the FMCG B2B e-Commerce sector.
• In 2024, Offline Retailers held a significant market position, capturing more than 34.7% of the FMCG B2B e-Commerce market share.
• In 2024, North America held the largest share in the global FMCG B2B e-Commerce market, with more than 38.7%, amounting to a total market revenue of approximately USD 217 billion.
• The U.S. FMCG B2B e-Commerce market was valued at USD 195.6 billion in 2024 and is expected to grow at a CAGR of 7.8%.

Analysts’ Viewpoint

The FMCG B2B e-commerce sector is rapidly transforming due to digital innovation, shifting market dynamics, and favorable regulations. This evolution creates strong investment opportunities, especially in platforms that improve supply chain efficiency and customer engagement. E-commerce integration streamlines transactions, lowers costs, and expands market reach for B2B businesses.

The shift to digital platforms allows businesses to reach wider audiences, improve efficiency, and boost customer engagement. Rising demand for fast ordering, personalized pricing, real-time stock updates, and mobile-first experiences is driving changes in B2B sales. Online platforms also support market expansion and regional customization, enhancing market penetration.

Initiatives like the Open Network for Digital Commerce (ONDC) in India are promoting digital inclusion and standardization, enabling small and medium enterprises to participate in the digital economy. FMCG enterprises are recognizing the necessity of creating iterative and reliable compliance strategies to ensure adherence to global regulations, which is critical for sustainable operations.

Top 5 Largest FMCG B2B Companies

Based on data from Virtocommerce, here are the Top 5 Largest FMCG B2B Companies by Market Capitalization

In 2024, the U.S. FMCG B2B e-Commerce market reached a total valuation of USD 195.6 billion, reflecting its expanding role in the digital transformation of the fast-moving consumer goods (FMCG) sector. This robust market size signals a growing shift among wholesalers, distributors, and institutional buyers toward online procurement platforms that offer efficiency, bulk purchasing options, and real-time inventory visibility.

The market is projected to grow at a compound annual growth rate (CAGR) of 7.8% over the coming years, driven by a combination of factors such as the growing penetration of digital infrastructure, the need for supply chain transparency, and the surge in demand from small and medium-sized enterprises (SMEs). These businesses are leveraging B2B e-commerce platforms for faster restocking, competitive pricing, and better product assortments.

The pandemic has accelerated digital adoption, reshaping U.S. FMCG B2B platforms into comprehensive digital ecosystems. These platforms now offer more than just product listings, including services like credit, dynamic pricing, and real-time logistics tracking. As e-procurement rises, digital B2B marketplaces are set to dominate the U.S. FMCG sector, driving efficiencies and scale for suppliers and buyers.

In 2024, North America held a dominant market position in the global FMCG B2B e-Commerce landscape, capturing more than a 38.7% share, with a total market revenue of approximately USD 217 billion. This leadership can be attributed to the region’s strong digital infrastructure, high internet penetration among businesses, and early adoption of e-commerce platforms by major wholesalers and FMCG distributors.

The U.S. has experienced significant digital integration in its FMCG supply chain, with traditional procurement quickly shifting to automated, platform-based systems. This transformation is fueled by large e-distributors like Amazon Business and Walmart Business, which provide vast product catalogs, real-time inventory tracking, and AI-driven procurement tools for business buyers.

North America stands out for its mature B2B tech ecosystem, especially among SMEs. Businesses in the U.S. and Canada are adopting digital procurement for FMCG due to benefits like time efficiency, price transparency, and centralized purchasing. Advanced logistics infrastructure, including same-day delivery and optimized warehousing, supports faster replenishment and reduced downtime, crucial for the fast-paced FMCG sector.

North America’s B2B buyers increasingly favor digital self-service models, a trend accelerated by COVID-19 and now ingrained in procurement behavior. Businesses expect intuitive interfaces, mobile-first platforms, and integrated digital payments, which providers have quickly adopted. The region also benefits from AI, big data analytics, and API integrations, improving buyer-supplier collaboration and operational visibility.

Product type Analysis

In 2024, the Personal Care & Cosmetics segment held a dominant market position, capturing more than a 23.8% share in the FMCG B2B e-Commerce market. This leadership can be attributed to the rising demand for grooming and hygiene products among both urban and semi-urban consumers.

Distributors and retailers have increasingly turned to online B2B platforms to source skin care, hair care, and body care items due to the faster replenishment cycles and wide product variety offered digitally. Additionally, a significant portion of the demand has come from small pharmacies, beauty parlors, and retail chains that prefer bulk buying through these platforms to benefit from competitive pricing and streamlined logistics.

The segment’s growth is further supported by the increasing penetration of digitally connected beauty and hygiene retailers in tier-2 and tier-3 regions. Many of these outlets rely on mobile B2B apps for ordering oral care, baby care, and skin care products, especially those with strong regional brand loyalty. Vendors are also offering bundled promotions and credit terms on digital platforms, making procurement easier for smaller businesses.

Another growth factor is the trend of D2C (Direct-to-Consumer) personal care brands entering wholesale through B2B marketplaces. These digitally native brands often use B2B e-commerce platforms as a secondary sales channel to reach independent retailers, salons, and spas. This has expanded product availability beyond traditional distributors and enriched catalog diversity.

End user Analysis

In 2024, the Offline Retailers segment held a dominant market position, capturing more than a 34.7% share in the FMCG B2B e-commerce market. This leadership is largely due to the immense volume of orders that offline retail shops generate regularly for restocking fast-moving consumer goods.

Many local kirana stores, convenience shops, and general trade retailers across urban and semi-urban regions continue to rely on B2B platforms to source goods at competitive prices. Their frequent ordering cycles and high dependence on physical inventory make them ideal end-users for digital B2B marketplaces that promise speed, efficiency, and better margins.

Offline retailers have rapidly adapted to digital procurement systems, replacing phone-based orders and manual inventory management with app-based or platform-driven interfaces. These retailers seek quick delivery timelines, transparent pricing, and bulk discounts needs that are increasingly met by modern B2B commerce platforms.

Another reason why offline retailers are leading in this space is their consistent demand pattern and high transaction frequency. Unlike hypermarkets or specialty stores, which may restock in larger but less frequent volumes, small offline outlets require near-daily replenishment of FMCG stock, particularly for items like packaged foods, personal care, and household essentials.

Furthermore, digital penetration and mobile-first adoption among small shop owners have significantly improved over the last few years, especially in developing markets like India, Indonesia, and Brazil. Localized B2B e-commerce apps, often available in vernacular languages, are helping bring unorganized retail into the formal digital economy.

Key Market Segments

By Product type

• Healthcare
  • Over the counter (OTC)
  • Vitamin and dietary supplement
  • Feminine care
  • Others
• Home care
  • Cleaning products
  • Fragrance
  • Others
• Food & Beverages
  • Bottled water
  • Juices & drinks
  • Tea & coffee
  • Fresh food
  • Frozen food
  • Processed & packaged food
  • Others
• Personal care & cosmetics
  • Body care
  • Hair care
  • Oral care
  • Skin care
  • Baby care

By End user

• Offline retailers
• Distributers
• Food service
• Specialty store
• Hypermarket/Supermarket
• Others

Key Regions and Countries

• North America
  • US
  • Canada
• Europe
  • Germany
  • France
  • The UK
  • Spain
  • Italy
  • Rest of Europe
• Asia Pacific
  • China
  • Japan
  • South Korea
  • India
  • Australia
  • Singapore
  • Rest of Asia Pacific
• Latin America
  • Brazil
  • Mexico
  • Rest of Latin America
• Middle East & Africa
  • South Africa
  • Saudi Arabia
  • UAE
  • Rest of MEA

Driver

Digital Transformation Enhancing Operational Efficiency

Digital transformation in the B2B sector is boosting efficiency in the FMCG industry by streamlining procurement, inventory, and customer engagement. Real-time data, better supply chain visibility, and faster market response are key drivers of this shift.

Integrating front and back-office systems helps businesses reduce sales friction and enhance customer satisfaction. Companies like Cummins Inc. are adopting new technologies to provide personalized customer experiences, boosting e-commerce revenue and efficiency.

E-commerce platforms also enable better resource allocation and scalability. A B2B marketplace connecting manufacturers, retailers, and distributors, even in remote areas, digitizing FMCG supply chains and driving profitability and rapid growth across West Africa.

Restraint

Fragmented Supply Chains and Infrastructure Challenges

Despite the advantages of digital transformation, fragmented supply chains and poor infrastructure remain major challenges for FMCG B2B e-commerce. In many developing regions, unreliable transportation, inadequate storage, and limited internet connectivity hinder the smooth functioning of e-commerce platforms.

The reliance on traditional intermediaries and lack of standardized processes leads to inefficiencies and higher costs, especially in rural areas with weaker infrastructure. To fully realize the potential of FMCG B2B e-commerce, it’s essential to improve infrastructure, standardize processes, and enhance supply chain visibility. Without these efforts, the industry’s growth may remain limited.

Opportunity

Expanding into Rural Markets

Rural markets represent a significant opportunity for FMCG B2B e-commerce expansion. In rural India, consumer demand has surpassed urban areas for five consecutive quarters, with rural regions contributing over one-third of total FMCG sales. Tapping into these markets offers substantial growth potential, provided companies can adapt to the unique challenges and requirements of these areas.

This growth is fueled by rising rural incomes, better access to information, and the spread of mobile technology. E-commerce platforms can capitalize on this trend by offering solutions tailored to the specific needs of rural consumers and retailers.

Initiatives like the Open Network for Digital Commerce (ONDC) are working to democratize e-commerce, especially in rural areas, by integrating small and medium-sized enterprises into a unified digital network to improve market access and efficiency.

Challenge

Managing Channel Conflicts

The rise of B2B e-commerce introduces the challenge of managing channel conflicts. Traditional distributors and retailers may perceive direct online sales by manufacturers as a threat to their business, leading to tensions and potential disruptions in the supply chain. Channel conflict happens when manufacturers sell directly to consumers, bypassing intermediaries. This can create competition with existing sales channels, damaging relationships and sales.

To avoid this, companies should develop strategies that balance direct and indirect sales, such as setting clear boundaries, offering differentiated products or pricing, and ensuring transparency. Effective channel management is essential for maintaining strong stakeholder relationships and supporting sustainable growth in FMCG B2B e-commerce.

Emerging Trends

The landscape of Fast-Moving Consumer Goods (FMCG) B2B e-commerce is rapidly transforming due to digital innovation and changing market demands. A key trend is the digitization of supply chains. Platforms now connect manufacturers, distributors, and retailers, streamlining operations and improving efficiency. With integrated logistics and payment systems, they enable timely deliveries and secure financial transactions, even in remote areas.

Another emerging trend is the adoption of open digital networks, like India’s Open Network for Digital Commerce (ONDC). ONDC aims to democratize digital commerce by enabling small retailers and kirana stores to participate in the online marketplace, thereby expanding their reach and competitiveness.

Furthermore, there is a growing emphasis on personalized customer experiences in B2B transactions. Businesses are using data analytics to personalize product recommendations and pricing, boosting customer satisfaction and loyalty. This customer-centric approach is transforming traditional B2B interactions, making them more dynamic and responsive.

Business Benefits

FMCG B2B e-commerce platforms offer significant advantages for businesses. B2B e-commerce platforms enable FMCG companies to reach a wider customer base, including retailers in remote areas. This digital expansion allows businesses to tap into new markets without the need for a physical presence, facilitating growth and increased sales opportunities.

Automating processes such as order management and inventory tracking through B2B e-commerce platforms reduces manual errors and accelerates transaction times. This efficiency leads to cost savings and allows staff to focus on strategic tasks rather than routine operations.

As businesses grow, B2B e-commerce platforms can easily scale to accommodate increased order volumes and new product lines. This flexibility ensures that companies can adapt to market changes and customer demands without significant infrastructure investments.

Key Player Analysis

Businesses are increasingly using online platforms to source FMCG products in bulk, seeking better prices, faster delivery, and a wider product range.

Rakuten Group, Inc., a Japan-based e-commerce giant, is known for its broad ecosystem that includes logistics, payments, and marketing solutions. Rakuten offers a B2B FMCG platform where businesses can buy directly from manufacturers and wholesalers. Its edge lies in a loyalty-driven ecosystem and data insights that help businesses make smarter purchasing decisions.

Indiamart Intermesh Ltd is India’s largest online B2B marketplace, connecting buyers and suppliers across industries. Indiamart plays a key role in FMCG by connecting buyers with thousands of verified suppliers. Its strength lies in deep SMB reach, user-friendly interface, and regional language support, enabling rural participation in digital commerce.

Staples Inc., originally known for office supplies, has expanded its B2B e-commerce capabilities, especially in the FMCG and facility supply segments. Staples stands out with its corporate supply chain solutions, offering customized procurement and a broad range of essentials. Its logistics strength makes it a trusted choice for businesses managing recurring FMCG needs.

Top Key Players in the Market

• Rakuten Group, Inc
• Indiamart Intermesh Ltd
• Staples Inc
• Americanas sa
• Global Sources
• The Kroger Co
• Alibaba Group Holding
• Walmart,Inc
• EBay Inc
• Amazon Inc.
• Others

Top Opportunities for Players

• Digitization of Traditional Supply Chains: The shift from manual to digital processes is transforming how FMCG products move from manufacturers to retailers. Platforms like OmniRetail are streamlining operations by connecting various stakeholders manufacturers, distributors, and retailers through integrated digital systems.
• Integration with Open Digital Networks: The adoption of open digital commerce networks, such as India’s ONDC, is enabling broader market access for FMCG brands. By joining these networks, companies can reach a wider customer base, including underserved regions, and facilitate easier onboarding of small retailers.
• Expansion into Quick Commerce: The rise of quick commerce platforms is reshaping consumer expectations for delivery times. FMCG B2B e-commerce players have the opportunity to partner with or develop rapid delivery services to meet this demand, especially in urban areas where speed is a competitive advantage.
• Leveraging Data for Personalized Experience: The accumulation of transactional and behavioral data allows B2B e-commerce platforms to offer personalized experiences to their clients. By analyzing purchasing patterns, companies can tailor recommendations, optimize inventory management, and improve customer satisfaction.
• Embracing Mobile Commerce: With increasing smartphone penetration, mobile commerce is becoming a vital channel for B2B transactions. Developing mobile-friendly platforms ensures that retailers can place orders, track deliveries, and manage accounts on-the-go, enhancing convenience and engagement.

Recent Developments

• In February 2025, Rakuten expanded its cross-border e-commerce operations by launching Rakuten Rakuma in the U.S. market through a partnership with eBay. This initiative began with handbag products under eBay’s Authenticity Guarantee, with plans to extend into other fashion categories.
• In May 2025, IndiaMART acquired SaaS startup Livekeeping Technologies for $3.1 million. This acquisition aims to enhance IndiaMART’s digital invoicing and inventory management capabilities, thereby strengthening its B2B marketplace services.
• In November 2024, Alibaba Group has merged its domestic and international e-commerce platforms into the new Alibaba E-commerce Business Group. This consolidation includes Taobao, Tmall, AliExpress, Alibaba.com and Xianyu, aiming to streamline operations and boost competitiveness against rising challengers.

Report Scope