THEGLOBALPICTUREISSUE4|NOVEMBER2017THEFUTUREOFE-CMMERCEINFMCGALIBABAANDAMAZONFORECAST202520203|IntroductionTheaccelerationofe-commerceandthenewretail04|StateofplayTheglobalpictureWheretoplayHowtoplay12|ThenewretailrevolutionAmazonvs.Alibaba:theracetothetopFiveminuteswithAlibabaModelsforsuccessMobileandsocialcommerceTechnologyasamajoraccelerator20|2025forecast22|Conclusion23|CreditsCONTENTSInpreviousyears,wehavemeasuredanddescribedtheexpansionofe-commerceinFMCG.Wehaveseentheshareinvalueofthischannelgrowingto4.6%.Lastyear,onlineexperienceda30%growthinsales,twicethatof2015growthandmuchhigherthanthemere1.3%increasegeneratedbyallFMCGchannelsin2017.Retailersandbrandsarenowconvincedthatinvestmentingrowingtheironlinebusinessiscrucial,ifnotmandatory.Themyt