As we move through an increasingly digital age, many aspects of work, including corporate ecosystems, are changing. eCommerce has revolutionized how many businesses operate, and CPG businesses are no exception—adapting to eCommerce as a business and as CPG talent is vital.
Several different eCommerce channels sell traditional consumer packaged goods. These include pure-play, brick & click, and direct-to-consumer (DTC) channels.
Pure Play
Pure play eCommerce refers to companies that sell only through online channels. This is the most common type of eCommerce channel for CPGs. Pure play eCommerce businesses are digital natives; they only exist online and have no physical storefronts. Amazon is an excellent example of a pure-play eCommerce business.
Brick & Click
Consumers can purchase items either in-store or online. Brick & click eCommerce businesses have a physical storefront and an online presence offering an omnichannel experience. Many now offer a hybrid approach where consumers may buy online and pick them up at the store.
Direct-To-Consumer (DTC)
Direct-To-Consumer eCommerce is when consumers purchase goods online directly from the company rather than through a third party. This type of eCommerce is becoming more popular as CPGs seek to build relationships directly with their consumers. Dollar Shave Club is an example of a DTC eCommerce business.
Changes eCommerce Offers CPG Companies.
eCommerce offers CPG companies a way to reach consumers who may not visit brick and mortar stores. eCommerce also provides CPG companies with data to understand consumer behavior and preferences better. Additionally, eCommerce offers an opportunity for CPG companies to build relationships directly with their consumers.
Additionally, eCommerce offers CPG companies channel proliferation. Throughout the COVID-19 pandemic, BCG noted that eCommerce grew a whopping 35%. The quarantine restrictions undoubtedly inspired this continuous growth, but digital sales have also increased post-pandemic. Now that people are used to purchasing products online, many have kept to their mid-pandemic spending habits.
The challenges that eCommerce brings to CPG companies require professionals who understand the current marketplace and have experience in eCommerce and brick-and-mortar CPG roles. CPG supply chains were not prepared initially for this shift, and coming up with creative solutions to embrace that shift has become a necessity.
How to stay ahead of the growing eCommerce trends
It has forced manufacturers and retailers to rethink their go-to-market strategies & hiring strategies completely. ECommerce careers have a wide breadth of possibilities, from executive roles to distribution or manufacturing positions. Employees who grasp eCommerce trends and their impact on CPG will have the most significant opportunities for upward mobility. Companies who selectively screen for candidates who have a solid working knowledge of these trends will also have better fits for their business.
The modern employment climate has forced many employers to implement hiring practices to speed up recruiting and onboarding. Executive recruiters bring an invaluable skillset to the table. They are experienced in sourcing, qualifying, and placing top talent at all levels within an organization. Many find that a solid CPG executive recruiter offers a distinct competitive advantage.
If you are looking to hire CPG talent, partnering with an experienced executive recruiter is the best way to ensure a quick and successful hiring process.
Hunter & Michaels specializes in filling CPG roles across multiple sectors. From Fortune 500 manufacturers to small private firms, Hunter & Michaels provides companies with the hires they need by matching high-quality CPG professionals to each available role. To learn more about how to find eCommerce CPG roles, contact us.
