The Data Gap in CPG Ecommerce—and the Tools Closing It

Ecommerce growth is exploding. But what is the data gap in CPG ecommerce—and the tools closing that is really available to Consumer Package goods companies accustomed to data-driven strategic planning and execution?

While total retail is growing modestly—just above inflation—online retail continues to expand at twice the pace or more. According to the U.S. Census Bureau, in Q4 2024, U.S. e-commerce sales grew 9.3% year-over-year, compared to a 4.5% increase in total retail sales. Likewise, in Q1 2025, e-commerce sales rose 6.1% year-over-year, outpacing total retail, which grew 4.5%.

Even legacy retailers like Walmart and Target have doubled down on digital transformation. In 2025, they’re expanding same-day delivery, refining online grocery pick-up, and integrating AI-driven demand forecasting to optimize inventory and customer personalization. Walmart’s “InHome” delivery and Target’s Drive Up with Starbucks integration are examples of how they’re deepening convenience.

Meanwhile, Amazon continues to lead with innovations like Amazon Fresh expansion into more metro areas, personalized replenishment via Alexa routines, and faster same-day Prime delivery hubs. Startups like Instacart have evolved into full-service platforms offering retail media networks and AI shopping assistants, while Boxed focuses on B2B essentials and Jet (now absorbed by Walmart) has been folded into their broader omni-channel strategy.

Though grocery and CPG products are still under‑penetrated online, the landscape is shifting fast. According to Circana, online transactions now drive 35% of food & beverage dollar‑sales growth, despite holding only a 10% share of total F&B spend in 2024–and that share is expected to grow in the coming years. CPG ecommerce share: ~10% of total food & beverage sales. Growth contribution: responsible for roughly 35% of dollar‑sales growth in the category. Ecommerce is no longer peripheral—it’s a central driver of CPG expansion.

In the U.S. market, certain product categories—especially shelf-stable and lightweight items like snacks, beverages, and household goods—are migrating online at a faster pace. Platforms like Instacart, Amazon Fresh, and Walmart+ are accelerating this shift, and even perishable goods such as dairy, produce, and frozen foods are beginning to gain meaningful traction in e-commerce as consumers grow more comfortable with online grocery shopping.

The Digital Divide: Where CPG Still Struggles

Despite online retail’s perceived measurability, most CPG brands are data-disadvantaged in ecommerce compared to their traditional retail operations. 

Key limitations include:

Retailer Direct Data: Often inconsistent, infrequent, and siloed. Amazon’s ARA sets the bar, but few others match it.

Syndicated Data: While providers like Circana, NielsenIQ, ComScore, Kantar, Numerator, and Stackline offer panels, shopper analytics, and retail intelligence, comprehensive ecommerce sales data—especially across platforms—remains elusive.

Ecommerce Intelligence: Platforms like Profitero now collect digital shelf data—product content, pricing, rankings, reviews—directly from retailer sites. This offers unprecedented daily visibility but still needs integration with other sources. An excellent media overview of this is provided in Ad Age, highlighting how Profitero’s “Shelf‑Intelligent Media” automates retail media activation

The ecosystem is improving. Amazon, Walmart, and Peapod are enhancing data-sharing capabilities. And vendors like One Click Retail are helping manufacturers make sense of fragmented data.

Looking Ahead: Connected Insights with Kaytics

There’s no doubt that CPG brands deserve better, faster, and more connected data to navigate the fast-growing ecommerce space. While providers like Profitero are advancing digital shelf intelligence, the next evolution lies in converging data into clear growth signals.

This is where modern platforms like Kaytics, which works seamlessly with CPG analytics in Chicago, come in. Kaytics connects ecommerce, retail media, CRM, and shopper behavior data into one unified analytics platform. Using AI-powered attribution and multi-source integration, Kaytics doesn’t just tell CPG companies what happened, but why and what to do next. It helps brands break through data silos and optimize performance across digital shelves, paid campaigns, and omnichannel growth levers.