Report: Top brands could take a hit as packaged-goods sales move online

09/26/2013 | Advertising Age (tiered subscription model)

E-commerce sales of packaged goods are gaining momentum and will account for 25% of the U.S. market in the next five to 10 years, according to a report from Sanford C. Bernstein. Amazon is seen as the biggest e-commerce threat to stores, but its wild price swings could also present problems for packaged-goods companies selling their wares through the site. The report adds that e-commerce "seems to be democratizing 'shelf space' as top brands do not dominate the e-commerce channel as much as they dominate brick-and-mortar retail."

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