Consumer goods firms plot new paths amid e-commerce boom

Not small change: Online shoppers spent over US$87bil (RM350.6bil) on grocery items like food, drink, beauty and personal care items in 2015.

LONDON: Consumer goods maker Reckitt Benckiser has ramped up its efforts to sell items such as condoms and vitamins online, aiming to capture new revenue streams as traditional markets get more competitive.

Reckitt's own Durex condom website in China is already its single largest customer in the world's fastest-growing e-commerce market, doubling the number of unique visitors over the last year to over 20 million. It expects that to double again, as consumers lap up its sexual health products, which can be personalised and delivered discreetly.