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Consumer Goods Manufacturers Search For Ways To Turn Social Media Into Online Sales Channels

February 19, 2012: 03:00 AM EST
Consumer goods manufacturers including Procter & Gamble and Reckitt Benckiser are searching for ways to use social media, and especially Facebook, to expand their online selling operations. Driven by low prices and user convenience, online sales of consumer goods have grown 10–15 percent yearly since 2008, and penetration is high for some categories – Kantar estimates that online purchases account for 74% of nappy sales in South Korea and 34% of female shavers in Germany - but varying growth rates for ecommerce's different platforms and questions about future trends worry marketers.
Barney Jopson in New York and Louise Lucas, "Online poser for household and personal goods", Financial Times, February 19, 2012, © The Financial Times Limited
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