100% stacked bar chart with data column of sales by channel (E-commerce and brick & mortar) for FMCG (fast moving consumer goods)

E-Commerce Growth in Fast Moving Consumer Goods (FMCG)

E-commerce sales of fast moving consumer goods (FMCG) grew 21.1% from 2016 to 2017, according to Nielsen data.  Sales through brick and mortar stores grew only 0.1%. FMCG (aka  Consumer Packaged Goods) include products such as packaged food, beverages and toiletries. E-commerce sales, however, make up only about 7% of total FMCG sales.  They accounted for $12.5B of the $13.8B total growth.  These numbers could explain some of the motivation behind Amazon's recent purchase of Whole Foods.

100% Stacked Bar Chart With Data Columns

100% stacked bar chart with data columns presents sales by channel (E-commerce and brick & mortar) or 2016 and 2017 FMCG based on data from Nielsen

How To Create This Chart

Just four numbers are needed to create this bar chart (e-commerce and brick & mortar sales for 2016 and 2017).  I entered the data into Mekko Graphics and chose a 100% stacked bar chart.  This chart type allows you to see the change in channel mix between 2016 and 2017.  The segment link lines emphasize the change.  I used a neutral gray color for brick and mortar sales.  This highlighted the smaller e-commerce segments.  I showed values and calculated bar percentages in each segment and the segment names in a legend.  I used data columns to show both absolute and percentage growth and data column totals to show FMCG growth. Learn more about how to use data columns by watching this short video.

When I created this chart, I first tried a waterfall chart with 2016 and 2017 FMCG sales in the first and last bar and growth in e-commerce and brick and mortar sales in between.  I found that the 100% stacked bar chart, supplemented by data columns, better presented the message of both growth in e-commerce and its relatively small size.

I made this bar chart a bit simpler by eliminating the x and y axes, adjusting bar gaps, and margins.  I wanted the bars to take up about half of the slide width and the data columns the other half.

Take This Chart And Make It Your Own

You can download this chart and edit it using Mekko Graphics.