NielsenIQ (NIQ) (NYSE: NIQ) has introduced an expanded FMCG E-commerce Measurement Solution in Indonesia, Singapore, and Thailand, extending its consumer intelligence capabilities across some of Southeast Asia’s fastest-growing online markets. The enhanced service is designed to give brands and retailers a single, consistent view of e-commerce performance, sitting alongside NIQ’s long-established Retail Measurement Service (RMS) for offline activity.
NIQ said that by 2030, 30% of all FMCG retail sales in Asia are expected to come through e-commerce channels. The shift is being driven by increasingly mixed shopper habits, with consumers moving fluidly between online research and in-store purchasing, or discovering products in physical outlets before completing transactions digitally.
Over the past five years, the FMCG online sector in Southeast Asia has doubled in size, with NIQ projecting that it will repeat that growth again within the next five years. Thailand, Vietnam, and the Philippines are among the fastest-expanding e-commerce markets globally, while Indonesia continues to dominate the region, accounting for more than half of Southeast Asia’s total online FMCG sales. Combined, the region now ranks as the world’s third-largest e-commerce market, highlighting its strategic importance for both manufacturers and retailers.
The upgraded NIQ E-commerce Measurement Solution provides an integrated view of FMCG sales online through a framework aligned with the company’s RMS standards. It draws on several data streams, including trusted ePOS information from RMS, which tracks market share, sales, distribution, pricing, and promotions across FMCG categories.
The system also incorporates validated alternative data from non-cooperating online retailers, advanced modelling developed by NIQ’s Data Science team, and monthly refreshed insights via NIQ Discover, which is an analytics platform that merges the company’s retail and e-commerce datasets. NIQ Discover allows users to access insights across markets in one place, tailor analytics, view data visualisations, and make decisions using unified metrics.
NIQ’s enhanced solution is currently the only FMCG e-commerce measurement in Southeast Asia that aligns fully with RMS. The alignment enables companies to benchmark performance across online and offline channels, assess growth opportunities, and analyse brand and category trends within a single measurement ecosystem.
For different business roles, the system supports a varied set of needs. E-commerce Leaders receive RMS-aligned accuracy for evaluating FMCG brand and competitor performance, helping them make decisions grounded in consistent data. Insights Leaders can manage omnichannel reporting with uniform RMS definitions, while Category Managers gain earlier visibility into category shifts and emerging online growth areas. Sales Leaders can also strengthen retailer relationships using verified and comparable metrics accessed through NIQ Discover.
NIQ highlights four areas as its competitive advantage in this space. The company says its “Unmatched Accuracy” stems from the harmonisation of RMS ePOS data with validated alternative sources, enabling market-aligned FMCG measurement. “Unrivaled Coverage” is achieved through tracking FMCG categories across major e-commerce platforms and retailers in Southeast Asia. Its “Omnichannel Advantage” comes from providing a unified RMS-aligned view across both in-store and online sales. Finally, its “Growth Partnership” reflects ongoing support from NIQ’s local experts to help businesses translate insights into measurable outcomes.
The expansion marks a significant step in NIQ’s efforts to supply consistent and comprehensive intelligence to a region undergoing rapid e-commerce acceleration, with brands increasingly relying on unified insight ecosystems to navigate shifting consumer behaviour and competitive dynamics.
