NIQ Expands FMCG E-Commerce Measurement in Southeast Asia

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11/16/2025 – 09:00 PM

Delivers a comprehensive and accurate view of FMCG e-commerce performance.
Fully aligned with NIQ’s Retail Measurement Service (RMS), providing harmonized FMCG metrics across online and offline channels.
Now available in Indonesia, Singapore, and Thailand – with additional Southeast Asian markets planned for 2026.

SINGAPORE–(BUSINESS WIRE)–
NielsenIQ (NIQ), a key player in consumer intelligence, has rolled out its enhanced FMCG E-commerce Measurement Solution in Indonesia, Singapore, and Thailand. This strategic move aims to equip brands and retailers with a unified and precise understanding of their e-commerce sales performance, seamlessly integrating with NIQ’s established Retail Measurement Service (RMS) for brick-and-mortar channels.

NIQ projects that by 2030, e-commerce will account for a significant 30% of all FMCG retail sales in Asia. This surge is fueled by the increasingly blurred lines between online and offline shopping. Consumers are now frequently researching products online before making in-store purchases, or conversely, discovering items in-store and then completing their transactions digitally. Southeast Asia’s FMCG e-commerce market has doubled in the past five years and is on track to double again in the next five. Thailand, Vietnam, and the Philippines are demonstrating some of the fastest e-commerce growth rates globally. Indonesia, as a cornerstone of the region, currently accounts for over half of Southeast Asia’s total online FMCG sales. Collectively, Southeast Asia now stands as the third-largest e-commerce market worldwide, highlighting its critical importance for FMCG businesses.

“As e-commerce continues its robust growth across Southeast Asia, brands require more than just superficial insights. They need enhanced accuracy, broader coverage, and harmonized data to achieve a genuine omnichannel perspective of FMCG performance,” said Josh Morgan, APAC E-commerce Lead, NIQ. “NIQ’s E-commerce Measurement solution is designed to deliver exactly that, enabling businesses to identify emerging opportunities promptly, make informed decisions, and achieve smarter growth in one of the most vibrant digital marketplaces globally.”

An RMS-Aligned View of FMCG Online Performance

NIQ E-commerce Measurement provides an integrated, RMS-aligned view of FMCG e-commerce performance by combining:

Trusted ePOS data from NIQ’s Retail Measurement Service (RMS) — NIQ’s flagship solution that tracks market share, sales, distribution, pricing, and promotion effectiveness across FMCG categories. RMS provides the most complete and trusted retail data, enabling clients to assess product availability, measure sales performance, and identify new trade opportunities, which tracks offline retail sales and market share across global FMCG categories.
Validated alternative data sources from non-cooperating online retailers, ensuring robust visibility into digital performance.
Advanced modeling powered by NIQ’s Data Science team, applying machine learning and expert validation.
Monthly refreshed insights through NIQ Discover—a holistic, intuitive analytics platform that unifies NIQ’s retail and e-commerce data assets in one place. NIQ Discover provides a single access point to view what’s happening across markets and understand why, enabling users to configure their own analytics, visualize insights easily, and make confident, data-driven decisions locally or globally.

The Significance

NIQ’s latest solution distinguishes itself as the only FMCG e-commerce measurement in Southeast Asia that is fully aligned with RMS standards. This alignment offers clients a consistent and reliable framework for evaluating performance across the entire retail landscape. This allows businesses to better assess emerging growth opportunities, benchmarking brand and category performance with confidence, and make unified, analytically driven decisions. Integration with the established RMS database offers a significant advantage over nascent and fragmented data sources.

E-commerce Leaders: Gain RMS-aligned accuracy into FMCG brand and competitor performance- empowering bold, trusted, data-backed strategic decisions.
Insights Leaders: Simplify omnichannel reporting with consistent RMS definitions.
Category Managers: Identify category shifts and emerging online growth patterns faster.
Sales Leaders: Strengthen retailer partnerships using verified, comparable data through NIQ Discover.

NIQ’s Competitive Advantage

Unmatched Accuracy: Harmonizes RMS ePOS and validated alternative data to deliver trusted, market-aligned FMCG measurement.
Unrivaled Coverage: Tracks FMCG categories across major e-commerce channels and retailers in Southeast Asia.
Omnichannel Advantage: Provides a unified RMS-aligned view of in-store and online sales through NIQ Discover.
Growth Partnership: Supported by NIQ’s local experts to turn insights into measurable action.

About NIQ

NielsenIQ (NIQ) is a leading consumer intelligence company, committed to providing the most complete understanding of consumer buying behavior and revealing new pathways to actionable growth strategies for its customers. NIQ’s coverage reaches over 90 countries encompassing an estimated 85% of the world’s population, covering more than $7.2 trillion in global consumer spending. NIQ employs advanced analytics on consolidated data to provide the Full View™ to help businesses navigate the complexities of a changing retail environment.

For more information, please visit www.niq.com.

Forward-Looking Statement

This press release may contain forward-looking statements regarding anticipated consumer behaviors, market trends, and industry developments. These statements reflect current expectations and projections based on available data, historical patterns, and various assumptions. Words such as “expects,” “anticipates,” “projects,” “believes,” “forecasts,” and similar expressions are intended to identify such forward-looking statements. These statements are not guarantees of future outcomes and are subject to inherent uncertainties, including changes in consumer preferences, economic conditions, technological advancements, and competitive dynamics. Actual results may differ materially from those expressed or implied in these statements. While we strive to base our insights on reliable data and sound methodologies, we undertake no obligation to update any forward-looking statements to reflect future events or circumstances, except to the extent required by applicable law.

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NIQ Expands FMCG E-Commerce Measurement in Southeast Asia