E-commerce is expected to account for 78% of all sales growth in the U.S. CPG industry between now and 2020, and strong performance across multiple e-tailer platforms is increasingly critical to a brand’s bottom line. Although Amazon remains the top platform, Walmart’s online sales grew twice as fast as Amazon’s in 2017, and Target doubled down on compelling fulfillment initiatives. As brands come to rely even more on their distribution partners, many are paring down their roster of display ad publishers and increasing the number of ads they serve on e-tailer platforms. By deploying smart e-tailer strategies and strengthening their sites with SEO-optimized tutorial content, a few standout home care brands are dominating the landscape.
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