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By Gregor Murray · August 4, 2025 · Curated by George's Blog
Procter & Gamble’s $1.74bn Digital Boost: What their FLAT year on year results doesn’t tell you…
P&G’s 2025 Full Year report makes next to no reference of digital commerce. It really should though as it now represents $1 in every $5 they turnover.
The corresponding earnings call however did highlight the VITAL success of digital commerce for them.
The full year earnings call tells us some interesting things:
1️⃣ 12% Digital Commece growth over the last 12 months.
This is important, as overall Net sales growth was flat year on year, with organic sales at +2%.
That means Digital Commerce growth of ~$1.74bn YOY offset similar value/volume declines in traditional physical retail sales.
2️⃣ 19% of sales now coming from digital channels.
P&G’s FY 2025 digital commerce sales = $16.25 billion (approx.)
We can only expect this digital commerce share of sales to continue growing in the coming years.
Interestingly, 19% of sales coming from digital channels is outpacing most other #CPG manufacturers, where digital commerce penetration is typically 10-15%.
3️⃣ Digital commerce sales now exceed that of their entire global Beauty category (including Head&Shoulders, Olay and Pantene)
I find it interesting that digital commerce represents almost 20% of all P&G sales and yet isn’t specifically called out in the results statement attached. It’s where their growth is coming from (offsetting traditional instore declines). In terms of aggregated sales digital commerce is bigger than all but two of their reported product categories.
Digital commerce is increasingly important to sales success, and therefore to investor confidence. When will manufacturers start specifically reporting digital commerce sales, growth, penetration and participation in their annual and quarterly results?
#digitalcommerce #ecommerce #results #digitalstrategy #digitalgrowth
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