Perfetti Van Melle USA’s Airheads brand is the latest confectionery product to join Amazon’s Dash Button program, which allows consumers to reorder a product through the e-commerce giant by clicking a small Airheads-branded device.
Independent candy retailers are surviving well in the increasingly crowded online space, even as confectionery giants, including Nestlé and Mondelēz compete for a sweeter spot on mainstream e-commerce channels, such as Amazon and Alibaba, says It'Sugar.
Online impulse purchasing is about knowing your shoppers and making an offer that “would speak to them at exactly the moment that they’re on that webpage," says Mondelēz’s global e-commerce director, Neil Ackerman.
Chinese consumers are now able to purchase Nestlé brands from overseas online for the first time, including Damak chocolate from Turkey, and Baci chocolate from Italy, thanks to Nestle’s new partnership with Alibaba.
E-commerce startup Chocozonia has upped its distribution to include Cadbury, Nestlé and Mars products as well as homemade Indian chocolates after spotting an unmet need for an online confectionery channel in India.
Chinese consumers are able to buy a fuller range of Mondelēz products, including Oreo Colorfilled, an online platform where people can customize their own Oreo packaging, thanks to the Mondelēz’s latest partnership with Alibaba.