Forrester recently released the Digital Go-To-Market Review: Consumer Packaged Goods, 2026 research. In this review, we examined 24 CPG brands across the digital attributes that matter most for long-term go-to-market success. For the e-commerce dimension, we reviewed direct-to-consumer buyability and Amazon storefront presence. 

These five CPG brands are winning in e-commerce: 

  • Similac earned top marks for its strong DTC experience, extensive parent resources, and robust loyalty program. 
  • Purina stood out with its myPurina app, subscription options, loyalty benefits, and personalized recommendations. 
  • hello distinguished itself through DTC purchasing capabilities and was one of the few brands in our review that offered a replenishment subscription program. 
  • Tide demonstrated a best-in-class Amazon presence with a highly branded storefront and seamless product navigation.  
  • Kleenex excelled on Amazon through its use of rich media and a product finder tool. 

Screenshots from Kleenex's Amazon storefront show how the brand incorporates rich media and interactive content, including a product finder quiz.

 

Forrester clients can access our Digital Go-To-Market Review: Consumer Packaged Goods, 2026 and book a guidance session or inquiry with me to discuss our findings in more detail and what they mean for your brand.

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