Forrester recently released the report, Digital Go-To-Market Review: CPG Brands, 2026. 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 (DTC) 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: CPG Brands, 2026 and book a guidance session or inquiry with me to discuss our findings in more detail and what they mean for your brand.

Share