How Kellogg Co. Weathered the Global Pandemic

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Online sales for Kellogg Co. consists mostly of online sales on other retailer websites, such as Amazon.com and Walmart.com—and represent about 9% of its global revenue, almost twice the percentage of a year earlier, says Julie Bowerman, Kellogg’s chief global digital consumer and customer experience officer. 

The rate of ecommerce sales growth for the consumer packaged goods (CPG) manufacturer is about two to three times what it was before the pandemic, she says, without providing exact figures. 

Kellogg’s ecommerce strategy consists of what it calls three pillars. 

1. In the U.S. via big retailers that represent the bulk of its sales. Those retailers include Amazon.com Inc. (No. 1 in the 2020 Digital Commerce 360 Top 1000) and Walmart Inc. (No. 3).
2. Digitizing its business-to-business operations, allowing retailers to order wholesale stock online. 
3. Direct-to-consumer (DTC) sales, primarily in non-U.S. markets.

Read more how Kellogg embraced ecommerce to weather the global pandemic.