Nestlé focuses on going direct-to-consumers as ecommerce sales hit 5%

Nestlé has credited its focus on innovation and marketing for helping its ecommerce sales almost double in four years.
The company, which is behind brands including KitKat and Nescafé, says ecommerce now accounts for 5% of total sales, up from 2.9% in 2012. Ecommerce is one of the fastest areas of growth for the company, up by 18% last year – six times faster than its average growth. And if Nestlé takes Nespresso out of the equation – where ecommerce growth