How PepsiCo is Growing its Ecommerce Business in Europe

📍Barcelona, Spain

PepsiCo is strategically growing its e-commerce business in Europe, leveraging a dual focus on delivering significant growth and developing unique capabilities. Celso Borges Shimabukuro, VP of E-commerce at PepsiCo Europe, highlights that e-commerce requires a different set of skills compared to traditional offline business. This growth strategy involves specialized teams in various geographical units such as the UK, Southwest Europe, and North Europe. Additionally, PepsiCo has established leads for specific pillars like channel development, demand generation, and data and tech experience to enhance their e-commerce capabilities.

PepsiCo’s e-commerce primarily operates through partnerships with major retailers like Tesco.com, Carrefour.com, and digital natives like Getir and Amazon. While direct-to-consumer (DTC) initiatives are still in the experimental phase, they form a small but growing part of PepsiCo’s strategy. Celso notes that while 99% of their business is through retail partners, the company is testing DTC assets to understand better the potential of this channel. For instance, the UK, being an advanced market, has seen significant adoption of e-commerce, and capabilities developed there are often scaled to other regions.