This case study outlines strategies for consumer goods companies in Europe to achieve profitable e-commerce growth. It emphasizes prioritizing markets and channels, investing in technology and digital talent, and adopting an online-first playbook. Key tactics include focusing on high-growth categories, leveraging omnichannel strategies, and building specialized digital capabilities. Successful companies, or "e-commerce superstars," outperform by efficiently managing costs and capitalizing on digital innovation, positioning themselves for long-term success in a fragmented and rapidly evolving market.

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