The ‘Omnisales’ service brings together NIQ’s data assets across point-of-sale (POS) retail measurement data and crowdsourced online purchase data from Foxintelligence, which NIQ acquired in December 2021.

Manufacturers and retailers can use the tool to gauge market size and trends, understand differences between online and offline, analyse different online channels and learn the drivers of sales trends for categories, segments and brands.

It covers 800 FMCG e-retailers in Europe.

Beate Lohrmann, product lead e-commerce Western Europe at NIQ, said the offer is based on “coding sales data – harmonising complex direct retail data from online and offline and millions of e-receipt data” alongside “algorithms of machine learning”.

E-commerce sales now account for over 10% of FMCG sales in France and Britain, according to NIQ.

Roberto Van Taunay, commercial leader e-commerce Western Europe, NIQ, said: “For our clients, e-commerce is highly important to their company’s future strategy. It is critical to avoid any blind spots and measure the disruptors before they disrupt.

“The biggest or fastest growing brands or e-merchants are not always those that we might anticipate from what we know from offline. Therefore, it is essential for clients to have the full view and understanding of consumer needs and interest across online and offline.”