- Mondelez International -- parent company of snack brands such as Oreo cookies, Trident gum and Cadbury chocolate -- is moving into e-commerce globally after an initial test-run in Europe.
- The company is working to convert digital media ads in 25 countries into shoppable ads with a "buy now" button.
- The brand's goals is to double online revenue over the next few years by driving online sales with the interactive shopping-enabled ads through retailers like Walmart and Amazon.
While e-commerce is booming and consumer packaged goods are on track to pull in $3 trillion in online sales in the next five years, online sales of grocery items face an uphill battle. Ninety percent of consumer packaged goods are still purchased at brick-and-mortar stores.
Amid doubts, Mondelez sits in a unique position. Converting its digital ads into shopping can only help drive Mondelez's online sales. As other big players like Google also incorporating buy buttons into advertising, shopping via ads will become more natural for consumers.