By 2022, e-commerce will claim an average 10 percent of all CPG sales, according to the data analytics firm IRI. At a time when physical store sales are flat and stagnating for most brands, companies need to optimize their efforts for the digital shelf in order to capture a bigger share of the growing e-commerce opportunity. As an increasing number of shoppers shift from physical stores to online shopping for the convenience, wide product assortment and personalized shopping experience it offers, consumer goods companies of all sizes must find ways to engage their shoppers at the digital shelf in order to stay relevant.