Unilever expands digital commerce across key markets
Unilever reported double-digit growth in its business-to-consumer digital commerce sales during the first quarter of 2026, supported by strong performance in markets including India and the United States. The company said expanding use of AI, social commerce, and rapid delivery platforms is reshaping how it connects with consumers online.
Digital platforms now account for 17 percent of Unilever’s Beauty and Personal Care turnover and more than 50 percent of Wellbeing turnover, reflecting the company’s increasing focus on digital-first sales channels.
Unilever focuses on three digital commerce channels
Unilever said its digital commerce strategy is centered on three high-growth channels: partnerships with major retailers, social commerce, and quick commerce.
In the United States, digital commerce sales with retailers including Walmart and Amazon increased by 25 percent in fiscal year 2025, supported by retail media investments and digital content strategies.
The company also reported growth of more than 50 percent in social commerce sales across Southeast Asia and China through platforms including Douyin and TikTok Shop. In India, quick commerce sales doubled in 2025 as the company expanded product availability and delivery capabilities.
Vaseline TikTok campaign delivers rapid sellout
Unilever highlighted the performance of Vaseline’s first TikTok LIVE campaign in the UK as an example of social commerce growth. Vaseline Gluta-Hya Lip Serum Gloss bundles sold out within six hours of launch on TikTok Shop.
The livestream ranked among the top 20 TikTok Shop livestreams of the day across all categories and fourth in the Beauty category, according to the company.
Personal Care brands increase social-first content
In Vietnam, Unilever’s Personal Care division recorded more than four-fold social commerce sales growth during the first quarter of 2026 compared with the same period a year earlier.
The company attributed the growth to a high-volume social-first content strategy, with each Personal Care brand in the market producing more than 500 digital assets each week. Dove Scrubs and Dove Serum Body Wash were highlighted as strong-performing products within the strategy.
AI and automation support digital operations
Unilever executives said AI and digital technologies are becoming increasingly important across demand forecasting, fulfilment, and performance tracking within digital commerce operations.
Prashaant Huria, global VP, digital and technology, customer development at Unilever: “Next-generation AI and technology, enabled by a robust and harmonised data foundation, have never been more critical in helping us deliver stronger outcomes and track our performance more effectively across these channels.”
The company also pointed to its automated production and distribution facility in Hefei, China, which ships Dove shower gel products directly from the factory to consumers to support faster fulfilment.
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