As a first step, brands should compile a list of relevant broad and specific keywords they want their products to rank for when customers search on these websites. Components like titles, bullet points, descriptions and any enhanced content should all be optimized to help a CPG get maximum search visibility.

While home delivery is still America’s preferred fulfillment option, Millennials, who are an indicator of future trends, overwhelmingly prefer click and collect because they can bypass shipping costs and expedite their shopping. This represents a huge online growth opportunity for the food and beverage category, which currently has the lowest click-and-collect purchase rate at 7.8%.

Today’s largest grocery retailers are now rapidly adopting alternative fulfillment methods that solve the problems associated with food and beverage e-commerce. On the delivery side, many are partnering with services such as Instacart and Shipt to offer same-day and sometimes one- or two-hour delivery.

Today’s consumers don’t just want to buy red wine, they want to choose the particular grape, region, and even pairing suggestion. Some websites allow you to easily segment consumers based on flavor profiles, pairings, preparation, occasion, and other preferences.