Unilever Drives Digital Commerce Growth With AI-Enabled Strategy
Unilever is putting its capabilities to work in the digital commerce space (retailer websites, social media, online applications, DTC e-commerce) as it aims to engage consumers in a shopping environment that has changed what consumers expect from brands.
There's an increased expectation around convenience, social visibility, digital agility and direct brand interaction, according to a company blog.
With help from AI and digital technologies, the company was able to increase its B2C digital commerce sales by double digits in the first quarter of the year — driven by key markets such as the U.S.
Seventeen percent of Unilever’s beauty and personal care business turnover comes from digital platforms. In the well-being category, it’s more than 50%.
“Next-generation AI and technology, enabled by a robust and harmonized data foundation, have never been more critical in helping us deliver stronger outcomes and track our performance more effectively across these channels,” Prashaant Huria, global VP, digital and technology, customer development, said in a statement.
While all forms of digital commerce, such as traditional e-commerce, social commerce, quick commerce and agentic commerce are growing quickly, said Huria, it's not purely a technology problem to solve.
[Also: Unilever, Newell, Levi's lead CPG pivot toward "internal multiplicity" and agentic workforces]
Huria recommends looking at things holistically, bringing together all parts of the business, from demand forecasting and assortment availability, to win in the space.
“The key to success is creating a 'Perfect Store' where physical and digital experiences work together seamlessly,” Aaron Jones, chief digital officer for Unilever's well-being and Liquid I.V. businesses, said in a statement.
He's referring to the recent Formula 1 Liquid I.V. campaign, which combined a yearlong media partnership with ESPN and full 360-degree digital takeovers at the Miami and Las Vegas Formula 1 events. The campaign also extended across LiquidIV.com and media platforms and included a video game component with 80k game play sessions and 45k game finishes. It used entertainment intellectual property (IP) to boost sales and engagement.
International wins include Vaseline’s first-ever TikTok Live presence in the U.K., which sold out the Gluta-Hya Lip Serum Gloss bundles in just six hours on TikTok Shop at the end of 2025. Additionally, in Vietnam, a social-first content pipeline has led to 500-plus assets created weekly across social platforms, lending strong growth for its Dove Serum Body Wash and Dove Scrubs products.
In the U.S., digital commerce sales with customers such as Walmart and Amazon grew by 25% in FY 2025, driven by retail media and content.
