Over the past decade, E-commerce has grown exponentially with two massive markets, the US and China, ahead of the curve. Within each market, major FMCG companies have tried to optimize their product offer for the leading players, Amazon and Alibaba. as infinitely many options online make it harder for people to find their desired product. Additionally, the or better, lack thereof, will be examined. When shopping online it is not possible to touch, smell or taste the product, which makes it harder for consumers to imagine what the product experience will be like compared to shopping in a conventional store.