Nestlé Nescafe is planning to boost its e-commerce sales to 25% by 2025. The brand is increasing its technological and digital marketing investments to raise sales via e-commerce channels. The successful sales of Nespresso Coffee Pods and Purina PetCare via DTC websites like Nespresso.com and Purina.co.uk are driving growth for the company. The platform plans to increase digital marketing investment to 75% by 2025 which would help collect 400 million first-party data points. These points feature customized consumer information that reveals areas where sales need to be boosted and alert the retailer regarding out-of-stock items. Currently, Nestlé Nescafe has generated 205 million data points.