Nielsen, a consumer analytic company, entered into a strategic alliance with MyWebGrocer to measure US online supermarket sales of consumer packaged goods.

The agreement enables Nielsen to provide consumer packaged goods companies, such as petfood companies, with information regarding consumers’ online supermarket purchases. Nielsen acquired a license to MyWebGrocer’s e-commerce sales information collected from 60 US supermarket retailers and says it plans to measure approximately 30% of all online supermarket sales.

“We’re making it possible for the first time for CPG companies to understand online shoppers with the same rigor we apply to offline shopping analytics,” said John Burbank, president of Strategic Initiatives at Nielsen. “We can share our insights into what decisions and purchases shoppers are making online, where and when.”