Book Title: Shaping the Future: Innovation, Sustainability, and Inclusive Growth in a Globalized Economy
Editors: Editors: Dr. Shanu Singh, and Dr. Yashmita Awasthi
Student Editor: Krishna Singh Rawat
ISBN: 978-93-7183-006-5
Chapter: 28
DOI: https://doi.org/10.59646/725/28
Author: Monika Sharma
Abstract
The rapid advancement of information technology and widespread internet accessibility have significantly transformed the global retail landscape. Electronic commerce has emerged as one of the most influential channels for consumer purchasing, enabling customers to access products and services conveniently through digital platforms. In India, the growth of e-commerce has accelerated due to increasing smartphone penetration, improved digital payment infrastructure, and the expansion of online marketplaces such as Amazon, Flipkart, and Nykaa. These developments have fundamentally altered traditional consumer buying behaviour and have encouraged greater adoption of online shopping across various demographic segments. Fast Moving Consumer Goods (FMCG), particularly personal care products, represent one of the fastest-growing segments in online retail. Consumers increasingly purchase products such as cosmetics, skincare products, hair care items, and hygiene products through online platforms due to the convenience of home delivery, competitive pricing, product variety, and the availability of customer reviews. Recent studies suggest that factors such as convenience, perceived usefulness, trust, price benefits, and online reviews significantly influence consumer adoption of e-commerce platforms. Women constitute one of the most significant consumer segments in the FMCG market, as they often play a major role in household purchasing decisions. However, women consumers are not a homogeneous group. Differences in employment status, lifestyle patterns, income levels, and time availability may significantly influence their purchasing behaviour. Working women often face time constraints due to professional responsibilities and may therefore prefer online shopping for its efficiency and convenience. In contrast, homemakers may rely more on traditional retail channels due to greater trust in physical stores and the ability to inspect products directly before purchase. Understanding these behavioural differences is particularly important for marketers and e-commerce platforms seeking to design targeted marketing strategies.