Navigating the Digital Marketplace: How Consumer Behaviour towards FMCG Products Has Evolved (2015–2025)

Abstract

Between 2015 and 2025, the fast-moving consumer goods (FMCG) sector has shifted from occasional online transactions to fully integrated digital shopping experiences driven by e-commerce marketplaces, social media influence, quick-commerce platforms, and Unified Payments Interface (UPI) adoption. Early online FMCG purchases were limited and promotion-driven, but the COVID-19 pandemic accelerated online grocery use, subscription models, and rapid delivery adoption, making digital purchasing a routine habit in urban markets. Literature and market data show that micro-influencers have enhanced purchase intention and loyalty, marketplaces have become central to product discovery, quick-commerce has reshaped last-mile expectations with sub-30-minute delivery, and UPI has reduced checkout friction while boosting repeat purchases. Rural and Tier-2+ markets, fuelled by vernacular content and social commerce, are emerging as high-growth areas. To remain competitive, brands should implement omnichannel strategies, partner with niche influencers, optimize quick commerce for impulse and trial purchases, enhance payment flows, and expand outreach to rural consumers. By aligning marketing, distribution, and technology with evolving consumer habits, FMCG companies can strengthen loyalty and capture new market segments in a hyper-connected, on-demand environment.