Evaluating E-Commerce Platforms for Fast-Moving Consumer Goods: A Comparative Study from the Consumer Perspective

Abstract

This study examines consumer preferences and behaviors across various e-commerce platforms within the Fast-Moving Consumer Goods (FMCG) sector. Using a sample of 250 respondents, the research evaluates key aspects of e-commerce platforms such as user interface, product availability, pricing, delivery speed, and customer service. Additionally, it investigates the frequency of online shopping for FMCG products and the most preferred payment methods among consumers. The findings reveal a high level of consumer engagement with e-commerce platforms, particularly on a weekly or bi-weekly basis, with overall satisfaction highest in areas such as user interface and delivery speed. However, there are notable areas for improvement, especially in pricing strategies and customer service. The study underscores the importance of offering a seamless user experience, diverse product offerings, competitive pricing, and reliable customer support to enhance consumer satisfaction and loyalty in the competitive e-commerce landscape.