International Research Journal of Education and Technology

The rapid digital transformation of retail has fundamentally altered how Fast-Moving Consumer Goods (FMCG) companies engage with consumers. Omnichannel retailing, which seamlessly integrates physical and digital touchpoints, has emerged as a critical strategy for FMCG firms seeking to maintain competitive advantage (Kumar et al., 2022). While traditional brick-and-mortar stores remain significant, the COVID-19 pandemic accelerated consumer adoption of digital channels, with global e-commerce FMCG sales growing by 45.5% in 2020 (Nielsen, 2023).