Abstract: The rapid growth of e-commerce has significantly transformed consumer purchasing behaviour across multiple product categories, including fashion, electronics, personal care, groceries, and other frequently consumed goods. Among these, FMCG products represent an important reference category due to their high purchase frequency and price sensitivity. The present study examines consumer perception and adoption of e-commerce using a quantitative research approach. Primary data were collected from 134 respondents through a structured questionnaire. Graphical analysis, reliability testing, correlation, and regression techniques were employed. The findings indicate that convenience, price sensitivity, trust, and delivery efficiency significantly influence overall e-commerce adoption. The study provides practical implications for e-commerce platforms and marketers and contributes empirical evidence to the literature on online consumer behaviour.

Keywords: E-Commerce, Consumer Behaviour, Online Shopping, FMCG, Quantitative Analysis, Mobile Commerce.