Customer habits have changed with the rapid growth of e-commerce globally. It has become inevitable for companies to produce solutions according to the preferences of customers in fast moving consumer goods (FMCG) where competition is high. In this study, which looks at the FMCG sector from a broad perspective, how customer habits have changed over the years, the growth charts of e-commerce, their sales shares, their importance for FMCG products and the effects of same-day delivery on customer decisions are explained. How these global issues have changed for Türkiye is also compared with global data. The development of the e-commerce sector in Türkiye in recent years is presented. This study emphasizes the importance of e-commerce companies selling FMCG to switch to the same day delivery method.

Key words: Fast-moving consumer goods, e-commerce, same-day delivery, consumer behavior.