Exploring Trust and Security Concerns in Digital FMCG Purchases: Evidence from Indian Millennials

Abstract

This qualitative study examines the trust and security concerns influencing Indian millennials’ purchasing behavior in the digital fast-moving consumer goods (FMCG) sector. Drawing insights from in-depth interviews and thematic analysis, the research identifies platform authenticity, security of payment systems, peer influence, user interface quality, and regulatory awareness as critical determinants of consumer trust. Established e-commerce platforms such as Amazon, Flipkart, and BigBasket emerged as more reliable due to verified seller programs, consistent product quality, and transparent return policies. While convenience occasionally outweighed strict adherence to security protocols, this compromise diminished for sensitive categories such as baby food, medicines, and fresh produce. Security concerns—particularly around payment safety and data privacy—shaped payment preferences, with cash-on-delivery remaining a trusted option for first-time transactions. Social proof, transparent seller ratings, real-time order tracking, and effective trust recovery mechanisms further strengthened consumer confidence. Additionally, increasing awareness of consumer protection laws and emerging data privacy regulations contributed to enhanced perceptions of safety in online FMCG transactions. The findings provide actionable implications for digital FMCG platforms, emphasizing a multi-faceted trust-building strategy that integrates technological safeguards, transparent communication, and responsive customer service.