Omni–channel retailing and its impacts on on supply chain initiatives, the case of fast moving consumer goods industry

The study is aimed at exploring the impacts of omni–channel retailing on e-commerce supply chain initiatives. The study was conducted with 207 fast moving consumer goods (FMCG) businesses through direct and online surveys. The partial least squares structural equation modelling (SmartPLS 3.0) was used to analyze the measurement model and test the hypotheses.