The rapid advancement of digital technology has transformed the way businesses market their products to consumers. The rise of e-marketing in particular has had a significant impact on consumer purchasing behaviour, particularly with regard to Fast-Moving Consumer Goods (FMCG). The purpose of this paper is to investigate the impact of e-marketing on consumer purchasing behaviour in the FMCG industry. A survey of FMCG product consumers is conducted as part of the study's quantitative research approach. The survey includes questions that assess consumer attitudes towards e-marketing as well as their purchasing behaviour in relation to FMCG products. The collected data is then analysed statistically using methods such as regression analysis to determine the relationship between e-marketing and consumer purchasing behaviour. According to the study's findings, e-marketing has a significant impact on consumer purchasing behaviour in the FMCG industry. Consumers who are exposed to emarketing are more likely to purchase FMCG products online, and they are more loyal to brands that employ effective e-marketing strategies. Furthermore, the study emphasises the significance of social media marketing in influencing consumer purchasing behaviour, as social media platforms are regarded as a powerful tool for brand awareness and customer engagement. Overall, the study concludes that e-marketing has become an essential component of the FMCG industry, transforming the way businesses market their products to consumers. E-marketing strategies have a significant impact on consumer behaviour, and companies that do not implement effective e-marketing strategies risk losing market share to competitors who do. As a result, companies in the FMCG industry must embrace e-marketing and capitalise on its potential to attract and retain customers.