CPG can be contrasted with durable goods (DG), an industry term for merchandise that is not consumed or destroyed in use and is generally not replaced until the merchandise experiences a problem. Examples-appliances, furniture and automobiles. Usually a CPG merchandise is sold by a by retailers in physical brick and mortar (i.e., businesses that have physical presences) stores and packaging is designed to differentiate a product from its competitors especially on places where goods can be shown easily like pharmacy, grocery or big box store shelf. The shelf space is a finite commodity and the CPG market is highly competitive. Until recently, it’s been difficult for manufacturers to take advantage of the internet and sell CPG through e-commercechannels. Major changes in the sector of mobile technology, automated supply chain management, machine learning and data analytics have balanced the scales and the promise of using the internet to sell consumer packaged goods through e-commerce channels is finally becoming a reality.