Published Paper Details:

In the current digital era, the grocery business has transformed significantly due to the growth and increased popularity of online grocery purchases. The market for online groceries has grown significantly in recent years due to the rapid shifting of consumer habits and a growing need for convenience while shopping. The grocery retail industry has seen tremendous change due to the growth of digital platforms, especially after COVID, and the customers now frequently choose to purchase groceries online. This study emphasizes advertising expenditures as the variable that is independent and the total earnings, revenue, and total expenses as the dependent variables. This study examines how digital marketing affects the financial success of a few chosen online grocery platforms. The study examines data from three well-known e-grocery platforms--Big Basket, Blinkit, and Swiggy Instamart -- over a six-year span from 2018 to 2023 using a one-way ANOVA approach including introductory approach towards post - hoc analysis. These platforms were chosen using a purposive sampling technique in the light of their market dominance and dependence on digital marketing tactics. According to the results, there is a statistically significant connection between expenditures on advertising and financial results, with changes in advertising expenditures resulting in appreciable fluctuations in overall revenue, sales, and expenses. The findings emphasize, how important digital marketing expenditures are to e-commerce platforms' financial performance and the necessity of smart budget allocation to optimize the profits. This study adds to the expanding compilation of research on the efficacy of marketing through digital channels in the field of online retail industry.