With the penetration of the internet, there is a rapid shift in the buying pattern of consumers. The Covid-19 pandemic has further accelerated this transition. A study conducted by McKinsey on US consumer buying behaviour states there has been a 15-30% growth in consumers who purchase online with groceries, apparel, furniture and medicines categories leading the pack. This shift poses a significant threat to traditional retailers or distributors who have been selling offline all along. But this also presents an opportunity to digitally transform their business and stay relevant in the changing times.