: Online marketplaces like Amazon or Flipkart offer a "dizzying array" of niche products—such as charcoal-based, herbal, or high-performance whitening gels—that traditional retailers often lack the shelf space to carry.

Traditionally, toothpaste was an "immediacy" purchase, bought when a tube ran low. However, modern consumers are increasingly moving this routine to digital platforms.

: The COVID-19 pandemic accelerated this transition, as limited physical access forced many to discover the ease of digital purchasing for basic hygiene essentials. 2. Subscription Models vs. Bulk Buying