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"attrs": null, "canon": { "kind": { "name": "Metric", "slug": "metric", "status": "active", "canonId": "019de52c-f923-73bf-8081-d0b1a8c5264d", "version": 1, "description": "Big-number or KPI value." }, "tool": { "name": "Quantification", "slug": "quantification", "status": "active", "bestFor": null, "canonId": "019dd9e1-47ab-72ce-a079-aab1f5299e88", "version": 1, "bodyDocId": null, "description": "Translating a claim into numbers, charts, or tables.", "familyLabel": null }, "subkind": null, "framework": null }, "subkind": "primary", "groupRole": null, "confidence": null, "extraction": { "at": "2026-04-24 12:52:06+00", "model": "or:google/gemini-3.1-flash-lite-preview", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "019dd951-b487-77e8-8c32-1961aea0242f", "parentComponentId": null }, { "bbox": { "h": 0.19, "w": 0.43, "x": 0.51, "y": 0.04 }, "kind": "paragraph", "text": "In addition to propelling Indian e-commerce growth, the pandemic has changed the shape of e-commerce in terms of online shoppers, product categories, and channel mix. Although COVID-19 prompted an influx of new online shoppers, these consumers are here to stay; they have not adopted online shopping as a temporary recourse. In fact, the shopper retention rate—defined as the percentage of shoppers who bought something online in the six-month period after first shopping online—is quite similar for new post-pandemic shoppers and for existing pre-pandemic shoppers, at 34% and 35%, respectively.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:40:15.79+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "03358ca9-c3ae-471d-9e19-3684b462b324", "parentComponentId": null }, { "bbox": { "h": 0.19, "w": 0.43, "x": 0.06, "y": 0.04 }, "kind": "paragraph", "text": "This e-tail growth received a kick-start from the COVID-19 pandemic, which pushed many consumers to begin shopping online for the first time and encouraged existing shoppers to increase their online purchasing, as physical shopping channels closed or became difficult to access. The net effect was to accelerate growth in the number of online shoppers in India by approximately four years and in the amount of online spending by about three years. Shoppers who were new to online shopping made up 35% of total online buyers during the period from April to September 2020. (See Exhibit 2.)", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:40:15.79+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "50e68767-2ace-4809-a1be-5c860fdc6b21", "parentComponentId": null }, { "bbox": { "h": 0.03, "w": 0.88, "x": 0.06, "y": 0.59 }, "kind": "source-note", "text": "Sources: BCG CCI Digital Influence Study 2013–2017, 2021 surveys (N = 10,000 to 20,000 each year, urban and rural coverage); consumer survey data, secondary reports, expert calls, and other sources; BCG analysis.", "attrs": null, "canon": { "kind": { "name": "Source note", "slug": "source-note", "status": "active", "canonId": "23484952-494b-4a5e-b1ad-550d0d70e948", "version": 1, "description": "Attribution / source / caveat placed at the slide footer. 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Pre-COVID-19 and post-COVID-19 projections represent expected online shoppers and retail spending projections for 2025 and 2030 made in a pre-COVID-19 period (January 2017) and in a post-COVID-19 period (January 2022).", "attrs": null, "canon": { "kind": { "name": "Source note", "slug": "source-note", "status": "active", "canonId": "23484952-494b-4a5e-b1ad-550d0d70e948", "version": 1, "description": "Attribution / source / caveat placed at the slide footer. 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Although it might seem reasonable to expect the country's 8 metro and 49 tier 1 cities to represent a majority of its mature e-commerce markets, we found instead that smaller cities—tiers 2 and 3, which have populations of 100,000 to 1 million—such as Secunderabad, Junagadh, and Kharagpur account for 30 of the top 50. (See Exhibit 6.) 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While these smaller-city shoppers do not spend as much per capita, they were responsible for more than 36% of online spending in 2021 and will attain an approximate 43% share by 2030. (See Exhibit 7.) Product availability and discounts are the most significant online incentives for these smaller-city shoppers, according to our survey. At the same time, these shoppers express more discomfort with e-commerce website interfaces and processes than do large-city dwellers. 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From a past in which mobile devices, electronics, and fashion dominated e-commerce, fashion will continue to lead the way, but food and FMCG will gain share from mobile and electronics. According to our projections, fashion and food and FMCG will account for nearly half of the e-tail market by 2030, up from just over 30% today. 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For example, the more traditional product cate-gories made up two-thirds of online retail spending for pre-pandemic online shoppers, but they make up less than 50% of spending for new, post-pandemic shoppers. 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(See Exhibit 9.) The online potential for food and groceries has excited many online platforms so much that they are now offering ten-minute delivery in hopes of growing their user base.", "attrs": null, "canon": { "kind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "5f2affc0-941d-4d07-959d-4bfc1930cea4", "version": 1, "description": "Single prose block in the body of a slide." }, "tool": null, "subkind": { "name": "Paragraph", "slug": "paragraph", "status": "active", "canonId": "019de52c-fb80-75af-aa5c-a7a4bfac2433", "version": 1, "description": null }, "framework": null }, "subkind": "paragraph", "groupRole": null, "confidence": null, "extraction": { "at": "2026-05-02 19:40:22.941+00", "model": "google/gemini-3.1-flash-lite-preview-20260303", "runId": null, "seconds": null, "promptVersion": null }, "componentId": "f004afc3-bef0-45cd-8dd5-a016081b9577", "parentComponentId": null }, { "bbox": { "h": 0.08, "w": 0.88, "x": 0.06, "y": 0.83 }, "kind": "source-note", "text": "Sources: BCG CCI Digital Influence Study 2013–2017, 2021 surveys (N = 10,000 to 20,000 each year, urban and rural coverage); BCG analysis. 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Appliances = TVs, washing machines, refrigerators, air conditioners, water purifiers, and small appliances. Furniture and décor = furniture, home décor, lighting, wires, switches, sockets, building materials, and paints. Electronics = desktops and laptops, tablets, PCs, and mobile accessories. Travel = air, train, and bus bookings and hotels. Mobile = mobile devices (not including mobile accessories). Beauty and personal care = skin and hair care, makeup, eye care, baby care, and personal care. Fashion = apparel, footwear, and accessories. Food and FMCG [fast-moving consumer goods] = fresh food, staples, packaged food and beverages, health and nutrition products, home care, and alcoholic beverages. Pharma = over-the-counter and prescription medicines. Insurance = travel, motor, health, and life insurance. 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For example, I prefer buying cosmetics from Nykaa, as it's an expert in the category and provides information about skincare. For clothes, I prefer Myntra, as it has a wide variety of each type of clothing to choose from. 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}, "componentId": "4379ff7a-942b-4baa-9040-801ea9734940", "parentComponentId": null }, { "bbox": { "h": 0.08, "w": 0.35, "x": 0.06, "y": 0.43 }, "kind": "paragraph", "text": "Nivedita Balaji is an associate director in BCG's Mumbai office and co-leads the e-commerce topic for BCG India. 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