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  "documentTitle": "Ten Things E-Commerce India",
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      "text": "Sources: Vumonic online transaction data for 800,000+ internet users in Mumbai across 100+ categories and 15+ platforms; BCG analysis. 1Each micro market's annual retail expenditures per household is indexed to the spending of the micro market with the maximum annual retail expenditures per household (Bandra West). 2Each micro market's online spending per shopper is indexed to the spending of the micro market with the maximum online spending per shopper (Powai).",
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      "text": "Smaller cities are contributing a great deal to India's e-commerce growth. 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.) We extrapolated the e-commerce maturity of a market or city from three factors: the \"transaction index,\" or average number of transactions per shopper; the \"ticket-size index,\" or average ticket size per shopper; and the \"category index,\" or average number of categories bought online per shopper.",
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      "text": "We found that 50% of online urban shoppers lived in tier 2 or tier 3 cities in 2021, a percentage that we project will to reach nearly 60% by 2030, as the number of smaller-city shoppers is increasing at nearly double the rate of those in large cities. 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. In consequence, they look for the most convenient methods of shopping online, such as chat, which lets them ask for personalized advice; negotiate prices; and visualize products through live demos, photos, and videos.",
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      "text": "4 Smaller Cities Are Playing an Outsize Role in E-Commerce Growth",
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      "text": "Exhibit 5 - Varying E-Commerce Intensity at the Micro Market Level Is Not Necessarily Correlated with Affluence",
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