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  "documentTitle": "Ten Things E-Commerce India",
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  "notes": "Includes a qualitative case study of a rural consumer experience and a business model example from China.",
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      "text": "Smaller-city shoppers already have a significant influence on the online marketplace, but rural shoppers—consumers who live on farms or in towns and villages with populations of no more than 50,000 people—may be the future of e-commerce.",
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      "text": "I purchased a Mi TV online during the Big Billion Days sale; however, the delivery took more than a week and installation took another two weeks, dampening the family’s excitement about owning a new TV.",
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      "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. Note: Online shoppers and online spending among adults 18+. Online spending is for product-only categories.",
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