{
  "docId": "019dd923-5ca1-7489-b635-20d2101ec2b8",
  "docSlug": "ebdffff32b25c34a",
  "documentTitle": "Ten Things E-Commerce India",
  "authorId": "BCG",
  "authorName": "BCG",
  "documentKindSlug": "consulting-deck",
  "documentKindLabel": "Consulting deck",
  "sourceTypeSlug": "strategy_consulting",
  "sourceTypeLabel": "Strategy consulting",
  "presentationDate": null,
  "orientation": "portrait",
  "aspectRatio": 0.707,
  "pageNumber": 13,
  "pageCount": 24,
  "prevPage": 12,
  "nextPage": 14,
  "slideType": "industry_trends",
  "function": "analyze_data",
  "density": "overcrowded",
  "nDataPoints": 30,
  "notes": "The slide uses a comparative table to show the percentage of shoppers buying in specific categories based on the total number of categories they purchase from.",
  "elementsJson": [
    "headline_text",
    "paragraph",
    "data_table"
  ],
  "metadataConfidence": 1,
  "imagePath": null,
  "slideHref": "/slides/019dd923-5ca1-7489-b635-20d2101ec2b8/13",
  "deckHref": "/decks/019dd923-5ca1-7489-b635-20d2101ec2b8",
  "deckJsonHref": "/decks/019dd923-5ca1-7489-b635-20d2101ec2b8.json",
  "deckAnchorHref": "/decks/019dd923-5ca1-7489-b635-20d2101ec2b8#slide-13",
  "components": [
    {
      "bbox": null,
      "kind": "callout",
      "text": "Food and groceries and food orders are entering the purchasing basket sooner than they once did.",
      "attrs": null,
      "subkind": null,
      "toolName": "Visual emphasis",
      "toolSlug": "visual-emphasis",
      "confidence": null,
      "componentId": "019dd951-b487-77e8-8c34-5d97ae11f301",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": null,
      "kind": "metric",
      "text": "Percentage of shoppers buying online",
      "attrs": null,
      "subkind": "primary",
      "toolName": "Quantification",
      "toolSlug": "quantification",
      "confidence": null,
      "componentId": "019dd951-b487-77e8-8c34-63591c29b5c6",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.4,
        "x": 0.52,
        "y": 0.15
      },
      "kind": "paragraph",
      "text": "We expect the shape of e-commerce spending in India to continue to evolve along this path. 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. (See Exhibit 10.)",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "624f3df5-ead2-4e39-9809-fd2be32d9894",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.4,
        "x": 0.06,
        "y": 0.09
      },
      "kind": "paragraph",
      "text": "As more and more shoppers in India embrace the internet and e-commerce, the types of digitally influenced or direct-ly completed online purchases are changing rapidly, with categories such as online food orders, FMCG, and beauty and personal care (BPC) items seeing sales grow by three to five times in recent years.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "9b41431d-ba0f-4396-b290-49f878a72a45",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.12,
        "w": 0.4,
        "x": 0.06,
        "y": 0.22
      },
      "kind": "paragraph",
      "text": "The pandemic reinforced this shift, as consumers found it necessary to buy many more products online during the lockdown. 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. Conversely, spending on food and groceries, BPC, and fashion for post-pandemic online buyers is one and a half to two times that for pre-pandemic online buyers.",
      "attrs": null,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "c5920cc3-2246-4af6-a092-a2e7d34d0740",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.09,
        "w": 0.4,
        "x": 0.52,
        "y": 0.04
      },
      "kind": "paragraph",
      "text": "As a result of this shift, food and groceries was the second-most-common category to enter consumers' online pur-chase basket in 2021, up from fourth-most-common in 2017. (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,
      "subkind": "paragraph",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "f004afc3-bef0-45cd-8dd5-a016081b9577",
      "frameworkName": null,
      "frameworkSlug": 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. Note: Among online buyers 18+ in urban areas only (metro to tier 3 cities). 1Order of top categories, by share. For example, among consumers who purchased in two categories online in 2021, 65% purchased apparel and foot-wear, and 24% purchased food and groceries.",
      "attrs": null,
      "subkind": null,
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "63bb0451-fc57-4dee-9f15-c7969a175f84",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.35,
        "w": 0.88,
        "x": 0.06,
        "y": 0.46
      },
      "kind": "table",
      "text": "Comparison table of 2017 vs 2021 online shopping categories by number of categories purchased.",
      "attrs": null,
      "subkind": "data",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "0d796eaf-af52-419e-9589-84e4c4db0b2e",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.04,
        "w": 0.4,
        "x": 0.06,
        "y": 0.04
      },
      "kind": "title",
      "text": "6 Dramatic Changes Are Occurring in the Fastest-Growing Online Categories",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "19a5b22d-f8f9-4a34-9684-e7e0cfb34927",
      "frameworkName": null,
      "frameworkSlug": null
    },
    {
      "bbox": {
        "h": 0.05,
        "w": 0.8,
        "x": 0.06,
        "y": 0.36
      },
      "kind": "title",
      "text": "Exhibit 9 - Food and Groceries and Food Orders Are Entering the Purchasing Basket Sooner Than They Once Did",
      "attrs": null,
      "subkind": "headline",
      "toolName": null,
      "toolSlug": null,
      "confidence": null,
      "componentId": "298a968f-c59c-4f8d-8141-1d06cd1f792f",
      "frameworkName": null,
      "frameworkSlug": null
    }
  ],
  "metrics": [],
  "tools": [
    {
      "name": "Inductive Reasoning",
      "slug": "inductive-reasoning",
      "agent": "Architect",
      "layer": "loop",
      "matchId": "019dd95a-14f5-72a3-8b95-be8446df3e0d",
      "evidence": "Loop 4 opens: stack four category/channel evidence pieces toward the pattern",
      "confidence": 65
    },
    {
      "name": "Action Titles",
      "slug": "action-titles",
      "agent": "Architect",
      "layer": "slide",
      "matchId": "019dd95a-14f5-72a3-8b95-bad22309fdf3",
      "evidence": "Title: 'Dramatic Changes Are Occurring in the Fastest-Growing Online Categories'",
      "confidence": 80
    }
  ],
  "frameworks": [],
  "arcBeats": [
    {
      "to": 19,
      "from": 10,
      "beatId": "019dd95a-0702-74a3-87e1-50c01df39b53",
      "arcName": "The Consultant's Gambit",
      "arcSlug": "consultants-gambit",
      "beatName": "Evidence & Proof",
      "beatSlug": "consultants-gambit-evidence-proof",
      "evidence": "Ten exhibits with charts proving each unexpected trend",
      "position": 4,
      "confidence": 78,
      "parentBeatName": "Evidence",
      "parentBeatSlug": "evidence"
    },
    {
      "to": 19,
      "from": 5,
      "beatId": "019dd95a-0702-74a3-87e1-58976f84bf39",
      "arcName": "The Triple Take",
      "arcSlug": "triple-take",
      "beatName": "The Facts (What)",
      "beatSlug": "triple-take-the-facts-what",
      "evidence": "Sixteen data exhibits documenting market and trend facts",
      "position": 1,
      "confidence": 70,
      "parentBeatName": "Setup",
      "parentBeatSlug": "setup"
    }
  ],
  "loops": [
    {
      "to": 16,
      "from": 13,
      "name": "Pattern Hunter",
      "slug": "02-pattern-hunter",
      "bestFor": "Time-pressed audiences, building consensus, when data is strong",
      "matchId": "019dd95a-088c-724c-b30d-f07505e4f481",
      "evidence": "p13 category change, p14 BPC/FMCG/fashion fastest, p15 marketplaces dominate influence, p16 social/chat fastest channel",
      "position": 4,
      "objective": "Stack evidence that categories and influence channels are shifting",
      "structure": "Evidence A -> Evidence B -> Evidence C -> Pattern/Conclusion",
      "confidence": 70,
      "description": "Group multiple pieces of evidence that together point to a pattern or conclusion"
    }
  ],
  "imagePathAlt": null,
  "thumbSrc": null,
  "thumbSrcAlt": null,
  "locked": true
}