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  "documentTitle": "Ten Things E-Commerce India",
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      "text": "Marketplaces have more digital influence today than search sites.",
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      "text": "Sources: Forrester; CCI e-commerce model, 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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      "text": "Note: The exhibit covers e-retail spending among adults 18+. Electronics and appliances = desktop and laptop computers, tablets, PCs and mobile accessories, TVs, washing machines, refrigerators, water purifiers, and small appliances; Fashion = apparel, footwear, accessories, and jewelry; Food and FMCG [fast-moving consumer goods] = fresh food (not including food orders), staples, packaged food and beverages, health and nutrition products, home care, alcohol beverages, and children's food; Furniture and décor = furniture, home décor, lighting, wires, switches, sockets, building materials, and paints; Beauty and personal care = skin and hair care, makeup, eye care, and baby care; Other categories include over-the-counter and prescription medicines, recreational items (toys, books, stationery, movie tickets), and automotive and maintenance. Because of rounding, bar chart segment numbers may not add up to 100%.",
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      "text": "In 2018, the most important digital influence on shopping decisions in India was online search. By 2021, digital marketplaces, such as Amazon and Flipkart, had taken the lead. Nonetheless, digital influence differs from product to product.",
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      "text": "Consumer demographics and online maturity also play large roles in determining how much influence different channels have. For example, search is more influential among lower-income shoppers, nascent internet users, and those who live in smaller cities.",
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      "text": "Exhibit 5 - The Beauty and Personal Care, Food and FMCG, and Fashion Sectors Are Growing Fastest",
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