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  "documentTitle": "Ten Things E-Commerce India",
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  "notes": "Includes a specific consumer persona (Ruchi) and two stacked bar charts showing platform usage by shopper maturity and category count.",
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      "text": "Overall, about half of online shoppers in India today still buy from a single platform, while the other half shop on multiple platforms.",
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      "text": "Note: We considered only shoppers who completed at least two online transactions during the period April 2019 to March 2021.",
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      "text": "As our online transaction dataset reveals, the more mature e-shoppers in India are, the more discerning they tend to be in their online shopping, browsing among a number of different platforms.",
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      "text": "For instance, Ruchi, a 32-year-old who runs a local beauty parlor in Delhi, first shopped online in 2017... I scan multiple platforms and buy from the platform with the best deal.",
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      "text": "I shop on multiple platforms for different products. 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. But for large-ticket items, like electronics and appliances, I scan multiple platforms and buy from the platform with the best deal.",
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      "text": "Sources: Vumonic online transaction data for 800,000+ internet users across 100+ categories and 15+ platforms in urban areas only; BCG analysis.",
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      "text": "Exhibit 14 - Platform Variety Grows as Online Shoppers Mature",
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