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  "documentTitle": "Ten Things E-Commerce India",
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      "text": "The net effect was to accelerate growth in the number of online shoppers in India by approximately four years and in the amount of online spending by about three years.",
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      "text": "Online shoppers: 550-600",
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      "text": "In addition to propelling Indian e-commerce growth, the pandemic has changed the shape of e-commerce in terms of online shoppers, product categories, and channel mix. Although COVID-19 prompted an influx of new online shoppers, these consumers are here to stay; they have not adopted online shopping as a temporary recourse. In fact, the shopper retention rate—defined as the percentage of shoppers who bought something online in the six-month period after first shopping online—is quite similar for new post-pandemic shoppers and for existing pre-pandemic shoppers, at 34% and 35%, respectively.",
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      "text": "This e-tail growth received a kick-start from the COVID-19 pandemic, which pushed many consumers to begin shopping online for the first time and encouraged existing shoppers to increase their online purchasing, as physical shopping channels closed or became difficult to access. The net effect was to accelerate growth in the number of online shoppers in India by approximately four years and in the amount of online spending by about three years. Shoppers who were new to online shopping made up 35% of total online buyers during the period from April to September 2020. (See Exhibit 2.)",
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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); consumer survey data, secondary reports, expert calls, and other sources; BCG analysis.",
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      "text": "Note: Among 18+ population; the online spending shown is for product-only categories. Pre-COVID-19 and post-COVID-19 projections represent expected online shoppers and retail spending projections for 2025 and 2030 made in a pre-COVID-19 period (January 2017) and in a post-COVID-19 period (January 2022).",
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      "text": "Exhibit 3 - COVID-19 Accelerated the Growth of E-Commerce by Three to Four Years",
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