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  "documentTitle": "Ten Things E-Commerce India",
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  "notes": "The slide uses a combination of narrative insights and data visualization to explain the changing composition of the Indian e-commerce market.",
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      "text": "In a surprising divergence from the traditional Indian e-commerce shopper—the metropolitan millennial male—several new shopper cohorts that previously were e-commerce laggards turned to e-commerce as the pandemic began.",
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      "text": "Note: The exhibit shows online shopper share percentage only among adults 18+ in urban India... Because of rounding, bar chart segment numbers may not add up to 100%.",
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      "text": "1. Over-45 and Next-Billion Cohorts Lead Among New Shoppers\n2. Heavy Online Shoppers Exist Across All Age, Income, and Gender Groups",
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      "text": "Online shopper share: 43%",
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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.",
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      "text": "Exhibit 2 - The Over-45 and Next-Billion Segments Predominate Among New Shoppers, and Women Are Catching Up to Men",
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