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  "documentTitle": "Southeast Asia’s digital consumers: A new stage of evolution",
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      "text": "Both eCommerce marketplaces and alternative eCommerce have gained their share of online spending by channels, collectively growing by 20 percentage points from 2021.",
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      "text": "In contrast to the Discovery and Evaluate stages, we’re seeing a slight rebalance to offline channels at the Purchase stage. The most cited reason for this is the “look and feel” factor that offline channels offer. Other reasons include being able to acquire the item immediately after purchase, the absence of delivery charges and the ability to check for product quality. Among our respondents, offline accounts for 41% of the share of wallet. This minor shift to offline is in contrast to previous years, and can be partly attributed to the easing of pandemic-related restrictions, as more freedom of movement would allow for consumers to head down to physical stores. That said, online is still an important channel for consumers, accounting for 59% of the share of wallet among those surveyed. Looking at the channel breakdown, eCommerce marketplaces represent a significant share of online spending by channels, at more than 50%. Alternative eCommerce accounts for 22% of the share. Both eCommerce marketplaces and alternative eCommerce have gained their share of online spending by channels, collectively growing by 20 percentage points from 2021.",
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      "text": "19. Note: eCommerce as % of overall retail is 11% (Forrester), lower than 59% online share of wallet because i) Survey respondents need to be involved in purchasing decisions in their household, ii) Survey respondents need to purchase at least 2 CP products online in the past year, iii) Survey analysis capture the fair share of spend across ALL categories, where categories that made up eCommerce GMV likely do not have equal spend.",
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