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India Digital Retail 2020
Massive Potential
$ 2.25 tn, GDP
1.27 bn, population
462 mn, internet subscribers, 34.8% penetration
371 mn, mobile internet users
151 mn, broadband subscribers
Source: Report: ‘Future of Digital Content Consumption in India- January 2016’ by Earnst & Young
https://www.statista.com/statistics/263771/gross-domestic-product-gdp-in-india
http://www.internetlivestats.com/internet-users/india//
https://www.statista.com/statistics/467163/forecast-of-smartphone-users-in-india/
http://www.trai.gov.in/WriteReadData/WhatsNew/Documents/Press_Release_No.49_20_june_2016_Eng.pdf
http://www.assocham.org/newsdetail.php?id=5669
Rise of the Indian internet user
base to over 550 million by 2018
Government Initiatives, Digital India Mission
Affordable Access, 3G & 4G penetration
Smartphone Adoption, Outpacing feature phones
India Focus, Google is partnering with the government’s
skill development arm to train 2 million developers in India. It will
roll out free public wi-fi spots in 100 Indian train stations in the
coming year.
Source: Report: ‘India @ Digital.Bharat-January 2015’ by
Boston Consulting Group
Women expected to constitute 1/3rd
of the online population by 2018
44% of total household spend in India is controlled by women.
The shift will have a major bearing on India’s online economy
Women will doublethe share of their current online
spend by 2020
Lifestyle Goods & Personal Care amongst the Top Three
Purchase Preferences of the female internet user
Source: ‘India @ Digital.Bharat-January 2015’ by
Boston Consulting Group,
‘Digital Retail in 2020, rewriting the rules- May 2016’ a
Google- A.T. Kearney Study
Growing power of social media
Social Media users doubledin past 2 years
New CRM Tool, brands sharing, listening & responding
Blogging sees traction in 2016. Now a million dollar industry
Celebrities of tomorrow defined by social media
Hyper-location based businesses seek social support
Social commerce gains traction. Social Media now integral to
purchase cycle
Source: Report: Indian Media & Entertainment Industry-2016’ by
KPMG
Online shoppers will grow more than 3X
Women will more than doubletheir share of online spend
Digital retail 2020 -
the Online Shopper
Online marketplaces will play a key role in enabling the
growth of seller ecosystem
Source: ‘Digital Retail in 2020, rewriting the rules- May 2016’ a
Google- A.T. Kearney Study
Digital Retail in 2020
Different purchase
needs & behavior than
today.
THE ONLINE SHOPPER
Difference in online
purchase inspiration
CHANGE IN PURCHASE PATTERN
Shopping channel,
device & payment
preference
PURCHASE EXECUTION
Category preference &
purchase drivers
CHOICE ALTERATION
India is the fastest growing e-commerce
market in the World
Growing at an annual rate of 51%.
India's e-Commerce revenue is expected
to jump from $30 billion in 2016 to $120
billion in 2020.
Source:
http://www.assocham.org/newsdetail.php?id=5669
Accessibility & Convenience will
be the top purchase drivers
Purchase cycle will be influenced by
Supportive Digital Content
Digital retail in 2020- The Purchase
Pattern
Source: ‘Digital Retail in 2020, rewriting the rules- May 2016’ a
Google- A.T. Kearney Study
Lifestyle will overtake consumer electronics as the
largest e-tail category by 2020
Personal care will see a
200% increase in e-tail penetration
Digital retail in 2020- Choice
Alteration
Source: ‘Digital Retail in 2020, rewriting the rules- May 2016’ a
Google- A.T. Kearney Study
Product availability is the strongest e-purchase
driver for consumers in tier 2 & 3 cities
Mobile as a device will further strengthen it’s share of e-tail spend. M-
commerce could contribute up to 70% of e-com revenues
Players lacking a strong omni-channel presence can
lose 20-30% of potential buyers
Digital retail in 2020- Purchase
Execution
Source: ‘Digital Retail in 2020, rewriting the rules- May 2016’ a
Google- A.T. Kearney Study
COD will continue to be the dominant payment mode.
Share of COD transactions will see a decrease
In Sum
India Offers a massive opportunity for digital explosion (GDP, mobile internet
penetration & largest young population in the world).
Govt funding ‘Digital India’ campaign & massive infrastructure drive around 4G
tech
Women to be 1/3rd of internet users by 2018 & expected to double share by 2020.
Social Media is turning out to be the most important medium to engage with the
consumers.
Unprecedented traction in Ecommerce/E-tailing.This is changing the way Indians
are shopping.

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India Digital Retail 2020

  • 2. Massive Potential $ 2.25 tn, GDP 1.27 bn, population 462 mn, internet subscribers, 34.8% penetration 371 mn, mobile internet users 151 mn, broadband subscribers Source: Report: ‘Future of Digital Content Consumption in India- January 2016’ by Earnst & Young https://www.statista.com/statistics/263771/gross-domestic-product-gdp-in-india http://www.internetlivestats.com/internet-users/india// https://www.statista.com/statistics/467163/forecast-of-smartphone-users-in-india/ http://www.trai.gov.in/WriteReadData/WhatsNew/Documents/Press_Release_No.49_20_june_2016_Eng.pdf http://www.assocham.org/newsdetail.php?id=5669
  • 3. Rise of the Indian internet user base to over 550 million by 2018 Government Initiatives, Digital India Mission Affordable Access, 3G & 4G penetration Smartphone Adoption, Outpacing feature phones India Focus, Google is partnering with the government’s skill development arm to train 2 million developers in India. It will roll out free public wi-fi spots in 100 Indian train stations in the coming year. Source: Report: ‘India @ Digital.Bharat-January 2015’ by Boston Consulting Group
  • 4. Women expected to constitute 1/3rd of the online population by 2018 44% of total household spend in India is controlled by women. The shift will have a major bearing on India’s online economy Women will doublethe share of their current online spend by 2020 Lifestyle Goods & Personal Care amongst the Top Three Purchase Preferences of the female internet user Source: ‘India @ Digital.Bharat-January 2015’ by Boston Consulting Group, ‘Digital Retail in 2020, rewriting the rules- May 2016’ a Google- A.T. Kearney Study
  • 5. Growing power of social media Social Media users doubledin past 2 years New CRM Tool, brands sharing, listening & responding Blogging sees traction in 2016. Now a million dollar industry Celebrities of tomorrow defined by social media Hyper-location based businesses seek social support Social commerce gains traction. Social Media now integral to purchase cycle Source: Report: Indian Media & Entertainment Industry-2016’ by KPMG
  • 6. Online shoppers will grow more than 3X Women will more than doubletheir share of online spend Digital retail 2020 - the Online Shopper Online marketplaces will play a key role in enabling the growth of seller ecosystem Source: ‘Digital Retail in 2020, rewriting the rules- May 2016’ a Google- A.T. Kearney Study
  • 7. Digital Retail in 2020 Different purchase needs & behavior than today. THE ONLINE SHOPPER Difference in online purchase inspiration CHANGE IN PURCHASE PATTERN Shopping channel, device & payment preference PURCHASE EXECUTION Category preference & purchase drivers CHOICE ALTERATION India is the fastest growing e-commerce market in the World Growing at an annual rate of 51%. India's e-Commerce revenue is expected to jump from $30 billion in 2016 to $120 billion in 2020. Source: http://www.assocham.org/newsdetail.php?id=5669
  • 8. Accessibility & Convenience will be the top purchase drivers Purchase cycle will be influenced by Supportive Digital Content Digital retail in 2020- The Purchase Pattern Source: ‘Digital Retail in 2020, rewriting the rules- May 2016’ a Google- A.T. Kearney Study
  • 9. Lifestyle will overtake consumer electronics as the largest e-tail category by 2020 Personal care will see a 200% increase in e-tail penetration Digital retail in 2020- Choice Alteration Source: ‘Digital Retail in 2020, rewriting the rules- May 2016’ a Google- A.T. Kearney Study Product availability is the strongest e-purchase driver for consumers in tier 2 & 3 cities
  • 10. Mobile as a device will further strengthen it’s share of e-tail spend. M- commerce could contribute up to 70% of e-com revenues Players lacking a strong omni-channel presence can lose 20-30% of potential buyers Digital retail in 2020- Purchase Execution Source: ‘Digital Retail in 2020, rewriting the rules- May 2016’ a Google- A.T. Kearney Study COD will continue to be the dominant payment mode. Share of COD transactions will see a decrease
  • 11. In Sum India Offers a massive opportunity for digital explosion (GDP, mobile internet penetration & largest young population in the world). Govt funding ‘Digital India’ campaign & massive infrastructure drive around 4G tech Women to be 1/3rd of internet users by 2018 & expected to double share by 2020. Social Media is turning out to be the most important medium to engage with the consumers. Unprecedented traction in Ecommerce/E-tailing.This is changing the way Indians are shopping.