贝恩：印度如何在线购物：洞悉消费者趋势和未来路线图 - 贝恩（英文版）（38页）.pdf

1、How India Shops Online An insight into consumer trends and the future roadmap Arpan Sheth and Shyam Unnikrishnan Copyright 2020 Bain Bain analysis Less than 10% shopper penetration Steep increase in shopper penetration driven by lower data prices and investments to improve customer experience Surge

2、in annual transactions per customer Cautious early adoption “Massification” Growing stickiness 231 Sources: Forrester Analytics: Online Retail Forecast, 2018 to 2023 (Southeast Asia); GlobalData; eMarketer; National Bureau of Statistics of China; US Department of Commerce 2019 online retail penetrat

3、ion CAGR (201419) 12% Thailand 23% Malaysia 36% India 8% Japan 9% Australia 10% France 10% UK 10% USA 12% South Korea 14% 2.0% 3.0% 3.4% 9.5% 11.4% 11.6% 16.1% 20.4% 24.2% 26.2% China How India Shops Online 11 Sources: Forrester; Industry participant interviews; Bain analysis Internet users (as % of

4、 population) E-retail shoppers (as % of population) 200020062012 45% 69% 84% 89% 20192000200620122019 18% 18% 11% 46% 62% 55% 45% 1%1% 2% 1% USChinaIndia 13% 41% 57% 41% 2% 11% 3% 8 years 7 years Figure 4: India trails China by nearly 7 years in internet users and almost 8 years in online shoppers F

5、igure 3: Increased mobile and internet penetration coupled with improved logistics and payment infrastructure drove Chinese e-retail growth Note: Online shopper penetration defined as online product shoppers as percentage of total population Sources: National Bureau of Statistics of China; Forrester

6、; Bain analysis “Cautious early adoption” Online shopper penetration (%) Annual purchase frequency per shopper “Massification”“Growing stickiness” 2007200820092010201120122013201420152016201720182019 5 12 29 59 115 183 285 420 515 626 802 1,041 1,200 830 2050 45 80 GMV (in $billion) Mobile internet