1. ‘Internet’ & ‘eCommerce’ in India
February 13 2012
Juxt Internet & eCommerce in India Public 03/16/12

2. In 2011 Online buying picked up momentum!
In Million
100
CAGR
Regular Internet Users Shoppers Buyers 24%
80 70 to 80
60 21%
60
48 60 to 70
39 50
35
40
42%
25 26
35
28 20 to 25
20 17
19 10
8
3 5
0
2007 2008 2009 2010 2011 2012
Source: Juxt India Online Study (Recent Round - July 2011 - 2,25,000 random samples from 104 towns & 800+ villages across India)
*Note: Regular – At least once a month, Shoppers – Only Search, Buyers – Search & Buy Online
• 60 million ‘regular’ users, Internet reaches 29 million Indian households (avg.
2.23 users per household), Covers 11.3% of all Indian households and 5.4% of all
Indians and Over 4 in 5 are ‘daily’ users (Daily users’ base grew faster, at 33%)
• 4 out of 5 internet users ‘shop’ online (search or buy online), translating into
a 50 million strong online consumer base
• 17 mn of these ‘online shoppers’ (or 29% of all internet users), also ‘buy’
online - 70% growth from 10 million last year
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3. 2011 witnessed around USD 400mn worth
“non-travel product buying”
Top Categories by Value JAS 2011 Average Selling Price (In USD)
Online Buyers 17.3million Mobiles & Accessories 72
Top 10
USD 81mn/ Computers & Peripherals 82
Travel Non-Travel quarter Consumer Electronics 47
3.87mn 4.7mn 8.76mn Health & Beauty 32
22% 27% 51% Jewellery 76
Fitness & Sports 46
Cameras & Optics 89
Source: Juxt India Online 2011 Study July 2011
Kitchen & Home Appliances 31
• Online buyers of ‘non-travel’ Apparel & Accessories 20
products (13.5 million) Memory Cards, Pen Drives & HDD 26
outnumber ‘travel’ ones (8.6 Home, Decor & Furnishings 26
million) Toys, Games & Baby 32
Watches 42
• Most bought ‘non-travel’ products Books & Magazines 13
are mobile phones & accessories, Coins & Notes 66
computer hardware and consumer Cars, Bikes & CVs (Accessories) 16
electronics Everything Else 13
Tools & Hardware 23
Musical Instruments 59
• Most bought ‘travel’ products are Movies & Music 5
train tickets and air tickets Collectibles 19
Source: Juxt Quarterly Non-Travel Shopping Brand Track & Market Share
Estimation Study (4000+ sample of online non-travel buyers) – JAS 2011
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4. Let’s be aware of few facts…
3 Others 1%
Unique Non-Travel Buyers per Quarter
Cash Card 1%
2.00
2
e-currency 3%
Rate of return
1.27
1.07 30 to 40%
Cheque/DD on Delivery 10%
1 0.62 0.64 0.68
0.41 Cash on Delivery 41%
Net Banking 42%
0
JFM'10
AMJ'10
JAS'10
JFM'11
AMJ'11
JAS'11
OND'10
Credit card 48%
Debit card 58%
Source: Juxt Quarterly Non-Travel Shopping Brand Track & Market Share Estimation Study (4000+
sample of online non-travel buyers) 0% 20% 40% 60% 80% 100%
100%
Credit Card Ownership
• Of the 13million around 2million unique
80% Net Banking Users people transact in any given month
60%
38% 38% • Credit card penetration among Internet users
31%
40% 29%
is relatively low and remained stagnant
20%
24% 25% 26% 25%
• Users use on an average 2 mode of payments,
0%
2008 2009 2010 2011
‘Cash on Delivery’ is growing and throwing
Source: Juxt India Online Study
unique challenges
Juxt Internet & eCommerce in India Public 03/16/12 4