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Digital Retail in 2020:
Rewriting the Rules
A Google-A.T. Kearney Study | May 2016
Digital Retail in 2020: Rewriting the Rules 1
Digital Retail in 2020: Rewriting the Rules 2
Foreword
An industry coming of age.
Indian e-tailing has so far focused on customer acquisition, gross merchandise value (GMV)
growth and scale, funded through heavy discounts and expensive (player) acquisitions.
However, players (and investors) understand that the focus now needs to shift from uncon-
strained growth to s
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