date:Jun 27, 2013
imulating consumption that would not otherwise take place. McKinsey found that USD 1 (EUR 0.77) of online consumption replaces roughly USD 0.60 (EUR 0.46) of sales in offline stores and generates around USD 0.40 (EUR 0.31) of incremental consumption. Based on a study of 266 cities accounting for 70 percent of online retail sales, McKinsey expects online sales could generate 4 percent to 7 percent in incremental consumption by 2020. This fits snugly with a government policy push to increase consu