Children’s goods e-commerce sector in Russia: main changes and trends

Data Insight has recently published slides of a report presented by Andrey Shapovalov, Data Insight Senior Analyst, at an industry conference in Russia. In this report, he summarizes the main trends and developments in the children’s goods e-commerce sector in Russia.

Read the main points of the presentation (slides available in Russian here) below.

 

4 key statistics to know about the Russian children’s goods e-commerce sector

  • Volume of online purchases in the first half of 2019 grew 3% over 2018
  • The average sale volume declined by 21%
  • Fewer and fewer online stores get more than 200 orders in 24 hours.
  • The main factors influencing the segment are: market consolidation and entry of large marketplaces to the segment

 

Russian children’s goods e-commerce sector: consolidation, key players, and statistics

Thanks to this trend, the number of specialized e-commerce stores with more than 200 orders in 24 hours fell from 10 in 2017 to 6 in the first half of 2019.

The undisputed market leader among e-commerce stores specializing in children’s goods is detmir.ru with 52% of the market share in the first half of 2019.

At the same time, the volume of sales grew by 3% in 2019 (growth in 2018 was 16%). The average order value was lower in 2019, due to the fact that detmir.ru’s average order value shrank. At the same time, for other market players the average order value increased, while order frequency decreased.

Russian children’s goods e-commerce sector landscape changes

Digital marketplaces have started garnering more attention and changing the landscape of this sector.

The following marketplaces have become leaders in the children’s goods e-commerce sector:

  • Wildberries.ru: #1 seller of children’s goods online (including clothes and footwear); #1 online store for children’s goods without clothes and footwear since 2017
  • Ozon.ru was in the top 5 in the sector in 2018, is expected to be in the top 3 at the end of 2019.
  • Beru.ru and Tmall.aliexpress.com will break into the top 10 in 2019.

Other than marketplaces, it appears that flash sale e-stores (mamsy.ru and chikiriki.ru) are also in a good place as far as sales growth is concerned.

Russian children’s goods e-commerce sector conversion rates

In the first half of 2019 conversion rates for website visitors to e-commerce websites offering children’s goods was at 8%.

At the same time, stores in the top 100 commanded a higher conversion rate of 10%, whereas e-commerce stores in positions 101-300 had a conversion rate around 4%.

 

Digital landscape of the children’s goods segment: traffic sources, apps, and digital marketing

This is how children’s goods e-commerce stores are found online:

  • 44% – organic search
  • 23% – direct links
  • 10% – referrals
  • 9% – paid search
  • 7% – emails
  • 4% – social media
  • 3% – media ads

Over 90 of the e-commerce stores in this segment are represented on Yandex.Market (data for 2018; read more about shopping for children’s goods on Yandex.Market here).

16% of online stores offer an app on Google Play, and the same number of stores has an app in the App Store. Detmir.ru has the most popular app: it was installed over 500,000 times.

In terms of social media presence, 96% of the e-commerce stores are present on VKontakte, 88% are on Instagram, 55% are on YouTube, and 50% on Odnoklassniki.

 

Learning more about organic search potential for children’s goods sales: Yandex search queries

In the past, Russian Search Marketing has published overviews of search terms and queries on parenting. Refer to these articles if you want to capitalize on organic search potential for your e-commerce store to be found by Russian parents:

If you’d like help in navigating the Russian e-commerce landscape, our team of experts is ready to help you reach your target consumers.