E-commerce car parts and accessories segment in Russia in 2019

Top 10 players, traffic sources, and delivery methods for cart parts and accessories e-commerce segment in Russia

In 2018, auto parts and car accessories accounted for 7% of cross-border sales in Russia (according to data from the Association of E-commerce Companies). Cart parts and accessories e-commerce segment in Russia continues to be a small share of the Russian e-commerce market as well: according to a Data Insight report, in 2019 sales in this segment made up only 4% of online sales by value.

In this summary of the Data Insight report’s findings, you’ll get an overview of the key data points describing the cart parts and accessories e-commerce segment in Russia: key top players in Russia, key traffic sources, and preferred delivery methods. To find out more, read the report in Russian.

Cart parts and accessories e-commerce segment in Russia: general overview

The number of online purchases grew by 11% in 2019. During the same period the average order value grew by 7%, and sales volume grew by 18%.

In terms of the segment breakdown, most of the orders made are for automotive spare parts (84%), but online stores selling car tires and rims have a much higher average order value.

According to the Data Insight report, the average conversion rate for e-commerce stores in this segment is 5.2%: lower than for children’s goods, but higher than for cosmetics.

Top 10 online stores

Top 3 Russian online stores offering car parts and accessories

Cart parts and accessories e-commerce segment in Russia: top 3 online stores.
Source: Data Insight report

82 online stores made it into Data Insight’s Top 1000 Russian online stores rating. Based on the value of online sales, the top 3 online stores offering car parts and accessories are:

In addition, the following online stores were included in the top 10 for this category (in alphabetical order):

Delivery options and HQ location

Out of these 82 stores, 45% are based in Moscow and the Moscow region, 24% are based in the Ural, Siberian, and Far Eastern districts, 16% are based in Saint Petersburg and Leningrad Oblast, and 14% in the rest of the European part of Russia and in the Southern district.

In terms of delivery methods, 98% of online stores offer in-person delivery, 98% offer pickup, 34% deliver with Russian post, and 10% offer delivery via parcel lockers.

Online user behavior and traffic sources

64% of online store visitors coming to auto parts and accessories online stores are on desktop computers. Only 11% of the stores have an app on Google Play (and only 10% have apps available in the App Store).

In terms of traffic sources, the breakdown is as follows:

  • 47% organic search
  • 28% direct traffic
  • 8% links
  • 4% emails
  • 2% social media
  • 9% paid search
  • 2% media ads

If you’d like to find out more about the automotive industry in Russia, here are some Russian Search Marketing resources.

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