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
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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