Facts you (probably) didn’t know about e-commerce in Russia in 2019

Data on regional e-commerce purchases, delivery preferences, and top 10 e-commerce stores and apps

We have published e-commerce market overviews and summaries of general e-commerce trends in the past (for example, here and here). This Data Insight research summary (available in Russian here) provides additional information about Russia-specific trends and developments, including data on delivery options, regional levels of online purchases, and even data on the C2C e-commerce segment.

 

Internet audience in Russia in 2019

Of people over 12 years old, 78% use the internet, and 90% of those go online every day.

Out of those, 15% (+3%) of internet users have smart TVs, 51% access the internet via desktops, and 69% (+8%) of internet users go online from their mobile devices. 34% of users (27% of the population) are mobile-only, whereas 11% of internet users (7% of the population) go online only from their desktops.

On average, desktop users browse the web for 98 minutes a day. For mobile users, this number is higher and includes time spent in mobile apps, for a total of 168 minutes.

 

B2C and C2C segments in Russia

B2C trends in 2019

In 2019 average order value went down by 14%, but the number of online purchases grew by 41%. As a result, total sales for the segment grew by 25% (in rubles). The growth was primarily driven by more frequent purchases.

C2C in Russia: trends for 2017-2019

C2C product categories in Russia are primarily secondhand products (60%), followed by new products for resale (29%), pets (6%), handmade products (5%), and antiques (1%). In terms of product categories, household appliances are the leading category (27.4% of the sales), followed by children’s goods (19.8%), and car parts and accessories (12.5%).

The C2C market in Russia grew by 92.5% from 2017 to 2019, with the Central, Ural and Siberian federal districts leading the way.

E-commerce delivery options in Russia

In 2019, the most significant changes in e-commerce delivery landscape were caused by 2 factors:

  1. Expansion of delivery services offered by large e-commerce brands.
  2. Growing popularity of self-service delivery options and, as a consequence, expansion of self-service offices.

In the spring of 2019, there were 35,000 pick-up offices and automated lockers for delivery pickups. Their offerings continue to expand: from extended office hours to the opportunity to try on new clothing.

The most popular delivery options were:

  • self-service lockers
  • Russian postal service
  • delivery to a personal or office address
  • delivery to a pick-up office location

Since 65% of e-commerce buyers feel that the cost of the delivery is the most important factor, and 43% care about delivery timeliness, the most popular delivery options are picking up from a delivery company’s pick-up office location or in-store pick-up (or an office location for pick-up).

E-commerce activity across Russian regions

The three leading regions of Russia, accounting for over 50% of total sales are the Central and Volga federal districts. In terms of levels of engagement for each district, the numbers are as follows:

Levels of e-commerce activity in Russian federal districts

Levels of e-commerce activity in Russian federal districts (share of orders made in the region divided by the population share of the region). Source: Data Insight e-commerce 2019 report

It comes as no surprise that Moscow and Saint Petersburg are the leading cities in terms of the number of self-service delivery locations.

Top-10 e-commerce stores and apps in Russia

According to Data Insight research, the following e-commerce stores are the top 10 in Russia:

The top 10 e-commerce apps on the Russian market are:

You can read more about Russian e-commerce trends and key insights here. You can also sign up for our monthly newsletter to keep track of Russian market developments and research.