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:
- Expansion of delivery services offered by large e-commerce brands.
- 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 (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.