Traffic sources, marketing channels and social media trends
Plan your e-commerce sporting goods market penetration or expansion strategy for Russia based on report findings by Data Insight, a Russian e-commerce research company. The report findings indicate that in 2018 this market grew robustly in comparison to 2017:
- number of orders increased by 11%
- sales volume saw a boost of 20%
- average order value went up by 9%
Below you’ll find a summary of the report findings, including traffic sources, data on mobile and desktop users, as well as information on different types of e-commerce sporting goods stores on the Russian market.
Key takeaways from the report on the e-commerce sporting goods market in Russia
Types of e-commerce stores
Online sales in this segment break down as follows:
- non-specialized online retailers – 51%
- athletic clothing – 15%
- tourism and fishing products – 8%
- sports nutrition – 6%
- bicycles, skis, etc. – 4%
- weapons – 4%
Sporting goods stores conversion rates
Conversion rate for e-commerce sporting goods stores: 3.2%.
Desktop and mobile visitors
56% of visitors were using desktop computers, 44% were mobile visitors.
Social media channels representation
The primary social media channels used by e-commerce stores in this segment are:
- VKontakte (one of the leading Russian social networking platforms): 98% of stores in this segment are represented there
- Instagram: 97% of stores
- Facebook: 87% of stores
- YouTube: 73% of stores
- Twitter: 64% of stores
Interestingly, Odnoklassniki, another popular Russian social network, appears to be an outlier: only 23% of stores are represented there.
However, only 2% of the e-store accounts have over 100,000 subscribers, and most accounts have under 1,000 subscribers on Odnoklassniki.
Primary traffic sources
Traffic breakdown is as follows:
- 46% organic search
- 25% direct traffic
- 17% referrals
- 7% paid search
- 5% email
- 5% social media
- 5% media ads
Maximizing your marketing efforts for the e-commerce sporting goods market in Russia
If you are looking for an inspiration for how to make your online marketing efforts more effective, take a look at the interview with Vladimir Borisovich Iofin, the owner of the company Active Leisure.
In this interview, he talks about his sale strategies and gives tips for advertising sporting goods with Yandex.Direct.
Read more to find out how Active Leisure expanded nationwide and used Yandex.Direct data to schedule seasonal promotions and target specific buyer segments.