E-commerce sporting goods segment in Russia: 2019 overview

Key data on sales and order volume, segment makeup, and online marketing trends in 2019

Data Insight recently published a report on the e-commerce segment covering sporting goods in Russia. In this post, we’ll summarize the report’s key findings and compare the 2019 data to the information in the 2018 report, also by Data Insight (you can read our summary of that report here).

E-commerce sporting goods segment in Russia in 2019: overview

Compared to 2018, the number of online orders grew by 15%, same as the total sales volume. At the same time, the sporting goods segment is not one of the most prominent segments of the Russian e-commerce market as a whole (you can read more about the Russian e-commerce landscape in this recent article): online orders in this segment make up only 1.4% of the total number of online orders, and  e-commerce sporting goods sales account for only 1.6% of total sales volume.

Conversion rates for sporting goods e-commerce stores did not change much: in 2018, an average conversion rate for this segment was 3.2%, and in 2019 it was 3.1%.

Compared to other segments, in terms of conversion rates online sporting goods stores are positioned between consumer electronics stores (4%), and home improvement (3%).

E-commerce sporting goods segment makeup in 2019

As in 2018, most of the sales of sporting goods were made in “generalist” online stores, with e-commerce stores offering athletic clothing in second place.

Online sales in this segment break down as follows:

  • non-specialized online retailers – 56%
  • athletic clothing – 19%
  • camping and fishing products – 13%
  • sports nutrition – 2%
  • bicycles, skis, etc. – 8%
  • weapons – 2%

 

E-commerce sporting goods segment makeup in 2019 compared to 2018

E-commerce sporting goods segment makeup in 2019 compared to 2018. Source: Data Insight

 

Top 10 e-commerce sporting goods stores in Russia in 2019

Based on the total volume of sales, Sportmaster.ru is the undisputed leader of the Russian sporting goods segment, dominating it with 45% of online sales by volume.

Sportmaster.ru homepage screenshot. Source: https://www.sportmaster.ru

In addition to Sportmaster.ru, the Data Insight report includes the following stores in their Top 3 ranking:

  1. Sportmaster.ru
  2. Adidas.ru
  3. Kant.ru

The remaining 7 spots in the Top 10 ranking go to (listed in the Data Insight report in alphabetical order, without sorting by 2019 total order value):

Online marketing for sporting goods e-commerce stores in 2019

Desktop vs mobile: 2019 breakdown for online sporting goods stores

In 2018 56% of visitors to e-commerce stores were searching for sporting goods from their desktop computers, while 44% were using their mobile devices.

In 2019 this breakdown shifted in favor of mobile devices, with sporting goods online shoppers consisting of 49% desktop visitors and 51% mobile visitors.

This is in line with overall trends for mobile and tablet users, as reported by eMarketer:

Mobile Phone Internet Users in Russia, 2020-2024

Mobile Phone Internet Users in Russia, 2020-2024. Source: eMarketer

 

Tablet Users in Russia, 2020-2024

Tablet Users in Russia, 2020-2024. Source: eMarketer

 

Traffic sources for online sporting goods stores in 2019

E-commerce sporting goods: traffic sources in 2019 and 2018

E-commerce sporting goods: traffic sources in 2019 and 2018. Source: Data Insight

Notably, while the number of traffic from paid ads increased, traffic from all other sources except email and social media declined.

This may reflect higher levels of comfort with digital ads online (to find out more about the digital ad landscape in Russia and the ROI of different types of ads, you can refer to this Russian Search Marketing post) or changes in customer search behavior for referrals and organic search.

Social media presence of sporting goods online stores in 2019

In 2018, the top 3 social media channels for the sporting goods e-commerce segment were VKontakte, Instagram, and Facebook.

In 2019, the social media channel breakdown did not change significantly. However, the number of stores now present on Odnoklassniki, a Russian social network, grew slightly, from 23% to 29%.

The channels where some of the sporting goods online stores have over 100,000  followers on their social media accounts are:

  • VKontakte
  • Instagram
  • YouTube

Meanwhile, Twitter seems to be underperforming in terms of the number of followers per social media account in this segment.

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