E-commerce store segments in Russia in 2019: Data Insight report

E-commerce store segment trends in Russia in 2019, from home improvement to consumer electronics and fashion

Russian Search Marketing previously published an overview of Data Insight’s rating of top 100 online stores in Russia. In that summary, we shared information on changes in the rankings compared to previous years, as well as highlighted the “best of” e-commerce stores in different categories. If you haven’t already, you can read the post here.

On 06/11/2020, Data Insight published a full report on Top 100 online stores on its website (available here in Russian), adding information on sector trends and shares of e-commerce stores from different segments across the top 100, top 30, and top 10 online stores.

Keep reading for an overview of e-commerce store segments in Russia in 2019, to learn which segments were driving e-commerce growth in Russia in 2019, and how sales and order volumes break down across stores in various segments.

General Russian e-commerce market trends: from 2016 to 2019

Based on Data Insight reports from 2016 to 2019, e-commerce market development has been showing the following long-term trends:

  • constant growth in yearly sales volume
  • increasing number of orders made each year
  • decreasing average order value, especially pronounced in 2018 and 2019

At the same time, Data Insight’s report shows that the top 3 online stores have seen the most significant increase in their sales volume, while stores with lower rankings have not been able to achieve similarly explosive growth rates.

Still, the cutoff sales volume in 2016 was 1.1 billion rubles, and in 2019 it was 2.3 billion, showing that not only the top 3 e-commerce stores have been growing, but the Russian e-commerce market as whole.

Here’s the e-commerce market growth rate in Russia, represented by the sales volume cutoff  for Data Insight’s top 100 ranking:

Year Cutoff sales volume, billion rubles Increase over previous year, %
2016 1.1 n/a
2017 1.3 +18%
2018 1.8 +39%
2019 2.3 +29%

 

E-commerce store segments in Russia by sales volume: top 100, top 30, and top 3 in 2019

The winner-takes-most-of-it sales volume distribution mentioned above holds true for the Russian e-commerce market in general:

  • 80% of orders are places with top 100 e-commerce stores, netting them 68% of total sales on the Russian e-commerce market
  • top 10 online stores get 54% of total e-commerce orders, and 38% of sales by monetary value
  • top 3 e-commerce stores’ share of total sales is 22%, 42% by order volume

 

E-commerce store segments in Russia in 2019: top 100, top 30, and top 10 stores

Although the breakdown of top online stores by segment is likely to change a lot in 2020, in 2019 it looked as follows.

 

Breakdown of online stores in top 10, top 30, and top 100 ratings by segment

Not all segments are represented in the top 10 positions of the ranking. In fact, online stores from only 4 of 9 segments occupy the leading 10 positions in the Data Insight rating for 2019:

  • consumer electronics
  • beauty products
  • online marketplaces
  • clothing, footwear, and accessories

 

E-commerce stores in top 100, top 30, and top 10 ratings by segment, 2019

E-commerce stores in top 100, top 30, and top 10 ratings by segment, 2019. Source: Data Insight report

 

Top 10 e-commerce stores in Russia, by segment

Segment % of stores in this segment in the ranking
Consumer electronics 40%
Beauty products 10%
Online marketplace 30%
Clothing, footwear, accessories 20%

 

Top 30 e-commerce stores in Russia, by segment

Segment % of stores in this segment in the ranking
Consumer electronics 27%
Beauty products 7%
Online marketplace 20%
Household goods (including home improvement goods) 13%
Clothing, footwear, accessories 10%
Spare car parts 7%
FMCG 7%
Products for children 3%
Other 6%

 

Top 100 e-commerce stores in Russia, by segment

Segment % of stores in this segment in the ranking
Consumer electronics 20%
Beauty products 15%
Online marketplace 13%
Household goods (including home improvement goods) 12%
Clothing, footwear, accessories 10%
Spare car parts 7%
FMCG 6%
Products for children 4%
Other 13%

 

Interestingly, online marketplaces and consumer electronics e-commerce stores also make up the largest share in the top 30 and top 100 ratings. However, knowing how many stores represent each segment in the various rankings does not tell the whole story. Which segments are leading based on sales – and which are receiving the most orders?

Read on to find out.

 

E-commerce store segments in Russia: top 100, top 30, and top 10 ratings by sales volume in 2019

E-commerce stores in top 100, top 30, and top 10 ratings by sales volume, 2019

E-commerce stores in top 100, top 30, and top 10 ratings by sales volume, 2019. Source: Data Insight report

Top 10 e-commerce stores in Russia by sales volume across segments

Segment Sales volume (%)
Consumer electronics 35%
Beauty products 5%
Online marketplace 22%
Clothing, footwear, accessories 38%

 

 

Top 30 e-commerce stores in Russia by sales volume across segments

Segment Sales volume (%)
Consumer electronics 30%
Beauty products 4%
Online marketplace 21%
Household goods (including home improvement goods) 8%
Clothing, footwear, accessories 28%
Spare car parts 2%
FMCG 2%
Products for children 2%
Other 2%

 

Top 100 e-commerce stores in Russia by sales volume across segments

Segment Sales volume (%)
Consumer electronics 28%
Beauty products 7%
Online marketplace 18%
Household goods (including home improvement goods) 9%
Clothing, footwear, accessories 24%
Spare car parts 3%
FMCG 3%
Products for children 2%
Other 6%

 

E-commerce store segments in Russia: top 100, top 30, and top 10 ratings by order volume in 2019

 E-commerce stores in top 100, top 30, and top 10 ratings by order volume, 2019

E-commerce stores in top 100, top 30, and top 10 ratings by order volume, 2019. Source: Data Insight report

Top 10 e-commerce stores in Russia by order volume across segments

Segment Order volume (%)
Consumer electronics 9%
Beauty products 9%
Online marketplace 17%
Clothing, footwear, accessories 65%

 

Top 30 e-commerce stores in Russia by order volume across segments

Segment Order volume (%)
Consumer electronics 9%
Beauty products 30%
Online marketplace 17%
Household goods (including home improvement goods) 2%
Clothing, footwear, accessories 54%
Spare car parts 2%
FMCG 2%
Products for children 3%
Other 4%

 

Top 100 e-commerce stores in Russia by order volume across segments

Segment Order volume (%)
Consumer electronics 9%
Beauty products 12%
Online marketplace 15%
Household goods (including home improvement goods) 3%
Clothing, footwear, accessories 48%
Spare car parts 3%
FMCG 2%
Products for children 3%
Other 7%

 

E-commerce store segments in Russia: sales and order volume comparisons by segment in top 10, top 30 and top 100 rankings in 2019

The trend across e-commerce stores in top 10, top 30, and top 100 categories stays the same: clothing and beauty products have high volumes of orders with lower values, and consumer electronics and online marketplaces have a higher average order value.

 

Order volume to sales volume for top 10 e-commerce stores in 2019 in Russia

Order volume to sales volume for top 10 e-commerce stores in 2019 in Russia. Source: Data Insight report

 

Order volume to sales volume for top 30 e-commerce stores in 2019 in Russia

Order volume to sales volume for top 30 e-commerce stores in 2019 in Russia. Source: Data Insight report

 

Order volume to sales volume for top 100 e-commerce stores in 2019 in Russia

Order volume to sales volume for top 100 e-commerce stores in 2019 in Russia. Source: Data Insight report

Additional information on e-commerce fashion and beauty products segments from Russian Search Marketing

For additional information on the Russian e-commerce market for fashion, read this collection of articles published on Russian Search Marketing.

This post offers an overview of Russians’ spending habits for beauty products.

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