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CIS B2C E-Commerce Market 2019

CIS B2C E-Commerce Market 2019

CIS B2C E-Commerce markets see high growth rates

B2C E-Commerce’s share of retail is still small in the CIS
While consumers across China, the USA and the UK already make more than 10% of their purchases online, B2C E-Commerce’s share of total retail sales in the countries of the Commonwealth of Independent States is still in the single digits. This indicates an untapped growth potential for digital commerce in this region, driven by increasing consumer adoption rates, the yStats.com report reveals.

Mobile shopping is gaining popularity
Shoppers in Belarus, Kazakhstan, and Ukraine are growing more comfortable with shopping on local and international E-Commerce platforms. Furthermore, a growing share of purchases is taking place on mobile. For example, almost one in two digital buyers in Ukraine make purchases via mobile apps, according to a survey cited in the yStats.com report.

Internet and online shopper penetration is expected to grow
Azerbaijan and Georgia are also witnessing strong growth in E-Commerce, although online shopper penetration in these countries remains relatively low. In 2018, just above one-fifth of connected consumers in Georgia made purchases online. In the next few years, both the Internet and online shopper penetration in these markets is expected to increase, encouraging further development of B2C E-Commerce.


1. Management Summary
2. Russia
2.1. Overview
B2C E-Commerce Market Overview and International Comparisons, April 2019
2.2. Trends
B2C E-Commerce Sales, by Domestic and Cross-Border, in RUB billion, 2018-2023f
Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2017
Usage of Mobile Devices to Access the Internet, in % of Internet Users by Gender, Area and Total, 2018
Social Commerce Shopper Penetration, in % of Internet Users, and Types of Social Commerce Platforms Used, in % of Social Commerce Shoppers, 2018
Top 10 Social Commerce Shopping Platforms, in % of Social Commerce Shoppers, 2018
2.3. Sales
B2C E-Commerce Sales, in RUB billion, and Year-on-Year Change, in %, by Segment, 2016 -2018
B2C E-Commerce Sales Forecasts, in RUB billion, by Five Comparative Estimates, 2016 – 2023f
B2C E-Commerce Share of Total Retail Sales, by Non-Grocery Goods and Total Retail, in %, 2016-2018
B2C E-Commerce Share of Total Retail Sales, in %, 2018 & 2024f
2.4. Users
Number of Active Internet Users, in millions, and Penetration, in % of Population, 2013 – 2018
Number of Online Shoppers, in millions, and Penetration, in % of Population, 2013 – 2018
Online Shopper Penetration by Age Group, Gender and Location Type, in % of Population, 2018
Reasons for Not Shopping Online, in % of Individuals Who Do Not Shop Online, 2017 & 2018
2.5. Products
Top 10 Product Categories Purchased Online, in % of Online Shoppers, 2018
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
2.6. Payment
Breakdown of Last Online Purchase from a Russian Online Store by Payment Method, in %, 2017 & 2018
Online Payment Services Used to Pay for Products and Services Online, in % of Internet Users in Large Cities, 2017 & 2018
2.7. Delivery
Breakdown of B2C E-Commerce Delivery Time, in % of Deliveries, 2018
Number of Parcels Delivered in E-Commerce, by Delivery Method, in millions, Share, in % of Total Number of Parcels, and Change, in %, 2016 & 2018
2.8. Players
Top 20 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB million, Number of Orders, in thousands, Average Check, in RUB, Y-o-Y Change, and Main Product Category, 2018
3. Ukraine
3.1. Overview
Overview and International Comparisons, March 2019
3.2. Trends
Breakdown of Devices Used for Online Shopping, in % of Online Purchases, 2018
Share of Internet Users Who Research Product Information and Place Orders Online via Smartphone, in %, 2018
Share of Online Shoppers Purchasing via Mobile Shopping Apps, in %, 2018
Share of Online Shoppers Placing Orders Online via Social Networks, in %, 2017
3.3. Sales
B2C E-Commerce Sales, in UAH billion, 2016 – 2019f
B2C E-Commerce Share of Total Retail Sales, in %, 2018
3.4. Users
Internet Penetration, in % of Individuals, 2010 – 2019f
Online Shopper Penetration, in % of Individuals, 2012 – 2018
Breakdown of Online Shoppers, by Age Group and Gender, in %, 2018
3.5. Products
Top Product Categories Purchased Online, in % of Online Shoppers, 2018
Breakdown of E-Commerce Sales of Electronics Products by Category, in %, 2018
3.6. Payment
Breakdown of Payment Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
3.7. Delivery
Delivery Methods Preferred in E-Commerce, in % of Online Shoppers, April 2018
3.8. Players
Top E-Commerce Websites Used, in % of Online Shoppers, 2018
Top 3 Reasons for Buying Online From a Particular Website, in % of Online Shoppers, 2018
4. Kazakhstan
4.1. Overview
Overview of B2C E-Commerce Market and Trends, February 2019
4.2. Trends
Breakdown of Internet Traffic by Device, in %, 2018
Breakdown of Devices Used for Online Shopping, in % of Online Shoppers, 2017
Location of E-Commerce Merchants Purchased from, in % of Internet Users, 2017 & 2018
Cross-Border E-Commerce Transactions with Cards Issued in Kazakhstan, by Value, in KZT million, and Volume, in thousands, 2013 – 2017
Breakdown of Products Purchased Cross-Border, in % Cross-Border of Online Shoppers, 2017
4.3. Sales
Domestic Retail E-Commerce Sales, in KZT million and in % of Total Retail Sales, Domestic Wholesale E-Commerce Sales, in KZT million and in % of Total Wholesale Sales, and E-Commerce Sales of Services*, in KZT million, 2013 – 2017 & H1 2018
Breakdown of B2C E-Commerce Sales by Goods and Services, in %, January – August 2018
Retail E-Commerce Sales, in USD million, and Share of Total Retail Sales, 2016 – 2021f
Total E-Commerce Sales, in USD million, and Year-on-Year Change, in %, 2017- 2019f
4.4. Users
Internet Penetration, in % of Individuals, 2010 – 2018
Online Shopper Penetration, in % of Internet Users, 2017 & 2018
Breakdown of Online Shoppers, by Age Group and Gender, in %, 2017
Perceived Barriers to E-Commerce, in % of Internet Users, 2018
Breakdown of Online Shoppers, by Total Online Spending, in %, 2017 & 2018
4.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2017 & 2018
Average Check in Online Shopping, in KZT thousand, by Product Category, December 2017 & December 2018
4.6. Payment
Share of Online Shoppers Paying Online Compared to Cash on Delivery, in %, 2017
Payment Methods Used in E-Commerce, in % of Online Shoppers, 2017 & 2018
Number and Value of Online Payment Transactions with Bank Cards, in thousands and in KZT million, and Share of Total Bank Card Payments Number and Value, in %, June 2018 – January 2019
4.7. Delivery
Problems Encountered When Shopping Online, in % of Online Shoppers, 2017 & 2018
4.8. Players
B2C E-Commerce Sales by Category of Players, in %, January – August 2018
Overview of Top 10 B2C E-Commerce Companies, Ranked by Revenue, 2017
5. Belarus
5.1. Overview
Overview and International Comparisons, March 2019
5.2. Trends
Breakdown of Online Purchases by Device Used, by Age Group, in % of Online Shoppers, March 2018
Top 5 Reasons to Shop from Cross-Border Websites, in % of Online Shoppers, March 2018
5.3. Sales
B2C E-Commerce Sales, in USD million, 2017 & 2018
B2C E-Commerce Share of Total Retail Sales, in %, 2017 & 2018
5.4. Users
Internet Penetration, in % of Individuals, 2010 – 2017
Online Shopper Penetration, in % of Individuals, March 2018
Breakdown of Online Shoppers by Those Who Purchase Most Products Online, Purchase Equally Over the Internet and In-Store, Purchase Over the Internet Sometimes, but Prefer In-Store Shopping and Who Rarely Purchase Online, in %, March 2018
5.5. Products
Products Purchased Online, by Purchased in the Last 12 Months, Purchased Most Frequently in the Past Year and Purchased at Least Once Online, in % of Online Shoppers, March 2018
5.6. Payment
Breakdown of Payment Methods Used in E-Commerce, in % of Online Shoppers, 2018
5.7. Delivery
Breakdown of Delivery Options Used in E-Commerce, in % of Deliveries, November 2018
5.8. Players
Top E-Commerce Websites Used, in % of Online Shoppers, March 2018
6. Azerbaijan
6.1. Overview
B2C E-Commerce Overview and International Comparisons, February 2019
6.2. Trends
Breakdown of Internet Traffic by Device, in %, 2018
Breakdown of Households with Internet Access by Type of Internet Connection, in %, 2013 – 2017
6.3. Sales
B2C E-Commerce Sales, in AZN million, 2016 & 2017
6.4. Users
Internet Penetration, in % of Individuals, 2010 – 2017
Breakdown of Internet Users, by Age Group, in %, 2017
Breakdown of Main Purposes of Internet Usage, incl. “Ordering or Selling Goods and Services”, in % of Internet Users, 2017
6.5. Payment
Credit Card and Debit Card Ownership, in % of Population 15+, 2017
6.6. Players
Overview of Popular Local Shopping Websites, incl. Category and Website Traffic Data, February 2019
7. Georgia
7.1. Overview
B2C E-Commerce Overview and International Comparisons, February 2019
7.2. Trends
Breakdown of Internet Traffic by Device, in %, 2018
Purposes for Internet Use, in % of Individuals, in % of Internet Users, July 2018
7.3. Sales
Internet Transactions with Payment Cards, incl. Number of Transactions, in thousands, and Value of Transactions, in GEL thousands, 2013 – 2018
7.4. Users
Internet User Penetration, in % of Individuals, by Gender, Location, Age Group and Total, June 2017 & July 2018
Breakdown of Frequency of Using Internet, in % Individuals, 2017
Online Shopper Penetration, in % of Internet Users, by Gender, Location, Age Group and Total, June 2017 & July 2018
7.5. Payment
Credit Card and Debit Card Ownership, in % of Population 15+, 2017
7.6. Delivery
Delivery Methods and Costs Offered by Selected E-Commerce Players, February 2019
7.7. Players
Selected Local B2C E-Commerce Websites by Total Number of Average Visits per Day, and Share of Traffic from Georgia, in %, February 2019

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