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CIS B2C E-Commerce Market 2015

CIS B2C E-Commerce Market 2015

B2C E-Commerce in CIS markets to grow despite economic downturn, according to yStats.com

B2C E-Commerce is in early stages of development in the majority of the countries in the Commonwealth of Independent States (CIS). In the most advanced of the online retail markets in this country group, Russia, B2C E-Commerce still accounts for less than 5% of total retail sales. This indicates that with support of the rising Internet and online shopper penetration and increasing use of Internet-enabled mobile devices, B2C E-Commerce sales in the CIS markets can be expected to grow further, despite the current economic downturn challenging many of the region’s countries.

Russia is the leader in CIS in terms of B2C E-Commerce sales, followed by Ukraine and Kazakhstan. In local currencies, online retail sales in these countries have shown strong double-digit growth rates over the past two years, with Kazakhstan leading the pack in terms of growth. The rise of mobile commerce is a common characteristic among those markets, together with the popularity of the clothing and shoes product category, purchased by more than 50% of online shoppers in Kazakhstan, close to half of online shoppers in Russia and over a third of online shoppers in Ukraine in 2014. Of these three markets, only in Ukraine was clothing topped by electronics as the product category most purchased online.

In Belarus, B2C E-Commerce is also developing rapidly. According to some official surveys, around half of Internet users already made purchases over the Internet in 2015. Other CIS countries, such as Armenia and Azerbaijan, cannot boast such online shopper penetration rates, but likewise they are expected to see rapid growth of online retail off a low base.

As B2C E-Commerce continues to evolve, prominent local market players have emerged. Some of them, such as online clothing retailers Wildberries and Lamoda operate in several of the CIS countries. The home-grown B2C E-Commerce companies in these markets, however, are challenged by the growing popularity of Chinese E-Commerce websites. Both Aliexpress.com and JD.com have opened websites targeting Russia, while also in other CIS markets many users browse these websites in search of the best prices.


1. Management Summary
2. Russia
2.1. Overview
B2C E-Commerce Overview and International Comparisons, December 2015
2.2. Trends
B2C E-Commerce Trends Overview, December 2015
Cross-Border E-Commerce Statistics, incl. Number of Orders by Location and Platform, Number of Parcels and Average Check, 2013 & 2014
Smartphone User Penetration and Mobile Shopper Penetration, in % of Online Shoppers, by Age Group and Total, October 2015
2.3. Sales & Shares
Historic B2C E-Commerce Sales, in RUB billion, by Comparative Estimates, 2009 - 2014
B2C E-Commerce Sales Forecasts, in RUB billion, by Comparative Estimates, 2014 - 2019f
B2C E-Commerce Share of Total Retail Sales, in %, by Comparative Estimates, 2014 - 2020f
2.4. Users & Shoppers
Monthly Internet Audience, in millions and in % of Adult Population, Summer 2011 - Summer 2015
Number of Online Shoppers, in millions and in % of Internet Users, 2013 & 2014
Online Shopper Penetration, by Gender, Age Group and Location Type, in % of Internet Users in the Relevant Group, November 2014
2.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2013 & 2014
B2C E-Commerce Sales by Product Categories, in RUB billion, 2013 & 2014
2.6. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, 2011 - 2014
2.7. Delivery
Breakdown of B2C E-Commerce Orders by Delivery Methods, in %, 2013 & 2014
2.8. Players
B2C E-Commerce Players Overview, December 2015
Top 20 Online Shops, Ranked by Sales, incl. E-Commerce Sales, in RUB billion, Number of Orders, in thousands, Average Check, in RUB, and Main Product Category, H1 2015
3. Ukraine
3.1. Overview
Overview and International Comparisons, January 2016
3.2. Trends
Share of Online Shoppers Placing Orders Online via Social Networks, in %, 2013 & 2014
3.3. Sales & Shares
B2C E-Commerce Sales, in UAH billion, 2014 - 2017f
B2C E-Commerce Share of Total Retail Sales, in %, 2014
3.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Number of Online Shoppers, in millions, Q3 2013 & Q3 2014
3.5. Products
Product Categories Purchased Online, in % of Online Shoppers, Q3 2014
3.6. Payment
Share of Online Shoppers Paying by Card, in %, 2015
3.7. Delivery
Most Important Factors in Online Shopping, incl. Delivery, in % of Online Shoppers, Q3 2014
3.8. Players
Breakdown of Online Shops by Market Share, by Electronics & Household Appliances and Clothing & Shoes, 2014
4. Kazakhstan
4.1. Overview
B2C E-Commerce Overview and International Comparisons, November 2015
4.2. Trends
Overview of B2C E-Commerce Trends, November 2015
Breakdown of B2C E-Commerce Payments with Bank Cards, by Kazakh Online Shops and Foreign Online Shops, in %, 2012 & 2014
Perceived Barriers and Advantages of E-Commerce, in % of Internet Users, 2014
4.3. Sales & Shares
B2C E-Commerce Sales, in USD million, 2012, 2013 & 2017f
B2C E-Commerce Share of Total Retail Sales, in %, 2014
4.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Breakdown of Internet Users, by Age Group and Gender, in %, July 2015
Breakdown of Main Purposes of Internet Usage, incl. “Buying and Selling Goods and Services”, in % of Internet Users, 2013 & 2014
Breakdown of Online Shoppers, by Age Group, in %, 2014
4.5. Products
Product Categories Purchased Online, in % of Online Shoppers, 2013 & 2014
Average Check in B2C E-Commerce, in USD, by Product Category, 2014
4.6. Payment
Breakdown of Payment Methods Used in Online Shopping, in % of Online Shoppers, 2013 & 2014
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 %, September 2014 - July 2015
Overview of Top 10 Online Payment Processing Systems, Ranked by Revenue, September 2015
4.7. Delivery
Share of B2C E-Commerce Deliveries of Total Small Parcel Deliveries Made by Post, in % and in millions, 2014
4.8. Players
Overview of E-Commerce Players, November 2015
Overview of Top 10 B2C E-Commerce Companies, Ranked by Revenue, 2014
5. Belarus
5.1. Overview
Overview and International Comparisons, January 2016
5.2. Trends
Breakdown of Online Purchases by Device Used, in %, Q1 2015
Countries and Regions Purchased Online from, 6 Months to September 2014
5.3. Sales & Shares
B2C E-Commerce Sales, in USD million, 2013 & 2014
B2C E-Commerce Share of Total Retail Sales, in %, 2013
5.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Online Shopper Penetration, in % of Internet Users, 2013 - 2015
5.5. Products
Products Purchased Online, in % of Online Shoppers, 2014
5.6. Payment
Breakdown of Last Online Purchase by Payment Methods, in % of Online Shoppers, September 2014
5.7. Delivery
Breakdown of the Last B2C E-Commerce Order by Delivery Method, by Order Value, in % of Online Shoppers, September 2014
5.8. Players
Top 10 E-Commerce Websites by Website Rank, January 2015
6. Azerbaijan
6.1. Overview
B2C E-Commerce Overview and International Comparisons, November 2015
6.2. Trends
Breakdown of Households with Internet Access by Type of Internet Connection, in %, 2010 - 2014
6.3. Sales & Shares
B2C E-Commerce Sales, in AZN million, 2013, 2014 & H1 2015
B2C E-Commerce Share of Total Retail Sales, in %, H1 2015
6.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Breakdown of Internet Users, by Age Group, in %, 2014
Breakdown of Main Purposes of Internet Usage, incl. “Ordering or Selling Goods and Services”, in % of Internet Users, 2014
Online Shopper Penetration, in % of University Students, January 2015
6.5. Players
E-Commerce Websites Most Purchased from, in % of University Students Shopping Online, January 2015
Overview of Popular Online Shops, incl. Category and Website Traffic Data, November 2015
7. Armenia
7.1. Overview
B2C E-Commerce Overview and International Comparisons, November 2015
7.2. Trends
Breakdown of Households by Computer Types Owned, in %, January 2014
Smartphone Penetration by Age Group, in % of Individuals, 2015e
7.3. Sales & Shares
Revenues of Companies Specialized in Internet Applications and E-Commerce, in USD million, 2010 & 2014
7.4. Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Online Services Used, incl. Online Shopping, in % of Internet Users, January 2014
7.5. Players
Overview of Top 8 B2C E-Commerce Websites, Ranked by the Number of Facebook Fans, November 2015, and Website Traffic Data, October 2015
8. Uzbekistan
8.1. Overview
B2C E-Commerce Overview and International Comparisons, November 2015
8.2. Trends
Breakdown of Internet Usage Frequency, in % of Internet Users, by Device, 2015e
8.3. Users & Shoppers
Internet Penetration, in % of Individuals, 2010 - 2014
Number of Internet Subscribers, by Fixed and Mobile, in thousands, 2013 & 2014
Number of Internet Users, in millions, January 2015 & September 2015
8.4. Players
Overview of Top 10 E-Commerce Websites, by Website Rank, October 2015
Overview of Selected B2C E-Commerce Websites, Accepting Payment Online, incl. Website Rank and Number of Website Visits, September 2015

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