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Russia B2C E-Commerce Market 2018

Russia B2C E-Commerce Market 2018

Future growth of online retail in Russia will be led by digital grocery orders, says yStats.com report

The online purchase of groceries and food delivery is projected to be the leading category of products purchased through B2C E-Commerce in Russia, as reported in a new publication from Hamburg-based secondary market research firm yStats.com, “Russia B2C E-Commerce Market 2018.”

Online commerce is increasing in Russia
Even though future growth of retail online sales in Russia is not expected to maintain the high compound annual growth rate of the seven years through 2017, estimates cited in the yStats.com report reflect continued annual increases in the double digits. The online share of total retail in Russia is far below the current 10% global figure.

Food and grocery products lead overall online sales growth
In response to growing consumer demand, food retailers as well as leading general online merchants are offering grocery products online. Sales of this product segment are expected to outpace the growth of those products that have been the top categories, electronics/appliances and apparel, according to the yStats.com report.

Cross-border online purchases in Russia on increase
In addition to the rapid growth in food sales online, another growing trend in Russian E-Commerce is cross-border shopping. A source cited in the yStats.com report indicates that imported goods constituted a third of total online sales volume last year. Most of this cross-border shopping is done on Chinese websites such as AliExpress.ru, which garnered four times more traffic than Russia’s leading domestic online merchant, Wildberries.ru.


1. Management Summary
2. Overview & International Comparisons
B2C E-Commerce Market Overview and International Comparisons, July 2018
Internet Penetration in Russia, in % of Individuals, Compared to Selected Countries in Europe, 2017
Online Shopper Penetration in Russia, in % of Individuals, Compared to Selected Countries in Europe, 2017
3. Trends
B2C E-Commerce Regulatory Trends, July 2018
B2C E-Commerce Sales, in RUB billion, and Breakdown by Domestic Sales and Cross-Border Imports, in %, 2011 – 2017
Cross-Border B2C E-Commerce Imports, in RUB billion, 2013 – 2018f
Breakdown of Cross-Border Online Spending and Number of Shipments by Country, in %, 2017
Breakdown of Cross-Border Online Purchases by Value in EUR, in %, 2016 & 2017
Share of Online Shoppers in Russia Who Purchased from Russian Online Stores from Own City and Another City, from Chinese Online Stores and from English Language Online Stores, in %, 2013 - 2017
Product Categories Purchased Online, by Purchased from Russian, Chinese and International Online Stores, in % of Online Shoppers, 2016 & 2017
Breakdown of Cross-Border E-Commerce Imports by Product Categories, in %, 2017
Top 4 Reasons for Cross-Border Online Shopping, in % of Cross-Border Online Shoppers, H1 2017
Usage of Mobile Devices to Access the Internet, in % of Internet Users by Gender, Area and Total, 2017
Mobile Shopper Penetration, in % of Online Shoppers, 2017
Breakdown Mobile Purchase by Purchase Made Through App and Browser, in % of Mobile Shoppers, in %, 2017
4. Sales & Shares
B2C E-Commerce Sales, in RUB billion, and Year-on-Year Change, in %, by Segment, 2016 & 2017
B2C E-Commerce Sales, in RUB billion, by Three Comparative Estimates, 2014 – 2018f
B2C E-Commerce Sales CAGR, in %, 2010 – 2017 & 2018 – 2022f
B2C E-Commerce Share of Total Retail Sales, in %, 2017
B2C E-Commerce Share of Total Retail Sales, in %, 2018e & 2022f
Breakdown of B2C E-Commerce Sales by Regions, in %, H1 2017
5. Internet Users & Online Shoppers
Number of Active Internet Users, in millions, and Penetration, in % of Population, 2013 – 2017
Number of Online Shoppers, in millions, and Penetration, in % of Population, 2013 - 2017
Online Shopper Penetration, in % of Population, 2014 - 2017
Online Shopper Penetration, in % of Internet Users, April 2018
Breakdown of Online Shoppers by Age Group, in %, 2017
Number of Online Shoppers, in thousands, and Online Shopper Penetration, in % of Population in the Respective Group, 2016 & 2017
Online Shopper Penetration by Age Group, by Gender and Location Type, in % of Internet Users in the Respective Group, 2017
Internet User Penetration, in % of Population, and Online Shopper Penetration, in % of Population and in % of Internet Users, by Federal Districts, 2016 & 2017
Reasons for Not Buying Online, in % of Individuals Who Do Not Shop Online, 2016 & 2017
6. Products
Breakdown of Domestic B2C E-Commerce Sales by Product Categories, in %, 2017
Product Categories Purchased Online, in % of Online Shoppers, 2016 & 2017
B2C E-Commerce Sales of Household Appliances and Electronics, in RUB billion, and Penetration, in % of Total Retail Sales of Household Appliances and Electronics, 2013-2018f
Breakdown of B2C E-Commerce Sales of “Household Appliances and Electronics” by Sub-Categories, in %, 2017
Online Travel Sales, in RUB billion, and Year-on-Year Change, in %, 2010-2018f
Breakdown of Online Travel Sales by Sub-Category, in %, 2016 & 2017
7. Payment
Payment Methods Used in Online Shopping, in % of Online Shoppers, by Gender, Location Type and Total, 2017
Breakdown of Last Online Purchase from a Russian Online Store by Payment Method, in %, 2016 & 2017
8. Delivery
Breakdown of E-Commerce and Direct Selling Orders, by Shipping Methods, in %, 2017
Share of Online Purchases of Goods Delivered by Russian Post, in %, 2014 - 2017
Breakdown of Delivery Methods Used When Buying from Russian Online Stores, in % of Online Shoppers, by Location Type, October 2017
9. Players
B2C E-Commerce Player Overview, July 2018
Top Criteria When Choosing an Online Store, in % of Online Shoppers, 2016 & 2017
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, 2017
Top 10 Online Shops by Number of Monthly Visitors, in millions, 6 Months to September 2017

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