J’son & Partners Consulting presents brief results of the research on Usability in e-Trade: Rating of Largest e-Shops in Russia. Usability is becoming one of the key instruments in the attracting of customers in terms of increasing market competition and current economic situation.

Key Questions of the Research

The convenience of goods purchase in different eShops was explored in the research Usability in e-Trade: Rating of the Largest Internet Shops in the Russian Federation. Attention was paid to the ranking of e-Shops by various criteria of convenience of order placement.

Practical Value of the Research – is to create an informational surrounding:

• For e-Shops;
• For Companies-Suppliers of solutions in the sphere of eTrade and investors.


Target Audience

The research is aimed at e-Trade market participants and investors. 


Usability in the Internet Trade

e-Trade segment is growing very fast in Russia – CAGR reached 40% by turnover ($) in 2010 – 2014. In accordance with J’son & Partners Consulting’s estimations, the number of e-Shops in Russia is over 40 thousand shops, which compete by price, quality and service speed, and also by the convenience of use. 
Usability is the easiness and convenience of e-Shop’s use. This parameter is one of the key success-factor for e-Shop as it increases customers’ preference towards the shop, and on the other hand, reflects on customers’ loyalty, number of visits and conversion. It is considered that if the user understands instantly how to use the web site and place an order, the usability level of this e-Shop is high.


There are parameters, which determine the level of e-Shop usability such as quality of product’s visualization, fast page upload, detailed description of the product, navigation by interesting and complementary goods, call-to-action service and the provision of information regarding the product availability in stock. Beside these parameters, the convenience of order placement and payment method are also considered among the important usability indicators. J’son & Partners Consulting has estimated the process of purchase among 31 largest eTrade market participants in Russia.

Largest Companies

Ulmart is the largest e-Trade market player by results of 2014. Below you can find 31 largest e-Trade market trade participants by J’son & Partners Consulting’s estimations for 2014.

In November 2014 the highest traffic was in the following e-Shops: Ozon, Ulmart and M.Video. 



Rating of Largest e-Shops by Usability at Order Placement

e-Shops have been analyzed by J’son & Partners Consulting’s analysts in terms of this research by the following parameters of order placement:

 The process of authorization and registration;
 Work with Cart;
 Selection of Payment Method;
 Selection of Delivery;
 Confirmation of Order;
 The Process of Online-Prepayment;
 Final Page: “Order has been made”.

It is important to mention that some companies do not allow to go on payment page without confirmation with e-Shop manager, and it was estimated as a negative factor by J’son & Partners Consulting’s experts. Sotmarket and Utinet companies have not been researched as these companies are on sale since June 2015. The result of the research is presented below.



As a result of the conducted research, Ulmart, Enter and KupiVip are among leaders by the convenience of order placement. Relative indicator presented in the table above was calculated as share of max. indicator of 44 points. Data of assessment – June 2015.

General Description of Internet Trade Market

By J’son & Partners Consulting’s data, Russian e-Trade market was 683 bln RUB in 2014, average CAGR in 2010–2014 reached 40.2 %, the expected yearly CAGR for 2014 – 2018 is 8.9 %.


In 2015 J’son & Partners Consulting’s experts forecast the decrease of the market volume per 5% due to the difficult macroeconomic situation. The growth by 2016 and market growth for over 20% by 2017 is expected.

The highest share is owned by the sector of Home Appliances and Electronics. Larges shares have been taken by the following categories – Hypermarkets, Cloths and Shoes, Baby Goods, DIY and Car Spare Parts.

Detailed Results of the Research are Presented in the Full Version of the Report "The Convenience of Order Placement in eTrade (Usability): Rating of the Largest Internet Shops in the Russian Federation".

Example of the Report’s Content:

1. Introduction
2. Methodology
3. The Analysis of Russian e-Trade Market 
3.1. Volume, Structure and Forecast, $, 2008А-2018F
3.2. The Analysis of eTrade Segments 
3.3. The Analysis of Consumer Preferences 
3.4. Trends and Tendencies 
4. Profiles of the Researched Companies (31 Profiles)
4.1. The Profile of the Company 1
4.2. The Profile of the Company 2

4.3. The Profile of the Company N
5. The Analysis of the Research Results by the Stages of Purchase Process 
5.1. The process of authorization and registration
5.2. Work with Cart
5.3. Selection of Payment Method
5.4. Selection of Delivery
5.5. Confirmation of Order
5.6. The Process of Online-Prepayment 
5.7. Final Page “Order has been made”
5.8. Final Rating
6. Conclusion
7. List of Companies, Mentioned in the Report 


This Information Note is Prepared by J’son & Partners Consulting, We strive to provide factual and prognostic data that fully reflect the situation and are available to us before issuing the material. J’son & Partners Consulting reserves the right to revise the data after publication of new official information by the market players.