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Russian e-commerce market in 2012-2021. Customer behavior when making purchases in Russian online stores

June 2020

Analytical Report (full version)

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Analytical Report (full version)

Russian e-commerce market in 2012-2021. Customer behavior when making purchases in Russian online stores
Russian e-commerce market in 2012-2021. Customer behavior when making purchases in Russian online stores
June 2020

Russian e-commerce market in 2012-2021. Customer behavior when making purchases in Russian online stores

June 2020

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The volume of the Russian market of local Internet trade of goods (e-Commerce) in 2017 increased by 18% and amounted to 834.8 billion rubles. The share of payments by bank cards in monetary terms when purchasing goods in Russian online retail stores will take up more than half of the market volume in 2020. More than three-quarters of customers who make purchases in Russian online stores do so at least once a month.

 

J'son & Partners Consulting presents a new study dedicated to the e-commerce market in the Russian Federation. The current version of the report and its data bank contains data on the volume of the Internet trade of material goods and services in physical terms (number of transactions) and monetary terms, as well as data on the market by categories of goods and services and payment methods.

 

In addition, the report contains data on the behavior of customers who make purchases in Russian online stores. The data obtained when preparing this marketing study give an idea of how often and in what categories of products are purchased, as well as the amounts of money spent on them on average per year. Respondents also answered questions about selecting and ordering products, payment and receipt, as well as how they receive advertising information from online stores.

 

With a relatively stable total transaction volume, which has been slowly falling since 2013, the total market share of online trading is growing almost linearly and has tripled in five years. According to J'son & Partners Consulting, its growth rate will continue in the future. At the same time, the share of Russian online commerce is growing more slowly — twice in five years, which is explained by the outpacing growth in the number of purchases in foreign online stores, primarily in Chinese ones.

 

According to J'son & Partners Consulting, at the end of 2017, the volume of online trading of material goods in the Russian Federation amounted to 834.8 billion rubles, which is 17% more than in the previous year, 2016. Just as in 2016, the largest product categories by sales volume are clothing, electronics, and home appliances.

 

The volume of Russian trading of services in 2017 grew more slowly compared to the previous indicators than the commodity market and grew only by 13%. One of the reasons was the uneven growth of the market in various categories; for example, payment for communication services via the Internet increased only by 5% in 12 months. Just as in cross-border trading of services, the "Online games and mobile content" category was the most dynamically developing among all categories of services in the past year.

 

The share of payment by bank cards in monetary terms when purchasing goods in Russian online stores continues to grow, from 24% in 2012. It increased in 2017 to 42%, and, according to analysts, will continue to grow, taking up more than half of the market volume in 2020. (Fig. 1)

 

1_Share of bank card payments in Russian online trading of goods

 

According to the study results, only 6.6% of the Russian e-commerce audience (those who have made at least one purchase of goods or services on the Internet) have never used Russian online stores. More than three-quarters of customers who make purchases in Russian online stores do so at least once a month. The most active buyers (regarding the frequency of online purchases) are residents of Moscow and the North Caucasian and Far Eastern Federal districts.

 

Customers use various electronic devices to make purchases, but the dominant way to shop online is still using a desktop computer or laptop. At the same time, about half of the survey respondents have bought something at least once using a special online store application. The most frequent application of Russian online stores that is installed in the electronic devices of customers is the application of the Sportmaster store chain.

 

According to the results of the research, the most popular payment method for purchases in Russian e-stores is payment by bank card, both when paying for goods and services. However, in some categories, other payment methods compete significantly with bank cards. For example, in the "pet supplies" category, the number of buyers who used only Yandex.Money electronic payment system was more than 40% bigger than those who used bank cards for purchases in this category.

 

The preferred method of receiving purchases from Russian stores for customers is self-delivery, while it is preferred because of its cheapness and convenience (Table 1).

 

2_Reasons for choosing a delivery method

 

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This information note was prepared by the J'son & Partners Consulting. We work hard to provide factual and prognostic data that fully reflect the situation and available at the time of release. J'son & Partners Consulting reserves the right to revise the data after publication of new official information by individual players. 

 

Copyright © 2020, J'son & Partners Consulting. The media can use the text, graphics, and data contained in this market review only using a link to the source of information - J'son & Partners Consulting or with an active link to the JSON.TV portal

 

™ J'son & Partners [registered trademark] 

 

Detailed research results presented in the full version of the report

“Russian e-commerce market in 2012-2021. Customer behavior when making purchases in Russian online stores”

Contents

  1. Research methodology
  2. Russian e-commerce audience in 2012-2021
  3. Share of e-commerce in the total volume of retail trade and payment for services
  4. E-commerce market in the Russian Federation 2012-2021

4.1. Online trading. Material goods  

4.1.1. Volume in physical terms, dynamics in 2012-2021

4.1.2. Volume in monetary terms

4.1.2.1. Total volume, dynamics in 2012-2021

4.1.2.2. Structure by product category

4.1.2.3. Structure by payment method

4.1.2.3.1. Structure by main payment methods

4.1.2.3.2. Structure of bank card payments by method of receiving goods

4.1.2.3.3. Structure of cash payments by method of receiving goods

4.1.2.3.4. Structure of e-wallet payments by e-wallets used

4.1.3. Largest online stores of Russia in 2012-2017 by revenue

4.2. Online trading. Services

4.2.1. Volume in physical terms, dynamics in 2012-2021

4.2.2. Volume in monetary terms

4.2.2.1. Total volume, dynamics in 2012-2021

4.2.2.2. Structure by service category

4.2.2.3. Structure by payment method

4.2.2.3.1. Structure by main payment methods

4.2.2.3.2. Structure of e-wallet payments by e-wallets used

5. Customer behavior when making purchases in Russian online stores

5.1. Use of online stores

5.1.1. Categories of purchased goods and services

5.1.2. Frequency of purchases

5.1.3. Spending on purchases

5.2. Selecting and ordering

5.2.1. Factors determining the choice of an online store and product

5.2.2. Devices used for product search and selection

5.2.3. Using applications of online stores and aggregators

5.2.4. How to order product

5.3. Payment for goods and services

5.4. Receipt of goods

5.5. Channels for informing customers

6. Main conclusions

Data bank

This data bank contains data on the volume of the Russian Internet market of goods and services in 2012-2017 and forecast to 2021:

  • Market structure by payment method
  • Market volume in physical terms (number of transactions)
  • Market volume in monetary terms by categories:

Goods:

o   Car parts and products

o   Books, games, and other content on physical media (not in electronic form)

o   Computers and computer software

o   Cosmetics / perfumery

o   Footwear

o   Clothing other than footwear

o   Food  

o   Other

o   Sporting goods / inventory

o   Household goods/furniture

o   Electronics and home appliances

Services:

o   Air tickets, railway tickets

o   Housing and public services

o   Online games and mobile content

o   Other

o   Hotels

Telecommunications