Online shopping in Russia - statistics & facts
Despite the exit of major Western retailers and marketplaces, the Russian e-commerce market is growing. The online sales revenue is expected to rise by 27 percent in 2024 and continue increasing in the following three years, though at a slower rate. Russian e-shoppers increasingly order goods from online marketplaces, such as Wildberries and Ozon. Besides other delivery options, these providers offer their own pick-up points, making online shopping more accessible to consumers. In fact, these points are the most common delivery locations for online orders in the country.
Around 30 percent of Russian internet users buy products online via mobile phone, close to the global average. In total, approximately 40 percent of e-commerce in the country is completed on mobile devices. As e-tailers increasingly offer mobile shopping opportunities, including those involving AR and VR technologies, and mobile usage for e-commerce and other digital services is increasing nationwide, this trend is expected to continue in the upcoming years until 2028.
Who are the Russian online shoppers?
One out of three e-commerce users in Russia are aged between 35 and 44 years. Apparel is the product category with the largest share of online versus offline shoppers, followed by consumer electronics. Such a tendency can be explained by the customers' predilection to research and compare products before purchase, as e-stores provide a very convenient format for that. Furthermore, the coronavirus (COVID-19) pandemic left its mark on consumer behavior, as ordering certain goods and services online became a habit of many shoppers.Mobile e-commerce in Russia
Smartphones rank as the most employed devices for online shopping in Russia, followed by laptops and PCs. While social media are not a common e-commerce sales channel, smartphones are often used to shop from online stores and classifieds platforms like Avito and Youla. In the first half of 2023, Russian users downloaded the fifth-highest number of shopping apps on iOS worldwide, at roughly 37 million.Around 30 percent of Russian internet users buy products online via mobile phone, close to the global average. In total, approximately 40 percent of e-commerce in the country is completed on mobile devices. As e-tailers increasingly offer mobile shopping opportunities, including those involving AR and VR technologies, and mobile usage for e-commerce and other digital services is increasing nationwide, this trend is expected to continue in the upcoming years until 2028.
