CompanyJobsFor developersFor advertisersEvents
Log in
Menu
Main
News
 
Trends in Russian Е-commerce
January 25, 2021

Every year, Yandex.Market and GfK Rus conduct an analysis of Russian audiences of online stores. This  research helps answer questions about the share of Russians who shop online, their frequency, motivators and deterrents to online shopping, payment and delivery options and more. Most of the observations apply not just for Russia as a whole, but for some of its major cities as well.


How often people shop online and why

One in every two Russians aged 16-55 buys something online at least twice a year (based on phone surveys of Russian aged 16+). Of these online shoppers, 77% order something at least once a month, and 23% – at least once a week (according to an online survey of urban  internet users aged 16-55. All other conclusions were made based on this same survey).

Why people buy online

The main attraction of online shopping for Russian users is the possibility of comparing prices and finding good offers (mentioned by 58% of respondents). Half of respondents referred to comparably lower prices, with about the same percentage mentioning the availability of reviews. Safety precautions during the coronavirus pandemic were also a big driver of online shopping this year, mentioned by one in five respondents.

How people buy

The share of purchases made from mobile devices was 36% in 2019, whereas they equaled the share of purchases from desktops in 2020.

When shopping from mobile devices, people tend to prefer to do so via stores' mobile apps rather than the mobile versions of their sites.

What do users do before making a purchase?

The most common steps taking before making a purchase are reading reviews (31.5% of respondents), comparing similar products (29%) and their prices at different stores (28%).

Which features help “seal the deal” when users are making purchase decisions?

Respondents considered free delivery to be the most attractive feature a company could offer (60.5%). Discounts came in second place (44%). Promo codes and coupons were in third place (31%), almost at the same level as offering cashback on bank cards (30%) and “Buy 2, get 1 free” promos (29%).

How to check a store's reliability

When asked about what, in their opinion, was an indicator of a store's reliability, people equally often mentioned friends' positive impressions, pay-upon-receipt options and favorable reviews online.

What people buy

Throughout 2019, people most often mentioned mobile devices as their purchases, and in 2020, mobile devices slightly lost their popularity to clothing and shoes.

Popularity among men and women

Men buy computers, auto parts, electronics (such as TV), repair goods, and alcohol online more often than women. And women top men in orders for cosmetics and perfumes, products for facial, body and hair care, decorative interior items and children's goods. Men and women often shop online for household appliances, garden products, and medical products nearly in equal measure (this category doesn't include medicines).

What people won't buy online

Alcohol is number one among products that Russians do not buy online. In second place are medicines and dietary supplements, followed by food (excluding prepared meals and alcohol). 22% of online buyers, however, believe that all popular product categories can be bought online.

Payment methods

Percentage of purchases paid for with a bank card on the store's site increased from 37% in 2019 to 53% in 2020, whereas  payment by card upon receipt stopped its previous growth and declined in popularity. The reason is most likely related to COVID-19: despite a slight decrease in actual use, payment by card upon receipt is still perceived by respondents to be the most convenient payment method. 

Payment method used for most recent purchase

Preferred payment methods (among all online buyers)

Delivery methods

The most common delivery option is pickup from a store or pick-up point (this method was used by 57% of respondents for their latest purchases). The popularity of courier (22%) and postal delivery (11%) is gradually decreasing, whereas parcel lockers are growing in popularity (6%), albeit slowly. In terms of convenience, parcel lockers (13%) almost equaled Russian Post (15%).

Delivery methods used for most recent purchase

Preferred delivery methods (among all online buyers)

As always, if you have questions or need assistance, please reach out to us — our team of experts are ready to help!


#Yandex.Direct#Yandex.Market#Research

Video Tutorials

More
How Yandex Mobile Mediation works
How Yandex Mobile Mediation works
Video
Yandex × Brands: MyProtein case study
Yandex × Brands: MyProtein case study
Video
Yandex × Brands: AliExpress Russia case study
Yandex × Brands: AliExpress Russia case study
Video
Yandex × Brands: Radisson Hotel Group case study
Yandex × Brands: Radisson Hotel Group case study
Video
What is Yandex?
What is Yandex?
Video
Yandex.Direct online training
Yandex.Direct online training
Video

Subscribe to the Yandex Ad Tech Newsletter

 Incorrect email address
 
Conditions
I hereby agree to receive advertising messages from LLC “YANDEX”, its affiliates or any other entities / persons acting on behalf of LLC “YANDEX”, in accordance with Part 1, Article 18 of the Federal Law “On Advertising” (SRN: 1027700229193) and to decline at any time receiving such messages by using the functionality of the service, as part of which or in connection with which I have received these advertising messages.
Thank you!

Please check your inbox.

Services

Yandex.Direct
Yandex.Market
Yandex.Metrica
AppMetrica
Yandex.Webmaster
Yandex.Audience
Yandex.Directory
Yandex.Tracker

Yandex advertising products

Search advertising
Yandex Advertising Network
Mobile Advertising
Display Advertising
Video advertising
Retargeting
Yandex.Direct automatic strategies
Audio advertising
Location-based advertising
Other Yandex services

Technologies

Direct API
Metrica API
AppMetrica
Market API
Money payment processing

Training & Certification

Training & Certification
Online Course
Certification of specialists

For Partners

For Agencies
Yandex partner status
Ad Network
ADFOX

Contacts

Yandex support service
Offices
Local advertising agencies
Get professional help with setting up Yandex.Direct

Legal Documents

Privacy Policy
Interest-based advertising on Yandex.Direct

Requirements

Technical Requirements
General Terms and Conditions
Regulations for Placing Advertisements

Advertising rates

Price List
© 2004–2025  YANDEX LLC