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.
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)
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%).