28
Methods and opportunities of attracting
clients by E-trade, technologies,
analytics and success cases
April, 2015
01 E-commerce today
02 Why Yandex
03 Yandex.Market description
Russian e-commerce market
users buy in e-shops
Source: eMarketer, December 2014
82.9 million
monthly users online
of all population
30.6 million
58%
Where Russians buy goods
Source: The Consumer Barometer Survey 2014 (survey of Internet users)
48%
49%
63%
53%
46%
55%
49%
55%
40%
Sweden
The Czech Republic
Russia
Poland
Norway
Spain
Denmark
Germany
UK
Offline stores
38%
38%
29%
34%
39%
31%
37%
35%
48%
Online stores
Source: Euromonitor, Morgan Stanley, 2014
10,2% 10,1%
5,7% 5,3%
4,8%
1,9%
UK USA China France Germany Russia
E-trade VS Total retail
Russian e-commerce market in figures
Source: Data Insight, EWDN, 2014 8
▌31 000 000 buyers online
▌50 000 e-shops (TOP – 200 less than 25% of GMV)
▌440 bln Rub in 2014 (physical goods)
▌27% growth in rubles, 5% growth in USD
Source: РБК.Research
Categories 17,5%
15,1%
10,4%
7,7% 7,1%
5,3%
5,0%
5,0%
4,6%
5,7%
16,6% Digital/computer equipment
Air tickets
Clothing, footwear and accessories
Home appliances
Train tickets
Perfume, cosmetics
Baby goods
Decoration
Car accessories
Building materials
Others
E-commerce Growth - Regions
Source: selection from 150 Metrika accounts among TOP advertisers in Yandex.Market 10
55%
0%
10%
20%
30%
40%
50%
60%
Москва и МО Регионы РФ Спб и ЛО
Why Yandex?
11
Radical shifts in Russian advertising market 2000- 2017 (%)
33%
6% 0%
20%
41%
0%
2000
45%
5% 1% 10%
6%
33% TV
Radio
Cinema/Indoor
Outdoor
Press
Internet
2017
Source: ZenithOptimedia, December 2014
Contextual advertising is the most popular type of online advertising
58% 60% 61% 63% 68% 72%
42% 40% 39% 37% 32% 28%
2008 2009 2010 2011 2012 2013
Banners Contextual
And its market share continues to grow
Russian online ad market structure dynamics.
Source: RACA, 2014
Yandex – the biggest internet ad platform
558.000 advertisers
55%* online ad market share
Source: Company Information, FY 2014, *RACA for 2013, adjusted for commissions
Yandex is Russia’s leader in contextual advertising market
Source: eLama, 2014
70%
28.5%
1.5%
Yandex
Google Russia
Other
Bigger than any TV channel
Source: TNS TV Index, TNS Web Index, Russian daily audience aged 12-54, cities with population 100 000 and more , without mobile devices, August 2014.
27M
3M
9M
15M
21M
Dai
ly re
ach
2008 2009 2010 2011 2012 2013 2014
Yandex gives 72% of commercial traffic
Source: Yandex.Metrika data. TOP 200 shops on Yandex.Market 17
53%
19%
28%
Yandex.Direct
Yandex.Market
Others
Yandex.Direct for e-trade
18
Yandex.Direct expenditures
Yandex.Direct data 2015 19
39%
-10%
-30%
-7%
8%
-25%
79%
-21%
9%
-2%
-24%
СОТОВЫЕ ТЕЛЕФОНЫ
ТВ И ВИДЕОАППАРАТУРА
ПЛАНШЕТНЫЕ КОМПЬЮТЕРЫ
АУДИОАППАРАТУРА
ОБОРУДОВАНИЕ ДЛЯ СОТОВОЙ СВЯЗИ
НОУТБУКИ
КИНО И ФОТОАППАРАТУРА
ФОТОАППАРАТЫ
АУДИО, ВИДЕО, КИНО И ФОТОТЕХНИКА (РАЗНОЕ)
ИСТОЧНИКИ ЭЛЕКТРОПИТАНИЯ
ЭЛЕКТРОННЫЕ КНИГИ
Q1 2014 Q1 2015
Yandex.Market for e-trade
20
Yandex.Market
Main attributes of Yandex.Market 21
▌Price aggregator
▌CPC model or CPC+CPA model
▌Auction model
▌YML
▌Ratings and shop reviews
Yandex.Market
Main page on Yandex.Market 22
Yandex.Market
Product Page on Yandex.Market 23
Yandex.Market
Yandex.Market on Yandex Search Page 24
Yandex.Market in figures
Data from Yandex.Market, TNS 2015 25
▌66 000 000 goods
▌in 2 000 categories
▌15 000 active stores
▌20 mln users per month
Categories by clicks
Clicks on Yandex.Market, February 2015 26
22%
20%
13%
12%
7%
6%
5%
5%
10%
Electronics
Home and garden
Computers
Home appliances
Auto
Baby goods
Clothes, footwear and accessories
Sport and leisure
Others
Visitors by categories on Yandex.Market
Source: Yandex.Market data. Unique visitors’ dynamics by categories. January 2014 vs January 2013 27
13%
18%
19%
126%
71%
63%
-1% 28%
27%
67%
3%
Все категории
Авто
Бытовая техника
Детские товары
Дом и дача
Досуг и развлечения
Компьютеры
Одежда, обувь и аксессуары
Подарки и цветы
Спорт и отдых
Электроника
CR by categories on Yandex.Market
Source: Yandex.Market data, January 2015. Share of visitors who were transferred to e-store in the total number of the category’s visitors 28
36%
35%
30%
39%
62%
16%
26%
25%
40%
42%
24%
Все категории
Авто
Бытовая техника
Детские товары
Дом и дача
Досуг и развлечения
Компьютеры
Одежда, обувь и аксессуары
Подарки и цветы
Спорт и отдых
Электроника
