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Russian eCommerce Market Overview and Trends

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  • 1. E-commerce in RussiaMarket Landscape
  • 2. What Russia is.
    Country with large territory
    Customers behavior varies from region to region
    Diverse in Technology
    17 075 400 km or11,46% from total dry land
    Ranked 9 in the world by population size (142 914 136 mlnpeople*)
    * Source:Rosstat, 2011
  • 3. Currently every 2rd adult Russian is on the Internet
    Monthly internet audience isabout50mln.
    Yearly change
    Month
    +3,9 mln.
    -13%
    +10,1 mln.
    Week
    -6%
    36,3 mln.
    Day
    +41%
    Main growth due to regions, 90% of new users outside of Moscow and Saint-Petersburg
    3
    Source:Internet in Russia. FOM. Winter 2010/11
  • 4. Key Investment Highlights
    Large and High Growth Internet Market Opportunity
    Growth in Internet Users vs. Penetration
    Total Internet Users (MM)
    Key Developed Markets
    Russia 2014e
    BRIC
    Brazil
    Internet Penetration 2010 (%)
    Russia 2010
    China
    India
    Internet users CAGR 2010-14e (%)
    2010
    2014e
    Source: Euromonitor (January 2011), FOM (March 2011) for Russia
    4
  • 5. Russia e-commerce key market facts
    2011 e-commerce market estimated turnover 245 bln. Rub (6bln Euro)
    Annual growth by 17%
    The average purchase ~ 2700 Rub (65 euro) varies from 4700 rub (113 Euro) in large cities to 2000 rub (48 euro) in small towns
    55% of internet users buy or research before shopping on line:
    • Online shopping browser 24% (~12 mln. people)
    • 6. Regular online shoppers 11% (~6 mln. people)
    • 7. Occasional online shoppers 16% (~8 mln. people)
    Source:FOM. E-commerce market. March 2011.
    5
  • 8. Buying trends
    Large cities
    80%
    20%
    60%
    40%
    Travel tickets
    Percentage of people over 35
    Computers & peripherals
    Food
    Older
    Younger
    CD&DVD
    Cell phones
    Books
    70%
    10%
    50%
    30%
    Household appliances and electronics
    Proportion of people buying each product category:
    More than 15%
    7-14%
    Less than 7%
    Clothes, shoes
    Childrens products
    Cosmetics & perfume
    Small cities
    Percentage of population in cities 1 mln+
    6
  • 9. Popular product categories
    as a % of all online shoppers
    August 2010
    +5 pp
    -1 pp
    -4 pp
    0 pp
    +2 pp
    -1 pp
    0 pp
    -1 pp
    -3 pp
    0 pp
    Source:FOM. E-commerce market. March 2011.
    7
  • 10. 33% of payments are made remotely
    as a % of all online shoppers
    Advance payment
    8
    Source:FOM. E-commerce market. March 2011.
  • 11. This season
    fashiontrends
    in Clothing and Shoes
    search
  • 12. Fashion became more and more popular
    80%
    * Chart shows absolute yearly increase
    10
  • 13. Summer slump seasonal demand
    11
    Source: Words stat Yandex
  • 14. Interest level: 4 regions lead the way
    Clothes
    Shoes
    12
    Words stat Yandex
  • 15. Category interest level by gender and age
    Clothes
    Shoes
    4%
    11%
    Women
    79%
    44%
    Women
    76%
    16%
    4%
    1%
    2%
    Men
    21%
    Men
    24%
    11%
    5%
    1%
    50% 40% 30% 20% 10% 0%
    13
    Source: Words stat Yandex
  • 16. Advertisement click rate
    Clothes query
    All queries
    Shoes category
    14
    Source: Words stat Yandex
  • 17. Users response rate by age
    48%
    >45
    35-44
    25-34
    18-24

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