Digitalisation continues apace in Russia further fuelled by the COVID-19 pandemic and the increased time being spent at home. The percentage of the population using the internet had grown to reach 86% by 2021, up from 73% at the start of the review period, with this being supported by the increased penetration of smartphones.
E-commerce players offering express delivery have become more competitive in Moscow and St. Petersburg, with express defined as delivery within an hour.
Two of the leading e-commerce players are online marketplaces, namely Wildberries.ru and OZON.
Increasing competition between online marketplaces will potentially result in higher levels of service, greater price competition and an increase in promotions and special offers. The larger scale of operations of these marketplaces provides them with greater bargaining power which should enable them to deliver better prices and services to their customers.
E-commerce is a long way from reaching maturity, with there being plenty of room for further expansion particularly in the regions of Russia. As such, the category leaders will likely continue investing in expanding into the regions of Russia over the forecast period, while still retaining a strong focus on the key areas of Moscow and St.
Rising prices and unofficial limitations from the government are restraining factors for the development of cross-border e-commerce in the forecast period. Furthermore, on 1 January 2019, a ruling from the Council of the Eurasian Economic Commission entered into force that reduced the threshold for duty-free imports of goods from abroad from EUR1,500.
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Sales of consumer goods to the general public via the Internet. Please note that this includes sales through mobile phones and tablets (i.e. m-commerce). E-commerce includes sales generated through pure e-commerce websites and through sites operated by store-based retailers. Sales data is attributed to the country where the consumer is based, rather than where the retailer is based. The definition of e-commerce is agnostic as to where actual payment takes place; if an order is initiated online, it is considered to be an e-commerce transaction, even if the order is ultimately paid for in-store (or elsewhere). As a result, all ‘click-and-collect’ and ‘collect-at-store’ transactions are counted as e-commerce sales. E-commerce excludes sales of: (a) Consumer-to-consumer (C2C) and business-to-business (B2B) sales, although please note that sales between businesses and consumers (i.e. B2C sales) on sites such as eBay are included; (b) Sales of motor vehicles, motorcycles and vehicle parts; (c) Tickets for events (sports, music concerts, etc.) and travel; (d) Sales of travel and holiday packages; (e) Revenue generated by online gambling sites; (f) Returned products/unpaid invoices; and (h) Internet sales from direct selling companies, as these are tracked in Direct Selling market size/shares. Example e-commerce brands include Amazon.com, Zappos.com, Apple.com, iTunes, Rakuten, Tesco.com, Dell.com, Coles Online, etc. 3rd Party Merchant sales through online marketplaces, such as Amazon.com, eBay.com and Walmart.com, are included and split out in shares. 3rd party merchants are the summation of sales that come from businesses that are present on an online marketplace (e.g. Amazon, Alibaba). Marketplaces are websites that allow multiple merchants to sell on the marketplace website, with the marketplace operator processing the transactions, but many marketplaces provide offer other services as to help with shipping, handling, payment, and product storage. The marketplace is not the merchant of record legally, but for the sake of shares, sales from 3rd part merchants are attributed to the marketplace brand operator.See All of Our Definitions
This report originates from Passport, our E-Commerce (Goods) research and analysis database.
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