E-Commerce in Belarus

PROSPECTS

The increase in busy lifestyles and consumer demands for convenient shopping solutions boosts growth for e-commerce

E-commerce in Belarus continued to register double-digit growth in 2019, as the number of players continued to increase, with consumers busy lifestyles having a positive impact on sales. It has become convenient for consumers to purchase goods from home, work, or while on the go.

Food and drink and consumer electronics are popular e-commerce purchases, whereas most consumers prefer to buy apparel and furniture in person

In 2019, Belarusians were increasingly purchasing e-commerce products such as tickets, pet care products, DIY products, as well as renting apartments. However, there are several product areas that consumer still prefer to purchase offline, and in person.

E-commerce faces development challenges, however wider product assortment and an omnichannel approach boosts growth for some players

Many e-commerce players have been actively developing their business-consumer sales platforms, as well as their business-to-business sale platforms during 2019, boosting growth in both areas. However, as growth continued to be positive, there are some obstacles for the development of e-commerce.

COMPETITIVE LANDSCAPE

Lead players increase their value shares, benefiting from a wide assortment of products, discounts and loyalty schemes

Leading players in the landscape, such as 21vek, Wildberries, and 5element, all increased their sales in 2019, thanks to a wide assortment of goods, engaging consumers through discounts and loyalty programs, as well as improving services such as delivery methods. These significant players increase their value shares at the expense of smaller competitors, as strong retailers lead in every e-commerce area and set trends.

Foreign players are a threat to local players in the e-commerce landscape

Foreign players have a good presence on the Belarusian landscape. Ozon.

E-commerce players use an omnichannel approach to attract consumers, as well as strategies to tempt consumers away from stores, and onto e-commerce platforms

In 2019, major players in e-commerce extend their omnichannel approaches, allowing consumers to order online and pick up items in-store, or at pick-up points. E-commerce players Wildberries and 21vek have both launched these systems, with 5element improving its local deliveries to stay in the competition.

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