Internet retailing in Belarus continued to register double-digit growth in 2018. Moreover, this channel’s share of retailing as a whole is also recording consistent growth.
Food and drink internet retailing recorded the strongest value growth in 2018 and remained the most popular channel in internet retailing. Busy consumers with medium to high incomes consider internet grocery purchases as convenient.
In order to increase value sales, local internet retailers are constantly increasing their product assortment. Major apparel and footwear players, Wildberries, besides apparel and footwear offers a wide variety of toys, books, and home improvement products.
In 2018, major local players continued to increase their value shares at the expense of smaller competitors. Strong retailers lead in every internet retailing category and set trends.
In 2018, local players faced competition from foreign players, especially the Chinese that offer a great variety of inexpensive products. In Belarus, licensing of imported products is necessary which makes small items, such as phone cases and earphones that are sold in Belarus expensive and unattractive, compared to Chinese websites, such as Aliexpress.
In 2018, store-based retailing uses considerable price discounts and promotions to attract local consumers. As Belarusians remain price sensitive despite a slight increase in disposable incomes, internet retailers also offer a wide variety of price reductions in order to stimulate their value sales.
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This report originates from Passport, our Internet Retailing research and analysis database.
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