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Consumer Attitudes and Online Retail Dynamics in

Russia, 2014–2019

Reference Code: RT0215IS

Published: August 2015

Report Price: US$1,450 (Single Copy)

©Conlumino 2015 | This product is licensed and is not to be photocopied or reproduced.

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Consumer Attitudes and Online Retail Dynamics in Russia, 2014–2019


Summary

“Consumer Attitudes and Online Retail Dynamics in Russia, 2014–2019” is the result of Conlumino’s extensive

market research covering the online retail industry in Russia. It is an essential tool for companies active across

the Russian online retail value chain and for new companies considering entry into online the retail market in

Russia. It provides data for historic and forecast online retail sales, and also includes the business environment,

country risk, and consumer trends related to online retail environment.

The online retail market in Russia is expanding at a rapid pace despite a gloomy economic environment. Cash-

strapped Russian shoppers are looking for cheaper deals and value for money and in the process are

purchasing more goods online, where cash on delivery is the most preferred payment method. Until recently,

the country’s tier I cities, such as Moscow and Saint Petersburg, were responsible for the majority of online

retail sales in the country. However, improvements in internet infrastructure, affordable access to the internet,

rising income levels, and increasing computer literacy, developing cities will be potential retail markets in the

future.

Key Findings

Retailers continue to strategize on multi-channel convergences to make the shopping experience more

convenient and easy

Rising cross-border sales fuelling Russian e-commerce growth

Cash on delivery continues to be the most preferred and commonly accepted mode of payment among the

Russians

Rising internet penetration (70.5%) and increasing accessibility through mobile devices will open doors to

the mobile shopping

Electrical and electronics will continue to lead with a share of 51.6% of the overall online market in 2019,

while health and beauty will be fastest growing category over 2014–2019


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Reasons to Buy

Improve market and strategic planning using highly granular, forward-looking market data. Detailed

category coverage is provided, covering 26 products, across nine product groups that include: Apparel,

Accessories, Luggage and Leather Goods, Book, News and Stationery, Electricals and Electronics, Food

and Grocery, Health & Beauty, Furniture and Floor Coverings, Home and Garden Products, Music, Video

and Entertainment Software, and Sports and Leisure Equipment – Understand the consumer behavior and

online trends in Russia

In-depth analysis of the latest trends in online consumer shopping, covering the factors driving online

shopping – Understand which products will be the major winners and losers in the online arena in the

coming years Historic and forecast online retail sales

Learn from best practice approaches outlined in the case studies of leading online retailers by examining

best practice from the leading national large-scale online retailers (but specifically excluding the likes of

Amazon, whose sites are well-known and vary little by country), as well as reviewing innovative approaches

from smaller retailers, the report provides insights and ideas about how best to approach growing online

sales for your business


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1. Online Channel Dynamics

1.1 The Online Channel’s Share of Total Retail Sales

1.1.1 Russia online vs. offline channel forecasts

The share of online retail sales towards total retail sales increased from XX% in 2009 to XX% in 2014 and

we expect the share of online retail sales to reach XX% in 2019.

Figure 1: Russia Online and Offline Retail Sales and Forecast (RUB billion), 2009–2019

XX%

XX%

XX%

XX%

XX%

XX%

XX%

XX%

XX%

XX%

XX

XX

XX

XX

XX

XX

2009 2014 2019

On

lin

e R

eta

il S

ale

s (

RU

B b

n)

Offline Retail Sales Online Retail Sales Share of Online Retail Sales

Source: Conlumino /© Conlumino

Table 1: Russia Online vs. Offline Retail Sales and Forecast (RUB billion), 2009–2019

Channel Group 2009 2014 2019 CAGR 2009–

2014 CAGR 2014–

2019

Offline Retail Sales

Online Retail Sales

Overall

Source: Conlumino © Conlumino


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Table 2: Russia Online vs. Offline Retail Sales and Forecast (US$ billion), 2009–2019

Channel Group 2009 2014 2019 CAGR 2009–

2014 CAGR 2014–

2019


Online Retail Sales

Overall


Table 3: Russia Online vs. Offline Retail Sales and Forecast (% Share), 2009–2019

Channel Group 2009 2014 2019


Online Retail Sales



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1.2 Channel Dynamics

1.2.1 Russia retail channel dynamics – future performance

Online was the fastest growing retail channel with a CAGR of XX% during 2009–2014, followed by

general retailers with a CAGR of XX%, specialist retailers with a CAGR of XX% and value retailers with a

CAGR of XX% during 2009–2014.

Figure 2: Russia Overall Retail Market Dynamics by Channel Group, 2009–2019

-XX%

XX%

XX%

XX%

XX%

XX%

XX% XX% XX% XX% XX% XX% XX%

Fo

rec

as

t G

row

th R

ate

(2

01

4–

20

19

)

Historic Growth Rate (2009–2014)

General retailers

Specialist retailers

Value retailers

Online


Table 4: Russia Overall Retail Segmentation (RUB billion) by Channel Group, 2009–2019

Channel CAGR 2009–2014 CAGR 2014–2019 Retail Sales

(2019, RUB billion)

General retailers

Specialist retailers

Value retailers

Online

Overall



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1.2.2 Online vs. offline retail sales comparison by category group, 2014

A notably significant share of the sales of music, video, and entertainment software, electrical and

electronics are made through the online retail channel.

Figure 3: Russia Retail Sales, Online vs. Offline, 2014

XX% XX% XX% XX% XX% XX% XX% XX% XX% XX% XX%

Music, video and entertainmentsoftware

Electrical and electronics

Sports and leisure equipment

Apparel, accessories, luggageand leather goods

Furniture and floor coverings

Home and garden products

Health and beauty

Books, news and stationery

Food and grocery

Online Share Offline share



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Table 5: Russia Retail Sales Split (BRL million), Online vs. Offline, 2014

Category Group Total Retail Sales Online Sales Online Share (%)

Music, video and entertainment software



Apparel, accessories, luggage and leather goods



Health and beauty


Food and grocery

Overall


Table 6: Russia Retail Sales Split (US$ million), Online vs. Offline, 2014

Category Group Total Retail Sales Online Sales Online Share (%)

Music, video and entertainment software



Apparel, accessories, luggage and leather goods



Health and beauty


Food and grocery

Overall



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1.3 Summary Methodology

1.3.1 Overview

All data in this series of retail reports from Conlumino is rigorously sourced using a comprehensive,

standardized methodology. This methodology ensures that all data is thoroughly researched and cross–

checked against a number of sources and validation processes. At the core of this methodology is a

triangulated market sizing approach, which ensures that results from different sources and approaches,

including Conlumino’s own industry surveys, are compared and a final consensus number between these

inputs is derived. In addition, standardized processes and quality controls across the entire data

collection, analysis and publication process ensure compliance and cross–checking of the data occurs at

each stage of the methodology.

1.3.2 The triangulated market sizing method

The triangulation method ensures that the results from three distinct phases of the research are brought

together and cross–compared before finalized market numbers are derived:

1. Existing internal resources: as retail data is compiled using a rolling annual program of industry research, the first stage of producing the data is to review the existing internal information, both from the last major data release, as well as that which has been collected on an ongoing basis throughout the year. This includes inputs about market as well as individual retailer performance. These sources are then reviewed and incorporated into data collection processes and databases before the second intensive phase of desk research.

2. Extensive desk research: this phase of the methodology incorporates the main phase of secondary research. This research is initially conducted across a wealth of information sources, as listed below. In addition, the results of any relevant surveys from other Conlumino projects are also fed into data collection sheets. Online industry surveys can include industry opinion surveys of retailers’ — and their suppliers’ — sentiment and consumer surveys of purchasing and retail behavior. Secondary sources include, but are not limited to, the following:

a. Industry surveys b. Industry and trade association research c. Trade portals d. Company filings and analyst presentations e. Broker and investment analyst reports f. International organizations g. Government statistics h. Retail media i. National Press, including both business and consumer titles


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3. Market modeling: the next stage in the process is to feed the results of the above into market

models, which also include drive–based forecasting tools — which analyze drivers such as disposable income, product uptake, macro–economic drivers and market momentum — in order to fill in any gaps in the data and update forecast numbers. At this stage, the market models also look to update channel distribution data sets. For example, information found at the research and trend monitoring stage on online retail sales would directly affect the channel distribution models.

4. Data finalization: the final stage of the process is the true triangulation of all the previous inputs. At this stage data is created using the inputs to hand in a bottom–up fashion, starting with the inputs from each of the previous three stages of the process for each data point to be published. This is done for all the product, channel and country combinations covered in the data. At this stage, therefore, the project analysts are constantly evaluating and deciding upon the relative merits of each of the inputs from the research processes. Once a triangulated set of data has been finalized, these outputs are then thoroughly cross–checked using a series of top–down checks which review the data against a series of reference benchmarking, including known overall retail sizes, growth trends and per–capita spending rates.

Figure 4: The Triangulated Market Sizing Methodology



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1.3.3 Industry surveys in the creation of retail market data

Stage 2 of the above process includes using the outputs of Conlumino’s surveys of consumers’ packaged

goods consumption and industry opinion. Every year Conlumino completes a large scale survey, with

over 120,000 responses, covering CPG purchasing and consumption habits in 10 core retail markets

around the globe. This major study, cross-referenced against the primary telephone research of product

market sizes by country, provides outputs against which relevant retail market data, focusing on the

grocery channel and core products in this channel are assessed. It should be noted that overall, this feeds

research into 3 of the 25 product categories covered. In addition, any other suitable surveys conducted by

Conlumino which also provide information on retail markets are mined for information to be put into the

data finalization process.

1.3.4 Quality control and standardized processes

Crucial to the function of the above method is the adoption of strict definitions for all products and

channels, and adherence to a standardized process at each and every stage in the methodology. By

following this approach all data is made cross-comparable across countries to ensure that analysis adds

to the understanding of market dynamics and trends.

The key elements of this approach are:

Strict channel definitions: the definition of each channel is the same in every country;

Strict product definitions: the definition of each product is the same in every country;

Standardized processes:

o Data capture – all data received as part of the research is captured in standardized files and in a

standard format. Any workings that analysts carry out on inputs, for example to correct for

misalignment in category coverage, are also covered in these sheets

o Data creation – all modeling and forecasting approaches are standardized in order to ensure

consistency

o Finalization and verification – systematic methods and approaches are used to finalize data

points

Country by country research structure: all research is conducted country by country in order to

ensure that market data reflect local market trends and contexts

Data checks during “bottom-up” creation: during the data creation and finalization stage analysts

refer back to initial sources and inputs in order to ensure accuracy in the data

Top down data audits and cross-checks: a large series of cross-checks across all the different

dimensions of the final data sets are run in order to identify any outliers or trends that do not fit with

Conlumino’s market understanding, as well as to conduct specific analyses against set proofing

criteria, such as abnormal growth rate changes, verifying data at both the overall and detailed level

against research inputs and checking per capita spends against other analysis of consumers’

spending in a country

Hierarchical review processes: finally, all of the above processes are subject to a hierarchical review process which ensures that not only the core analysts within a team look at the data, but that at each stage data is passed through several management layers in order that queries and data review and sign-off are completed before any final data can be published


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Table of Contents

1. Introduction .................................................................................................6

1.1 What is this Report About? .................................................................................. 6

2. Executive Summary ....................................................................................7

3. Market at a glance .......................................................................................9

4. Consumer Insight: Online Shopping Attitudes and Behaviors ............. 10

4.1 Overview of Russia Online Shopping Environment............................................ 10

4.1.1 Increasing internet penetration will help the growth of online retailing ............................. 11

4.1.2 Growing broadband service adoption will improve online shopping experience .............. 12

4.1.3 Russia’s poor logistical infrastructure is forcing online retailers to invest in building their own

product delivery system ..................................................................................................... 13

4.2 Consumer Attitudes and Behaviour ................................................................... 14

4.2.1 Multi-channel retailing gaining ground among the retailers .............................................. 14

4.2.2 Social media provides ample opportunity for online retailers to engage customers ......... 15

4.2.3 Offshore retail purchases increased as consumers preferred international retailers ........ 16

4.2.4 Increasing popularity of internet access through mobile devices will open doors to mobile

shopping ............................................................................................................................ 17

4.2.5 Cash on delivery is the most popular mode of payment ................................................... 19

4.2.6 Rising number of urban middle class population will fuel the growth in online retail ........ 20

5. Online Channel Dynamics ........................................................................ 21

5.1 The Online Channel’s Share of Total Retail Sales ............................................. 23

5.1.1 Russia online vs. offline channel forecasts ....................................................................... 23

5.1.2 Online penetration: global and regional comparisons ....................................................... 25

5.2 Channel Dynamics ............................................................................................ 27

5.2.1 Russia retail channel dynamics – future performance ...................................................... 27

5.2.2 Channel group share development ................................................................................... 28

5.2.3 Individual channel performance ........................................................................................ 30

5.3 Category Dynamics ........................................................................................... 32

5.3.1 Online vs. offline retail sales comparison by category group, 2014 .................................. 32

5.3.2 Online retail market dynamics by category ....................................................................... 34

5.3.3 Online retail sales share by category group ...................................................................... 36

5.3.4 Online retail sales growth by individual category .............................................................. 38

5.3.5 Food and grocery categories: market size and forecasts ................................................. 38

5.3.6 Electrical and Electronics categories: market size and forecasts ..................................... 40

5.3.7 Music, video, and entertainment software categories: market size and forecasts ............ 42


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5.3.8 Apparel, accessories, luggage and leather goods categories: size and forecasts ........... 44

5.3.9 Books, News and Stationery categories: Market Size and Forecasts .............................. 46

5.3.10 Sports and Leisure equipment categories: market size and forecasts ............................. 48

5.3.11 Furniture and floor coverings categories: market size and forecasts................................ 50

5.3.12 Home and Garden categories: market size and forecasts ................................................ 52

5.3.13 Health & Beauty categories: market size and forecasts ................................................... 54

6. Case Studies: Leading Online Retailers in Russia ................................. 56

6.1 Retailer 1: Utkonos ............................................................................................ 57

6.1.1 Business description ......................................................................................................... 57

6.1.2 Site experience .................................................................................................................. 57

6.2 Retailer 2: Ozon ................................................................................................ 63


6.2.2 Site experience .................................................................................................................. 63

6.3 Retailer 3: Wildberries ....................................................................................... 69


6.3.2 Site experience .................................................................................................................. 69

6.4 Retailer 4: M.Video ............................................................................................ 78


6.4.2 Site experience .................................................................................................................. 78

6.5 Other Innovative Retailers in Russia ................................................................. 85

6.5.1 Mango Russia ................................................................................................................... 85

6.5.2 E5.ru .................................................................................................................................. 86

6.5.3 Shoppable walls from Media Markt ................................................................................... 87

7. Appendix .................................................................................................... 88

7.1 Definitions ......................................................................................................... 88

7.1.1 This report provides 2014 actual sales; while forecasts are provided for 2015 – 2019 .... 88

7.2 Summary Methodology ..................................................................................... 94

7.2.1 Overview ............................................................................................................................ 94

7.2.2 The triangulated market sizing method ............................................................................. 94

7.2.3 Industry surveys in the creation of retail market data ....................................................... 96

7.2.4 Quality control and standardized processes ..................................................................... 96

7.3 About Conlumino ............................................................................................... 97

7.4 Disclaimer ......................................................................................................... 97


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List of Figures

Figure 1: Share of Online Retail Sales in Total Retail Sales, 2014 and 2019 .................................................................................................. 9 Figure 2: Total Internet Users and Penetration, 2009–2014 ......................................................................................................................... 11 Figure 3: Total Fixed Broadband Subscribers and Penetration, 2009–2014 ................................................................................................. 12 Figure 4: Russian Social Media Market Insights ........................................................................................................................................... 15 Figure 5: Use of Mobile Devices in Russia is on the Rise ............................................................................................................................. 18 Figure 6: Regional Fixed Broadband Users and its Penetration, 2012 and 2017 .......................................................................................... 21 Figure 7: Regional Mobile Broadband Users and its Penetration, 2012 and 2017 ........................................................................................ 22 Figure 8: Russia Online and Offline Retail Sales and Forecast (RUB billion), 2009–2019 ............................................................................ 23 Figure 9: Russia Online Sales vs. Global Average (% of Total Retail) .......................................................................................................... 25 Figure 10: Russia Online Sales vs. Central and Eastern Europe Countries Average (% of Total Retail) ....................................................... 26 Figure 11: Russia Overall Retail Market Dynamics by Channel Group, 2009–2019 ...................................................................................... 27 Figure 12: Russia Retail Sales and Forecast (RUB billion) by Channel Group, 2009–2019 .......................................................................... 28 Figure 13: Russia Retail Sales, Online vs. Offline, 2014 ............................................................................................................................... 32 Figure 14: Russia Online Market Dynamics by Category Group, 2009–2019 ............................................................................................... 34 Figure 15: Russia Online Retail Sales and Forecast (RUB million) by Category Group, 2009–2019 ............................................................. 36 Figure 16: Utkonos – Home Page ................................................................................................................................................................ 58 Figure 17: Utkonos – Product Category Page .............................................................................................................................................. 59 Figure 18:Utkonos: Customer reviews ......................................................................................................................................................... 61 Figure 19: Utkonos: Delivery options ............................................................................................................................................................ 62 Figure 20: Ozon – Homepage ...................................................................................................................................................................... 64 Figure 21: Ozon – Category Page ................................................................................................................................................................ 65 Figure 22: Ozon – Product View .................................................................................................................................................................. 66 Figure 23: Ozon: Customer reviews ............................................................................................................................................................. 67 Figure 24:Ozon: Mobile apps ....................................................................................................................................................................... 68 Figure 25: Wildberries: Homepage ............................................................................................................................................................... 70 Figure 26: Wildberries: Organization and layout ........................................................................................................................................... 71 Figure 27: Wildberries: Compare and browse products ................................................................................................................................ 72 Figure 28: Wildberries: Loyalty schemes ...................................................................................................................................................... 73 Figure 29: Wildberries: Customer reviews .................................................................................................................................................... 74 Figure 30: Wildberries: Payment options ...................................................................................................................................................... 75 Figure 31: Wildberries: Delivery options ....................................................................................................................................................... 76 Figure 32: Wildberries: Apps ........................................................................................................................................................................ 77 Figure 33: M.Video: Homepage ................................................................................................................................................................... 79 Figure 34: M.Video : Organization and layout ............................................................................................................................................... 80 Figure 35: M.Video: Compare and browse products ..................................................................................................................................... 81 Figure 36: M.Video: Loyalty schemes .......................................................................................................................................................... 82 Figure 37: M.Video: Customer reviews......................................................................................................................................................... 83 Figure 38: M.Video: Delivery options ............................................................................................................................................................ 84 Figure 39: Mango – Lookbook ...................................................................................................................................................................... 85 Figure 40: E5 – Wide Range Of Delivery Options......................................................................................................................................... 86 Figure 41: Media Marts shoppable walls in Moscow’s subway ..................................................................................................................... 87 Figure 42: The Triangulated Market Sizing Methodology .............................................................................................................................. 95


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List of Tables

Table 1: Online Retail Sales in Russia, 2014 and 2019 .................................................................................................................................. 9 Table 2: Russia Online vs. Offline Retail Sales and Forecast (RUB billion), 2009–2019 ............................................................................... 23 Table 3: Russia Online vs. Offline Retail Sales and Forecast (US$ billion), 2009–2019 ............................................................................... 24 Table 4: Russia Online vs. Offline Retail Sales and Forecast (% Share), 2009–2019 ................................................................................... 24 Table 5: Russia Online Sales vs. Global Average, 2009, 2014 and 2019 ..................................................................................................... 25 Table 6: Russia Online Sales vs. Central and Eastern Europe, 2009, 2014 and 2019 .................................................................................. 26 Table 7: Russia Overall Retail Segmentation (RUB billion) by Channel Group, 2009–2019 .......................................................................... 27 Table 8: Russia Channel Retail Sales and Forecast (RUB billion) by Channel Group, 2009–2019 ............................................................... 28 Table 9: Russia Channel Retail Sales and Forecast (US$ billion) by Channel Group, 2009–2019 ................................................................ 29 Table 10: Russia Channel Retail Sales and Forecast (% Share) by Channel Group, 2009–2019 ................................................................. 29 Table 11: Russia Channel Retail Sales and Forecast (RUB billion) by Channel, 2009–2019 ........................................................................ 30 Table 12: Russia Channel Retail Sales and Forecast (US$ billion) by Channel, 2009–2019 ........................................................................ 31 Table 13: Russia Retail Sales Split (RUB million), Online vs. Offline, 2014 .................................................................................................. 33 Table 14: Russia Retail Sales Split (US$ million), Online vs. Offline, 2014 ................................................................................................... 33 Table 15: Russia Online Market Dynamics by Category Group, 2009–2019................................................................................................. 35 Table 16: Russia Online Retail Sales and Forecast (RUB million) by Category Group, 2009–2019 .............................................................. 37 Table 17: Russia Online Retail Sales and Forecast (US$ million) by Category Group, 2009–2019 .............................................................. 37 Table 18: Russia Total and Online Retail Sales in Food and Grocery Categories (RUB million), 2009–2019 ............................................... 38 Table 19: Russia Total and Online Retail Sales in Food and Grocery Categories (US$ million), 2009–2019 ................................................ 39 Table 20: Russia Total and Online Retail Sales in Electrical and Electronics Categories (RUB million), 2009–2019 .................................... 40 Table 21: Russia Total and Online Retail Sales in Electrical and Electronics Categories (US$ million), 2009–2019 ..................................... 41 Table 22: Russia Total and Online Retail Sales in Music, Video and Entertainment Categories (RUB million), 2009–2019 .......................... 42 Table 23: Russia Total and Online Retail Sales in Music, Video and Entertainment Categories (US$ million), 2009–2019........................... 43 Table 24: Russia Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (RUB million), 2009–2019 ....... 44 Table 25: Russia Total and Online Retail Sales in Apparel, Accessories, Luggage and Leather Categories (US$ million), 2009–2019 ........ 45 Table 26: Russia Total and Online Retail Sales in Books, News and Stationery Categories (RUB million), 2009–2019 ................................ 46 Table 27: Russia Total and Online Retail Sales in Books, News and Stationery Categories (US$ million), 2009–2019 ................................ 47 Table 28: Russia Total and Online Retail Sales in Sports and Leisure Equipment Categories (RUB million), 2009–2019 ............................ 48 Table 29: Russia Total and Online Retail Sales in Sports and Leisure Equipment Categories (US$ million), 2009–2019 ............................. 49 Table 30: Russia Total and Online Retail Sales in Furniture and Floor Coverings Categories (RUB million), 2009–2019 ............................. 50 Table 31: Russia Total and Online Retail Sales in Furniture and Floor Coverings Categories (US$ million), 2009–2019 .............................. 51 Table 32: Russia Total and Online Retail Sales in Home and Garden Products Categories (RUB million), 2009–2019 ................................ 52 Table 33: Russia Total and Online Retail Sales in Home and Garden Products Categories (US$ million), 2009–2019................................. 53 Table 34: Russia Total and Online Retail Sales in Health & Beauty Categories (RUB million), 2009–2019 .................................................. 54 Table 35: Russia Total and Online Retail Sales in Health & Beauty Categories (US$ million), 2009–2019 ................................................... 55 Table 36: Russia Exchange Rate RUB–US$ (Annual Average), 2009–2014 ................................................................................................ 88 Table 37: Russia Exchange Rate RUB–US$ (Annual Average), 2015–2019 Forecasts ................................................................................ 88 Table 38: Conlumino Retail Channel Definitions .......................................................................................................................................... 89 Table 39: Conlumino Retail Category Definitions ......................................................................................................................................... 91


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About Conlumino

Conlumino Global Retail offers a comprehensive 360° view of the retail landscape. A team of analysts,

with more than 200 years of combined experience, help you identify and understand the most current

retail trends.

Last year hundreds of retail businesses across the globe used our research to make critical business

decisions.

Disclaimer

All Rights Reserved.

No part of this publication may be reproduced, stored in a retrieval system or transmitted in any form by

any means, electronic, mechanical, photocopying, recording or otherwise, without the prior permission of

the publisher, Conlumino.

The facts of this report are believed to be correct at the time of publication but cannot be guaranteed.

Please note that the findings, conclusions and recommendations that Conlumino delivers will be based on

information gathered in good faith from both primary and secondary sources, whose accuracy we are not

always in a position to guarantee. As such, Conlumino can accept no liability whatsoever for actions taken

based on any information that may subsequently prove to be incorrect.

Documents

Consumer Attitudes and Online Retail Dynamics in India ... - SP.pdf · “Consumer Attitudes and Online Retail Dynamics in Russia, 2014–2019” is the result of Conlumino’s extensive