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Shopping cart abandonment

From our research, Russian online shoppers are especially price aware, with 51% of those surveyed admitting they’ve abandoned their cart to fi nd a better deal elsewhere, compared to the IA of 40%. This cost-conscious mindset is also refl ected in the fact that 47% are unhappy with associated delivery charges — higher than the IA of 40%.

Another infl uential aspect of cart abandonment for this market is the incompatibility of purchasing methods, where 39% cited unsuitable payment options as a reason for stopping the buying process. Given the overriding preference for credit card use, cash on delivery or electronic transfers, retailers should off er a choice of payment methods, especially money transfers.

Why do Russia’s online shoppers abandon their cart? Frequent cart abandonment: what makes Russia’s online shoppers leave?

Found a better deal elsewhere

Unhappy with delivery charges

Out of stock

I was just browsing

Changed my mind when I saw the amount

Payment options were unsuitable

Delivery would take too long

Unhappy with returns policy

Website technical problems

Site didn't feel secure

No delivery tracking

I was interrupted

Unhappy with specifi ed delivery carrier

Delivery restricted to cardholder's address

51% 47%

Indicates significant difference vs. IA No arrow denotes no significant difference

47%39% 39%

29% 27% 25% 19%22%34%

23% 20%

41%

Delivery/fulfilment related factorOther factor/non-delivery or fulfilment related

High delivery costs remain a key obstacle for 63% of Russia’s online shoppers surveyed. In fact, nine in ten claim to actively search out sites that off er free delivery.

This cost-based motivation was carried out by all demographics and suggests that regardless of social status, age or gender, retailers should prioritise low delivery costs for shoppers looking to buy items online.

Free delivery: a deal breaker? Did you know?

67% believe there shouldn’t be a minimum spend requirement for free delivery, compared to a lower 62% of the IA

Did you know? Cart abandonment is high in Russia, with 96% having done so compared to the IA of 93%

39%of Russia's online shoppers have abandoned their shopping cart after seeing the payment options

10 11Shopping cart abandonment Shopping cart abandonment

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Where is the preferred delivery location?

From our research, we discovered that Russia’s online shoppers are less concerned with home delivery compared to other countries that took part in the survey. Only 56% cited this as their preferred location compared to 59% of the IA. Conversely, collection services are popular, especially from retail outlets (11%) and convenience stores (5%). However, the real standout option for this market is the post offi ce, which at 17% is a particularly favourable mention, compared to only 7% of the IA.

How do Russia’s online shoppers feel about delivery?Compared to other countries surveyed as part of the Delivery Matters 2016 research, delivery satisfaction is lower in Russia. Only 82% were satisfi ed with their previous delivery experience, compared to an IA of 91% and the UK at 94%.

It’s, therefore, clear that retailers should be working to ensure high quality fulfi lment protocols. This is backed up by an overwhelming 96% of Russia’s online shoppers declaring they would be ‘more likely to shop again’ with a retailer if they were happy with the delivery of their goods above the IA at 90% — and the highest of all countries surveyed.

Did you know? 40% of Russia’s online shoppers would track items that were of a higher value

As with other countries surveyed, tracking and recorded deliveries in Russia remain of real importance. Some 89% consider it important to receive information regarding the progress of their deliveries — just under the IA of 90%.

When it comes to tracked deliveries, 86% are moreconfi dent when ordering online with tracking and 83%would track every item they order if the service wasavailable. This is a higher amount than the IA of 76%.

Correspondingly, only 16% are not bothered about tracking services for online purchases compared to the IA of 22%. This reflects the fact that the majority do appreciate the peace of mind that comes from knowing an item can be tracked.

This does appear to relate to the value of the item though; 40% would only track an item of higher value — in line with the IA.

Royal Mail off ers an International Tracked service to Russia, with £100 compensation included and extra cover of up to £300 available.

The importance of tracking deliveries

9/10 of Russia’s online shoppers want to receive progress updates on their deliveries

DeliveredRussia’s online shoppers are also signifi cantly more likely to agree that they ‘like using services where I can reserve an item online and then collect it from the shop’ (76% vs. IA 57%). Arguably therefore, this market is happy to travel to collect their purchases and don't necessarily shop online because they want to avoid the in-store experience.

17%of Russia’s online shoppers surveyed would prefer to collect items from the post offi ce vs. 7% IA

12 13How do Russia’s online shoppers feel about delivery? How do Russia’s online shoppers feel about delivery?

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Our research was independently conducted by Trinity McQueen in April 2016.

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