ecommerce market in russia

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E-commerce market, Russian hot spot Daria Ivanova, senior consultant, Finpro St. Petersburg April, 2012

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27.4.2012 Be Inspired - Finpro Service industry client event materials. Daria Ivanova, Finpro.

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Page 1: Ecommerce market in Russia

E-commerce market,Russian hot spot

Daria Ivanova, senior consultant, Finpro St. PetersburgApril, 2012

Page 2: Ecommerce market in Russia

10/04/2023 2© Finpro

Internet usage in Russia

Sprin

g 20

03

Sprin

g 20

04

Sprin

g 20

05

Sprin

g 20

06

Sprin

g 20

07

Sprin

g 20

08

Sprin

g 20

09

Sprin

g 20

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Summ

er 2

010

Autum

n 20

10

Win

ter 2

010-

2011

Sprin

g 20

110

20

40

60

80

100

120

140

160

Monthly usageWeekly usageDaily usage

Page 3: Ecommerce market in Russia

10/04/2023 3© Finpro

Online sales development

Picture: Online sales development in Russia 2001 – 2013, billion RUR, estimate

2001 2002 2003 2004 2005 2006 2007 2008 2009 2010 2011 2012 20130

100

200

300

400

500

600

700

800

900

2010 2020

Germany 32 billion EUR 80 billion EUR

Russia 5,8 billion EUR 60 billion EUR

Page 4: Ecommerce market in Russia

10/04/2023 4© Finpro

Geographical distribution of Internet-users

TOTAL 52,9 mln users

North-West, 12% & 6,5 ml.

Urals 9% and 4,5 ml.

Far East 5% and 2,3 ml.

Central Region 28% & 15,2

ml.

Volga region, 19% and 9,9

ml.

South region 14% and 7,7

ml.

Siberia 13% and 6,8 ml.

Page 5: Ecommerce market in Russia

10/04/2023 © Finpro 5

Product groups / % of online deals

book

s

wear,

footw

ear

tick

ets

(fl

igh

ts,

tra..

.

ele

ctr

on

ics

hom

e a

pp

lian

ces

gif

ts

soft

ware

au

dio

, vid

eo d

iscs

ch

ild

ren

good

s

food

s

0 %

5 %

10 %

15 %

20 %

25 %

30 %

35 %29 %

23 %

18 %17 %

15 % 15 %13 %

12 %10 %

7 %

Page 6: Ecommerce market in Russia

10/04/2023 © Finpro 6

Purchase volumes / per single purchase on average

Product groups Share of end clients

Average spending ,

RUR

Average spending ,

EUR*Traditional books 28,90% 1 600 40

Clothes and footwear 23,20% 4 400 110Travel tickets 18,40% 11 700 292,5

Portable electronics (mp3 players, phones, cameras etc.)

16,80% 8 200205

Small home technique 15,40% 4 800 120Presents 14,80% 2 200 55

Software 12,80% 3 000 75Audio / Video on CD / DVD 12,30% 2 500 62,5

Computers & Office technique 9,90% 10 400 260Drugs & Lances 8,80% 2 600 65Electronic books 8,00% 2 800 70

Concert & Theater tickets 7,80% 2 700 67,5Large home techniques 7,00% 17 300 432,5

Sport goods 6,00% 4 700 117,5PC games 5,70% 1 600 40

Home video & audio 5,60% 15 700 392,5Audio & Video content 5,40% 2 100 52,5

Average exchange rate for 2010: 1 EUR = 40 RUR

Page 7: Ecommerce market in Russia

10/04/2023 7© Finpro

Finnish Internet-shop opened in Russia

www.dermosil.ru www.dermoshop.fi

Page 8: Ecommerce market in Russia

10/04/2023 8© Finpro

Social networks In Russia

• Vkontakte.ru – over 100 000 000 accounts;• Odnoklassniki.ru – over 45 000 000 accounts;• MySpace – over 40 000 000 accounts;• Facebook (facebook.com) – over 30 00 000 Russian

accounts (in total 750 million accounts);• Live Journal – 2 443 667 Russian accounts• Twitter (twitter.com) – over 350 000 Russian

accounts (in total over 200 million)

New opportunities for Marketing & Sales

Page 9: Ecommerce market in Russia

10/04/2023 9© Finpro

VKONTAKTE

• VKontakte is the largest social network in Runet, the third popular site in the Ukraine and Kazakhstan, the fourth in Belarus. The website initially positioned itself as a social network of students and graduates of Russian higher educational institutions, later it started to call itself “modern and fast method of communication”.

• In February 2011 daily audience of social network exceeded 23 million people.

106 941 400 accounts on 26.10.2011

Marketing

opportunities

•Banner advertising

which can be

targeted precisely to

certain target

groups

•Brand communities

•Flash applications

for sales and

advertising

•Social media

marketing

Page 10: Ecommerce market in Russia

10/04/2023 10© Finpro

Marketing in social networks

Different companies have different opinion on the importance of social media marketing

Page 11: Ecommerce market in Russia

10/04/2023 11© Finpro

Future trends (world)

Easy & quick shopping More options to increase reliability

Easy delivery & payments Small offline sellers move to Internet

Page 12: Ecommerce market in Russia

E-commerce in travel segment

Page 13: Ecommerce market in Russia

10/04/2023 13© Finpro

Why e-commerce in travel

USA and UK Russia0 %

5 %

10 %

15 %

20 %

25 %

30 %

35 %

40 %

45 %

50 %45 %

7 %

Share of on-line market in travel

2011 20150.0

1.0

2.0

3.0

4.0

5.0

6.0

7.0

8.0

3.2

6.9

E-commerce travel in Russia, bln euro

• According to the Amargo, rate of growth of on-line travel are 35-40%• Share of self-organized tour to Finland has reached 45-55% in St.

Petersburg

Page 14: Ecommerce market in Russia

10/04/2023 14© Finpro

St. Petersburg citizen

67

13

6

73 3

1

Never been in Finland Less than once per yearOnce per year2-3 times per year4-5 times per yearAlmost once a monthSeveral times per month

Page 15: Ecommerce market in Russia

Information sources

Date © Finpro 15

May 2009, % November 2009, % May 2010, 50

10

20

30

40

50

60

70

Internet Words of mouth

Tour companies' reccomendations Guides

Magazines and journals TV-programs

- There is not surprise that Internet is the most popular source of information for target audience (the research was made among Internet users)

- However “words of mouth” remains the essential source of information in Russia. Opinions of friends and relatives are always important for Russian customers

Page 16: Ecommerce market in Russia

Main players activities: countries

All Scandinavian countries have their WEB presents in Russian languages: Denmark http://www.visitdenmark.ru Sweden http://www.visitsweden.com/shveciya/ Norway http://www.visitnorway.com/ru

Content of these sites are very similar: country, its culture, events (festivals, celebration etc), hotel choice and booking, transportation, regional overview of the country, place to go (museums, restaurants, clubs),

nature, video materials about country.

However, there are certain differences. For example Norway promotes country via followed digital media: http://www.facebook.com/visitnorway.ru about 500 users in the club http://twitter.com/visitnorway_ru about 100 users in the club http://blogs.mail.ru/mail/visitnorway/ http://vkontakte.ru/club14063861 about 350 users in the club

Sweden has its own community: www.communityofsweden.com Denmark has its own community as well: www.okeandruzey.ru/Denmark+1.html

Date © Finpro 16

Page 17: Ecommerce market in Russia

http://blogs.mail.ru/mail/visitnorway

Date © Finpro 17

Role in travelling Information about country, travel tips, place to go. Movies and articles about country

Key Topics Stories about Norway

Popularity Friends:378Readers:458Subscribers:517

Facilitator of the site Created in 15.06.2009 byNorway tourist board

Advertising www.visitnorway.ru promotion

Activities to increase stickiness Competitions for users

Page 18: Ecommerce market in Russia

http://twitter.com/visitnorway_ru

Date © Finpro 18

Role in travelling

Country’s video. Materials about country

Key Topics Video, pictures, stories about countries

Popularity 102 of users in the group

Facilitator of the site

Norway tourist board

Advertising www.visitnorway.ru promotion

Page 19: Ecommerce market in Russia

http://www.facebook.com/visitnorway.ru

Date © Finpro 19

Role in travelling

Official tourist portal about Norway

Key Topics Link to video, pictures, stories about courtiers, mini-forum

Popularity 500 users in the group

Profile of the users

No data. Facilitator of the site Norway tourist board

Advertising www.visitnorway.ru promotion

Page 20: Ecommerce market in Russia

10/04/2023 20

Example of social media sales process

Creation of group/ topic devoting to “place, activity”

Basis information upload, link to the participants web-pages

Initiate of the discussion, feedback collection

Question in the framework of basis information – Finpro answer

Question outside of F.A.Q. – Finpro will contact company representative and

answer later

Follow up workshop will be conducted once in 3-4 months

Page 21: Ecommerce market in Russia

10/04/2023 21© Finpro

• Thank you for your attention

[email protected]• +7 921 405 88 03