What do Russians purchase online and how do they make their purchases?
Yandex.Market and GfK Company conducted a survey among online store visitors to understand the dynamics of retail online trading in Russia.
The study revealed that the Russian online trading market is evolving and embracing advanced technologies. Consumers are actively exploring modern methods of product selection, payment, and delivery.
A significant trend observed is the increasing preference for non-cash payment methods. In 2014, the survey indicated that 48% of respondents had previously ordered goods from Russian online stores using their credit cards, compared to 36% in 2013. Additionally, 30% of respondents had made at least one payment with a card upon receiving their order, as opposed to 20% in 2013.
GfK conducted online shopper audience research in Russia during August and September 2014.
The research revealed a noticeable increase in the number of buyers opting to pick up their orders. This suggests a potential expansion in the availability of pickup points and postamats (automated pickup points). In 2014, 59% of respondents reported receiving their goods at pickup points, compared to 51% in 2013. Similarly, 38% of respondents utilized postamats, an increase from 34% the previous year.
GfK conducted audience research on online shoppers in Russia during the period of August to September 2014.
During that time, the significance of social networks in e-commerce was on the rise. Based on the data gathered in autumn 2014, it was found that 22% of Russian online shoppers had purchased physical goods (excluding virtual items like games or applications) through social networks at least once in the previous year. This marked an increase from 17% in 2013.
GfK conducted audience research on online shoppers in Russia during August and September 2014.
The findings revealed that the primary device used for online shopping was a computer, rather than a mobile phone or tablet. According to the respondents, a desktop or laptop was utilized in 90% of cases for browsing and placing orders for products.
During August and September 2014, GfK conducted audience research focused on online shoppers in Russia.
The dynamics between buyers and sellers
The efforts made by shops to establish customer relationships are paying off, as indicated by the increase in the proportion of buyers who have a favorite Russian online store from 57% to 62% within a year.
Furthermore, the percentage of individuals making unplanned purchases at least once a year, where they order goods that caught their attention online, has risen from 54% to 63%. In 2014, 17% of such purchases were made in Russian online stores, while 29% were made in foreign online stores. Additionally, half of the respondents mentioned that their most recent purchase was made with a discount.
Buyers are now exercising their rights more frequently, with the percentage of individuals returning goods to the store increasing from 51% to 63% within a year.
In August and September 2014, GfK conducted research on the audience of online shoppers in Russia.
Comparing shopping experiences abroad and in Russia
The number of Russians ordering goods from foreign online stores is steadily increasing. According to the survey, 50% of online shoppers placed an order in a foreign online store at least once in the last year, compared to 36% in the previous year. However, despite this trend, more than 90% of respondents still prefer and enjoy the services provided by Russian stores.
GfK conducted audience research on online shoppers in Russia during August and September 2014.
According to the respondents, the main reasons for purchasing from foreign websites were the wide range of products, low prices, and high product quality. On the other hand, people refrained from making purchases abroad primarily due to the lack of necessity, lengthy delivery times, and concerns about potential fraud.
Chinese online stores experienced a significant surge in popularity, with 39% of respondents making purchases there (compared to 25% in 2013). In comparison, 26% of respondents bought goods from English stores in other countries (21% in 2013). Interestingly, the proportion of residents making orders in China increased in smaller towns, while the percentage of those purchasing goods from other countries decreased. In Moscow, the audience of online shoppers showed a similar trend.
GfK conducted audience research on online shoppers in Russia during August and September 2014.
In Russia, the most commonly ordered items online include small household appliances, clothing and footwear, mobile phones, and tablets. When it comes to ordering goods from abroad, Russians tend to purchase clothing and footwear, children’s products, mobile phones, tablets, as well as cosmetics and perfumes. Chinese stores are particularly popular for buying mobile devices, while English stores from other countries are preferred for cosmetics.
Despite the growing popularity of foreign stores, there has been an increase in the number of customers who received poor quality goods from abroad. This figure rose from 12% to 21% of all individuals who made purchases from overseas.
The study involved interviews with 2,414 Russian online store users between the ages of 20 and 55, residing in cities with a population of over 100,000 people.
Source: adindex.ru
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