The turnover of the Russian online trading market amounted to 713 billion rubles, having increased by 31% compared to the same indicator of 2013. For comparison, in 2013 the market grew by 34%.
The key drivers of market growth were the increase in the number of Internet users in the regions and the development of mobile Internet, AKIT believes.
Today in Russia 73 million people use the Internet, 40 million of which make purchases through the Internet. About 20% of buyers place an order using their mobile phone. In 2013, purchases in online stores were paid by 55,3% of customers with a card, in 2014 this figure increased to 61,7%.
The share of the central district in terms of the number of Internet users is still the most significant and amounts to 20,9 million people. The fastest growing in 2014 were the Siberian (+ 130%) and Far Eastern (+ 92%) federal districts. The trend of low Internet penetration in small towns and villages remains, thus, the e-commerce market has growth potential, the AKIT report emphasizes.
The audience of monthly visits to Yandex.Market has remained at the same level (19,8%) over the past year, while the number of Russian buyers on Aliexpress has doubled over the year and reached 15,6 million people a month.
According to the results of the year, the share of cross-border trade in the market turnover amounted to 30%. The Russians made 80 million purchases of $ 6 billion in foreign online stores versus 37 million purchases of $ 3,5 billion a year earlier. About 80% of packages are in Chinese online stores. This allowed the Russian Post to increase its share in the structure of methods for delivering goods in online stores from 33% in 2013 to 39% in 2014. The average check for foreign purchases ranges from $ 25 to $ 150.
According to AKIT, the drivers of cross-border trade growth have become a wide range of products, a favorable price offer, the creation of Russian-language interfaces, as well as delivery optimization. So, last year delivery times were reduced to two weeks, the percentage of loss of orders decreased. Delivery of many online stores is free.