A quarter of Russian online players are suffering losses. According to a study by J'son & Partners Consulting, by 2013 the volume of the e-commerce market exceeded 537 billion rubles, adding an average of 42,2% annually. However, nearly a quarter of online retailers spend more than revenue.
The average profit margin for online sales is minus 2,5%. About one third of the annual revenue is spent by stores on selling expenses, while the average share of online sales is only 20%.
Experts examined the 172 largest online stores (totaling 39), studied 000 operators of delivery services. It is reported that more than half of the selected retailers sell products exclusively on the Internet. The remaining players apply a mixed marketing strategy, trading through several channels. Usually these are retail sales, but also use trade through catalogs or TV.
Most of the stores do not have their own courier services, they cooperate with delivery operators. In addition, outsourcing of logistics, settlement services and packaging - fulfillment is gaining momentum. According to J'son & Partners Consulting experts, Arvato and eTraction are leading in this area.
The most active is the trade in household appliances and electronics. This segment accounts for 23,4% of the total online trade. It is followed by the categories "Hypermarkets" (15,8%) and "Clothes and Shoes" (13,8%).