The share of online trading in Russia in the non-food segment in 2019 will be 13%, analysts of Data Insight predict.
In general, the share of the Russian e-commerce market in 2019 will overcome the bar of 5% of the retail market. In monetary terms, the market volume will amount to more than 1 trillion 600 billion rubles, the dynamics is (+25%) compared to 2018.
Data Insight partner Boris Ovchinnikov notes that with an increase in the number of orders in the e-commerce market, the average check is falling: in the first half of 2019, the average online check dropped to 3790 rubles. from 4330 rub. — in 2018, and the decline will continue.
At the same time, the decrease is not due to a drop in purchasing power, but due to the fact that stores with a low average check - 2–2,5 thousand rubles are growing faster than the market. — Wildberries, Ozon, online demand is shifting towards everyday purchases with a low average check, shipping costs are decreasing, which used to be a barrier to low-cost orders.
The share of mobile orders, online payments, prepaid orders, pickup continues to grow, and the availability of delivery is increasing. An important trend is the active development of marketplaces.
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