Shoppers go online looking for low prices, according to PwC's Total Selling study.
Today 58% of shoppers in Russia believe that online stores have lower prices than traditional retail outlets. Another 55% attribute their love of online platforms to the lack of the need to go to the store. At the same time, 80% of Russians, before buying something on the Internet, choose to buy in a regular store - this is one of the highest rates in the world, more only in China and Brazil (86%).
About 70% of compatriots go to traditional stores in search of tactile sensations, another 64% immediately get it.
In the future, e-commerce will develop towards a multi-channel sales model, experts say. "The coming years will be challenging for online stores and will require investment in developing business models," said Martine Paters, PwC Russia Partner.