Shoe and clothing online retailers most felt the outflow of customers
Since January 2015, the online trading market in Russia has reached 305 billion rubles. Compared with the first half of 2014, the growth rate was 28%, according to a study by Data Insight. The growth by a third is due to inflation: the weakening of the local currency and the jump in prices for goods increased the average bill by 19% to 4 200 rubles.
In turn, the number of purchases increased only by 8%. For six months, the Russians made up to 73 million orders.
In the segment of clothes and shoes, the sellers of which suffered more than others, we can notice an outflow of buyers. Fashion retailers lost up to 10% loyal audience compared to 2014 year. However, analysts make a reservation: some "were able to compensate for the decrease in traffic by a powerful, sometimes 1,5-2 times, increase in conversion." For example, according to a Kinnevik report, Lamoda’s turnover has nearly doubled over half a year (3,21 billion rubles).
Data for the second quarter are breaking records for the increase in the number of orders. Fixed rate 4% - the lowest over the past five years. At the beginning of the year, e-commerce was supported by the “old” prices for goods imported before the ruble depreciation, and “the desire of customers to invest the remaining ruble savings in durable goods”. In the second quarter, these factors have become irrelevant.
Since January 2015, the turnover of the online trading market in Russia has reached 305 billion rubles. Compared to the first half of 2014, the growth rate was 28%, according to the Data ...
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